Read all about the latest developments in content marketing, social media, video production and more. We’re proud to bring you the very latest insights from across the world of marketing.
For years, content teams have optimised pages around a relatively familiar journey: someone searches, scans the results and clicks through to a website. AI search is changing that journey, in more than one way. Google AI Overviews and detailed answers from ChatGPT or Perplexity might all draw information from webpages, but they’re serving users in […]
AI has become a permanent fixture in marketing workflows, but it hasn’t solved two of the big problems marketers actually care about: making content sound like their brand and making personalisation feel like more than a name inserted into a template. The honest picture is a split one. AI is doing real, measurable work in […]
If you’re sitting on hundreds of old blog posts, you don’t have to rewrite them all, but you can’t just leave them as is either. The solution lies somewhere in the middle. Older content needs to be sorted into the appropriate content bucket before deciding how to use it. Treating this as one big decision […]
If you’re wondering how often you should refresh your content to stay visible in AI search, the honest answer is somewhere between once a month and once a year, depending on the page. This isn’t really a satisfying answer on its own, but it’s backed by real data rather than speculation and the reasoning behind […]
Generative Engine Optimisation (GEO) has picked up a lot of new vocabulary quite quickly. Some of it comes from academic research, some from AI platforms themselves and some from marketing vendors coining their own terms for the same idea. The result is a lot of overlapping language that can put people off engaging with the […]
Good research and strong claims aren’t enough on their own anymore. An AI model needs to lift a clean, self-contained answer from your page. If it can’t, it will quote a competitor instead, even if they have a weaker argument. This comes down to how AI models actually work. Most rely on a process called […]
Ask ChatGPT, Perplexity or Google’s AI Overviews a question and you’ll notice a handful of brands show up in the answer, while most others don’t get a mention at all. This isn’t random and it isn’t about who has the biggest ad budget either. It follows a fairly consistent process and understanding it is quickly […]
For years, digital marketing followed a familiar pattern. A customer searched for information, clicked through to a website, explored the content and, if everything went well, eventually converted. AI search is changing that journey. AI platforms answer questions before users ever visit a website. This leads to many businesses seeing an organic traffic decline, even […]
Summary SEO is an essential part of any brand’s marketing strategy. But are you keeping up with the times? Axonn’s Head of Production Chris Littley and Senior SEO & Analytics Executive Shreya Mankar explain how SEO has evolved over the years and what you need to do to update your tactics accordingly. The evolution of […]
Summary Learn everything you need to know about display advertising, including: What is display advertising? Display advertising is any form of digital ad that includes both copy and visual elements, such as images, videos or gifs. They’re found across the web, typically appearing at the top or sides of content where they stand the best […]
Summary Paid search advertising is an essential part of many businesses’ marketing strategies. But this is tricky to get right, and one of the biggest challenges is making sure you’re being seen ahead of your competitors. There’s limited space at the top of a search engine results page (SERP) for ads, so how do you […]
Summary If you’re a charity or nonprofit organisation, raising awareness about who you are and what you do is a vital part of your mission. But with resources limited, traditional advertising campaigns can be a significant investment that diverts funds from other vital areas. However, there is an answer to this – Google Ad Grants. […]
Summary Paid advertising aimed at users conducting online searches is a key pillar of many firms’ digital marketing efforts. This offers businesses a cost-effective way to raise brand awareness, drive traffic and increase their conversions and it’s something every business can benefit from, regardless of size or sector. Adopting paid search strategies gives you access […]
Summary Attribution modelling should be a top priority for B2B marketers. In this article, Axonn’s Head of Strategy Dan Cartwright and Strategy Team Lead Ronil Mutha explore: If you want to improve your lead generation, it’s vital to be aware where your traffic is coming from. Understanding how people find your business and the route […]
Summary Social media advertising can offer great results to marketers, but campaigns need to be carefully planned and executed to see success. If you’re unsure where to start, consider working with a specialist advertising agency to boost your ROI. WHY SOCIAL MEDIA MARKETING MATTERS Whether you choose to focus on paid advertising (also called PPC […]
Summary Dan Cartwright is Axonn’s Head of Strategy. In this piece, he talks about some of the unethical tactics he’s seen marketing agencies use over the years, what problems these can cause for clients, and what businesses should be looking for in a partner. A lot of firms will turn to agencies for help with […]