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AI gave your team a content engine. It gave everyone else one, too.
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More volume wasn't really the goal, but it's what you've ended up with. And now the problem is making any of it matter.
When everyone's using the same tools and the same prompts, the output turns into slop. Technically fine. Spiritually dead. Buyers can tell, even if they can't say why.
Only 32% of buyers say they trust AI-generated content. If yours reads like it was produced by a machine, it's working against you. These days, the uncanny valley is littered with whitepapers.
The stuff that converts is the stuff AI can't fake. A real opinion. An actual point of view. Something that sounds like a person who's done this before.
AI gave everyone the ability to publish more but it didn't make anybody more memorable. The advantage sits with whoever has something worth saying, said in a way worth reading.
Senior editorial thinking, exactly where you need it.
Senior editorial thinking, exactly where you need it.
Copy with a point of view. An opinion. Something that makes a reader stop and think "yes, that's exactly it." The kind of thing that only gets written by someone who's been around long enough to have something to say.
94% of buyers use AI to research vendors. Your content needs to be clear, credible and specific enough to survive being summarised, cited and compared. Fluffy doesn't make the cut.
Case studies, thought leadership and campaign copy that gives buyers something to bring to the committee. Evidence. The kind that holds up when a CFO asks a hard question.
If the content's going out but not cutting through, here's where we start.
Sharp, specific, human. Built to earn a click from someone who's already seen everything.
Blogs, articles and executive content that has something to say and says it clearly.
Evidence structured around buying criteria. Specific enough to be credible. Built to travel inside a deal.
Clear, intent-led copy that reflects the product you have now and the buyer you're talking to.
Restructuring existing pages so they perform in AI-driven search environments and traditional results.
Finding the pieces worth saving and making them do more work. Less publishing, more impact.
I've spent a decade writing for organisations where generic wasn't an option. Meta. Google Cloud. Enterprise tech, AI infrastructure, compliance. Places where the buyer is smart, the category is crowded and the content has to work harder than average.
I know what "good enough" costs you. The blog post that looked fine. The campaign that went out on time. The case study nobody shared. My job is to make content that ships (and sticks).
More about me →
Send me something you've been working on. A campaign email, a product page, a piece of thought leadership. I'll share some honest notes on what's working and what isn't.
No pitch. No obligation. You decide if the notes are useful.
If it's going out but not cutting through, send me a piece. I'll tell you why.
Because most of it starts from the same place — the same AI tools, the same prompts, the same generic briefs. When everyone uses the same content engine with the same inputs, the outputs converge. Technically fine. Completely forgettable.
It can be. Only 32% of B2B buyers say they trust AI-generated content. If yours reads like it was produced by a machine — even if it wasn't — it's working against you. The trust gap between AI output and buyer confidence is real and growing.
AI has made it easy to produce content at volume. What it hasn't done is make it easier to review, quality-check or approve it. Teams are now shipping more than ever but the review process is being asked to handle significantly more output with the same resource. That's where quality slips.
AI can't have a genuine opinion. It can't draw on real experience of a specific industry or buying process. It can't make the editorial judgment call that separates content worth reading from content that just fills a slot. That's still a human job — and in a world of AI-generated noise, it's a more valuable one than ever.
94% of B2B buyers now use AI during their research. They're asking AI assistants to summarise vendors, compare options and surface proof points. That means your content needs to be clear, specific and structured well enough to survive being summarised, cited and compared. Vague content doesn't make the shortlist.
Have something worth saying and say it clearly. Specific beats generic. A real point of view beats balanced neutrality. Content that sounds like it was written by someone who's actually done this before earns attention in a way that polished but hollow content never will.
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