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Guides and Insights

Strategy, SEO, social media, advertising, content and branding. Practical articles, with no oversized promises.

76 articles6 categories

Social Media

Vertical Videos Nobody Watches: Where You Lose the Viewer

The problem is almost never the quality of the footage. It's the moment the viewer realises they can scroll on.

11 Jul 20266 minRead

Advertising

How Much Budget It Takes to Know Whether a Campaign Works

The question has an answer, but it isn't a number: it depends on how many conversions you need to tell a real result from a coincidence.

11 Jul 20265 minRead

Social Media

Handling Peak Periods Without Getting Caught Out

Holidays, sales, local events: the moments that matter are known in advance. What to prepare, and when, so you're not chasing.

10 Jul 20265 minRead

Strategy

When to Close a Channel (and How to Do It Without Regrets)

Keeping an unproductive channel open costs more than the channel: it costs the attention it takes from the others.

8 Jul 20265 minRead

SEO

Keyword Research: Start from Intent, Not from Volume

Search volume is the most quoted metric and one of the least useful when deciding what to work on. Understanding what the searcher wants matters far more.

8 Jul 20266 minRead

Advertising

The Campaign Isn't Working: What to Check, in Order

Before remaking the creative, rule out the mundane causes. They're more common and far cheaper to fix.

6 Jul 20266 minRead

SEO

Site Speed: What Actually Matters to Visitors

It isn't the tool's score that makes the difference, but three precise moments of the experience. What they are and how to improve them.

6 Jul 20266 minRead

Social Media

Community or Follower Count: What Actually Changes

A large, silent audience costs as much as a small, active one and returns far less. How the second one is built.

4 Jul 20266 minRead

Social Media

Community Management: Response Times Are Worth as Much as Content

An unanswered comment is a lead lost in public. Managing conversations affects results more than most people think.

4 Jul 20264 minRead

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