Thoughts. Ideas. Learnings.

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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…

Building a Content Marketing & Editorial Calendar Template

If you just want the Excel file, here's the link to download our our content marketing and editorial calendar template. If you Google content marketing and editorial calendar templates, you'll find a lot of free resources you can download, which basically amount to Excel files with some headings. However, you…

The Basics & Principles of Digital Marketing

A lot is made of the vast amount of data and rapid innovation in the digital marketing space, but to what extent is that a good thing, or even useful? After all, between ad fraud, metrics, with issues, unusable data and analytics issues we've conspired to make marketing needlessly complex,…

An Introductory Guide to Log File Analysis

Welcome to our guide to log file analysis. This guide is designed to help you learn what log files are, why we analyse them, how to marry that data against other datasets, and how you can optimise your site through it. We'll also be looking at some of the tooling…

The Beautiful Smoke and Mirrors of Brand Purpose

TL;DR: there's nothing wrong with marketing and storytelling. But when it comes to joining that with CSR and putting out messaging of what your brand cares about, it needs to be real, rather than just a good story. There's been a lot made over the past few years of…