Writing
Short, opinionated posts on brand and performance marketing.
No news roundups, no SEO filler — just the arguments I keep making out loud, written down.
Target intent.
Target intent
Conduct the same exercise in B2C that you would in B2B: geographics, age bands, affluence, search terms.
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Rent the audience.
Rent the audience
Partnerships are the most underused channel in education marketing. Someone has usually already assembled the audience you are trying to build.
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You’re not competing with everyone.
You’re not competing with everyone
Most marketers benchmark against the whole category. Buyers compare three options, and rarely the ones on your competitive analysis slide.
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Forget standing out.
Forget standing out
Too many marketers over-think positioning. Sometimes the reason nobody else is saying it is that nobody wants to hear it.
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