# Contentious > A content-led strategy practice for purposeful organisations. Contentious helps organisations make content work – strategy, systems, governance and tooling, for people and increasingly for AI. ## Key pages - [Services](https://contentious.ltd/services): how Contentious helps – essence, strategy, system, product and know-how - [About](https://contentious.ltd/about): who we are and how we work - [The content manifesto](https://contentious.ltd/the-content-manifesto): what we believe about content - [Contact](https://contentious.ltd/contact): get in touch ## Resources - [The content operating model in the AI age](https://contentious.ltd/resources/the-content-operating-model-in-the-ai-age): Many organisations treat content as something that describes value rather than delivers it. In the AI age, a clear content operating model is needed in order to transform and thrive. - [How and why to move from WordPress to Astro](https://contentious.ltd/resources/how-and-why-to-move-from-wordpress-to-astro): A journey from a monolithic content management system to a modern tech stack. And how AI can help create a smooth path to get there. - [How to use AI for better content](https://contentious.ltd/resources/how-to-use-ai-for-better-content): Artificial intelligence can be used to improve the quality of content, and content systems, and not just to produce faster content slop. This resource shows how. - [Commas, colons and capitalisation](https://contentious.ltd/resources/commas-colons-and-capitalisation): Consistency and clarity of language are as important in a world of AI as they were in the time of Gutenberg. Nothing beats having your own style guide, but if you're still saving up for one of those, there are some good ones online that you can use. - [Ten website pitfalls to avoid](https://contentious.ltd/resources/ten-website-pitfalls-to-avoid): Making an organisation website is tricky. Remaking one seems as if it should be easier but often isn't. In fact it's usually harder. These are ten holes we often find people have fallen into. - [The best content strategy resources](https://contentious.ltd/resources/the-best-content-strategy-resources): A curated collection of the best books, blogs, podcasts and tools for content strategists. Regularly updated. - [Who does what?](https://contentious.ltd/resources/who-does-what): The evolution of digital content into a complex, many-headed beast, means that to do it well you almost certainly need a diverse team, with a range of skills. And these days, not all the team members are human. But who does what exactly? ## Thoughts - [Clean floors and great cooks](https://contentious.ltd/thoughts/clean-floors-and-great-cooks): Scrubbing the AI tells out of your writing is only hygiene – the first and smallest of three jobs. Craft and identity are the harder, more valuable work, and AI can help with all three. - [How to be human](https://contentious.ltd/thoughts/how-to-be-human): In an AI-infused world, organisations' content can feel more like a relentless stream than the basis for a mutually supportive relationship. There are many ways in which organisations can get off the automated content conveyor belt and become more human. - [Content transformation, not digital transformation](https://contentious.ltd/thoughts/content-transformation-not-digital-transformation): Digital transformation has fundamentally changed many things. But content-led change could be the way to create more human, more effective purpose-driven organisations. - [Taking a thematic approach](https://contentious.ltd/thoughts/taking-a-thematic-approach): There are many ways to organise your bookshelves: alphabetical by author, by size, by the colour of the spine, by whether you want it to appear behind your head on a video call… - [Longing for longer](https://contentious.ltd/thoughts/longing-for-longer): The web is brimful of reports that nobody reads. With time and money, some of these could be turned into excellent long-form content that would reach and engage more people. - [Create less crud](https://contentious.ltd/thoughts/create-less-crud): The flotsam and jetsam of abandoned microsites and neglected, out-of-date pages float in a flood of content that threatens users and organisations. - [Advocates not parrots](https://contentious.ltd/thoughts/advocates-not-parrots): When we facilitate intellectual and emotional engagement, we encourage action. Using content strategically moves us beyond clicktivism to something more substantial, and therefore more effective. - [The depleted bookshop](https://contentious.ltd/thoughts/the-depleted-bookshop): A good bookshop is full of books that inform but also books that entertain, move, or frighten. They make you laugh, they make you cry, they make you see the world in a new light. This isn't the way most would describe the web. - [The speeding up of slowing down](https://contentious.ltd/thoughts/the-speeding-up-of-slowing-down): There's a whole world of content where efficient information transfer isn't the end goal. There's a world of content where understanding is important. Where contemplation and thoughtfulness are key. - [Atomic content](https://contentious.ltd/thoughts/atomic-content): Atomic design proved that smaller, reusable components beat whole-page layouts. Content mostly still lives on pages. Composable content – and AI that reads and writes in chunks, not pages – is making that finally impossible to ignore.