web analytics
Blog · 75 articles

Field notes from the marketing trenches.

Honest takes on B2B marketing, AEO/LLMO, editorial craft, and what it actually looks like to drive pipeline as a senior practitioner.

NewCareer & Perspective · 9 min readThree Companies Collapsed Under Me. Now I Read the Financials First.Employer due diligence is the research a candidate does on a company's ability to still exist in two years, and almost nobody does it. A restructure, a bankruptcy and a mass layoff later, I run a fixed set of checks before I…Read article
The whole archive

75 articles, one screen.

Not a feed you scroll until you give up. Search it, filter it, or take the whole index at a glance. If you’d rather not choose, hit shuffle.

What I write about, by volumeHover a band
Showing all 75Newest first
01Three Companies Collapsed Under Me. Now I Read the Financials First.Career & Perspective02I Found Out My Company Was Filing for Bankruptcy From a Teams RecordingCareer & Perspective03The Solo Marketer’s AI Org Chart: What I Delegate to Machines and What I’d NeverContent Operations04Your Help Docs Are Getting Cited More Than Your Blog. Act Accordingly.AI & Search05I Have the Receipts and I Still Feel Like a FraudCareer & Perspective06How to Optimise Content for ChatGPT, Perplexity, and AI OverviewsAI & Search07Prompt Research Is the New Keyword Research. Here’s My Process.AI & Search08Building Social Media from Scratch: 200 Posts, One Marketer, 18 MonthsContent Operations09You Don’t Need a Personal Brand. You Need to Be Good at Your Job.Career & Perspective10The Comparison Page is the Most Under-Built Asset in B2B Right NowContent Strategy11Most Full-Funnel Content Strategies Are Just 3 Disconnected Blog PostsContent Strategy12The Content Repurposing Strategy I Write Before the Article ExistsContent Operations13Most of Your AI Visibility Never Shows Up in AnalyticsAI & Search14Google Isn’t the Front Door Anymore. Your Blog Still Has a Job.AI & Search15The AI Traffic Number Your Analytics Is Hiding, and the One It’s OversellingContent Operations16The Race Weekend That Pulled 3x My Normal Impressions, and What B2B Should Steal From ItContent Strategy17On 15 September, Cloudflare Picks Your AI Crawler Policy for YouAI & Search186 Months of Publishing. 14 Organic Clicks.Content Strategy19I Ran My Own Site Through My Own Framework. It Scored 7.8.AI & Search20You Have One Sentence. Everything Depends On It.Editorial Craft21They Expect You to Research Them. Most Won’t Research You.Career & Perspective22The EU AI Act Starts Labelling Content in August. What Applies to Marketers.AI & Search23The Tools and Workflows That Let Me Run Content Solo (Without Burning Out)Content Operations24Product Launch Content That Drove 35% of Total Website Traffic (With No Paid Budget)Content Strategy25Performance Reviews Are Corporate AstrologyCareer & Perspective26Your Company Blog Reads Like Every Other Company BlogContent Strategy27The Job I Kept Off My CV, and the Man Who Told Me I’d Never Work in MarketingCareer & Perspective28What 14 Years of Freelance Marketing Taught Me That My Full-Time Roles Didn’tCareer & Perspective29Stop Running a Blog. Start Running a Media Property.Content Strategy30SEO vs AEO vs LLMO: Which to Invest In First for SaaS ContentAI & Search31“Quiet Quitting” Was Just People Reading Their Job DescriptionCareer & Perspective32How I Kept 700 People Aligned on a Brand That Didn’t Exist YetContent Operations33Your Next Buyer Might Be a BotAI & Search34Content Distribution for B2B SaaS When You Have No BudgetContent Operations35Original Research Is the One Content Asset AI Can’t CopyContent Strategy36Most “Thought Leadership” Has No Thought and No LeadershipEditorial Craft37Everyone’s Adding an llms.txt File. I Checked Whether It Actually Does Anything.AI & Search38The Fundraising Campaign That Beat Its Target by €150K (And What Content Had to Do With It)Content Strategy39How to Audit Your Content Library for AI Readiness (Without Losing Your Mind)AI & Search40How I Moved Priority Keywords Up 12 SERP Positions at a Company That Had Never Done SEOContent Strategy41Content Strategy When Your Product Is Hard to ExplainContent Strategy42What Managing a Distributed Marketing Team Across Four Countries Taught Me (When I’d Never Done It Before)Content Operations43The Best Content Marketers Are Editors FirstEditorial Craft44How I Overhauled 40+ Brand Assets and Built Positioning That Didn’t Exist BeforeContent Operations45The Metrics That Actually Tell You If Your Content Strategy Is WorkingContent Operations4680 Articles Across 6 Technical Verticals: What Writing for Defence, Aerospace, and Healthcare Taught Me About ExpertiseEditorial Craft47The Contract Negotiation Told Me Everything the Interviews Didn’tCareer & Perspective48I Rebuilt a Company’s Content Function in 90 Days. Here’s the Playbook.Content Strategy4928% Open Rates and 6.5% CTR: How I Made B2B Email ConvertContent Operations50Stop Writing “Awareness” Content. Start Writing Content People Actually Use.Content Strategy51Building Brand Positioning from Scratch When There’s Nothing to Build OnContent Strategy52How I Decide What Not to Write: A Content Prioritisation FrameworkContent Strategy53Content Marketing Through a Rebrand: Nobody Warns You About the Middle PartContent Strategy54The AEO Hype Is Real, But Most Teams Run the Playbook BackwardsAI & Search55Social Media Resurrection: How I Got 217% Reach Growth in 5 Months at a Company Nobody Was Talking AboutContent Operations5660+ Marketing Pieces in 18 Months as a Solo Digital Marketer: What I Actually Shipped at CleanwattsContent Operations57I Took a Career Break to Care for Family. Here’s Why I Put It on My CV.Career & Perspective58The PMM and Content Marketing Venn Diagram: Why the Best People Live in the OverlapCareer & Perspective59Six Industries, One Framework: What Actually Transfers When You Switch SectorsCareer & Perspective60Content Marketing Didn’t Get Worse. The Bar Just Went Up.Career & Perspective61Context Engineering for Content Marketers: What Agentic AI Actually Means for Your JobAI & Search62Every Company Wants Ownership Until You Actually Take ItCareer & Perspective63The LinkedIn Playbook That Hit 12% Engagement in B2B SaaSContent Operations64AEO Won’t Save Your Content Strategy. Here’s What Will.AI & Search65How I Track Whether AI Is Citing My Content (And What I Do When It Isn’t)AI & Search66AI in Content Marketing: The Honest Breakdown After 1 YearAI & Search67What 48% Marketing-Sourced Pipeline Looks Like When You’re the Only Content PersonContent Operations68We Pivoted Our Entire ICP Mid-Quarter. Here’s How I Rebuilt the Content Strategy in Real Time.Content Strategy69You Don’t Need to Be Technical to Write for Technical Buyers. You Need to Be Rigorous.Content Strategy70Good Writing Isn’t a “Nice to Have” in B2B. It’s Your Competitive Moat.Editorial Craft71How I Built Editorial Standards from Zero (And Why It Was the Most Strategic Thing I Did All Year)Editorial Craft72You Don’t Need a Content Team. You Need a Content System.Content Operations73Five Buyer Personas, One Content Marketer: How I Built a Full-Funnel Strategy Without a TeamContent Strategy74Write for Humans, Structure for Machines: A Tactical Guide to AI-Citable ContentAI & Search75Most B2B Content Is Invisible to AI Search. I Built a Framework to Change That.Content Strategy
Nothing matches that.
Try a shorter term, or clear the filter to see everything.