Content Marketing is a fortnightly piece on what is working in content, and what has changed on the platforms it depends on. Each one carries a worked example rather than general advice.
A fortnightly look at content: what changed on the platforms, what formats are earning attention, and what AI is genuinely doing to how content gets made. Every issue carries a worked example, because content advice without one is just opinion with confidence.
What each issue covers
Platform and algorithm changes. What moved on the surfaces where content actually gets distributed, and whether it affects a business without a social team.
Formats and distribution. What is working, what has stopped working, and the difference between a format that suits a brand with an audience and one that suits a brand starting from nothing.
AI and content production. Where it genuinely helps, where it is producing volume nobody reads, and what Google has actually said rather than what the industry repeats.
A worked example. A real page, a real rewrite or a real piece of data, pulled apart. This is the part that takes the time and it is the reason the stream exists.
How it’s written
One argument per issue. A fortnight is long enough to have something to say and short enough not to pad it.
Examples come from work I’ve done or from pages anyone can go and look at. Never a hypothetical brand in a hypothetical market.
Competitors and agencies are not cited as sources. Platform documentation, studies with a stated method, or my own data.
Length follows the argument. If it’s made in eight hundred words, it stops at eight hundred.
Who it’s for
People who have to produce content for a business and want to spend the effort where it counts. Particularly useful if you’ve been publishing for a while and can’t tell whether it’s working.
The archive
The first issue of this series is being written and will appear here. In the meantime, here is the most recent writing.
SEO2 Nov 2026Is your website too slow? What I did to my own site, and how to check yours
What Google says about site speed, what I changed on my own site to reach 100 on PageSpeed Insights, what the scores don't show, and how…
SEO2 Nov 2026Enquiries are down but traffic looks fine: where to look
Fewer enquiries but steady traffic? Check the contact route, who is visiting, the results page and your tracking, in the order I would.
SEO31 Oct 2026Traffic dropped after a Google update: what to check, and what an update can’t prove
Traffic fell around a Google update? How to test whether the update is a credible cause, what else to rule out, and what an update can't…
SEO30 Oct 2026Why isn’t my business recommended by ChatGPT or Google’s AI Overviews?
Why your business isn't named by ChatGPT or Google AI Overviews: indexing, blocking, unclear answers, vague business facts, and how to test it.
SEO29 Oct 2026Independent SEO consultant or agency, project or retainer: how to choose
Choosing between an independent SEO consultant and an agency, and between a project and a retainer: when each suits, and what to ask.
SEO27 Oct 2026Website traffic dropped after a redesign: what to check first
Website traffic fell after a redesign? Check redirects, indexing, lost content, reset titles and tracking, in the order I would, using Search Console.
The other regulars
State of Search runs weekly, State of AI and Direction run monthly, and the tests publish their method before their results. Everything sits on the writing page.