One or two pieces a month, sometimes fewer. I write when I have something worth saying — not on a content calendar. If a topic needs 2,000 words, it gets 2,000. If it needs 400, it gets 400.
For twenty years, SEO was organised around keywords as the atomic unit. That was fine when search engines couldn't understand context. They can now, and the companies still optimising for keywords are optimising for a past version of Google that doesn't exist. Here's what replaces it, and what to do tomorrow.
Most AI content fails not because the model is bad, but because nobody built a voice guide before hitting generate. Here's the fix, and why it matters more than anyone's telling you.
ReadAutonomy, a defined output, and integration into your stack. If a tool only has one or two of those, it's not an agent — and the confusion is costing marketing teams real money.
ReadA five-person marketing team with senior people usually outperforms a twenty-person team with juniors and managers. Here's why, and the team structures that actually work at different company sizes.
ReadWorking inside Surfer and MarketMuse showed me the patterns that only become visible across thousands of companies. Three of those patterns, and why your agency probably can't see them.
ReadThe quickest way to ruin an AI agent rollout is to never retire the ones that stop earning their keep. A framework for quarterly agent reviews, and why "would anyone notice if we switched this off?" is the only question that matters.
ReadUnrefreshed content doesn't just fail to rank — it actively lowers the authority of the content around it. An argument for quarterly content maintenance, and what to do with pieces that aren't worth saving.
ReadFour subjects mostly. Occasional drift into adjacent territory when something genuinely interesting shows up, but the core rotation is here.
If something here lines up with what you're trying to solve, the next step is a conversation. One call, thirty minutes, no pitch deck.