The BlogPage 4
Practical thinking on growth, search, AI, and brand – from the minds behind the desk. Meet the contributors →
Brand14 min readWhat Brand Identity Is, and Which Parts You Cannot Afford to Move
See what an identity is made of, the order to decide it in, and which five signals you commit to and then leave alone once customers know them.
Camille LaurentBrand Positioning StrategistSeptember 11, 2026
Brand14 min readBrand Guidelines That Someone Can Follow Without Asking You
Your rules only work if someone can follow them without asking you. What belongs in the document, at the level of detail that makes it usable.
Editorial TeamEditorial DeskSeptember 10, 2026
Brand14 min readThe Three Types of Brand Awareness, and How to Tell Which One You Have
Recognition, recall and top of mind come from three different questions. Learn which one your business should be reading, and how to measure it.
Camille LaurentBrand Positioning StrategistSeptember 16, 2026
Content Marketing12 min readWhat a Microsite Is, and When a Page on Your Own Site Is Better
A microsite is a few pages about one thing, at its own address. It works when you send people to it, rarely when they search.
Elara QuinnContent Strategy DirectorSeptember 16, 2026
Retention & Lifecycle14 min readBehavioral Segmentation: Which Behavior to Group People On, and Whether the Group Is Real
Group the customers you already have by what they did. Which behaviors are worth cutting on, what your data has to hold, and how to tell a real group.
Editorial TeamEditorial DeskSeptember 16, 2026
SEO16 min readWhich Backlinks Are Worth Having and Which Are Noise
Most links pointing at your site are worth nothing. Here is how to judge one before you spend an hour chasing it, and what the rules allow.
Neeraj JivnaniFounderSeptember 16, 2026
Demand Gen & ABM18 min readB2B Marketing: The Channels Are the Same, the Buyer Is Not
Your reader can recommend you but cannot approve the spend. What you publish, which channels you pick and when you judge them all follow from that gap.
Harrison BlakeB2B Growth ConsultantSeptember 16, 2026
Video & Audio12 min readB-Roll, and the Shots Worth Writing Down
B-roll is the footage that shows what the talking describes, and most of what you need to shoot is already named in your own script.
Editorial TeamEditorial DeskSeptember 16, 2026
AI & Emerging12 min readAI Marketing: What Is Already Deciding for You, and What Is Not
Most of it is running in your ad accounts right now. Work out which parts a model should hold, which stay yours, and what to check before handing one over.
Cassian RhodesAI Marketing StrategistSeptember 10, 2026
Agency & Services11 min readAn Agency of Record, and What Appointing One Commits You To
Appointing one agency to lead your marketing settles who decides, who answers, and how long you are tied in. Read the terms before the pitch.
Sienna ValeSocial Media StrategistSeptember 10, 2026
Paid Media12 min readWhat Audience Targeting Is, and How Narrow to Make It
Choose who sees your ad without shrinking it past what a platform can deliver. The methods, where the data comes from, and what to cut first.
Neeraj JivnaniFounderSeptember 16, 2026
Content Marketing11 min readWhat AI Slop Is, Why There Is So Much of It, and How to Tell
You keep meeting the word. Here is what makes something slop, why there is so much of it, and the three questions that tell you fast.
Cassian RhodesAI Marketing StrategistSeptember 10, 2026
Content Marketing13 min readThe Nut Graf: What It Does, Where It Goes, and How to Write One
It is the paragraph that tells your reader why to keep going. Get the placement rule newsrooms publish, the length ceiling, and how to test yours.
Neeraj JivnaniFounderSeptember 8, 2026
AI & Emerging11 min readAI Content Creation: Which Jobs to Hand Over, and Which to Keep
Some of this work a model does reliably in seconds. The rest quietly costs you more than it saves. Learn to tell them apart before you start.
Elara QuinnContent Strategy DirectorSeptember 10, 2026
Analytics & Measurement13 min readWhat Bounce Rate Actually Counts, and Why There Is No Number to Aim For
A bounce is not a verdict on your page. See what counts as one in your analytics today, what it means on the page you have, and when to act.
Vera CallowayConsumer Insights StrategistSeptember 16, 2026
Brand14 min readWhat Rebranding Is, What Usually Triggers One, and What the Logo Can and Cannot Fix
Most rebrands follow a change in the business, not a creative decision. See what that means for your name, your logo, and the people who explain it.
Editorial TeamEditorial DeskSeptember 16, 2026
CRO & UX17 min readWhat Is A/B Testing, and When Can You Trust the Result?
Run a split test that settles the question: what to measure, how many visitors you need, and what your significance number does and does not claim.
Silas MonroeConversion Optimization SpecialistSeptember 11, 2026
Strategy15 min readThe BCG Matrix: The Four Boxes, the Two Numbers, and Where It Misleads
Place any product in the right quadrant using two figures you can defend, then find out where the answer stops being reliable.
Editorial TeamEditorial DeskSeptember 16, 2026
SEO17 min readHow to Write Alt Text, and When to Leave It Empty
Work out what an image is doing on your page and the words follow. A three-way test, worked examples, and the failure hiding in your linked images.
Julian CrossOrganic Growth StrategistSeptember 16, 2026
Demand Gen & ABM16 min readIntent Data: Where the Signal Comes From, and What It Can Tell You
Which companies are researching your category, how a surge score is calculated, and the four things a feed can never tell you before you buy.
Vera CallowayConsumer Insights StrategistSeptember 16, 2026
Mobile & App16 min readWhat Deep Linking Is, and How to Check That a Link Opens the App
Two files on your website decide whether a tap reaches your app or the browser. See what Apple and Android fetch, when they check, and how to read it.
Neeraj JivnaniFounderSeptember 16, 2026
Strategy11 min readThe AIDA Model: Four Stages for One Message, and What Each One Asks
Attention, interest, desire, action, and what each one asks of your draft. Check one message against all four, and know when the model will mislead you.
Julian CrossOrganic Growth StrategistSeptember 16, 2026
PR & Communications17 min readPublic Relations: What the Job Is, and What It Pays
Public relations earns coverage you cannot buy. Here is what the job covers, the salary band you can expect, and the twelve kinds of PR.
Editorial TeamEditorial DeskSeptember 16, 2026
Marketing Finance17 min readCost Per Lead: How to Calculate It, and Why What You Count Decides the Number
Your figure is only as good as what you counted. Get the formula right, then settle what a lead is before you compare it to anyone else's.
Adrian LockePerformance Marketing AdvisorSeptember 16, 2026
Product Marketing18 min readWhat Product Marketing Owns, Where It Stops, and Who Actually Does It
Product marketing makes a product sellable. Here is what nearly every team owns, what your employer decides on top, and how to read the posting you have.
Elliot VaneGrowth Strategy AdvisorSeptember 16, 2026
Mobile & App18 min readWhat Mobile Marketing Is, and What Each Channel Needs Before You Can Run It
Seven ways to reach a phone, and the permission each one demands first. See which you can start this week and which needs a written opt-in.
Neeraj JivnaniFounderSeptember 16, 2026
Analytics & Measurement19 min readMarketing Analytics: What It Covers, and Why Measuring Is Not the Same as Deciding
Marketing analytics is easy to buy and hard to act on. See where web analytics stops, which type you need, and what to fix before you choose a tool.
Editorial TeamEditorial DeskSeptember 16, 2026
Video & Audio17 min readVideo Marketing: Decide Where It Gets Watched, Then Decide What to Make
Pick the placement before the camera. It decides your length, your shape, whether the sound is on, and whether you owe a caption file.
Editorial TeamEditorial DeskSeptember 16, 2026
Analytics & Measurement18 min readWhat a Churn Rate Is, How to Calculate It, and What It Counts
Churn is the share of customers you lost over a period. Get the formula, the monthly to annual conversion, and what a benchmark has to carry.
Vera CallowayConsumer Insights StrategistSeptember 10, 2026
SEO19 min readHow Local SEO Works, and How to Get Your Business Into the Map Pack
Your map listing comes from a profile, not your website. See what to fix first, what money cannot buy, and the one field that gets a listing suspended.
Julian CrossOrganic Growth StrategistSeptember 16, 2026
