I've spent my first week back at work catching up with the team, and doing an audit––what is working for us now, and what are our competitors doing. It is 2025 planning season after all.

I've audited 6 different competitors, looking at their content types, formats, and UX. One thing is incredibly clear: written content alone is not enough. There are 4 primary content types coming through across most of the larger brand content plays I'm seeing