Ideas & Insights
From what makes good content work to getting more from your social media, website, emails and wider marketing, this is where we share what we’re seeing, what we’re learning and the ideas we think are worth passing on.
If we were starting a trade business today, here’s how we’d approach marketing
Starting a trade business comes with no shortage of things you could spend your time and money on, but you don’t need to do everything at once. If your goal is to work with builders, developers or other businesses, there are a few marketing foundations worth getting right from the beginning. From securing your business name to sorting your workwear, signage, online presence and content, here’s where we’d start.
When going viral matters, and when it doesn’t
Going viral can be extremely valuable for a business, but a big view count doesn’t tell you everything. Different social media content can have different jobs, from reaching new people and growing an audience to showcasing your work or generating enquiries. The important part is knowing what you wanted the content to achieve in the first place, and looking at the right numbers to understand whether it worked.
A guide to marketing channels and what they actually do
Marketing comes with a lot of channels, platforms and terminology, and it isn't always obvious what each one is actually there to do. This guide breaks down the main marketing channels, from websites and social media to email, advertising, PR and referrals, how they generally fit into the customer journey and how they can work together.
Small business marketing: how to know what’s worth your time and money
Small business marketing can quickly become overwhelming when there are so many different places you could be spending your time and money. But doing more isn't always the answer. Knowing who you're trying to reach, what you want your marketing to achieve and which channels make sense for your customers can help you focus your efforts on the things that are actually worth doing.
What separates average content from content that builds trust?
Why do some businesses build trust through their content while others simply fill a feed? The difference often starts before the content is ever created. Good content needs a clear understanding of who you’re speaking to, what matters to them and what you want your marketing to achieve. Without that foundation, even great-looking content can struggle to make an impact.
Is email marketing still worth it in 2026?
Email marketing isn’t what it was 10 years ago, but that doesn’t mean it’s lost its place. The way people use email has changed, and so has the role it plays within a broader marketing strategy. So, is email marketing still worth investing in? We look at where it fits today, what it can realistically achieve and why it can still be a valuable way for businesses to stay connected with their audience.
How to build a marketing plan that actually lasts
Building a marketing plan is one thing. Building one that actually lasts is another. A good marketing plan needs to work in the real world, taking into account your goals, budget, resources and what your business can realistically maintain. With the right strategy, systems and processes in place, marketing becomes easier to manage consistently rather than something that keeps falling to the bottom of the list.
What actually makes content work (it’s not what you think)
Businesses and audiences don’t always see content the same way. What feels important to your business isn’t necessarily what will make someone stop scrolling, pay attention or engage. Understanding what your audience actually wants to see, and why certain content connects more effectively than others, can completely change the way you approach social media and help you create content that works harder for your business.
How often should you really be posting on social media?
Many businesses feel pressure to constantly post on social media just to stay visible. But posting every day isn’t necessarily the answer. A consistent, sustainable approach to content is far more valuable than posting for the sake of it. The right strategy should be realistic for your business while helping you stay visible, build trust with your audience and support long-term growth.
Going viral won’t grow your business, building trust with the right audience will
Going viral might look impressive on social media, but for most businesses, it’s not what drives real growth. Chasing views and jumping on every trend can mean very little if you’re not reaching the right people. What matters more is creating content that builds trust, attracts the right audience and gives potential customers a reason to choose your business. Viral numbers might look good, but the right audience is worth far more.
Why marketing feels like it’s not working (even when it is)
There’s a moment in almost every business where you start to question whether your marketing is actually doing anything. You’re posting and showing up, but the results don’t feel obvious yet. The reality is, marketing rarely delivers instant results. It works in layers, building awareness, familiarity and trust over time. While it might feel slow at the start, this is often the stage where momentum is being built and, eventually, that’s what drives real growth.
Why ‘just posting content’ isn’t a strategy
Most businesses are creating content, but not all of it is working. Some post without direction, while others go too polished and lose what makes them real. The impact sits somewhere in the middle, where content is both considered and human.
Why authenticity is the most underrated marketing strategy of 2026
In a world of polished feeds and copy-and-paste captions, authenticity is becoming one of the most powerful ways for businesses to build trust online. It’s not about being unfiltered or unprofessional. It’s about showing the real people, work and stories behind your business. If your social media feels forced or flat, better lighting or smarter captions might not be the answer. The missing piece could simply be showing up more like you.