For the past two decades, digital marketing has revolved around keywords. We learned to think like Google: identify search terms, match intent, and craft pages that signal relevance through metadata and repetition. The approach worked — because search engines rewarded structure, not subtlety. But the content world has changed. Today, millions of people are bypassing search engines altogether, going straight into AI assistants to get synthesized answers, not list of links.

When I talk about brands that truly get it one is at the top of my list: Canva. Why? Because it managed something rare: bridging B2C accessibility with B2B credibility, all while keeping a consistent and inclusive brand voice. And on a personal note, Canva has been one of my go-to tools. As someone who self-published two books on resilience and then swam shoulder-high into B2C marketing on Instagram, Pinterest, and Facebook, I leaned heavily on it to create dynamic visuals th

Content marketers love talking about thought leadership.  It’s become a default goal for many teams: publish smart articles, post expert takes, share visionary insights. And while thought leadership has its place, it’s not enough to move the needle on its own. If your content doesn’t acknowledge the customer’s pain—what they wrestle with every day—it won’t convert. This is something I’ve learned across a career that started in market research in the US, shifted into mar

Public Relations has always carried a certain mystique. It carries the idea that a well-placed story in the media can shift perception, build credibility, or put a company on the map. But in 2025, when most people skim headlines rather than read articles, when cynicism around corporations is at an all-time high, and when traditional newsrooms are shrinking, it’s worth asking: is anyone even listening? If a company pushes out a press release and no one reads it, does it make

Thought leadership isn’t about talking louder—it’s about saying something meaningful before everyone else does. That means spotting shifts, surfacing insights, and publishing with purpose. And that kind of influence? It takes lead time.

How do you maximize your marketing budget? B2B marketing budgets are under pressure — again. So how do demand gen teams stay scrappy and strategic? 2025 has become another “do more with less” year. If you talk to any B2B marketer right now, you’ll hear the same refrain: Budgets cut — or frozen; Pipeline goals raised; Teams leaner than ever. Yet, the work doesn’t stop. The best demand gen campaigns I’ve seen this year weren’t massive spenders: Insight-driven, tightly targeted,

If you've ever tried to align a product to customer needs or justify your messaging in a campaign deck, you've probably done some version of it—just less formally. The Value Proposition Canvas, developed by Strategyzer, helps teams visualize the fit between what you offer and what your customer actually needs. And let’s face it: this alignment is often the missing piece when launches fall flat or messaging doesn’t convert.