Andrew London's posts

9 results

Stop your content performance KPIs from ruining your content

Great content and content performance KPIs should be a perfect partnership. But sometimes, the presence of KPIs can make the content they’re measuring come…

WFH #10: This 2020 thing isn’t great for creativity, is it?

Fun is an essential part of making good creative. And this year isn’t exactly fun. Here’s how I’m dealing with that.

You don’t own your story

Too many marketers fall into the trap of thinking that because they’re telling the story, they get to decide how people think about them.

The video in a day project.

Sometimes you have to test what you’re capable of. We wanted to see if we could make a video in a day. Here’s how that went.

What are you actually saying?

Why does so much B2B content sound totally unlike human speech?

When bad is good: in defense of the negative

There’s a common urge to avoid saying anything negative in marketing. Here’s why that’s a really, really bad impulse to follow.

7 common complaints with online tracking (and why they’re bullshit)

Online tracking isn’t some dystopian, civilisation-ending tool. It’s actually (potentially) good for you. Let me explain.

15. 10. 2018

Dev can help: When content needs B2B web developers not writers

Content isn’t just about writers and designers any more. If you’re just thinking of B2B web developers as people who make websites, you’re missing out on…

03. 09. 2018

If content doesn’t cost you anything, it isn’t worth anything

What does your content cost you?

06. 08. 2018