- Home
- Insights
Insights
Insights.
Writing from the people doing the work — on search, content, social, creators and the technology underneath it all. No trend round-ups, no listicles.
Latest
All articles
- AI & Marketing Technology
- Branding
- Content Creation
- Creator Economy
- Digital Marketing
- E-commerce
- Performance Marketing
- Photography & Video
- SEO
- Social Media
- Web Design
- Web Development
Most brand guidelines are ignored. The ones that are not share four things
A hundred-page brand book is a deliverable. Whether anyone opens it again is a separate question, and the answer is usually no. The difference is not thoroughness.
Your ads are not underperforming. Your creative ran out
Performance drops, so the team rebuilds the audiences, splits the campaigns and changes the bidding. Three weeks later it is worse. The variable nobody touched was the only one that mattered.
Selling online across MENA: the region is two markets, not one
Brands entering MENA usually build one store for the whole region. The payment behaviour in Casablanca and the payment behaviour in Riyadh have almost nothing in common, and the checkout is where that costs money.
Publishing more articles stopped working. Here is what replaced it
For about a decade the answer to "how do we rank" was "publish more". That stopped being true, and the sites that found out the hard way lost most of their traffic in a fortnight.
Why European and Gulf brands run digital work through Tunisia
The offshore-versus-local argument usually skips the middle option. Tunisia sits one hour from Paris, speaks three languages natively, and is where a lot of European and Gulf digital delivery quietly happens.
Local SEO when your business has offices in two countries
Two offices, two markets, one website. Done carelessly, each location suppresses the other in search. The fix is structural and mostly unglamorous.
Why two quotes for the same website differ by five times
You send an identical brief to four agencies and get back four numbers that barely overlap. The spread is real and explainable — and the cheapest quote is usually the one that read the brief least carefully.
Building one website in Arabic, French and English without wrecking your SEO
Multilingual sites usually fail in one of three predictable places: the URL structure, the hreflang, or the right-to-left layout nobody tested. Each has a correct answer.
The first 90 days on TikTok LIVE, planned properly
Most creators quit LIVE in week three, for the same three reasons every time. Here is what the first ninety days look like when they are planned rather than improvised.
How TikTok LIVE gifts, coins and diamonds actually turn into money
A viewer taps a rose and something eventually arrives in your bank account. Between those two events sit four separate conversions, two of which quietly take a cut. Here is the whole chain, explained once.
What a TikTok LIVE Creator Network actually does for a creator
Network, agency, MCN — the terms get used interchangeably and mean very different things. Here is what an officially authorised TikTok LIVE Creator Network is responsible for, and what it should never ask of you.
Plan the cutdowns before the shoot, not after
Most brands leave a production day with one polished film and no social content. The fix is a shot list built backwards from every deliverable the next quarter needs.
Structured data is now how AI search learns who you are
Answer engines summarise rather than link. That changes what a site has to do: state its identity unambiguously, in a format a model can extract without guessing.
New writing, when there is something worth saying.
Roughly monthly. No sequences, no re-engagement campaigns, unsubscribe in one click.
Next step
Want this thinking applied to your brand?
The articles are the free version. The paid version comes with implementation, a timeline and someone accountable for the result.
Sousse, Tunisia · Mississauga, Canada · Working globally