Step-by-step guides for shipping marketing systems. Specific, dated, sourced.
27 essays tagged guide
Most marketing teams burn months on A/B tests that can't reach significance because the sample size is too small. The honest framework for deciding what to test, what to skip, and the 2026 benchmark numbers most teams overestimate.
CONTENTMost content teams are over-indexed on creation and under-indexed on distribution. In 2026 there are four distribution channels — owned, earned, paid, and AI engines — and teams that build for all four see 3–4x the content-to-pipeline conversion of teams that only build for three.
AI-AGENTSMost 'AI agent' marketing content is hype. This is the honest version: what a marketing agent (or 'AI employee') actually is, the five jobs they reliably do today, the three they don't, and how to deploy your first one without breaking anything.
GEOGEO and SEO optimize for different moments — one for the click, one for the citation. Here's exactly where they diverge, where they overlap, and how to tell which one your traffic problem actually needs.
VIDEOYouTube now shows up in roughly 30% of Google AI Overviews and outcites every other video platform combined — but AI engines don't reward views, likes, or subscribers. Here's what they reward instead, and how to structure a video to get cited.
GEOThe manual citation audit doesn't scale past 10 queries a quarter. Here's when to graduate to a dedicated AI-visibility tool, what the category actually does, and how to evaluate one — Profound, Otterly, Frase, and the rest.
GEOGEO is how you get cited inside ChatGPT, Perplexity, Gemini, and Google AI Overviews. This is the complete operating manual: how citation works, what to change on your site, and how to measure it — with no overlap with classic SEO fluff.
B2B83% of senior executives listen to at least one podcast weekly. The best B2B marketing teams use branded podcasts as demand generation and ABM — not a media play. Here's the complete playbook: format, guest strategy, pipeline attribution, and what actually converts.
B2B94% of B2B buyers use AI before they talk to sales. That changes which GTM motion you choose, which channels you fund, and how you measure it. This is the operating framework for B2B GTM in 2026 — motion selection, ICP, channel sequencing, and what works at each ACV band.