Content seeding is the deliberate placement of content into channels, communities, and networks where it is most likely to be picked up, shared, and amplified beyond your owned audience. It is not the same as publishing. Publishing puts content somewhere. Seeding puts content somewhere it will travel. Done well, it closes the gap between great…
Syndicated content is the practice of republishing existing content across third-party platforms, publications, or networks, with the original source credited. Done well, it extends reach without the cost of creating new material. Done poorly, it dilutes your authority, confuses search engines, and hands your best thinking to someone else’s audience without a clear return. The…
Loss aversion theory holds that people feel the pain of losing something more intensely than they feel the pleasure of gaining something of equivalent value. The psychological weight of a potential loss consistently outpaces the pull of an equivalent reward, which means messaging built around what someone stands to lose tends to outperform messaging built…
A PR strategy template gives you a repeatable structure for planning, executing, and measuring public relations activity against real business objectives. The best ones are short, specific, and built around outcomes rather than outputs. If your current template is mostly a list of tactics with a media list attached, it is a plan for activity,…
The science of persuasion is the study of why people say yes. Robert Cialdini’s six principles, reciprocity, commitment, social proof, authority, liking, and scarcity, remain the most widely cited framework in marketing psychology. But knowing the principles and applying them with discipline are very different things. Most marketers treat persuasion science like a checklist. Slap…
An audience profile is a structured description of the people most likely to buy from you, built from real behavioural, demographic, and psychographic data. Done well, it tells you not just who your customer is, but why they buy, what holds them back, and where you can reach them before a competitor does. Done badly,…
Opt out advertising is a model where audiences are shown ads by default and must actively choose to remove themselves from that exposure. It flips the traditional opt-in logic and, when applied thoughtfully, produces higher reach numbers and more consistent brand exposure across a campaign cycle. The debate around it sits at the intersection of…
Persona creation is the process of building semi-fictional profiles of your target customers, grounded in real data and behavioural research, to guide decisions across messaging, channel selection, product positioning, and go-to-market planning. Done well, it sharpens everything downstream. Done badly, it produces laminated posters of fictional people named “Marketing Mary” that get pinned to office…
An integrated media strategy is a coordinated approach to planning, buying, and measuring media across channels so that each channel reinforces the others rather than operating in isolation. Done well, it means your paid search, social, video, and content investments work as a system. Done poorly, and it is just a collection of channel plans…
Persuasion is the science of moving people from one mental state to another, from uncertain to confident, from browsing to buying, from indifferent to engaged. It draws on psychology, structure, timing, and trust. When it works, it looks effortless. When it fails, it usually fails because someone treated it as a shortcut rather than a…
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