My take on marketing
Articles on marketing strategy, SEO, and AI in marketing. I write about things I have an opinion on and have tested with clients – not generic “10 tips” you read and forget 5 minutes later. When I don't know something, or it can't be measured, I say so too.
- Strategy and brand – what they're made of and how decisions get made
- SEO and content – including what's changing with AI assistants
- AI in practice – where it saves time and where it's just conference hype
A new article comes out when I have something to say. Not when the calendar says so.
10 min readStrategy
What Is a Content Strategy and How to Build One
A content strategy is a decision about who you're writing for, what that person is dealing with right now, and what they should do after reading. The posting calendar is just logistics. I'll show you how to make those 3 decisions and how to build a smaller version yourself.
14 min readStrategy
Marketing Psychology: 9 Principles That Influence Customers
Why do customers buy what they buy? Here are 9 psychological principles that shape buying decisions, what the studies actually say about them, and how to use them in your marketing.
11 min readSEO & AI
What Is Google Discover and How to Get Your Content Into It
Google Discover is a feed of articles and videos that Google serves to people on their phones based on their interests – without them searching for anything. I'll show you what Google recommends for Discover and how to get your content into it.
12 min readBranding
How to Choose Your Brand Archetype in 5 Steps
You don't pick the right brand archetype from a table based on which one you like. You find it in 5 steps: look inside your company, at your customers, and at your competitors, choose a primary and a secondary archetype, test them, and then build them into everything the company does.
10 min readBranding
What Are Brand Archetypes? All 12 Types Explained
A brand archetype is the personality type a brand plays in its communication over the long term – the Hero, the Sage, or the Outlaw, for example. There are 12 core archetypes, and each has its own motivation, fear, and typical way of talking to customers.
7 min readAI
SEO in the Age of AI: What's Changing and What Still Works
Optimizing for AI assistants is still mostly good SEO – Google said so explicitly in 2026. What counts is first-hand content, clear answers, and facts that hold up. Below you'll find what has actually changed, what hasn't, and how to check whether AI cites you.
12 min readStrategy
How to Create a Marketing Strategy That Actually Works
You can build a marketing strategy in 5 steps: goals, target audience, positioning, a plan for each stage of the buying journey, and measurement. I'll show you what to prepare first, how to work through each step, and where to start when you don't have time for everything.
9 min readStrategy
Marketing Strategy vs. Tactics: What's the Difference?
Strategy says where a company is going and why. A tactic is a specific step that gets it there – a campaign, a newsletter, a post. Marketing tactics without a strategy don't work, because they have nothing to tell them what to do and what not to do.
Rather talk than read?
30 minutes online, and we'll go straight to your situation. I'll tell you what I'd tackle first in your place.
