Most CMOs looking at their analytics today will come to the same conclusion: AI isn’t driving enough traffic to matter. At a surface level, that seems rational. Why shift budget or strategy toward a channel that barely shows up in your reporting? The problem is, you’re measuring the wrong thing. AI-driven search is already shaping […]
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The traditional holiday brochure is rapidly being replaced by the streaming queue as the primary source of travel inspiration for the modern tourist. This phenomenon, often termed the “Cinema Effect” or “set-jetting,” has moved beyond a simple curiosity to become a central pillar of the United Kingdom’s tourism economy. As we look towards the major […]
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Search is changing as machine intelligence becomes a more integrated part of daily results. While traditional SEO was designed for a world of blue links and keywords, modern search is increasingly shaped by Large Language Models. These systems, such as ChatGPT, Claude, Perplexity, and Gemini, are shifting how users find information across various surfaces. If […]
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There’s a particular kind of stuck CMOs face that’s hard to diagnose because on the surface everything still looks fine. Campaigns are running. The dashboard’s green. ROAS is holding steady – maybe even nudging up a little. And yet, quarter after quarter, growth just… doesn’t come. It can happen slowly enough that you don’t really […]
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How visible is your brand in AI search? If you’re not showing up in responses to relevant queries, the problem probably isn’t poor content (although it doesn’t help). Instead, the various AI systems might not have a clear enough handle on your brand. That’s not a ranking problem. It’s an entity problem – and it […]
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In the current AI landscape, there is a persistent narrative that Reddit has become the primary source for Large Language Models. The logic seems sound because Reddit is a goldmine of human-centric Q&A and niche expertise. However, the reality of how AI uses this data is far more nuanced. Reddit is not necessarily taking over […]
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Most travel marketers are still optimising for a world that no longer exists. They’re chasing clicks, harvesting demand through performance channels, and treating brand investment as a cost rather than an engine. But Matthew Gardiner, fractional marketing leader and growth partner to travel brands and destinations, says it’s time the industry had a radical rethink […]
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Done well, original research has always been content gold. You only have to look at the number of benchmark reports, industry indexes, and consumer surveys published every year to know there’s some serious brand awareness and authority to be had, as well as a bumper crop of leads and subscribers with the right gating strategy. […]
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AI-mediated discovery is changing how buyers find and evaluate information. In many cases, potential customers now encounter brands through AI-generated answers rather than traditional search results. That means a prospect can read a summary of your expertise, form an impression of your brand, and move closer to a purchasing decision – without ever visiting your […]
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Here’s a scenario most founders know all too well: You meet someone at a networking event, the conversation clicks, and by the end of the night they want to invest in your company. Great news. Except what follows is anything but: weeks of back-and-forth between lawyers, thousands of pounds in fees, and a pile of […]
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Not long after I started my first writing business, I landed a plum assignment with a big consulting firm to develop white papers for them. They had invested in quality research, conducted multiple interviews with people in the target audience of high net-worth individuals, and had a panel of internal subject matter experts to interview. […]
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You’ve read all the articles on AI adoption. You’ve seen the data on changing research behaviours and zero click search. You’ve probably experimented with a few AI tools yourself. The question isn’t whether AI is transforming content marketing. You already know it is. The question is whether your strategy will survive or thrive in this new environment. Adapting successfully will require more than a few tactical tweaks to familiar practices. Yes, you […]
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