27 essays
ChatGPT now sells ads self-serve. Free AI recommendations were an introductory offer — what UK SMBs should be testing now, while the channel is cheap.
Google doesn't read llms.txt, and schema won't get you cited. What an agent-ready website actually needs today, and the new decision it forces on you.
Godin says go small and earn permission. Sharp's data says go broad and be easy to buy. Five marketing books that disagree, and why that is the point.
AI didn't break your brand voice — it exposed that you never really had one. Tools like Brivvy fix distribution, but defining a voice is still on you.
Relabelling ordinary automation as 'AI' is tempting, but buyers now discount the word. Honest, specific positioning beats the rebrand for small firms.
A third of B2B buyers now find vendors through AI chatbots. The real shift isn't AEO — it's that you've lost the ability to track your own visibility.
Canva found 97% of marketers use AI daily, 78% of consumers wish they wouldn't. Why AI-made marketing unsettles customers and how to keep their trust.
Gary Vee's 93% marketing waste figure is real, but the 20% reallocation fix won't happen — that wasted spend is funding the dashboard the board reads.
AI is reshaping marketing on two fronts: the tools your team uses and the audience you reach. Most teams watch just one and miss the one that matters.
As AI commoditises polish, the new premium trust signal in B2B writing is visible evidence of a real human author. Here is why typos now signal trust.
AI didn't break marketing. It exposed which content was built on substance and which was noise. A practical audit for business leaders, not just CMOs.
By 2028, Gartner predicts 90% of B2B buying flows through AI agents. Your brand now needs a schema as much as a soul. Most marketers aren't ready yet.
Marketing is stuck in a cycle of inexperience and self-indulgence. Can AI disrupt the industry's reliance on cheap talent and drive real results?
How conversational AI and audience building are reshaping search by 2025 — from natural-language results to why direct audience connections matter more.
Discover why rethinking is key for small business success. Embrace adaptability and innovation to stay competitive. Read more for practical tips.
Comparing data from different sources? You need normalisation. A plain-English guide to making fair comparisons across channels, campaigns, and platforms.
How pricing and perceived value drive buying decisions, why incentives matter, and ways to set prices that reflect true worth and encourage purchases.
There are only two ways new customers find you: search and discovery. Every form of marketing serves one or the other, and the balance keeps shifting.
What was marketing called before 1900? Using Google's ngram.
Notes from Mayer-Schonberger and Cukier's book on big data: all the data not just a sample, correlation over causation, and a new term — datafication.
Explore why being willing to rethink and refine your business idea is crucial to success — how passion and conviction must be balanced with flexibility to pivot when assumptions don’t hold
Why competition matters in business, how it shapes strategy and performance, and practical insights on competing smarter, not just harder.
Your competitors aren't the companies doing what you do. They're the ones solving the same problem differently. That distinction changes the strategy.
Why “I am not my friends” matters in marketing: separating personal identity from audience insights to better understand and reach your customers.
B2B marketing and sales aren’t sequential. Why they must align, work together, and create seamless buyer experiences that drive growth and revenue.
A review of Inbound Marketing: key lessons on attracting, engaging, and delighting customers with content that builds trust and drives growth.
Successful branding requires consistency: how steady messaging, design and actions build trust, recognition and long-term audience loyalty.