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

AI is rapidly reshaping how marketers create, distribute, and optimize campaigns. But there’s one truth that’s often overlooked: no matter how powerful the algorithm, it can’t fix unclear product positioning. If your value proposition is muddled, your differentiation fuzzy, or your target audience undefined, layering AI on top won’t save you. Instead, you’ll simply generate more content — faster — that fails to land.

AI isn’t here to replace marketers. It’s here to amplify them. From writing emails and crafting ad copy to analyzing data and building campaign strategies, tools like ChatGPT and Claude have become digital co-pilots for creative work. But here’s the truth that’s often missed in the hype: Your results are only as good as your instructions: Enter Prompt Engineering...

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.

You can learn marketing technology. You can learn AI shortcuts. You can even master “Best Practices.” And yet, you’ll never truly be on...

Discussion over the past week here in Stockholm: Is it ok to be punk in advertisements?  Advice from a career marketer:   Ads are not...

Simply put: Don't spend your marketing budget in a campaign if your messages don't reflect your company's personality, unique offer, and...

Find what makes you stand out and storytell around this on all your digital channels. Aim to educate and inspire- not just communicate ....