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Practical thinking on strategy, lead generation, fractional marketing and what is actually working for scale-up businesses.

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Illustration of a vintage oil pumpjack with a lime green head, a gusher erupting with media icons, and a sign reading 'CONTENT IS THE NEW OIL', evoking the idea that original content is the valuable resource of the AI era.

PR10 August 2026

AI Needs Content. That’s Where the Money Is

Getty’s deal with OpenAI suggests that the real winners of the AI economy may not be the companies building the models, but the companies that own the original content those models need.

Illustration of a rat reading a newspaper titled The Daily Ledger, showing earned media's long tail reach over time.

PRFor Founders15 June 2026

The 90% Problem: Why Earned Media Beats Your Best LinkedIn Post

Fewer than 10% of the sources cited by AI answer engines rank in Google's top 10 — and AI tends to favour earned, third-party coverage over your own LinkedIn posts.

A pen-and-ink illustration of outbound marketing. On the left, a determined woman in a suit uses a giant lime green slingshot to launch paper aeroplanes toward a city skyline on the right, where office workers at desks look up as the messages fly in.

For CompaniesFractional Marketing18 March 2026

What Is Outbound Marketing? (And Why It Still Matters)

Outbound marketing gets a bad rap, but for unknown B2B businesses waiting to be found can take too long. Here's what outbound actually is, when it works, and why it belongs alongside inbound.

A hand-drawn illustration comparing outbound and inbound marketing. On the left, a suited man shouts through a lime green megaphone at a closed door labelled PROSPECTS, surrounded by discarded sales pitches. A central signpost points toward INBOUND (THE BETTER WAY) on the right, where a visitor walks up a flower-lined path past signs for useful articles, practical guides, expert insights, case studies and trust, toward a building labelled YOUR COMPANY.

For CompaniesFor FoundersFractional MarketingMarch 11 2026

What Is Inbound Marketing? (And Why Your Website Should Be Doing More of the Selling)

Inbound marketing isn't about producing lots of content. It's about building a system that helps the right people find you, trust you and decide to buy — without you chasing them first.

A founder standing in a spotlight, recognised by a crowd of journalists, with a small green plant — illustrating becoming recognisable for something.

PRFor FoundersFor Companies14 January 2026

What Is Fintech PR? A Founder's Guide to Getting Earned Media

Fintech PR is about getting the right people to pay attention for the right reasons — not just getting mentioned in as many places as possible. Here's what it involves, why it matters for fintech companies, and how to build a strategy that works.

Illustration of a field of sunflowers, most short and wilted, with a single tall sunflower in vibrant lime green standing above the rest — standing out visibly among peers.

PRFor FoundersExecutive Visibility18 November 2025

What Is Executive Visibility? (and Why It's Not the Same as PR)

Executive visibility is not PR. PR is one of the ways you achieve it. Here's the difference, stated plainly — and why confusing the two leaves founders no more visible after a year of 'doing PR' than when they started.

A pen-and-ink editorial illustration: a stressed founder at a cluttered desk on the left, a consultant pushing a lime green wheelbarrow of marketing tasks in the middle, and a path toward growth on the right.

Fractional marketing10 June 2025

Hiring a Marketing Consultant: When, How and Who

When to bring in a marketing consultant, how to scope the work, and who to hire — a practical guide for founders of fintech and regtech businesses weighing fractional marketing against a full-time hire.