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Is AI a replacement for a good marketer?

By Ashleigh – Marketing Assistant, TLC Business

AI is everywhere in marketing right now. It’s often positioned as a silver bullet, faster, cheaper and smarter than humans. For many businesses (and marketers!), that’s created excitement and anxiety in equal measure.

AI is a powerful tool, but it works best when it supports an experienced marketer, not replaces them. Here’s where AI genuinely adds value in marketing and where human input still matters most…

What AI is good at

Empowering a marketer

AI tools are excellent for summarising large amounts of information, identifying patterns and trends and generating starting points for ideas. Used well, they reduce admin and prep time, freeing marketers up to focus on decision-making and more strategic activities.

AI can help with outlines and content structures, headline variations and repurposing content across formats. But without human direction, AI-generated content often lacks nuance, tone and real-world relevance.

AI is brilliant at boosting productivity, undertaking much of the legwork that goes into making an effective marketing function work; however, it needs to be prompted appropriately to do this. An experienced marketer should have the knowledge to do this.

AI is an incredibly powerful tool that has the potential to change the game for marketers, but it needs to be harnessed correctly. It needs an experienced eye to look over the output and assess whether it is ‘correct’.

Where a good marketer still matters most

Strategy & judgement

AI doesn’t understand your business context, priorities or customer relationships. A marketer will decide what success actually looks like, which opportunities are worth pursuing and when data doesn’t tell the full story.

Strategy is still a skill learned and developed over time, through experience, by a good marketer.

Brand voice & trust

AI struggles with tone, personality and emotional nuance. Brand trust is built through consistency and authenticity, something that requires a human touch and oversight.

Creative direction

AI can generate options, but it can’t define a brand’s identity, make creative judgement calls or understand cultural nuance. Great creative still comes from people.

How we use AI at TLC Business

We use AI as a support tool, not a replacement. It helps speed up research and analysis, test and refine ideas, support content creation workflows and enhance efficiency without sacrificing quality. Everything still goes through human review, strategy and refinement.

AI changes the game, but experience still wins

AI isn’t taking over marketing, it’s changing how it’s done.

Businesses that treat AI as a tool within a wider marketing toolbox will benefit. Those that expect it to replace thinking, creativity and experience will struggle.

If you’d like to explore how AI can strengthen your marketing approach and support your wider business goals, get in touch with our team today.

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Meet the Founder: A Conversation with Josh Spencer, Managing Director of TLC Business

At TLC Business, everything starts with people – and that includes our founder, Josh Spencer. With over 20 years in marketing and more than a decade supporting SMEs, Josh has built TLC Business around practical thinking, strong relationships and results that matter.

We caught up with Josh to talk about his journey, his approach to marketing and what keeps him motivated…

Q: Can you tell us a bit about your background and how TLC Business came to life?

“It’s a fairly typical story in some ways; I didn’t set out thinking I’d run my own business. I started out in corporate marketing with BT, then moved into agency life at APCO. Both were brilliant experiences, but very different.

What I found over time was that I really enjoyed working more closely with businesses (particularly SMEs), where you can actually see the impact of what you’re doing. That’s really where TLC Business came from. I wanted to create something that felt more hands-on, more personal and ultimately more useful to the people we work with.”

Q: You’ve worked both in-house and agency-side. How does that shape the way you approach marketing today?

“It gives you a bit of balance. Corporate roles teach you structure, process and how to think strategically over the long term. Agency life teaches you to be adaptable and to deliver – often quickly!

With TLC, I try to bring the best of both worlds. We’re strategic, but we’re also practical. There’s no point producing a beautiful strategy document if it just sits on a shelf. It has to work in the real world.”

Q: What do you think are the biggest marketing challenges SMEs face right now?

“Time and clarity, without a doubt.

Most SME owners are juggling a hundred things at once, so marketing can end up being reactive, or pushed down the list altogether. The other issue is knowing what works. There’s so much noise out there, so many channels, so many opinions.

A big part of what we do is simplify things. Get clear on the message, the audience and the priorities, then focus on doing a few things really well rather than trying to do everything.”

Q: How would you describe the TLC Business approach in a nutshell?

“We are your outsourced marketing department – practical, honest and collaborative.

We don’t come in with a one-size-fits-all solution. Every business is different, so we take the time to understand what’s going on first. Then we build something that fits, whether that’s strategy, campaigns or ongoing support.”

Q: What’s been one of the most rewarding parts of running TLC Business?

“Seeing clients grow – it sounds simple, but it’s true.

When you’ve worked with a business a number of years and you can see the progress they’ve made, it’s incredibly satisfying. Especially when you know you’ve played a part in that journey.

Also, the relationships. That’s a big one for me. We’ve worked with some clients for a long time now and it genuinely feels like a partnership rather than a supplier relationship.”

Q: You’ve been in marketing for over 20 years – what’s changed the most?

“The pace, definitely.

Everything moves faster now – new platforms, new tools, new trends. But interestingly, the fundamentals haven’t really changed. It’s still about understanding your audience, having a clear message and communicating it well.

The tools evolve, but the core principles stay the same.”

Q: Finally, what advice would you give to business owners trying to improve their marketing?

“Don’t overcomplicate it. Start with the basics – who you’re trying to reach, what you want to say and why it matters. Be consistent, be clear and give things time to work.

And if you can, don’t try to do it all on your own. A bit of external perspective can make a huge difference.”

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Short-Form Video That Converts

By Emily – Marketing Executive, TLC Business

Short-form video is everywhere.

Instagram Reels, TikTok, YouTube Shorts, LinkedIn video – brands are posting constantly. But there’s a big difference between content that gets views and content that gets results.

As marketers and designers, we see it all the time: great ideas held back by poor structure, weak visuals, or videos that don’t guide the viewer anywhere.

Here’s how to approach short-form video so it works for your business.

The biggest mistake brands make with short-form video

Most businesses focus on what they want to say, not how people consume content.

Short-form video isn’t about:

  • Explaining everything
  • Being overly polished
  • Going viral at all costs

It is about:

  • Grabbing attention quickly
  • Making one clear point
  • Giving the viewer a reason to stay, save, or act

If your video doesn’t hook someone in the first 2–3 seconds, it’s already lost.

The 3-part structure every short video should follow

1. The Hook (First 3 Seconds)

This is non-negotiable.

Strong hooks include:

  • A bold statement
  • A relatable problem
  • A visual interruption (movement, text, jump cut)

Pro-Tip: Big, readable on-screen text matters more than fancy animation.

2. The Value (next 5–15 seconds)

This is where you deliver one clear takeaway.

Good short-form videos:

  • Focus on a single idea
  • Use simple visuals
  • Avoid jargon

Design Pro-Tip: Clarity always beats creativity. Clean layouts, high contrast text (subtitles) and consistent branding make videos easier to watch, especially without sound. Around 79–85% of social media videos are watched without sound, meaning subtitles hold a huge value.

3. The Direction (The end)

Every video needs a purpose.

That could be:

  • “Save this for later”
  • “Follow for more tips”
  • “DM us to chat”

If you don’t guide the viewer, they’ll just scroll on.

A simple short-form video checklist

Before posting, ask yourself:

  • Is the hook clear in the first 3 seconds?
  • Can this be understood with no sound?
  • Does it make one clear point?
  • Is the branding consistent but not overpowering?
  • Is there a clear next step for the viewer?

If the answer is yes across the board, you’re in a good place.

Final takeaway

Short-form video isn’t a trend – it’s a skill.

Brands that take the time to understand structure, design and audience behaviour will always outperform those chasing formats without strategy.

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AI, AEO & the New Rules of Search: What Marketers Need to Know in 2026

By Shannon – Marketing Director, TLC Business

Search is changing fast.

Not gradually. Not quietly. But fundamentally.

Between AI-powered search results, voice assistants and platforms like Google and LinkedIn prioritising answers over keywords, businesses can no longer rely on “old SEO” alone. This is where AEO (Answer Engine Optimisation) comes in and why AI is now a core part of modern marketing strategy.

Here’s what it all means and what you should be doing about it.

SEO and AEO: What’s the difference?

Traditional SEO focuses on:

  • Keywords
  • Rankings
  • Traffic volume

AEO, on the other hand, focuses on:

  • Clear, direct answers
  • Structured, trustworthy content
  • Being the source AI tools pull from

Instead of asking “How do I rank #1?”, the better question is now:
“How do I become the answer?”

Why AI is accelerating this shift

AI tools don’t browse the internet like humans do. They scan for clear, authoritative information, prioritise concise explanations and favour structured content and credibility.

If your website content is vague, over-stuffed with keywords, or written purely for algorithms, it’s far less likely to surface in AI-driven results.

Well-written, human-first content now wins.

What this means for your marketing content

Clarity beats cleverness

Content needs to say things clearly. That means:

  • Short, direct paragraphs
  • Clear headings
  • Straight answers to common questions

If a client asks it in a meeting or a sales call, it should be answered plainly on your site.

FAQs are no longer optional

FAQs aren’t filler anymore, they’re strategic. Strong FAQ sections help AI tools understand your expertise, voice search picks up your content and users get quick confidence in your offering.

Pro tip: Write FAQs exactly how people ask questions, not how brands like to phrase them.

Authority is everything

AI prioritises trusted sources. That means:

  • Clear author names and roles
  • Consistent messaging across platforms
  • Content that shows real experience, not generic advice

Blogs, case studies and insight-led posts now matter more than ever.

How we’re approaching this at TLC Business

When we create content strategies for clients, we’re now asking:

  • What questions do your customers actually ask?
  • Can this page stand alone as a clear answer?
  • Would this make sense if read aloud by a voice assistant?

We’re combining:

  • AI-assisted research (to spot gaps and trends)
  • Human-led writing (to keep it natural and relevant)
  • Structured formats that work across search, social and AI tools

The goal isn’t to chase algorithms – it’s to stay useful.

Simple actions you can take right now

If you want to future-proof your marketing content, start here:

  • Review your core service pages – do they clearly explain what you do, who it’s for and why it matters?
  • Add or improve FAQ sections using real customer language
  • Publish insight-led blogs that answer one problem at a time
  • Make authorship visible – people (and AI) trust people

Final takeaway

AI isn’t replacing good marketing, it’s rewarding it.

Brands that communicate clearly, consistently and honestly will continue to win, regardless of how search evolves. AEO isn’t a trend to panic about; it’s a shift towards better content.

And that’s something worth investing in.

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LinkedIn Best Practices in 2026

By Holly – Marketing Executive, TLC Business

LinkedIn has evolved from a predictable space for company updates and job posts into one of the most competitive organic B2B marketing channels.

Many businesses are investing more time into the platform than ever before, but not always seeing meaningful results. The opportunity is still there, but success now depends on understanding how LinkedIn works today, not how it worked two years ago.

How does the LinkedIn algorithm work in 2026?

LinkedIn’s algorithm is far more selective than in previous years. It now:

  • Tests posts with a small, relevant audience first
  • Measures early engagement, especially comments
  • Expands reach only if the content proves valuable

This means broad, generic posting often reaches fewer people. Specific, useful, audience-focused content performs best.

What type of LinkedIn content performs best in 2026?

Across B2B brands, service businesses and personal profiles, the strongest results are coming from:

1. Opinion-led expertise

Posts that explain what is changing or what is being seen in the market outperform generic advice. Audiences come to LinkedIn for insight, not safe takes.

2. Short, scannable text posts

High-performing posts typically:

  • Start with a strong opening line
  • Use very short paragraphs (1–2 lines)
  • Get to the point quickly

White space now matters as much as word count.

3. Native video with subtitles

Short, natural videos continue to grow in reach, especially when they:

  • Open with a clear hook
  • Work without sound
  • Feel authentic rather than over-produced

4. Human stories from brands

Company pages that feel personal and relatable outperform those using corporate language. Even in B2B, people engage with people first.

What no longer works on LinkedIn?

Tactics losing effectiveness in 2026 include:

  • Overusing hashtags
  • Engagement bait with little value (“Agree?” / “Thoughts?”)
  • Posting links without useful context
  • Corporate, jargon-heavy updates
  • Posting purely to stay visible

Consistency still matters, but relevance matters more.

Final takeaway: What drives LinkedIn success in 2026?

LinkedIn is no longer about gaming the algorithm.
It is about clarity, confidence and genuine expertise.

Brands that consistently add value are still achieving strong organic reach, even as competition increases. Those focused only on visibility or vanity metrics are seeing diminishing returns.

At TLC Business, LinkedIn strategies are built to feel natural, sustainable and aligned with real business outcomes, not just impressions or likes.

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