A content strategy plan is a documented framework that defines what you will publish, why, for whom, and how success will be measured. Done properly, it connects every piece of content to a business objective and gives your team a shared set of priorities to work from. Most organisations have something that resembles one. A…
Value-based pricing sets your price based on what a customer is willing to pay, not what it costs you to produce. It is the most commercially rational pricing approach available to product marketers, and it is consistently underused because it requires harder thinking than cost-plus arithmetic. The logic is straightforward: if a customer perceives your…
A competitive analysis example is a structured breakdown of how one business compares against its rivals across the dimensions that actually affect commercial performance: positioning, messaging, search visibility, pricing signals, and audience behaviour. Done well, it produces decisions, not documents. Most competitive analysis outputs I have seen in agency and in-house settings are thorough in…
Share of voice in SEO measures the percentage of available organic clicks your domain captures across a defined set of keywords, relative to all competing domains. It tells you how much of the search landscape you own, not just whether your rankings are moving in the right direction. Most SEO teams track rankings and traffic….
Television advertising remains one of the most effective tools for building brand at scale, reaching broad audiences with emotional impact that digital channels consistently struggle to replicate. Despite decades of predictions about its decline, TV continues to deliver measurable commercial outcomes for brands that use it with strategic intent rather than habit or nostalgia. The…
A brand persona is a defined set of human characteristics assigned to a brand, giving it a consistent voice, tone, and personality across every piece of communication it produces. It answers the question: if this brand were a person, who would they be? Done well, it makes a brand instantly recognisable without a logo in…
A customer experience strategy is a deliberate plan for how a business shapes every interaction a customer has with it, from first awareness through to repeat purchase and beyond. Done well, it reduces churn, increases lifetime value, and generates the kind of word-of-mouth that no ad budget can replicate. Done poorly, it becomes a slide…
Content distribution is the process of getting your content in front of the right audience through the right channels at the right time. Most marketers treat it as an afterthought. They spend 90% of their budget on production and 10% on distribution, then wonder why the content performs badly. The ratio should be closer to…
The product life cycle and new product development are two frameworks that belong together but are rarely treated that way. Most teams build a launch plan around the product they have, not around the market stage they are entering, and that disconnect is where most go-to-market failures begin. Understanding where a product sits in its…
The psychology of persuasion is one of the most practically useful bodies of knowledge in marketing, and the books that cover it well tend to outlast most of what gets published about digital tactics or platform strategy. The best of them explain why people make decisions, how context shapes behaviour, and what actually moves someone…
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