Social content now has a longer commercial life You’re being asked to prove social is driving growth, and half your content disappears before it’s even had a chance to matter. Post it, watch it, report it, move on. That used to be the rhythm of social, and to be fair,…

Marketing gets more useful the moment you start asking questions. That is the point, and it’s the thread running through the webinar with the amazing Luan Wise, B2B marketing consultant, trainer and author (of 8 books!) Luan has spent years helping teams cut through panic and get back to stronger…

Episodic social is your secret to growth Most social content is built for one spike. One moment. One shot at the algorithm. Then silence. Leadership has moved on. They want pipeline, revenue, retention. The mandate is growth. The strategy is still “make it go viral.” (Oh the horror of it!)…

You’re expected to drive growth from social, but the darn metrics don’t make it easy You can feel it, can’t you. Social isn’t there to look like a busy, beautiful extension to your website. It’s meant to show up in revenue, pipeline, retention. Something a commercial leader knows is moving…

Why the content people keep is often doing more for the business than the content they simply glance at. One of the more useful things happening on social right now is that people are getting choosier. That is not bad news for marketers. It is probably the best thing that…

A new marketing order Why the teams adapting best are rebuilding around demand, clearer proof and marketing that works as one joined-up system Maxine Ashbrook, Marketing Director at Fujitsu UK got to the point faster than most marketing commentary does. She did not try to outwork the…

£38m pipeline in 12 weeks. That was the outcome of a programme for a large tech B2B brand built on a fairly unfashionable idea. Instead of filling social and event content with the messages the brand most wanted to push, we built it around the questions buyers were genuinely trying…

When your social is too polished to trust AI is helping marketers move faster. Fair enough. The bigger issue is that it can make weak strategy look polished enough to slip through unchallenged. AI is now embedded in the day job. GWI says 84% of advertisers and marketers in the…

Because the work everyone copies rarely stays effective for long. One of the easiest ways to make social look forgettable is to follow every piece of accepted advice too faithfully. That’s why we have to break the rules, occasionally That sounds slightly weird to admit in an industry built…

D2C has a channel problem Why platform roles and better creative are replacing the old channel plan Direct to consumer brands don’t need more social channels in the plan. What’s needed is a clearer ‘platform stack’ (sorry not being nerdy, but this is the best term I can think of!).

AI promised time back. It lied If you’ve switched AI on and somehow feel busier, you’re not imagining it. You’re now managing a tool, training it, checking it, and explaining it to everyone else. The day job still exists. That’s why we ran our “Thank fck, practical AI for marketers”…

Why B2B marketers are getting influence wrong If your influence plan is measured in impressions, you’re probably buying noise. ’Cos buyers are building shortlists without you, Forrester says 92% start with one. So you know how you start planning for lead generation with a list of buyer jobs to be…

Pass the sauce Your next sale is happening in dark social Yippee! Social is getting social again, and it’s brilliant news for brands that know how to show up with something worth sharing. You can feel it in the tiny moments. A forward to a mate. A DM that says…

Make it weird, make it work Chaos culture is the internet’s new default language for attention. It sort of is an all-encompassing terms for absurd humour, fast cuts, deliberate mess, meme logic, and a kind of playful nonsense that’s very online. It’s significant because it matches how people behave now,…

Social commerce is growing up, it’s less about checkout, more about reducing regret Social commerce keeps getting framed as a platform feature. Shoppable posts, live shopping, one-click checkout, the lot. That framing misses the behavioural shift happening under our feet. People are using social to do the hardest bit of…