Writing on AI, content operations, and the systems that shape enterprise communication.
The overlap between what ranks in Google and what gets cited in AI-generated answers has dropped from 70% to below 20%. A practical guide for marketing directors and CMOs who built their inbound on Google—and are watching the traffic curves flatten.
Content OperationsWhen you connect an AI writing system to your organization's content, dormant material becomes active. The ghost will speak from whatever room you build for it—the question is whether anyone with editorial judgment helped design the room.
Industry PerspectiveThe discipline enterprise content teams developed to manage complexity and maintain consistency at scale—briefs, style guides, messaging frameworks—turns out to be exactly what AI workflows reward.
Industry PerspectiveAI has moved into the execution layer of enterprise content production. What that means for the writers, editors, and teams caught in the middle—and three practices worth building into AI-assisted workflows.
Content OperationsThe model isn't what separates content teams today. It's the environment built around it—context, integration, process design, and the editorial memory that compounds over time.