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Marketing

Reaching people who have never heard of you, across the channels where attention is actually allocated rather than where it is easiest to buy.

6 articles

A creator unboxing a smartphone on camera, the kind of footage brands later run as paid media
MarketingGrowth

Running a Creator's Video as Your Own Ad: What to Agree First

The content that outperforms your studio ads is usually the content a creator made. Turning it into paid media is straightforward, but four things have to be agreed before the post goes live rather than after it does well.

August 31, 2026 · 6 min read
A crowd with arms raised at a live event, representing a full room
EventsMarketing

How to Fill a Room in a City Where You Know Nobody

The first event in an unfamiliar market has no mailing list, no local reputation and no word of mouth. What actually fills the room is borrowed audience, and there is a specific order in which to borrow it.

August 24, 2026 · 5 min read
A woman holding a notebook, representing recording campaign results before drawing conclusions
MarketingGrowth

How to Tell Whether a Creator Campaign Actually Worked

Views are the number everyone reports and the one that tells you least. What to measure instead, how to set it up before the post goes live, and why the honest answer is sometimes that you cannot know.

August 19, 2026 · 5 min read
Illuminated advertising screens at Times Square, representing shared campaign spend
MarketingGrowth

Shared Advertising: Splitting Campaign Costs Between Businesses

Co-operative advertising is old, unglamorous and almost undiscussed for small businesses. When splitting a campaign works, when it quietly costs more than it saves, and how to structure one.

August 14, 2026 · 5 min read
Young creators taking a selfie in a studio setting
MarketingGrowth

What Should You Actually Pay a Creator?

Creator pricing has no rate card, and the follower count everyone quotes is the weakest input. How rates are actually built, what changes them, and how to tell whether you paid too much.

August 7, 2026 · 5 min read
A person looking at an Instagram post on a phone screen
MarketingGrowth

How the Instagram Algorithm Actually Works

There isn't one algorithm, there are several, and they optimise for different things in different places in the app. What Instagram has said publicly, what follows from it, and what to ignore.

August 7, 2026 · 5 min read