The blog
Writing about writing.
We have been shipping blog posts since 2012. This is where we put what we have learned — plainly, and without the parts that only work in a case study.
We are rebuilding this blog. We rebuilt the site in 2026 and the archive did not make the move. The posts are coming back rewritten, starting with the ones people still look for. Followed a link that landed you here? It is on the list below.
Post formats8 min readHow to write a listicle that still works
The list post did not die when AI arrived. The lazy version did. Here is the difference, and how to write the kind that survives.
September 9, 2026
Headlines7 min readHeadline capitalization rules, explained
Title case, sentence case, and the four style guides that disagree with each other. Pick one, apply it everywhere, stop thinking about it.
September 9, 2026
How search works11 min readHow Google search works, in simple terms
Crawling, indexing, ranking, and the answer layer on top of all three. Explained without the jargon, and with what actually changed.
September 9, 2026
Coming next
In order. We publish these as they are written, not on an announcement schedule.
- 01 · AI + human
AI content vs human writing: what each one is actually good at
The largest legacy cluster still without a home, and the thesis the whole product rests on.
- 02 · Working with writers
How to outsource blog writing without losing your voice
Bottom-funnel questions we answer on sales calls anyway.
- 03 · Content strategy
What a content hub is, and when one is worth building
Pairs with the hubs feature inside the app.
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