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Delivering Growth via Digital Marketing: Attention, not Love

Here's a thought for you - where do most of a brand's sales come from? Loyal, repeat purchasers, or light purchasers, attracted in bulk and sold to rarely? If you answer A, you're either highly atypical, or missing out on growth. And that might be fine - your strategic goals…

Data, Analytics & Measurement: Where Digital Marketing Went Wrong

Back in the dim and distant mists of time, there was no such thing as marketing. There were ad men, and they produced adverts, and people bought what they sold. And then this happened: "Hilltop" - Coca-Cola, 1971 This was, as far as I'm aware, the first example…

True Ghost Numeric Pagination

Note: This is entirely undocumented functionality. It may well break in the future. However, it currently works as of v1.20.3. As such, this post only explains enough that you can implement it if you know what you're doing. If you want true numbered pagination in your blog, and…

Schema.org & JSON-LD: Bringing a Little Clarity

When it comes to creating structured data for the content on your site, the best way to go about it nowadays, with one exception, is JSON-LD. Whilst RDFa and and microdata have also long been supported, JSON-LD is an official W3C recommendation, and Google's recommended method for annotating your pages.…

Ghost Static Front Pages with Channels

Note: This is entirely undocumented functionality. It may well break. However, it currently works as of v1.20.3. As such, this post only explains enough that you can implement it if you know what you're doing. If you want to set up Ghost as a more traditional CMS with…

Digital Marketing Channels & Messaging

I have previously and consistently put forward the following proposition: Your brand is the collected memories and emotions that person has from interacting with your company Goldfish Advertising Assuming that is accurate, that means that marketing is, at its core, nothing more than creating memorable communications between a brand and…

Techincal Challenges: Faceted Navigation SEO

In our introductory guide to log file analysis, we highlighted that one of the issues that can hinder Google's ability to crawl a site is complex faceted navigation. The root cause is simple - for every additional facet, you increase the number of potential URL combinations exponentially. Thus if, for…

Digital Content Production Process

Every year or so, I set out to create a single massive piece of content. This is some sort of large-scale piece, designed to allow for research into something. Previous pieces have included things like Fly Me to the Moon, a piece designed to test Google's JS rendering capabilities. This…

The Importance of Customer Value in Marketing

There's a wonderful, awful statistic that should terrify you: no-one would mind if 75% of brands disappeared tomorrow. I don't think that means people wouldn't care if the company didn't exist; however I can completely believe most people would by happy if 75% of all advertising and marketing vanished tomorrow.…

Marketing KPIs & Message Selection

We operate in a world of ever-increasing complexity, with new communication channels appearing every few years (search, social media, voice interaction...). As such, maybe it's not surprising that we often see consultancies and agencies chasing newness over solid marketing principles. Here's the framework we use when planning marketing activity, which…