LIVING CONTENT

In over 20 years of working with global brands, fearless startups, and everything in between, we’ve seen the shift: static, unmaintained, keyword-stuffed blogs are fading. Living content, updated with relevance and intent, becomes a source AI trusts.

AI doesn’t just scan words—it chooses voices.

Dead blogs don’t speak. Living content does.

If AI doesn’t quote you, it’s quoting someone else.

LLMs are trained on what’s resonant, readable, and real. Living Content is how we help your brand show up where it matters—and be recognized as the authority on the topics you were born to own.

  • What is living content?

    Living Content is brand communication that doesn’t sit. It performs.

    Crafting living content is how brands stay relevant, quoted, and remembered —by algorithms and humans.

    It’s:

    Dynamic — built to evolve, never go stale.

    AI-Ready — structured to be found, surfaced, and cited.

    Human-Driven — made to connect, convert, and lead..

  • Quoted by machines. Felt by humans.

    Maybe you’re thinking:

    “I’ll just let AI write all my brand communication — it’ll help me get found and quoted.”

    But then you’re litterally letting AI talk to AI. That’s a Black Mirror-episode, not brand marketing. No differentiation. No human feelings or connection. Just static.


    For the sake of the argument: think of brand communication as a blend. 70% information, 30% emotion. AI can assemble facts and data that cover most of the 70% — but that’s not enough.


    AI is trained on human answers for a reason. It’s the 30% human insight, stories, emotions, and truths your audience seeks. And what sparks the kind of trust and connection algorithms can’t fake.


    Living Content bridges the gap, so your brand isn’t just found but felt.

    Read Why Most Content Fals Flat

  • Why living content matters.

    Search is evolving—from lists of links to direct answers. AI is reshaping how we find and trust information


    No more scrolling. No more blue links that might hold the answer. Just questions—and machine-generated answers. If your brand isn’t the answer, you risk being overlooked in a world of machine-picked responses

    Living Content is how you increase your chances to show up in the new search. We use what you’ve already got—and what’s next—to keep you found, quoted, and trusted. It’s how we help you own what matters:

    - The topics you should lead

    - The spaces you should dominate

    - The questions only you can answer

    The old playbook—keyword dumps, forgotten PDFs, content for content’s sake—is over. This is the new game.


    And Living Content is how you win it.

  • How to craft Content for AI.

    Living Content starts with a shift in mindset:

    You’re not publishing. You’re performing.

    You’re not filling space. You’re earning presence.

    You don’t post and forget. You update. You adapt. You stay relevant.


    To build authority in the new search, create content that is:


    Quotable — something worth repeating

    Updatable — built to grow, not expire

    Adaptable — ready for new channels and changing formats

    Alive — in rhythm with your audience and the AI that serves them

    Built by and for people.

    Tuned for AI.

    Made to move. To speak. To lead.

Get the Living Content guide

  • Living Content Essentials

    → Static vs. living content

    Know the difference. One fades. The other performs.

    → Making the shift

    How to stop publishing and start building presence.

    → Do this. Not that.

    What to double down on. What to drop. What to never do again.

  • Crafting Living Content

    → Turn posts into presence

    Go beyond publishing — own your space.

    → Write for Brains and Bots

    Create content that connects emotionally and ranks algorithmically.


    → Where living content lives

    Build where you own the story.

    → Keep it alive

    Update. Evolve. Optimize — without losing your soul and voice.

DesirÉe KOLMAN, STRATEGIC RESEARCH ADVISOR:


”IF YOUR CONTENT ISN’t BUILT ON REAL INSIGHT, IT’s JUST NOISE. LIVING CONTENT STARTS WITH THE TRUTH —OR IT SHOULDN’T START AT ALL.”

YOUR LIVING CONTENT CREW

  • DESIRÉE

    is a seasoned strategic marketing researcher who cuts through the noise. She gives your content a backbone — built on truth, not guesses.

    🔎 Talks directly to your customers to uncover what they actually care about

    🔎 Identifies the topics your brand should own

    🔎 Finds the signals that drive trust, quotes, and conversions — for both people and AI

    🔎 Turns raw feedback into clear, strategic direction

  • JEROEN

    is an internationally renowned brand correspondent who turns insight into impact. He gives your brand a voice that leads.

    🔥 Defines a tone that’s distinct, quotable, and unforgettable

    🔥 Crafts content built to be updated, reused, and surfaced by AI

    🔥 Helps your brand lead the conversation around what matters

    🔥 Gets your voice into the right spaces — and keeps it there

JEROEN MEULMAN, BRAND CORRESPONDENT:


”STOP BUILDING CONTENT LIBRARIES.
BUILD A VOICE THAT MOVES.”

  • WANT TO FEEL ALIVE AGAIN?

    In the era of machine answers, a clear, human voice isn’t just relevant —it’s an essential competitive advantage.


    We’ll help you speak AI’s language. Not by copying the crowd or flattening your unique voice, soul, or edge —but by amplifying it and leading with clarity.


    Ask us anything about how Living Content can help you:

    → Own your space

    → Build real authority

    → Stay visible in the age of AI

    We’re all ears and sharp ideas.

    Let's talk.

FAQs

  • Living Content is brand communication designed to be continuously relevant, AI-recognisable, and easily updated — content that doesn’t just exist, but performs.

  • Traditional content is static — published once, then left behind. Living Content evolves, adapts, and stays optimised for both humans and AI.

  • AI-driven search is replacing traditional Google search. To be found, your content must be quotable, relevant, and ready to be surfaced by AI.

  • No. SEO focuses on ranking in search engines. Living Content focuses on earning authority — with people and machines.

  • On your site — always. That’s your home base. Your source of truth. From there, syndicate strategically: newsletters, partner platforms, even LinkedIn. Never, ever build your foundation on borrowed ground. Living Content starts where you control the story.

  • Social is where content moves fast — but Living Content is what gives it depth.

    Use social to spark, share, and test ideas, but anchor everything in content that grows with your brand.

    Living Content is your source of truth. Social is how you spread it.

  • Brands that want to lead. Authority builders. Category creators. Anyone who wants to be the answer — not just part of the noise.

  • If your content isn’t getting traction, being cited, or showing up in AI results — you probably do.

  • Articles, landing pages, product stories, brand messaging, FAQs — anything built to be discovered and updated over time.

  • No — it upgrades it. It’s content marketing that’s dynamic, data-aware, and built to last.

  • AI models can easily quote, summarise, and surface content. Living Content is built to be recognised and reused by AI reliably.

  • Think in rhythms — not rigid schedules or content calendars. The goal: never let it go stale.

  • Tools are emerging to track this, but you’ll also notice upticks in branded search, organic mentions, or inbound inquiries tied to your language.

  • Absolutely. Auditing and refreshing existing content is one of the best ways to start.

  • Not necessarily. It’s more about strategy and structure than volume — quality beats quantity.

  • Engagement, share of voice, featured quotes in AI responses, and increases in authority signals are all strong indicators.

  • No, but your system should support easy updates, structured metadata, and performance tracking.

  • Start by identifying the topics your brand should own — then craft foundational pieces designed to evolve.

  • Excellent question. Here’s our page on Living Content and SEO.

  • By consistently showing up in trusted spaces — quoted by AI, linked by peers, shared by communities.

  • Treating it like a one-off campaign, instead of a living, breathing part of their brand ecosystem.

  • It becomes the core — everything else (social, email, PR) builds from or feeds into it.

  • No. It’s a response to a permanent shift in how information is found, trusted, and used.

  • You’re looking at it.