A New Era in Content Creation is Emerging
Why I am convinced AI-augmented content is a game changer for expert and specialist content strategies
I was joking with a friend about how my career has been a series of leaps attempting to outpace technological obsolescence.
But that's the glass-half-empty view.
The glass-half-full view is that it has been a series of leaps of faith into secular trends that my pattern recognition (spidey sense) told me would both important and lasting, from the online boom of the late 90s/early 2000s to the social explosion of the 2010s.
After reading the tea leaves (and a viral response to a LinkedIn post I wrote on the possibilities of remote work) in 2016, I set up Fromm as a 100% remote and decentralised network held together by Slack, high-trust relationships, and digitally-enabled workshops—which allowed me to move my family and my work to the Northern Rivers of NSW.
It's been a rewarding, though at times very challenging, eight years.
In that time, I have had the pleasure of working on values-aligned businesses, circular economy startups, environmental campaigns, Government departments, and agencies with many valued partners and friends in my network.
The highlight continues to be the work I'm doing with Phantm in the emerging materials sustainability space.
But what was innovative back then is now business as usual for many companies. So, given that my spidey sense was tingling again... it was time to take another leap.
I've been working with AI since late 2022, and after all that time, it is still a terrible copywriter and can't tell an insight from a cliché.
But it does have some astonishing, even mind-blowing capabilities.
It is incredible at reformatting complex information into the optimal format for a specific use case. And that is an incredible unlock in the development of 'expert content'.
So, I've combined deep research, sophisticated prompt training, seasoned communications strategy, and editorial expertise to offer a transformative approach to content creation.
Fromm's services are designed to cater to the needs of specialised businesses, SMEs, startup founders, VCs, B2B SaaS, CEOs, and circular economy business owners, or any business marketing to a niche—ensuring that your content delivers value, builds brand authority, and drives action.
I developed this after conversations with founders, businesses, and comms leaders about how they and their teams lack the time or headspace required to develop high-value, insight-driven content in the face of competing business priorities.
Meanwhile, AI-generated content feels flat (see above), and professional writers often lack the industry acumen to deliver the 'a-ha' moment your audience is seeking.
Fromm's new offering has been designed to fill that gap.
