Opinion
Why your 'brand voice guidelines' aren't working
Most brand voice docs are useless because they describe adjectives, not behaviours. Here's what actually makes a brand voice stick — with examples of good and bad guidelines.
Lately
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Breakdown
I reverse-engineered how 10 SaaS companies do content marketing
I read every blog post on ten SaaS sites I respect, categorised what they're actually doing, and found the patterns. Who's doing it well, who's phoning it in, and what the good ones have in common.
How it actually works
The email sequence nobody talks about: post-purchase
Most email marketing content is about acquisition. The post-purchase flow is where the actual money lives, and almost nobody writes about it. Here's what to send, when, and why it matters more than your welcome series.
Opinion
Stop A/B testing your button colours
Most small-scale A/B testing is statistical theatre. If you don't have the traffic, you're not learning anything — you're cosplaying optimisation. Here's what to do instead.
How it actually works
What running SEO for a small business actually looks like
Forget the strategy deck. Here's a real week-by-week account of doing SEO for a small business — the tasks, the spreadsheets, the awkward client calls, the slow grind.
Confession
The marketing tools I actually use vs. the ones I recommend
An honest look at the gap between 'best tools' lists and what a working marketer actually has open every day. Some expensive tools gather dust. Some free ones do the heavy lifting. Here's the real stack.
Breakdown
How Notion's landing page actually converts (a breakdown)
An annotated teardown of Notion's homepage. Every section, what it's doing psychologically, what's smart, what's just convention, and what to steal.
Confession
I spent £2,000 of a client's money on Facebook Ads they didn't need
An honest post-mortem on a paid social campaign that looked good in the pitch deck and bombed in practice. What went wrong, what I should have said in week one, and what I'd do differently.