Structure for answers, not just aesthetics

AI systems increasingly answer user queries directly rather than serving up a list of links. That changes what good content looks like. The most effective content answers common questions clearly and directly, organised around what your customers are actually asking.

AI loves clear paragraphs, tables, and lists and web pages and content built around specific needs: “How our service works,” “What to expect on day one.”

The result should be content that’s easier for generative AI to extract, and as a side benefit, much easier for real-life humans to read too.

Clarity over clever

AI struggles with vague or overly clever copy. The kind of headline that sounds brilliantly witty in a brainstorm is precisely the kind of thing that gets lost in translation.

Your value proposition needs to be direct and specific.

Not dumbed down, just crystal clear. You know, like good, old-fashioned marketing says it should be.

Repurpose smarter, not harder

One of the most practical uses of AI is taking a single piece of solid core content and multiplying it: a blog post becomes a social caption series, an email sequence, a short video script. The message stays consistent; the format adapts.

The thinking still has to happen upfront, but once you have something worth saying, AI is a genuine time-saver in helping to break that down into different content.

Build authority that AI can trust

AI prioritises content that it sees as credible and trustworthy. Your business needs to show why your content should be the trusted source.

• Include author bios with relevant credentials.

• Link to other trusted sources (credible news platforms being one example).

• Make sure your business is consistently listed across Google Business Profile and industry directories with identical name, address, and contact details everywhere.

• Review key pages regularly. Making sure they are clearly describing what you offer.

• Go multimodal on all platforms: add images, infographics and video with proper alt text or captions. AI is increasingly using visual content in recommendations.

Next up: the technical stuff you and your web developer need to know.

If your brand can’t be found or understood by AI systems, you’re already behind.

That’s not hyperbole. It’s just the new reality of how people discover things.

The visibility problem has changed shape

Google’s AI overviews mean your audience doesn’t always need to visit your website to get the information they need. They ask a question, AI answers it, they move on. If your content isn’t the source that AI draws from, you simply don’t exist in that moment.

But here’s the thing most people miss: AI still needs sources. It can’t function without them. The opportunity isn’t gone — it’s just moved. You might need to think more carefully about where your content lives, not just what it says.

AI won’t replace your strategy — and it shouldn’t

Before we go any further, let’s get one thing straight. AI speeds up work. It doesn’t replace your brand’s voice, your positioning, or the unique value you’ve spent years building.

The goal isn’t to hand the wheel to a machine. It’s to use AI to deliver your strategy faster and more consistently, while keeping the thinking very much human. The organisations winning right now are specific, credible, structured, and human — and they use AI to amplify all of that, rather than substitute for it.

Next time: how to structure your content so AI can actually understand and use it.

In recent months the chatter with our clients and colleagues has been a little bleak. Many of them have been lamenting the rise of AI and the impact it has on audience reach, especially web traffic.

AI has shifted from an exciting experiment into a norm.

For founders, creators and business owners, the message is clear: if you can’t beat it, join it (but be clever about it).

It could be a threat, but it could be a brilliant opportunity.

At a recent AI Powered Marketing event at Canva hosted by Digital Women, a bunch of smart industry leaders unpacked what’s working, what’s hype and how businesses can practically get started.

We went to the event and took notes so you didn’t have to. Here’s our distilled guide:

Why it matters.

• 48% of shoppers now use AI in their search journey.

• 56% of consumers prefer AI-generated marketing copy (Semrush, 2024).

• ChatGPT now ingests huge sources like Reddit, meaning customer insights are more accessible than ever.

If your brand can’t be found, or understood, by AI systems, you’re already behind.

AI overviews in Google mean audiences don’t always need to visit your website to find the information they need.

And if they don’t visit your business online, then how can you sell to them?

Here’s the thing. AI still needs sources, it can’t function without them. You need to be the source, you just might need to diversify where your content sits.

Social media - yes, the AI generated slop is ‘bleurgh’ and everywhere, but your customers can find you here. Have a presence at least. A portfolio if you will.

They’ll head straight to your website from your socials if you are speaking to them.

Get the old-fashioned basic marketing right, understand your customers’ needs, clearly convey what you do, and they will hear you.

Social media is more like a search engine these days. Be clear, don’t let anyone guess what you do - tell them.

Your website still matters. It really is your portfolio, it still powers SEO and most importantly it shows off your expertise and deep work.

Make sure you are repurposing the content on your website (using AI for efficiency) and making it work harder.

Can your blog become a social post? Could your explainer video become a couple of reels? Again, good old fashioned marketing.

Reddit now dominates Google AI overviews, it’s also an excellent place to get customer feedback on your services.

Tread carefully though, Reddit users are savvy about being sold to.

Be helpful.

Provide resources.

Engage in conversation rather than pushing out sales posts.

Your New Audience Isn’t Just Humans

This even makes us feel uncomfortable, but it’s a mindset shift we all probably need to adopt.

Your brand now needs to appeal to AI as much as people.

Customer journeys are influenced by algorithms: search engines, recommendation systems, AI chat assistants.

If AI can’t understand your offer, describe your value or trust your brand, it won’t show your content to customers.

This means writing short, sharp, structured copy, being extremely clear about who you help, and using language that AI models (and humans) can easily interpret.

AI doesn’t like vague.
AI doesn’t like clever-but-confusing.
AI likes clarity, consistency, and specificity.

Again, good, old-fashioned, skilled copywriting. Learning to work with AI doesn’t need to be a stretch if you already have a great marketing strategy.

How to Make Your Brand “AI-Ready”

Be Specific

Say exactly what you do. “Shoes that give back with every purchase” (TOMS) lands, because it’s crystal clear.

Be Uniquely Valuable

Know your niche. AI can’t promote what isn’t differentiated. How do you stand out from your competitors, what is your USP? Don’t know - we can help with that.

Be Credible

Trust is more important than ever. Mentions by and collaborations with other trusted organisations helps build credibility.

AI prioritises trusted media sources and well-structured social content.

Be Human

Ironically, writing obviously human content makes AI understand (and trust) you. We are still better at some things so lean into that hard. Use your own voice, or your brand’s voice.

Be Informative & Useful

Teach something. Demonstrate expertise. AI rewards substance.

Be New

Fresh ideas show up higher than recycled generic content. Stop reinventing the wheel and be original. Got a new take on something, share it.

Be Structured

Headings, bullets, sections. Make your copy scannable for humans and machines.

Your New AI Superpowers

Used well, AI can give smaller businesses the same capabilities that large marketing teams pay well for:

1. Faster, slicker customer service

Automate FAQs, onboarding and sales responses.

2. Smarter decisions with your data

AI can analyse performance metrics and reveal conversion opportunities quickly.

3. Hyper-personalised journeys

Tailor your website, email flows and offers for different customer types..

4. Content at scale

Repurpose and regenerate existing content—blogs → emails → social → ads, in minutes.

5. Role-play and coaching

Negotiate pricing, rehearse pitches, test messaging…all instantly.

The Real Competitive Advantage? Speed.

AI can’t replace strategy or creativity.
It replaces slow.

Your unique positioning, message, story and ideas still matter deeply, maybe even more so now that AI-generated content is everywhere.

The winners won’t be those using AI the most.
They’ll be the ones who use AI the smartest.

1986. A primary school classroom, wooden desks, proper blackboard, screechy chalk - you get the picture.

We hated each other on sight, but slowly we bonded over Michael Jackson, leopard print catsuits, lunchbox peperamis and dance routines.

Fast forward several years, via the music industry and law, and we ended up living ten minutes from each other and on the same digital marketing course - up-skilling in the new marketing landscape of social media. Back then TikTok was a twinkle in the eye of Music.ly, social media was basically online networking and we were gaming it for businesses. The landscape has shifted pretty dramatically since then and we have been ups killing every since.

Drawn back together by a combination of history and aligned beliefs, over the years we have collaborated on marketing strategy and campaigns for an eclectic range of clients, all with a common thread. They are driven by a purpose to do things better. From an eco-resort in Malaysia to sustainable toiletries and ethically sourced soft drinks.

We want to make the world a slightly better place and so do our clients. Are you in?

(Artist: Tobias Bjørkli)

Sometimes, well, most of the time really, marketing a business feels like an uphill slog.

In the good old days, marketing used to be mainly advertising with lovely glossy print ads and posters and if you really had some budget, a radio or tv commercial. So far so glam!

These days the places where you can catch a passing customers eyes have way more than doubled. Website/newsletter/a gazillion social media platforms/platforms like Pinterest which are a ‘sort of but not really’ social media platform/blog sites/podcasts are all available meaning we are spoilt for choice. But much like entering a fast fashion store on a Saturday afternoon, more isn’t necessarily better. Now we have too much choice, and it’s overwhelming, because you can’t be everywhere but you need to be somewhere, and where should that somewhere be?

Being selective can be hard when you aren’t sure what to select. That’s where we come in.

By helping you understand your audience really clearly we can create a strategy that works for you and your team, so everyone knows the plan and can stick to it. We can help you streamline and laser focus your energies so you aren’t wasting time and money by shouting into the ether.

Keep reading and we’ll share some marketing know-how to help you on your way, or you could say hang it all and book us to do the lot for you. Either way we are here for you.

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