Here’s the brutal truth about content marketing: most of it is boring, formulaic, and invisible. Everyone is playing it safe, following the same tired strategies, hoping for that mythical “viral” moment. Guess what? You won’t find it by playing it safe. The key to success isn’t to just ride the trends or mimic your competitors.…
Content marketing has become a battleground, and at the centre of this struggle is one seemingly simple question: should your content be gated? It’s a decision marketers are forced to grapple with. You’ve created a brilliant white paper, a high-value webinar, or an in-depth report—do you offer it freely to all, or do you slap…
We often think of the internet as a vast, open space where content flows freely. However, much of the digital landscape is increasingly controlled by Walled Gardens—platforms like Facebook, Instagram, YouTube, and even AI-powered search engines that curate and control the user experience. These platforms decide what content users see, and as a result, they…
One of the biggest challenges for marketers today is the shift in consumer behaviour, particularly in how people engage with content. This shift is largely driven by AI and the rapidly evolving digital landscape. With AI-powered algorithms prioritising zero-click experiences—where users get answers directly on platforms without ever needing to visit a website—and the rise…
