The index of everything that’s been in our ‘An Article A Day’ blog in the last month.
Why we should always ask Ai what it needs to know
Ai tools need comprehensive guidance, or they’ll make assumptions that we don’t even know they’re making. How do we give them that?
Which marketing jobs can Ai really take over?
The duller the task, the better Ai tends to be. The more human the stakes, the more human the job remains.
Why GA4 needs an Ai guide beside it
Ai can make GA4 useful for any of us. Ask what report answers a question, then how to find that report, and finally ask for an opinion on it.
Why B2B sites should chase more newsletter signups
If we can steadily improve the rate at which good visitors become email subscribers, we give our future marketing many more chances to work.
Teaching Ai to question the question
Before asking Ai for answers, ask it to inspect the question. It can reveal bias, assumptions and better ways to frame the issue.
Bland content is a choice. A bad one.
Ai systems flatten generic content into the background. For specialist technical firms, that creates an opening to publish sharper ideas.
The real exhibition result often comes after the event
A B2B exhibition appearance does not have to end badly. Clear and prompt follow-up can still generate value and restart interest.
B2B acquisition is being turned upside down
Ai flips acquisition strategy from top-down to bottom-up. For B2B marketers, clarity and credibility may now come first.
Talking to customers by addressing competitors
Sometimes the best way to reach the people we want is to talk, very deliberately, to the people they are tired of.
Let’s make it about the people, people
In an age of generic Ai summaries, putting real company staff at the front of news and technical content makes brands more credible.
Stop publishing content that anyone could have written
Commodity content fills websites but rarely makes them memorable. The strongest B2B articles come from experience and judgement.
The problem with ads that look like ads
In a world full of polished messages, the thing that feels least manufactured may be the thing that gets noticed.
Will Ai enquiries make lead quality noisier?
Automated enquiries could counteract the idea that Ai search will simply give us fewer, better leads. The future may be messier.
Ai may not replace marketers, but it may flatten teams
In an interesting article, David Meerman Scott argues that one immediate impact of Ai will be to squeeze out marketing middle layers.
What B2B writers can learn from Elmore Leonard
Don’t ask the reader to admire your writing. The language of any copy should serve the movement of the story.
Be careful with cleverness
Elmore Leonard’s writing rules were meant for fiction, but B2B copywriters can learn plenty from his focus on clarity and restraint.
Attention! This is a human voice!
Ai makes average content easy. The harder and more valuable thing is a perspective that could only come from real work.
Why competitor bidding is worth consideration
Competitor campaigns bring us in front of buyers close to a decision, and allow us to give those buyers a credible reason to look again.
Why rigid positioning can be good for growth
Branding keeps us on track. What should customers understand about us after ten seconds, and still believe after ten years? Do we know?
Calls to action should guide, not shove
A gentle closing section such as “What you should do next…” can work well. Its strength is in being calm.
Why pricing is a marketing issue in B2B
In B2B, the best pricing story is rarely “we cost less.” More often, it is “we’re worth the difference.” That’s where marketing plays a role.