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Short reads.
Strategy, brand and growth, in plain language.
- News, AI.
Does Google now want you to fact-check your AI-written content?
Google now says a person should fact-check AI-written content before it goes live, including titles, meta descriptions and alt text shown in search.
4 min read - AI.
How should a business use AI in its marketing without losing its voice?
Use AI to generate options at scale, and keep people in charge of choosing what ships. Your voice survives when judgement stays human and the brief is clear.
5 min read - Growth.
What makes a website actually generate leads?
Websites generate leads through a clear offer, real proof and an obvious next step. Design polish helps, but it rarely decides whether a visitor gets in touch.
5 min read - Strategy.
How is a fractional CMO different from a marketing agency?
A fractional CMO owns your marketing outcome and decides what to do. An agency delivers the tasks it is briefed on. Here is how to tell which one you need now.
5 min read - Growth.
What should a small business measure before spending more on marketing?
Choose one business number to move before you spend more. Then track the two or three leading indicators that show early whether it is moving.
5 min read - News, Growth.
Will Google's latest spam update hit my website's rankings?
Google's spam update is rolling out worldwide, including Australia. Sites breaking spam policies carry most risk. How to check yours and what to do this week.
5 min read - Brand.
How do you know if your business has a positioning problem?
You have a positioning problem when more marketing brings activity, not better customers. Here are the signs, and how to tell it apart from a volume problem.
5 min read - Brand.
Understanding Personality: 12 Jungian Archetypes
The 12 archetypes are a shortcut to a brand people recognise and trust. Here is what each one means, and how to use them to position your brand.
6 min read - Growth.
Why Every Business Needs a CRM
A CRM is not admin software. It is the system that stops good leads slipping through the cracks and tells you what is actually working.
4 min read - Growth.
SEO vs PPC: What's Right for Your Business?
Search and paid media are not rivals. They are two speeds of the same engine. Here is how to decide where to put your money.
5 min read