Muriel's Journal

Points of view

Fatigue from AI content supervision: what “it’s running fine” really hides

Educational content marketing: teach first, convert naturally

Web copywriting: the fundamentals that hold

AI training and editorial strategy: the WeAreTheWords method

Value proposition: the five questions to settle before writing

The intention economy: what it changes for editorial work

Generative Engine Optimization (GEO): what generative engines cite, and why

Editorial engineering: definition, method and profession

Editorial remit, editorial charter, brand voice: the three key differences

Marketing white paper: the three decisions to take before writing

SEO content creation: why ranking is a consequence

Editorial line and AI: write down your sector’s unspoken codes

Muriel Vandermeulen

Muriel Vandermeulen leads WeAreTheWords, a company she founded in Brussels. She advises marketing and communications leadership teams on their offer, brand voice, and editorial support. In 2010, she published ‘Stratégie de contenu web : la revanche de l’éditorial’ with Éditions de l’Alambic.