Notes
Argumentswekeephaving.
Not a content programme. These are the handful of positions we find ourselves repeating in client rooms, written down properly so we can send a link and get to the interesting part faster.
- Notes
- 5
- Subjects
- Assets, sites, audiences
- Written by
- Whoever does the work
- Sponsored
- None, ever
Strategy7 min readThe rented and the owned: a way to sort a marketing budget
Split the budget into what stops when you stop paying and what does not. The proportions tell you more about the business than any performance report.
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Content6 min readYour best content is already written. It is in the sales inbox.
The most useful pages on most websites are answers somebody already typed out once, to one customer, and then never published.
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Audience5 min readThe list outlives the ad account
Every other audience you use is rented from somebody who can change the terms. An address given to you willingly is not.
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The site6 min readSite speed is a business problem that nobody owns
It sits between marketing, development and whoever added the last script. Which is why it quietly gets worse every quarter.
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Practice5 min readHow to decide a channel is finished
Marketing programmes accumulate. Almost nobody has a written rule for stopping, which is why the calendar keeps filling with work nobody believes in.
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Where to start
Find out how much of it you actually own.
Tell us what you have and we will send back an independent read: which parts would still be working if the advertising stopped, which would not, and what we would build first. No obligation attached to any of it.