strategy
Mention Facebook Ads to a B2B marketer and you’ll likely get the same response: “Isn’t that just for selling trainers and skincare?” It’s a fair assumption, but an outdated one. While LinkedIn and Google Ads are often the default go-to paid channels for B2B marketers, relying solely on them means tying up your precious marketing…
EEAT has shaped SEO strategy for years. Google’s framework (Experience, Expertise, Authoritativeness, Trustworthiness) gave marketers a clear set of steps to optimise, and it worked for some time. Rank well on Google, get found by customers. It sounds simple enough. But search behaviour has shifted significantly. Customers now discover brands through ChatGPT, TikTok, Google Maps, and AI Overviews, often without typing a query into…
Earned media is the coverage, mentions and endorsements your brand receives without paying for placement or controlling the message. A journalist writing about your product launch, a customer leaves a glowing review or a creator recommending your service without a sponsorship deal are all examples of earned media at work. It remains of the most valuable assets in any marketing strategy. What counts as earned media? Earned media refers to any organic…
Slow websites are quick losers of visitors. That’s not an exaggeration, research by Google found 53% of mobile users will abandon a page that takes longer than 3 seconds to load. That’s more than half your potential audience gone before they’ve seen anything on your page. Page speed and page size are two of the…
When someone searches for a local business on Google, three listings appear at the top of the page which sit just above the organic results. This is the Google 3-pack – prime real estate for any business hoping to attract nearby customers. If you run a local business, securing a spot in the 3-pack can…
Artificial intelligence has huge economic potential, with a projected market value of $407 billion by 2027. For PR and marketing professionals, this technology is already changing our processes. However, widespread adoption introduces severe risks, including deepfakes, job displacement and critical security breaches that can damage a brand’s reputation overnight. AI tools are transforming how we work…
There are contrasting opinions over thought leadership from a business perspective. On one hand, sharing your expertise builds trust and helps with your authority position. On the other, there’s a nagging worry that by revealing too much, you’re trading in company secrets to competitors which you have worked hard to develop. It’s a conversation that…
People have predicted the end of email marketing for decades. Every time a new social media platform launches, someone quickly claims the inbox is obsolete. But the reality tells a completely different story. Rather than fading away, email remains one of the most reliable and cost-effective ways to reach your audience. Why Email is Still…
There’s been a buzz about SEO, GEO, AEO and whatever other search/AI abbreviation you can think of for a while now. Every few years it’s something new. And here’s the thing – over 50% of all website traffic comes from organic search. It would be insane not to focus on getting more organic search traffic…
Marketing teams are under more pressure than ever to justify their spending. Recent industry data shows that 78% of B2B CMOs report that proving marketing return on investment has become far more important over the last two years. Businesses want clear evidence that their advertising budgets are driving actual revenue, rather than just generating futile…