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
[PAUL TO ADD: the issue list, once the first few are published.]
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.