Creating 'Non-Commodity' Content That Isn't Shit

Beige commodity content has always been on borrowed time. So let's spend time figuring out how to create stuff that cuts through the noise.

May 15 • Harry Clarkson-Bennett

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April 2026

Why Google Has Changed

Pichai may deny the 2023 code red, but there's no denying the search giant has made huge changes in the wake of shifting external pressures

Apr 22 • Harry Clarkson-Bennett

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March 2026

How To Do Evergreen Content in 2026 (and beyond)

What you need is an ironically 2,000 word guide telling you to not do 2,000 word guides for the sake of it anymore. It ain't dead,

Mar 30 • Harry Clarkson-Bennett

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Starting or Steering the Wave

With informational content harder to extract value from than ever before, it's time we got better at marketing.

Mar 12 • Harry Clarkson-Bennett

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Why Young People Don't Care About Legacy Media

Content consumption is at an all-time high, but publishers and brands are struggling to find connections. Ignore the power of the individual at your…

Mar 6 • Harry Clarkson-Bennett

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Paywall Masterclass (Tomorrow)

Join Barry, me Jessie and Shelby for a masterclass on paywalls tomorrow!

Mar 3 • Harry Clarkson-Bennett

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February 2026

Information Retrieval Part 4 (sigh): Grounding & RAG

In an age of slop, grounding is our lord and saviour. It can significantly reduce hallucinations and is far cheaper than retraining models. But do you…

Feb 27 • Harry Clarkson-Bennett

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Information Retrieval Part 3: Vectorisation and Transformers (not the film)

Retrieval systems haven't focused solely on keywords for a long time. They can and do 'understand' documents and items as part of the wider corpus. This…

Feb 18 • Harry Clarkson-Bennett

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Information Retrieval Part 2: How to Get Into Model Training Data

Being present in the training data for relevant entities increases your chances of visibility and value. This is the complete guide to training data…

Feb 2 • Harry Clarkson-Bennett

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January 2026

Information Retrieval Part 1: Disambiguation

In an era of smoke and mirrors, spam problems, fake authors and PR experts, demonstrating real clarity to humans and machines is everything

Jan 26 • Harry Clarkson-Bennett

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How to Analyse Google Discover

Whilst Discover data is limited, we can build propriety internal systems that help us get so much more out of the platform

Jan 16 • Harry Clarkson-Bennett

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December 2025

Why Google's Spam Problem is Getting Worse

Google’s algorithms appear to be rewarding the very abuse they were designed to stop in the most basic of forms.

Dec 15, 2025 • Harry Clarkson-Bennett

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