Blog
Practical writing on lead generation, ad creative and content marketing, from the team that does the work in-house.
Editorial builds consideration and paid media captures it. The two work much better when one plan covers both.
The best buying guides read like advice from a friend who has done the homework. This is what goes into one.
A year of head-to-head data from our travel properties. One format pulled ahead and stayed there.
Paid media switches off the day the budget does. A good article keeps working, and it tells you things your ad account never will.
Three brands we were under-crediting across our properties. What the session-stitched view showed us.
A direct translation keeps the words and loses the point. Here’s how we adapt ads for each market instead.
Seven slots, strict rules, no padding. The structure we use on every roundup we ship across the portfolio.
Running lots of ads isn’t the same as testing. A good framework tells you why something worked, not just that it did.
Five patterns we tested. Only two converted. The failure pattern is probably the one on your competitor’s site right now.
Generating an image takes seconds. Making sure it can run without embarrassing anyone takes a process.
Why we don’t let the word “best” ship on our properties without a specific defence. One editorial rule that quietly moved reader trust.
With broad audiences and automated delivery, the ad itself now decides who sees it. That should change how you write a creative brief.
Updating is cheaper, readers trust older pieces more, and the updates compound. Three reasons we almost never retire a published article.
AI has changed how fast our studio works. It hasn’t changed who makes the decisions.
Most landing page tests are too small to matter. These are the ones that tend to move the numbers.
Cost per lead is the number everyone watches. It’s rarely the number that tells you whether a campaign is working.
DSPs won’t replace Meta or TikTok for most lead programmes. Used in the right places, they can make both of them cheaper.
TikTok can deliver good leads at a sensible cost. It just has very little patience for anything that looks like an ad.
Instant forms win on volume nearly every time. Whether they win on quality depends almost entirely on how you build them.
The definition you agree before launch decides your cost per lead, your volume and how much your sales team trusts the numbers.
Each model puts the risk on a different side of the table. Once you see it that way, the choice gets a lot easier.
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