Share of voice (SOV) measures how much of the available advertising or media presence in a category your brand owns relative to competitors. It is typically expressed as a percentage: your brand’s impressions, spend, or mentions divided by the total across all competitors in the market. The reason it matters is simple. Brands that grow…
An effective content roadmap is a prioritised, time-bound plan that connects content production to specific business goals, audience stages, and measurable outcomes. It tells you what to create, when to publish it, why it matters commercially, and how you will know if it worked. Without that structure, content becomes a production line with no destination….
The best books on persuasion are not the ones that promise to make you more likeable. They are the ones that change how you see decisions being made, including your own. If you work in marketing, understanding persuasion at a structural level is what separates campaigns that move people from campaigns that simply appear in…
A content governance plan defines who owns content decisions, how content gets approved, and what happens when it goes out of date. Without one, most organisations are not running a content programme, they are running a publishing habit with no one in charge of the results. The absence of governance is rarely obvious at first….
Omnichannel and multichannel marketing both involve reaching customers across more than one touchpoint, but they are built on fundamentally different logic. Multichannel puts channels at the centre. Omnichannel puts the customer at the centre, and coordinates every channel around a single, consistent experience. The distinction sounds clean in a presentation deck. In practice, very few…
Content scoring is the process of evaluating individual pieces of content against defined criteria, such as business relevance, audience fit, search demand, and conversion potential, to prioritise what gets created, promoted, or cut. Done properly, it replaces editorial instinct with a repeatable framework that connects content decisions to commercial outcomes. Most content teams do not…
Community led growth is a go-to-market approach where the community surrounding a product or brand becomes the primary driver of acquisition, retention, and expansion. Instead of marketing pushing messages out to cold audiences, existing users pull new ones in through shared experience, peer recommendation, and collective participation. It is not a loyalty programme with a…
Documentary-style content is a format where brands film real processes, real people, and real decisions without scripting the outcome in advance. It works as a go-to-market tool because it creates the kind of sustained audience attention that polished campaign content rarely holds. Most brand content is backwards. It starts with what the brand wants to…
Behavioral economics in marketing is the application of psychological principles, specifically how people actually make decisions rather than how economists assume they do, to influence buyer behavior at scale. It draws on decades of research into cognitive shortcuts, loss aversion, framing effects, and social norms to explain why people buy what they buy, often in…
The best marketing books do not tell you what to think. They change how you think. The list below covers strategy, positioning, consumer behaviour, and commercial effectiveness, chosen because they hold up under scrutiny and remain useful years after the first read. I have read most of these more than once. A few I return…
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