Insights
Ideas and insight for businesses that want to turn expertise into content people actually value.
LinkedIn changed what it thinks is important: Here’s what you need to know (October)
LinkedIn is expanding its AI Slop detection systems and restricting the distribution of low-quality content beyond users' immediate networks. Here's what's changed, how the technology works and what it means for marketers trying to reach new audiences ...
Google changed what it thinks is important: Here’s what you need to know (October)
Google's latest content guidance puts greater emphasis on originality, genuine expertise and value to the reader. For marketing and communications teams, the message is clear, publishing more content matters less than having something worthwhile to say ...
Your customer does not care about your USPs
If your customer has to translate your technical specification into why it matters, you have made them do the marketer’s job. Outside-in messaging starts with the outcome they want, then proves how your product helps deliver it ...
Don’t waste the first fifteen minutes at MWC
MWC meetings are short, competition for attention is brutal and everyone arrives with something they want to say. If the first fifteen minutes are spent explaining who you are and why your story matters, you have already given away half your conversation ...
PR’s role in AI discoverability rests on a fragile assumption
Gartner, Muck Rack and numerous others have predicted a PR goldrush in the AI era of queries and crawling, but this assumes media owners will be willing participants in their own demise. ...
The consequences of AI slop
Few will admit it in public, but AI-generated content is quickly becoming the norm. But how many professionals actually appreciate the potential risk? Faster and cheaper is very rarely better, and in the case of “AI Slop”, it is often just useless ...
When did social become the shop, not the shop window?
A marketing strategy cannot reach its potential with key channels missing. Owned media plays midfield: controlling the tempo, connecting activity and giving social, PR, events and executives better service overall ...
You can’t win the World Cup with nine players
A marketing strategy cannot reach its potential with key channels missing. Owned media plays midfield: controlling the tempo, connecting activity and giving social, PR, events and executives better service overall ...
To pitch or not to pitch
Not every announcement deserves a media pitch. This guide breaks down what journalists consider newsworthy, when owned channels work better, and how to choose the right route for each story ...
Building momentum before the pitch
Owned media gives executive ideas a public track record before journalists are approached. Consistent, useful content builds authority, proves relevance and turns a cold pitch into an ongoing conversation already ...
Social without content is like a car without petrol
Social media can attract attention, but without meaningful content it cannot build trust or move customers forward. Strong ideas give every post purpose, turning engagement into a route towards revenue ...