Field notes

Notes on what's actually changing

Marketing writing with the working shown, including the methods, the arithmetic, and the parts that didn't work. No listicles.

Methods, arithmetic, and honest post-mortemsWeekly →

Analytics
How to choose a north-star metric without ignoring margin
How to choose a north-star metric without ignoring margin. A practical note on analytics and profitability for teams focused on profitable growth.
30 October 20262 min read
Paid Media
Why search campaigns need a query review rhythm
Why search campaigns need a query review rhythm. A practical note on google ads and search terms for teams focused on profitable growth.
23 October 20262 min read
SEO
What to check before changing a page that already ranks
What to check before changing a page that already ranks. A practical note on seo and content refresh for teams focused on profitable growth.
16 October 20262 min read
Content
How to build a content calendar around commercial questions
How to build a content calendar around commercial questions. A practical note on content strategy and editorial planning for teams focused on profitable growth.
9 October 20262 min read
CRO
The simplest way to turn customer objections into test ideas
The simplest way to turn customer objections into test ideas. A practical note on conversion rate optimisation and customer research for teams focused on profitable growth.
2 October 20262 min read
Strategy
When a growth target is a planning tool and when it is wishful thinking
When a growth target is a planning tool and when it is wishful thinking. A practical note on growth strategy and planning for teams focused on profitable growth.
25 September 20262 min read

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