27th February 2026
This is what I’ve been up to this week:
- I ran a workshop with content owners and designers to develop a collaborative content strategy positioning statement (audience, topic, unique point of view, and some design principles). I feel like this went well, and gave us the consensus we need to start prototyping and refining the content strategy. A big chunk of the conversation focused on migration and archiving, which I’ve been thinking about a lot…
- …as I finally shared my new guide to content auditing this week. This flopped on email – my lowest ever open rate – but a lot of people have downloaded the free content audit planner. I think auditing is one of those unsexy topics that’s not a winner, but the people who get it, get it. It’s also got me thinking about how I can better explain the value that auditing provides when there’s so much pressure to delegate this kind of work to AI. For me, human judgement isn’t the slow annoying part, it’s the whole point. You need human insight to really understand content.
- I absolutely loved seeing this important piece of work looking at the risks posed by AI Overviews from Mind’s Information content manager Rosie Weatherley and the Guardian.
- I spent some time synthesising findings from a load of stakeholder interviews and fretting about the right way to communicate what I heard. This is the hardest part of discovery for me – I find it tough sometimes to find the line between reporting back honestly and being overly blunt.
- I found out I didn’t win the work I was interviewed for last week. My new business pipeline summary made me laugh and also worry – 1 lead, 1 loss so far this year.* I’m TBTBB (too booked to be bothered) until April, but I probably should start being bothered and try to hustle a bit.
*I also had to turn down a couple of bits of work that I didn’t have time for, but they don’t show up in this pie chart.