THE BLOG / PERSPECTIVES
Making sense of what matters in marketing.
Thoughtful perspective on strategy, search, AI and making better decisions with what you know.
IDEAS, CONTEXT, AND PRACTICAL CLARITY.
EXPLORING THE DECISIONS BEHIND THE WORK
FEATURED PERSPECTIVE
How to claim your business in ChatGPT and verify it
Claiming your ChatGPT business profile lets you correct what it says about you. Here is how to verify it and what to check first.
FROM THE JOURNAL
Latest thinking.
Context before conclusions. Useful ideas for the decisions marketers face.
SEO Reporting: How to Build a Report That Tracks Your Content Strategy
A useful SEO report gives every chart one question to answer. Here are eight guidelines for tracking content strategy without burying the decision.
How to Get Your Brand Cited by AI: The AEO Playbook
Your customers are asking ChatGPT, Perplexity and Gemini the same questions they used to ask Google, and the answers now come with sources. This article explains how AI decides which brands to cite, and what you can do to earn that trust.
A NOTE ON THIS SPACE
Good thinking gives you something useful to take into the next conversation.
The goal here is to unpack the marketing questions worth understanding, with the context and nuance they deserve.