Notes from practising marketers
Short, specific writing on the decisions marketers actually face — written by the people teaching our cohorts.
What we write about
- Paid search
- Paid social
- SEO
- Content
- Analytics
- Growth
- Creative
- Careers
- AI tooling
Recent posts
New writing is published through the cohort calendar; subscribe via a demo class to get it first.
Account structure decides your results
Why most underperforming ad accounts are a structure problem, not a bidding problem — and how to reorganise one safely.
The five GA4 reports worth your time
Cutting through the interface to the handful of views that actually change what you do next week.
Keyword research without the guesswork
A repeatable process for building a keyword map that maps to real pages and real intent.
How to run a creative teardown
A structured way to break down competitor ads and extract patterns you can test.
What a marketing portfolio should contain
The four project types hiring managers look for, and how to document them credibly.
Where AI actually helps a marketer
The workflows worth automating today, and the ones where it still costs more than it saves.
Got something worth publishing?
Practitioners and alumni are welcome to contribute. Send us an outline through the contact page.