Reach is not a goal

This is a view, not research: the numbers companies look at most are the numbers that have least to do with their revenue. Reach and views are easy to grow and say little.

Make something someone saves

A save or a forward is worth more than a thousand views, because there is a decision behind it. The same goes for the kind of content: an explanation someone looks up again lasts longer than an atmosphere shot that passes by once.

Show the people

The work that performs best for our clients almost always has a face in it. Not as brand storytelling, simply because someone at work is more recognisable than a product on a white background.

Answer what is being asked

The questions you get by email or phone every week are ready-made topics. Someone literally asked them. That is more reliable than any keyword research.

Measure one thing

Decide up front which number counts and ignore the rest for three months. Enquiries, sign-ups, conversations. Then you know afterwards whether it worked, instead of having a dashboard.