Only a third of marketers can measure ROI. The problem isn't data, it's last-click and fragmented measurement. Here's how to see the whole funnel.

Most brands don't have a marketing problem. They have a funnel problem, and they can't see it, because they've never looked at the whole thing at once.

Copy that converts is a strategic discipline, requiring an understanding of exactly what job copy needs to do at each stage of the customer journey, and writing specifically for that job.

Most brand content has no system behind it and no clear way to explain why one thing goes out and another does not. 

Ask a brand owner what their content strategy is, and they will describe their channels, posting frequency, formats ect. Ask them what their content strategy is built on, and the answer is less clear. 

Most brands are not short of content. They are short of a system that makes content mean something. 

Most brands have a narrative problem they don't know they have.

There's a debate that surfaces regularly in marketing departments and agency pitches: is it better to invest in a PR retainer that runs all year, or to focus resources on specific campaign moments.

Ask most brand owners what they think of PR, and you'll get one of two answers. The gap between them almost always comes down to the same thing: structure.