Thoughts, opinions and practical guidance on marketing, websites, creative and growth, written to give you something useful to think about, change or do next.
Our thinking
There's enough marketing content in the world already. Most businesses don't need more noise, more jargon or another article published simply because someone decided it was time to post something.
Our Insights are where we share the things we actually think are useful: what we're seeing, what we're learning, what businesses are getting wrong and where we think better decisions can be made.
Some of it will be practical. Some of it will be opinionated. Some of it will challenge the way things are normally done.
The point is that it should leave you with something worth thinking about, changing or doing next.
If there isn't something genuinely useful in it, it probably doesn't need publishing. Everything should give you an idea, observation or perspective you can actually do something with.
Good thinking should have a point of view. We'd rather explain what we actually believe and why than hide behind safe, generic advice that could have come from anyone.
The best lessons usually come from actually doing the work, seeing what happens and learning from it. That's where most of the thinking here starts.
Latest insights
Ideas, observations and practical thinking from across strategy, creative, websites and performance.
Businesses spend enormous amounts of time and money generating visibility. They invest in websites, SEO, social media, advertising and content. Yet once somebody shows genuine interest, the conversation often stops. The challenge facing most organisations is not attracting attention. It's maintaining it long enough to build trust, create relationships and drive action.
Read insight
Many businesses have become trapped in a cycle of content production. More posts. More updates. More videos. More activity. Yet despite publishing constantly, very few are creating genuine recognition. Visibility matters, but visibility alone does not build brands. The businesses that win are not always the businesses posting the most. They are the businesses people remember when it matters.
Read insight
Many businesses focus relentlessly on generating more website traffic, more impressions and more visibility. Yet traffic alone rarely creates growth. If the customer journey is unclear, the proposition is weak or the conversion process is broken, increasing traffic simply increases the number of people who leave. Sustainable growth comes from improving what happens after the click, not just generating more of them.
Read insight
Artificial intelligence is transforming how marketing is executed, but it is not replacing the need for strategy. Businesses that understand their audience, proposition and objectives are using AI to accelerate growth. Businesses without that foundation are often just creating more noise, faster. The difference is not the technology. The difference is the strategy behind it.
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Despite endless conversations about AI, social media algorithms, short-form content and emerging marketing channels, search remains one of the most powerful indicators of commercial intent available to businesses. Every day, potential customers tell search engines exactly what they are looking for, what challenges they face and what solutions they are considering. The organisations that understand how to interpret that behaviour gain an advantage that extends far beyond SEO.
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Most businesses are not struggling because they lack marketing activity. They are struggling because their marketing activity exists in isolation. This insight explores why the strongest growth comes from connecting websites, SEO, paid media, social media, email marketing and reporting into one joined-up ecosystem.
Read insightHow businesses make better marketing decisions before budgets get spent and campaigns get launched.
Positioning, customer behaviour, planning, priorities and the thinking that gives the rest of the work somewhere useful to go.
Thoughts on brands, design, messaging and why some creative work gets remembered while plenty of it disappears into the background.
Practical thinking about how businesses communicate and what makes people pay attention.
What makes a website useful, what gets in the way and why looking good is only one part of doing the job properly.
Structure, copy, user journeys, performance, conversion and the decisions that turn a website into something the business can actually use.
SEO, paid media, email, social and the things businesses should actually be looking at when deciding whether marketing is working.
Less obsession with isolated numbers. More focus on what the activity is changing and where the next improvement can come from.
Marketing becomes useful when it connects back to what the business is actually trying to achieve.
We look at the commercial decisions, customer journeys and opportunities that help turn marketing activity into genuine business progress.
What we write about
The channels might have different names, but the decisions behind them rarely exist in isolation.
So neither do our Insights. We look at the bigger picture and the connections between strategy, creative, websites, performance and the commercial reality behind all of them.
Because the useful question usually isn't which channel is best. It's what needs to happen next.
Let's talk
Reading about better marketing is useful. Actually doing something with it is where things get more interesting.
Tell us where the business is now, where you want it to go and what you think needs to change. We'll help you work out what the right next step looks like.
Talk to us