Article: ICYMI – All the blog posts from February 2025

The index of everything that’s been in our ‘An Article A Day’ blog in the last month.

Get back in your box

In the major businesses where board-level decisions have been made to force employees back to an office, resistance has been strong.

The humble newsletter is coming back into favour, and here are my favourite things to consider when designing a good B2B publication.

Why has the humble newsletter come back into favour in 2025? From a creator’s point of view, it’s all about control and ownership.

I’ve listed some of the many recommendations I can find below. Even if we just put one or two on a post-it note on the wall, it should help.

When we have to repurpose existing material for different publications and platforms, what are the tips for doing this?

While I wouldn’t yet discourage the use of direct links, it’s worth thinking about people who prefer to find their own way to the offer.

If we decide the cost of bidding on our own branded terms is too much, sometimes it’s best just to cede the ground to the competitor.

I would advise anyone to consider expanding on their websites at the moment is ‘FAQ’s, which are relatively straightforward to create.

It’s best to have a page redirection set up on our own domain, but a last ditch method is to use a third-party redirection service.

Here are some extraordinary tools for SEO analysis and research – I think most of us will find one or more of them very useful.

Performance Max advertisers can now add negative keyword exclusions at the campaign level. It still needs to be handled with care though.

Pages such as the privacy policy show a business as being legitimate. I wouldn’t restrict search engines from crawling these sorts of pages.

I do expect most of us to see changes in search traffic sources in the near future, so it’s worth keeping records of what’s happening.

Why we might ask customers what – as users – they might like to tell prospective buyers in advance about our company’s product.

Microsoft Clarity is aimed at session recordings and user experience metrics, while Google Analytics is designed for traffic analysis.

A clever marketing model based on atomic physics encourages us to think about the energy required to move customers to higher-value states.

If we simply search for ‘blue widget (or whatever) suppliers’, in many cases we get a neatly tabulated list of suppliers with logos.

It’s easy to make promises that can’t be kept and claims that cannot be substantiated. It’s a lot harder to repair the damage.

LinkedIn has a relatively underused function for distributing newsletters, which may be worth investigating for many businesses.