Harnessing AI for better content strategy

This week I had the pleasure of joining FT Strategies’ AI and the Future of Content event at their central London offices. They brought together leaders from across the publishing industry to debate how AI is reshaping the business of content – and what comes next.

The discussion was wide-ranging and, at times, provocative: what does quality look like in an age of generative AI tools? Can AI help make editorial strategies more purposeful, not just more productive? And how do we create value when content has become so abundant and attention so scarce?

These are not abstract questions. As we explored on the panel, many publishers are still caught in the trap of producing too much generic content: high in volume, low in impact. Others are struggling to align their editorial output with clear business outcomes. And beyond traditional media, more and more companies are realising they need to behave like publishers themselves to build trust, relevance and long-term engagement with their customers.

It was in this context that FT Strategies formally launched NewsCaaS – News Content as a Service –  a new partnership with NoahWire and HBM Advisory (my consultancy business). 

Each of the three organisations brings a distinct strength to the partnership. FT Strategies leads with strategic clarity, helping organisations rethink how content drives business performance. NoahWire delivers content from verified sources, powering feeds that are timely, transparent and tailored. And at HBM Advisory we will contribute our experience in content strategy execution, drawing on years of working with publishers and content-led organisations.

Together, NewsCaaS offers something new: a way for organisations – publishers and non-publishers alike – to create niche, trusted, news content at pace, without needing to build a newsroom. For a professional services firm wanting to engage regularly with prospects and customers, or a membership organisation adding subscriber value, or a B2B business looking to increase organic visibility, content can be a powerful lever for growth.

But NewsCaaS is not just about speed or scale. It’s about shifting the focus from content quantity to content that engages. That means identifying clear audience needs, selecting relevant topics and using AI not to replace editorial judgment but to enhance it. It also means doubling down on trust, ensuring that the sources behind each feed are transparent and verifiable.

The discussions after our presentations underlined just how much change is under way – and how essential it is that content strategies evolve. As discovery mechanisms shift, traditional referral traffic declines and AI-generated content floods the market, the case for focused, high-quality, high-intent content becomes even stronger.

And that’s where NewsCaaS fits in – not as a one-size-fits-all solution, but as a flexible, practical model for those looking to use content more powerfully and more efficiently.

Thanks again to the team at FT Strategies for hosting such a timely and insightful event.

Michael Brunt is a co-founder of HBM Advisory

For more information about NewsCaas, click here.

Watch a video of the launch event here.