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Guides and Insights

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

76 articles6 categories

Profiles with made-up names, ages and hobbies serve no purpose. What you need comes from real conversations.

For businesses serving a defined area, a few things done well beat a complex strategy. Here's the right order.

Shooting time is the smallest part. Here's where the time really goes, and why quotes look high.

Follower count is the worst criterion. What to look at instead, and which points to put in writing before starting.

In B2B the decision cycle is long and more than one person is involved. That changes how you judge a channel.

Two pages answering the same search don't double your chances: they split them, and often both lose.

Not every product works on TikTok. Recognising it before investing is worth more than any optimisation afterwards.

The urge not to exclude anyone leads to messages that speak to no one. Narrowing down is almost always the move that works.

Spending the same amount every month is convenient to administer and rarely the best choice. How to think about allocation.

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