Ben Locker https://benlocker.co.uk/ Sun, 07 Jun 2026 18:03:38 +0000 en-GB hourly 1 https://wordpress.org/?v=7.0 Reading the signals: when your analytics point to a content marketing audit https://benlocker.co.uk/analytics-content-marketing-audit/ Tue, 02 Jun 2026 16:07:00 +0000 https://benlocker.co.uk/?p=764 Website analytics can show you traffic, rankings and engagement. But they cannot always tell you what the problem is. Here are four signals that may point to the need for a content marketing audit.

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]]> How to write a services page that turns interest into enquiries https://benlocker.co.uk/how-to-write-a-services-page/ Mon, 01 Jun 2026 08:12:41 +0000 https://benlocker.co.uk/?p=646 A blog post or case study may bring someone to your website. But your services pages are where a cautious prospect decides whether getting in touch is worth the risk.

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]]> Website content audit: a practical guide for professional services firms https://benlocker.co.uk/website-content-audit-professional-services/ Sat, 30 May 2026 13:46:22 +0000 https://benlocker.co.uk/?p=626 A new website can end up making old content look better without making it work better. For professional services firms, a website content audit helps identify commercial, credibility, compliance and SEO risks before the rewrite begins.

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]]> What is a content audit? A practical guide for B2B and professional services firms https://benlocker.co.uk/what-is-a-content-audit/ Fri, 29 May 2026 13:05:17 +0000 https://benlocker.co.uk/?p=572 A content audit is not just a spreadsheet of URLs. It is a structured way to decide which pages still earn their place, which need improving, and which are quietly damaging trust. Here is how B2B and professional services firms can review existing content before creating more.

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]]> The AI threat isn’t code. It’s that your writer already thinks like a machine https://benlocker.co.uk/ai-threat-business-writing/ Wed, 27 May 2026 16:59:59 +0000 https://benlocker.co.uk/?p=499 AI has not made good writers obsolete. It has made mediocre writing harder to defend. Being human is not a positioning strategy.

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]]> The AI detector delusion: when a percentage score replaces judgement https://benlocker.co.uk/ai-detector-scores/ Tue, 19 May 2026 12:57:49 +0000 https://benlocker.co.uk/?p=518 An AI detector is not a breathalyser for content. It does not prove who wrote the work or how responsibly it was produced. At best, it raises a question. Here is why businesses should stop treating AI scores as verdicts and start asking better questions about judgement, accountability and results.

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]]> How to use AI for content marketing – and how not to https://benlocker.co.uk/how-to-use-ai-for-content-marketing-and-how-not-to/ Wed, 29 Apr 2026 14:54:23 +0000 https://benlocker.co.uk/dev2026/?p=48 AI can produce a draft, generate alternatives and help structure an argument. What it cannot do is decide what matters, catch a confident-sounding error or care whether the finished piece works. That still requires judgement – and judgement is where good content begins.

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]]> Writing a sales letter? Put your heart on the envelope https://benlocker.co.uk/writing-a-sales-letter-put-your-heart-on-the-envelope/ Tue, 03 Jan 2012 20:08:50 +0000 https://benlocker.co.uk/writing-a-sales-letter-put-your-heart-on-the-envelope/ How a girl who did the world's best duck impression taught me to write envelopes that make heroes of their recipients.

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]]> The 12 most persuasive words in the English language https://benlocker.co.uk/the-12-most-persuasive-words-in-the-english-language/ Mon, 17 Oct 2011 18:42:25 +0000 https://benlocker.co.uk/the-12-most-persuasive-words-in-the-english-language/ Much-quoted research into the 12 most persuasive words in English is nothing more than a myth...

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]]> Louis Victor Eytinge: how a murderer’s talent for copywriting won him freedom https://benlocker.co.uk/louis-victor-eytinge/ Sun, 02 Oct 2011 10:44:05 +0000 https://benlocker.co.uk/louis-victor-eytinge/ Convicted murderer Louis Victor Eytinge forged a career as a successful sales copywriter from inside prison. This is his story.

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