In this episode of Content, Briefly, Alex sits down with Rachel Bicha, a freelance content strategist and founder of The Art of Content — a collective microblog bringing content marketers together to share thoughts on practice and theory.

They dig into Rachel's provocative first post, "I think we lost the plot about blogging," and explore how blogs went from spaces for genuine connection and ideas to SEO-driven content machines. Rachel breaks down how the skyscraper era, the gamification of metrics, and now AI have eroded the implicit trust between writer and reader — and why the problem was never really about length.

The conversation also covers why Rachel chose a blog over a newsletter, what it means to step outside the pressure to monetize everything, and whether the original spirit of blogging can make a comeback. It's a thoughtful look at what we lost, what we're craving, and how content marketers can bring meaning back to the work.

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Useful Links:

Alex on LinkedIn: https://www.linkedin.com/in/alex-hilleary/
Rachel on LinkedIn: https://www.linkedin.com/in/rachel-bicha-44080/
The Art of Content: https://theartofcontent.blog/
Rachel's post: https://theartofcontent.blog/2026/01/16/i-think-we-lost-the-plot-about-blogging/

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