If ChatGPT had a tagline, what would it be?

I'll go first.

ChatGPT. Words that sound good and say nothing.

Yes, using AI for writing can be great. It can help you organize your thoughts, identify missing themes or arguments, edit for clarity, and make your writing more concise.

But when brands lean on it too heavily to do branding, PR or comms work, I can see it from a mile away. And trust me, so can your audience.

Building a business is part intention, part opportunity, part luck, and a whole lot of serendipity. Where you start is rarely where you end up.

Discovering your niche—that special thing of value that makes you unique, sets you apart and taps into the most authentic part of you—is so important. And sometimes, so hard.

We reached out to founders we admire to talk about their own start-up stories—how they found their niche, how they navigated the messiness, and what they’ve learned along the way.

Andrea and I may be new to content strategy game — at least by title. In reality, we’re former journalists and editorial leaders who’ve spent years getting very good at doing whatever was asked of us — often on impossible deadlines, with no bathroom breaks, eating a sandwich with one hand and typing with the other.

So when a prospective client recently asked, incredulously, if we actually write — as in, not hiring a copywriter — our response was just as incredulous.

We use filler words all the time, often without knowing it. Like. You know. Umm. Right? We share our top three tips taken straight from the newsroom to help you ditch yours for good.

For Canadian brands, the trade war isn’t just a story to watch — it is a story to navigate. There are important decisions to be made. Tough decisions about budgets and jobs — but also about messaging. About where you stand, and whether you make that clear to your customers and clients.

The on-again, off-again tariff chaos is creating chaos for consumers and brands alike—everyone is figuring it out in real-time. Here’s our take on how Province of Canada is staying true to its values and navigating this moment with authenticity. Why its response tracks.

I get it. Why pay for something when you could get it for free? Doesn’t a PR pitch feel more authentic if a newsroom chooses to run with it–rather than being forced to? Not so fast. Here’s why.

Content creation is always evolving—and at That Tracks, staying ahead of the latest trends has always been our priority.But, AI Content Creation is far more than just a trend. It is all about giving new and emerging brands the ability to imagine and create stunning content for product launches–without the exorbitant cost of admission.

Ask anyone about AI, and you’re bound to get a strong reaction. Some people outright hate it, fearing it's destroying jobs—or even humanity. Others have fully embraced it in their personal and professional lives, likening it to having a secret weapon. Then there are those who use it but hide it like a dirty secret, ashamed to admit that, yes, their most recent CV or presentation got a little help.

It’s Day Two of your 2025 Content Resolutions—and this one’s a biggie: The Style Guide.

Why do we love it? Because everything in content creation can be SO subjective. Your vision for your brand’s voice might not be the same as the freelancer writing your Insta post or the videographer shooting your latest campaign.

It’s the first week back to work in 2025—a perfect excuse to equip you with new tools to tackle your content resolutions for the New Year! Today’s focus? The always-exhilarating Editorial Calendar.

From billboards at bus stops—thanks to Mount Sinai's brilliant "Hot and Bothered" campaign—to The Toronto’s Star Talking Out Loud series and Naomi Watts's upcoming book, menopause seems to be everywhere.