Content creation strategies are the operational decisions that determine what you make, why you make it, and whether it earns attention before a single distribution dollar is spent. Most teams get this backwards: they build distribution infrastructure first and then wonder why nothing sticks. The content itself is the problem. A sound creation strategy starts…
The Gartner Data and Analytics Summit 2025 brought together data leaders, analytics practitioners, and technology buyers to work through the questions that actually matter in modern marketing measurement: what do we trust, what do we build, and what do we stop pretending is working. If you cut through the vendor noise and the keynote theatre,…
A customer feedback strategy is a structured approach to collecting, analysing, and acting on what customers tell you about their experience. The collecting part is easy. Most businesses have more feedback data than they know what to do with. The problem is almost always what happens next, or more accurately, what doesn’t happen next. Most…
A customer insight community is a dedicated group of customers, users, or prospects that a brand engages on an ongoing basis to gather qualitative and quantitative feedback, test ideas, and build a richer understanding of buying behaviour. Done well, it replaces expensive one-off research with a living feedback loop that compounds over time. Most brands…
Ethos persuasion is the use of credibility, authority, and trustworthiness to make a message more convincing. It is one of Aristotle’s three modes of persuasion, alongside logos (logic) and pathos (emotion), and in most commercial contexts it is the one that gets the least deliberate attention, despite doing much of the heaviest lifting. When a…
The new agency model is not a single structure. It is a direction: leaner, more commercially accountable, built around outcomes rather than headcount. The agencies growing right now are not the ones with the biggest teams or the broadest service lists. They are the ones that have redesigned how they operate, how they price, and…
User experience mapping is the process of documenting every step a customer takes from first awareness through to purchase and beyond, so you can see where experience breaks down and where it works. Done well, it replaces assumptions with evidence and gives cross-functional teams a shared picture of what customers actually encounter, not what the…
Consumer experience strategy is the deliberate design of every interaction a customer has with your brand, from first awareness through to repeat purchase, built around a clear understanding of what drives satisfaction, loyalty, and commercial return. Done well, it is one of the highest-leverage things a marketing team can work on. Done badly, it produces…
Ogilvy on Advertising, published in 1983, remains one of the most commercially useful books ever written about the craft. David Ogilvy was not an academic theorist. He was a working practitioner who had built one of the most successful agencies in the world, and the book reads like that: direct, opinionated, grounded in results. Forty…
Podcast media has spent years being treated as a brand awareness exercise, a nice-to-have for companies with budget left over after the “real” channels were funded. That framing is wrong, and it’s costing marketers real growth. Podcasts reach audiences that most digital channels cannot touch: people who are actively choosing to spend 30, 45, or…
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