Rethinking content strategy: AI, inclusivity, and tech for good

Oh hey, I’m back!

Earlier this year I left Substack, tried posting on my own domain for a bit and then lost heart, I realised what I was missing was a little but lovely thing called community. So, I’ve moved to Ghost, and I’m excited to see how this new platform will work out.

It’s been an exciting year! I had the privilege of working with Marie Curie on their content strategy, while also supporting a large beauty ecommerce business. Now, I’m collaborating with the Royal Society of Arts (RSA), helping amplify the many diverse voices connected to the organisation. Currently, I’m focused on articulating their content strategy, and it’s fantastic working with such a creative and inspiring team.

On the side, 18 months ago, I launched Bath Mama Fitness, offering 6-week programmes for postnatal fitness. These classes help women rebuild strength after having babies, with their little ones looked after by nannies during the sessions. I’ve loved every minute of creating transformative experiences for the women in my class. I’m proud that my programmes have been a success, with one of Bath’s leading gyms now integrating my classes into their offerings.

But, as 2024 draws to a close, I’m re-assessing how much energy I can dedicate to this business, especially with a young son to care for. It’s time to consider what I want out of work in terms of finance, energy, and purpose.

Returning to content

Many of you know me as a Content Design Lead, and it's exciting to fully re-embrace the world of content but through a different lens. Given the challenges the tech sector has faced over the past year, I’ve decided to relaunch my business as Cultivate Your Content. My mission is to help overwhelmed organisations to connect with their audience with clear, memorable and compelling content, as part of this offering, I'll explore branding and broader digital strategy to help you narrow down and gain focus.

I now offer ongoing content strategy consultations for medium to large organisations, either on a retainer basis or as part of a specific project. This allows me to work closely with Discovery teams or as part of digital transformation programmes, using research insights to inform content strategies.

Additionally, I’ve launched content kickstarter workshops—designed to address specific content challenges in a fast-paced, focused way. These interactive workshops are a great way to drive meaningful action and unlock creativity, and I love the energy they bring. They’re an interactive and in-depth opportunity to get to the heart of content issues quickly.

AI is now a key part of my own workflow, particularly for operational tasks that would have taken me days in the past. To be clear, I’m not using AI to write content, but rather to support research, analysis, and idea generation. It’s like having a second ‘colleague’ to bounce ideas off! AI has freed up more headspace for deep, strategic thinking. It’s also exciting to explore how AI can help my clients save time, streamline content operations, and improve everything from content creation to SEO.

Bristol Tech Festival: Key takeaways

Last week, I threw myself into Bristol Tech Festival—my first big networking event in a while. I attended both the Experience Day hosted by AND Digital and the Impact Conference hosted by Ghyston, which were packed with insights.

Here are my key reflections from the experience:

• confidence counts: I realised my elevator pitch needs an upgrade—I need to stop being so self-deprecating!
• at one point, I had a table full of people listening as I explained how AI is changing SEO. It feels like all the research I’ve been doing on AI is paying off!
• connecting with other women in tech was inspiring, from Dyson’s product teams to fmeale leaders who’ve launched side-hustle podcasts.

On the future of experience design and tech for good, my key takeaways were:

• Inclusive design is still crucial. Digital-first strategies aren’t fully inclusive, and we must bridge the gap between online and offline experiences to ensure no one is left behind.
• AI tools need to be developed with diverse voices from the start. We need transparency from tech companies about how they’re incorporating diversity and addressing bias in their AI applications.
• The tech sector needs to step up on climate action. While there’s a lot of talk, the carbon footprint of digital tech—especially AI—remains huge. There’s a growing need for disruptive businesses to tackle climate challenges, and as a content strategist, I’m keen to support them with lean, effective strategies.

So this newsletter is the beginning of something new, let's see where this goes!