Practical guides,
not generic advice.
Short, practical reads on strategy, AI workflows and measurement — with clear questions, useful checks and worked examples.
Latest guides
A simple repositioning exercise for SMEs that have outgrown their old messaging
A three-column exercise to spot the gap between what your business says and what it actually does now — in an afternoon.
How to brief a marketing consultant so the first conversation isn’t wasted
Six questions worth answering before your first call, so the hour goes on the real problem instead of fact-finding.
What “good enough” AI marketing output actually looks like — a review checklist
A six-point checklist for reviewing AI-assisted copy before it goes out, and a faster pass for low-stakes content.
Which marketing tasks to automate first, and three to leave alone
Which tasks are safe to hand to AI first, which need a tighter review, and three to leave alone entirely.
Building a small AI prompt library your team will actually use
Why most prompt libraries get abandoned within a month, and how to build a small one that actually gets used.
Signs you need a fractional marketing partner, not another hire
How to tell whether your business needs part-time senior input, or whether it’s genuinely time to hire.
The one marketing report worth checking weekly (and the five that aren’t)
Which number is actually worth checking every week, and which five are better left for a monthly review.
Is it a strategy problem, or an execution problem?
A five-minute self-test for telling which one you’re dealing with — before you spend a quarter fixing the wrong thing.
How to brief an AI tool without losing your brand voice
Why AI output drifts generic, and the four things a real brand-voice brief needs.
How to read your lead-gen funnel before you automate any part of it
Find the stage with the worst ratio — not the smallest number — before you automate anything.
How to choose your first AI marketing workflow
Choose one repeatable task, check your inputs and risks, and measure the whole job with a worked content-brief example.
More guides are added regularly. If you’d like help with any of this directly, get in touch or try the AI Marketing Opportunity Scorecard.