Author name: Jack

Once upon a time—not so long ago—the em-dash was a humble hero of punctuation. It was a favourite of seasoned writers who wanted to break a thought mid-sentence, add a pause for effect, or avoid the clutter of parentheses. It wasn’t flashy or overly academic—it was practical, rhythmic, and, when used with intent, elegant. But […]

Let’s be honest: Generative Engine Optimisation (GEO) sounds like the kinda buzzword Mike from marketing came up with to justify keeping his job. But if marketers don’t develop strategies to combat AI’s growing dominance across the information space, it won’t only be Mike who suddenly finds himself with a lot of free time. GEO is

Here’s a fun little thought experiment. You get to choose one skill—and just the one—to stave off the threat of your content marketing career falling foul to generative artifical intelligence. What do you pick? The ability to write copy so crisp and impactful that ChatGPT flounders in your wake? How about an almost preturnatural instinct

You know that strange feeling you get when you see a person who almost looks real—but their smile’s too perfect, their fingers are slightly off, and their eyes don’t quite blink? Welcome to the uncanny valley, and for some reason, it’s where an alarming number of businesses have decided to set up shop. Case in