Field notes

Writing on content production, from people who run the programmes

No recycled listicles. These are the frameworks, judgment calls, and uncomfortable truths we work with every day, written for marketers and SEO leads who want the real version. Every article is free of pitches and free of pricing.

Latest · Research

How to Interview a Subject Matter Expert and Get Usable Material

SME interviews fail when you ask for “anything useful” and hope. Here is how to prepare, run the call, and turn the recording into material a writer can actually use.

INTSEO Media Editorial TeamJun 18, 20269 min read

Content Operations

In-House vs Freelancer vs Agency Content Production

No single production model fits every programme. Compare in-house, freelance, and agency options against volume, complexity, and how much strategy you keep internal.

Jun 5, 202610 min read

Commercial Content

Comparison and Alternatives Pages That Buyers Trust

Buyers read comparison pages to decide, not to be flattered. Structure around criteria, evidence, and tradeoffs so the page ranks and still sounds honest.

May 20, 202610 min read

Briefs & Process

How to Give Feedback on a Draft

Vague feedback produces vague revisions. Here is how stakeholders should comment on drafts so writers fix the right problems in the right round.

May 6, 202610 min read

SEO Writing

Search Intent: Reading a SERP Before You Brief

Keyword tools label intent. The SERP shows what Google actually rewards. Learn to read results before you brief so format and angle match the query.

Apr 22, 202610 min read

Briefs & Process

How to Brief a Writer Who Does Not Know Your Product

External writers can produce strong first drafts when the handoff includes context, examples, constraints, and a real outline. Here is how to brief without assuming shared history.

Apr 9, 202610 min read

Content Strategy

Why Most Blog Programmes Fail

Publishing on a calendar without search strategy, brief discipline, or refresh is how programmes accumulate traffic that never compounds. The failure modes are predictable.

Mar 28, 20268 min read

Content Strategy

Content Refresh vs Writing New: How to Decide

Not every content gap needs a new URL. Sometimes the right move is to rebuild what you already have. Here is how to choose between refresh and net-new publishing.

Mar 12, 20267 min read

Brand & Voice

How to Define Brand Voice for Written Content

Brand voice is not a list of adjectives in a slide deck. It is a set of decisions writers can apply on page one, with examples, anti-examples, and vocabulary rules.

Feb 24, 20268 min read

SEO Writing

Writing for AI Overviews Without Writing for the Machine

AI Overviews pull from pages that answer questions clearly. The tactics that help citations are the same ones that help humans: structure, specificity, and sources.

Feb 10, 20268 min read

SEO Writing

How Long Should a Blog Post Be?

There is no universal perfect word count. Length should follow what the query rewards, what the reader needs, and what your outline requires to answer the question completely.

Jan 28, 20267 min read

Briefs & Process

What Goes Into a Good Content Brief

Most bad drafts start with a bad brief, or no brief at all. Here is what belongs in a content brief before a writer opens a blank document, and what you can leave out.

Jan 15, 20267 min read

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