AI has collapsed content cycles and exposed gaps in marketing leadership models that were built for slower workflows. Strong AI content governance now sits at the centre of CMO accountability, shaping how organisations maintain coherence, manage risk and protect credibility.

Ever wondered how your conversations with an AI evolve over time? I ran a small experiment with ChatGPT and ended up with a surprisingly accurate snapshot of how my own use of AI has changed: from quick copy tweaks to full editorial systems, product development and the occasional cat-related mystery.

AI tools make it easy to skip the hard work of audience research - but that’s where real B2B content strategy begins. Learn why personas still drive pipeline and trust in 2025.

More words don’t always mean more impact in the world of B2B content. Facts don't always persuade, so it's critical to ‘till the soil’ before planting your message. Discover practical ways to make your content land without adding another paragraph.

In a world flooded with AI-generated copy, great writing still depends on human judgement. Our three-step recipe for slow, considered content helps marketers to cut through the sameness. Discover how to balance AI speed with editorial craft, protect your brand voice and create B2B content that feels real.

I’ve finally done something I’ve been threatening to do for years - I wrote a book. The Six-Week AI Content Sprint is for marketing leaders who want to bring AI into their content engine without losing the human edge. In just six weeks, it gives you a roadmap to build trusted, scalable processes that actually work, right across the business.

B2B content is crowded with the same buzzwords and clear AI tells. This guide highlights the 10 most overused words in B2B content and shows better alternatives. Learn how to cut filler, be specific and keep your content sounding human so it builds trust with audiences and performs better in search and AI results.

In a world where AI makes content a commodity, discover why scarcity, care and human touch create the shimmering moments your audience remembers.

Five ROI metrics every CMO should add to their reporting pack to measure AI content investments. Balance upside with guardrails to prove AI’s value in B2B marketing

Most B2B marketers use brand voice and format prompts, but skip the one that makes AI outputs sound human — a style prompt. Without it, your content risks blending into the AI crowd and eroding trust. Learn why a great style prompt belongs in every AI toolkit, and how to combine it with strong foundations and human review for content that stands out.

Most AI prompts for blog ideas produce generic, serviceable lists. By adding audience and timing details — for example, “What are senior Australian B2B marketers asking you about right now?” — you can generate timely, market-relevant topics. This simple ChatGPT prompt hack delivers audience-specific ideas in minutes, giving you a lightweight alternative to costly intent data tools for sharper B2B content planning.

B2B marketers are producing more content than ever — but sales still isn’t using it. This post explores the real causes of the content activation gap, why AI may be making it worse, and what needs to change across people, process and tools to fix it. If your content isn’t getting picked up, the problem isn’t just what you’re creating — it’s how it moves.

LLM-powered tools like ChatGPT and Google SGE are changing how content is discovered. It is no longer about isolated pages — it is about patterns, consistency and credibility across your site. This post explores why brand storytelling and content structure now matter more than ever for B2B marketers.

AI content fatigue threatens B2B trust and SEO. Adopting a balanced approach, combining AI efficiency with human insight, keeps prospects engaged throughout the B2B sales cycle.

AI writing has tells. Once you spot them, you can’t unsee them: rigid rhythm, empty strategy-speak, and slogans that sound good but say nothing. Discover the eight most common signs your copy was written by AI - and how to spot them in the wild.