How we make content — and why we show our working

The problem M.A.R.C. exists to solve

The internet has a content quality problem. AI tools make it easy to produce articles at scale, and much of what gets published now is generated without original research, without fact-checking, and without any editorial standard beyond "does it rank?"

That creates a specific problem for readers: you can't tell which articles were carefully researched and which were generated in thirty seconds. The format looks identical. The claims sound equally confident.

M.A.R.C. is our attempt to solve this — not by avoiding AI tools (we use them), but by subjecting everything we publish to a set of rules that are documented, repeatable, and inspectable. AI is part of the workflow. The methodology is what makes the output trustworthy.

Seven principles

Every article published under the M.A.R.C. methodology must satisfy these seven principles. They are non-negotiable — if an article fails any one of them, it doesn't publish.

1. Answer the question first

The direct answer to the reader's question appears within the first 50 words. No preamble, no "in today's world" filler. If someone came here with a question, we answer it before doing anything else.

2. Source everything

Every factual claim links to a verifiable source. Statistics include context — who measured it, when, and how. We use calibrated language: "research shows" for peer-reviewed findings, "industry data suggests" for commercial studies, "practitioners report" for anecdotal evidence. If we're speculating, we say so.

3. Counter our own argument

Every article that makes a case includes the strongest available counter-argument — not a weakened version, not a caricature, but the argument an intelligent sceptic would actually make. The goal is that someone who disagrees with our conclusion would still feel their position was represented fairly.

4. Disclose our incentives

Findcraft is an AEO consultancy. We sell AI visibility services. Every article that touches on topics related to our services includes an explicit disclosure of this fact, so you can factor our commercial interest into how you read our recommendations.

5. Calibrate confidence to evidence

When the evidence is strong, we say so clearly. When it's mixed, uncertain, or early-stage, we say that too. We don't hedge useful conclusions into uselessness, and we don't present tentative findings as settled fact. The strength of our language matches the strength of the evidence.

6. Link to independent sources

Every article includes links to further reading that we don't control — independent research, industry reports, primary sources. If you want to verify our claims or go deeper, we make that easy rather than trying to keep you on our site.

7. Human review is non-negotiable

No article publishes without a human reviewing it against a structured checklist. AI assists in research and drafting. A human verifies accuracy, checks sources, assesses whether the counter-argument is genuinely strong, and confirms the article serves the reader rather than just the business. This is documented per-article, not just asserted.

What M.A.R.C. does not claim

M.A.R.C. does not claim to be the only way to produce good content. Plenty of excellent writing happens without a formal methodology. What M.A.R.C. provides is a verifiable commitment: a documented, repeatable process you can inspect, so you don't have to take our word for it.

We also don't claim the methodology is finished. M.A.R.C. is versioned and amended when evidence shows it should be. Every change is logged with the reason it was made. The current version has been tested against a small number of published articles — not hundreds. We'll say more when we have more data.

How to check our work

Every article on this site carries a M.A.R.C. methodology footer confirming it was produced through this process. If you want to verify a specific claim, every factual assertion links to its source. If you find an error or a claim without adequate sourcing, let us know — corrections are part of the process.