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Content used to be something you read. Now it's something you use. When you apply for a passport, book a flight, or compare hotels, the content isn't describing a service. It is the service. This post explains how 3 shifts in how people find and use information created the need for content design.
Last week, we ran an online content crit on LinkedIn about the UK government’s AI Skills Hub website. As far as we know it was written by a machine and reportedly cost £4.1 million.
Every piece of content you publish is shaping how AI tools understand and represent your organisation to users. Here's how to turn your content risks into a strategic advantage.