B2B Content Marketing for brands that want to STAY HUMAN
👋🏼 Hi everyone!
We’re in your inbox a day early this week, as we have a long weekend off for Easter here in the UK. I’m hoping to watch lots of films over the weekend, and started with Project Hail Mary on Tuesday, which was entirely carried by Ryan Gosling’s performance and the practical FX - watch the interview with the directors linked below to find out how they made the movie with no green screen shots at all!
💻 DATA POINT: I’ve linked to SocialInsider’s 2026 LInkedIn benchmarking report below, but the stat I want to highlight is the strength of native documents. They outperform even video on LinkedIn. But I’d be wary of pivoting your content strategy based on this - we’ve seen too many platforms boost native formats in their algorithm, and then lock audiences to their platform. The best strategy is always to see these channels as a route to a direct relationship that you can own, not a destination in itself.
📕 The Short Story
A Database of UK Art Murals (5-min read)
Mr Chatterbox - a Victorian LLM (10-min read)
Career Lore: Kareem Rahma (2-min watch)
How AI Will Make Your Marketing Faster - And Worse (8-min read)
Why The Fence is the UK’s Best Magazine (7-min read)
2026 LinkedIn Benchmarks (10-min read)
Neal Stephenson on the Death of the Metaverse (5-min read)
How Project Hail Mary Made a Space Movie With No Green Screen (15-min watch)
Warhammer - The Musical! (2.5-min watch)
📣 How To Dispose of Your Clothes Ethically (6-min read) 📣
“When your team spends weeks building a campaign, they learn things along the way. What the audience responds to. How the creative lands. What the data suggests about the next move. The doing teaches the thinking. Slowly, unevenly, but it happens.
When AI handles the doing, that accidental learning path disappears. The team gets the output without the process. They get the answer without the working. And working is where judgement develops.”
📚 The Long Story
A Database of UK Art Murals (5-min read)
Our friends at Art UK have uploaded over 6,700 murals to their database of artworks owned by everyone in the UK. I love the generosity of the Art UK project, and public art like these murals are similarly generous.
Mr Chatterbox - a Victorian LLM (10-min read)
This is excellent - an LLM trained on out of copyright Victorian literature, so it is ethical, and delightfully quirky. I can’t say I understand all the technical details in this post, but I really enjoyed reading about it. Brandy for tea anyone?
Career Lore: Kareem Rahma (2-min watch)
Thanks to Steve Bryant for linking to this great new TikTok format telling the career stories of some of the best creators. And yes, we are Kareem stans at Storythings.
How AI Will Make Your Marketing Faster - And Worse (8-min read)
We’re starting to be able to see how AI search is changing the audience and customer journey, but this piece by marketing strategist Cecilia Weckstrom argues that it’s not just about changing tactics - we need to look hard at the wider strategy.
Why The Fence is the UK’s Best Magazine (7-min read)
If you don’t subscribe to The Fence or at least their newsletters, you’re missing out. It has been really inspiring to see a print magazine with such a distinctive voice and design style succeeding. This interview gives an insight into why design is such a big part of their success.
2026 LinkedIn Benchmarks (10-min read)
SocialInsider looked at 1.3m LinkedIn posts to work out what gets the most engagement on the platform. Bookmark this to inform your content strategy, but don’t blindly follow what the algorithm wants! Finding your own voice and formats that you can deliver across platforms is the most important thing!
Neal Stephenson on the Death of the Metaverse (5-min read)
With Meta announcing cuts and closures to their VR platform, Neal Stephenson - who coined the phrase ‘Metaverse’ - argues that the metaverse was never about goggles, and is, in some ways, already a mainstream product.
How Project Hail Mary Made a Space Movie With No Green Screen (15-min watch)
I loved this movie, and was astonished to find the level of practical effects that the directors Phil Lord and Chris Miller used to help Ryan Gosling stay immersed in the world. Gosling is pretty much the only actor in most of the movie, so having a practical set and puppet for Rocky, his alien friend, was critical to his performance.
Warhammer - The Musical! (2.5-min watch)
This is a rare April Fool’s Day brand stunt that is actually good! I’ve never been into Warhammer, but I love that they worked with their fan community to get the costumes for this short video. I’d put good odds on someone actually making this for real now.
📣 How To Dispose of Your Clothes Ethically (6-min read) 📣
If you’re having a spring clean over the weekend, this guide from our new Futures In Draft project for Joseph Rowntree Foundation will help make sure you aren’t contributing more to landfill. And potentially make some money as well!2026 LinkedIn Benchmarks (10-min read)
💌 Humans of LinkedIn
I had lunch with the always inspiring Ben Terrett from Public Digital yesterday. We discussed what it felt like to be seeing yet another wave of digital transformation, and how ‘digital’ isn’t really a thing anymore. So I liked his LinkedIn post reflecting on seeing multiple waves of ‘new things’, and why sticking to your principles is always the best policy
Drop us a line if you have anything you’d like us to share in a future edition of this newsletter, or of course if you have any comments or suggestions for us!
Have a great weekend!
Matt, Anjali, Hugh, and the team
B2B Content Marketing for brands that want to STAY HUMAN
