Marketing area
Content
Content marketing is the work of creating things people want to read, watch or listen to, so that your brand becomes part of how they think about a problem. It is the slowest-acting channel in marketing and often the most valuable: a single great article, video or podcast can compound for years.
The hard part is not making content. It is making content that is genuinely useful, finding the right people for it, and connecting it back to a commercial outcome.
Formats and where each one works
Long-form articles still anchor most B2B content programmes because they earn search traffic and establish authority. Video dominates discovery on social and is increasingly important for SEO via YouTube. Podcasts build deep relationships with niche audiences. Newsletters create direct, recurring attention you own. Visual content - charts, frameworks, original imagery - travels furthest on social and gets cited by other writers. Pick two or three formats you can sustain rather than dabbling in all.
Strategy and editorial planning
A content strategy starts with the audience and the role content plays in their decision. Map topics to stages: awareness pieces that frame the problem, consideration pieces that compare approaches, decision pieces that show your work. Build an editorial calendar around a small number of pillar themes you want to be known for, not a scattergun of one-off ideas.
Content and SEO
Search and content are inseparable. Use keyword research to confirm demand, but write for humans first. With AI overviews summarising results, originality, structured data and depth matter more than length. Update your best pages regularly - refreshing existing assets often beats publishing new ones.
Distribution and repurposing
Most teams spend 80% of their effort on creation and 20% on distribution. Flip that ratio. Every long piece should fan out into a thread, a short video, a newsletter, a sales enablement asset and a talk. Repurposing is not lazy; it is how a single insight reaches the different places your audience lives.
AI in content production
AI has lowered the cost of producing average content to near zero. The bar for getting noticed has gone up accordingly. Use AI for research, outlining, editing, translation and variation. Keep human judgment for the point of view, the lived experience and the specific examples that make a piece worth reading.
Measurement
Pageviews are a starting point, not a destination. Track scroll depth, return visits, email signups, assisted conversions, branded search lift, and self-reported attribution ("how did you hear about us" on demo forms). The best content programmes show up in revenue six to twelve months after the work starts.
Tools
Content tools worth knowing.
Drafting, editing, AI assistance and the CMS layer - the platforms most teams reach for to plan and ship content.
Content and copywriting
Drafting, editing and managing long-form content.
- Grammarly
Grammar, tone and style suggestions across the apps you already write in.
- Hemingway Editor
Free editor that flags long, dense sentences. Useful for tightening up marketing copy.
- Notion
Flexible workspace for drafting, briefs and content calendars all in one place.
- Google Docs
The default collaborative writing tool. Easy to share and review with stakeholders.
- Jasper
AI writing platform with brand voice controls. Built for marketing teams producing at volume.
- Copy.ai
AI tool for marketing and sales copy, with workflows for repeatable use cases.
- WordPress
Powers a huge share of the web's content. Endlessly extensible CMS for blogs and marketing sites.
- Writer
Enterprise generative AI platform with brand voice, terminology and compliance guardrails for in-house comms teams.
- Anyword
Performance-focused AI copywriting that scores variants by predicted conversion before you publish.
- Contentful
Enterprise headless CMS with structured content, localisation and a mature partner ecosystem.
- Sanity
Developer-friendly headless CMS with real-time collaboration and a fully customisable studio.
- Storyblok
Visual headless CMS that lets marketers preview and edit content blocks alongside the live page.