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The parts of content marketing that are hard to get right.

Six long-form pieces on strategy, search, production, research, distribution and measurement. Each one is what we would tell a client, written down.

6 articles

The content strategy framework that survives contact with a real business Strategy The content strategy framework that survives contact with a real business Most content strategies are beautiful documents that quietly stop being used by the second quarter. Here is the structure we use instead, and the four ways it usually goes wrong. 18 June 202614 min read SEO content writing when the answer engine gets there first Search SEO content writing when the answer engine gets there first Ranking first no longer guarantees a visit. What actually changed in search behaviour, and the eleven structural habits that keep content earning attention anyway. 27 May 202613 min read A video production workflow that keeps costs down and conversion up Production A video production workflow that keeps costs down and conversion up Most video budgets are lost before the camera is switched on. The pre-production discipline, the shooting approach and the repurposing system that changes the maths. 6 May 202612 min read Buyer personas built from evidence, not from a workshop whiteboard Research Buyer personas built from evidence, not from a workshop whiteboard Named Marketing Mary with a stock photo and a coffee preference helps nobody. Here is the research method that produces personas writers actually open. 14 April 202612 min read Distribution: the half of content marketing almost everybody skips Distribution Distribution: the half of content marketing almost everybody skips Teams spend six weeks making something and forty minutes promoting it, then conclude that content does not work. The playbook for the other half of the job. 19 March 202613 min read Measuring content ROI without lying to yourself Analytics Measuring content ROI without lying to yourself Attribution models flatter whoever built them. A measurement framework that survives contact with a sceptical CFO — and tells you something you did not already believe. 24 February 202614 min read

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