Strategy | Brand Ambition

How PR Professionals Can Embrace AI Without Losing the Human Touch

by Lex | May 23, 2025 | PR, Strategy

The rise of artificial intelligence (AI) is transforming the way we live, work and communicate. For PR professionals across the UK, AI is no longer just a trend; it’s a tool that is rapidly becoming embedded in day-to-day operations. From drafting press releases and analysing media sentiment to streamlining workflows and generating creative ideas, AI promises speed, efficiency and scale.

But here’s the reality: while AI can enhance how we work, it cannot replace why we work – the need to build meaningful, credible and human connections. The future of public relations isn’t about choosing between human creativity and machine capability. It’s about striking the right balance.

Don’t lose the personal touch

In PR, relationships are everything. Journalists, clients, stakeholders and the public all respond to content that feels genuine. AI might help you draft a message faster, but it won’t instinctively understand context, emotional nuance or timing. An AI-generated press release may hit all the right keywords but miss the spark that turns information into a compelling story.

Human input ensures communication feels real, not robotic.

Write like a journalist, not a bot

A key skill in public relations is knowing how to write in a journalist’s tone of voice – concise, accurate, engaging and newsworthy. While AI tools like ChatGPT or Grammarly can tidy up grammar and help with structure, they often lack editorial instinct. They don’t know which angles will resonate with a busy newsroom or how to navigate media cycles.

Crafting content that’s media-ready still requires human insight. PR professionals need to think like editors, not just content generators.

Check sources

One of AI’s biggest risks is hallucination – confidently generating false or misleading information. AI doesn’t inherently know what’s true; it generates content based on patterns and probabilities. That makes rigorous fact-checking and source validation more important than ever.

PR professionals have a duty to ensure accuracy, especially in regulated industries or high-stakes moments. Automation can speed things up, but it’s our responsibility to apply professional scrutiny before anything goes public.

Stay grounded with it

With great tech comes great responsibility. AI models reflect the biases of the data they’re trained on. Without human oversight, this can lead to tone-deaf messaging, diversity missteps or reputational risks. Ethical communications require inclusive thinking, cultural awareness and sound judgement – qualities AI doesn’t possess.

The CIPR and PRCA have both raised important points around transparency and governance in AI use. We must use these tools responsibly, and that means putting human ethics before algorithmic ease.

Use AI to elevate brilliant PR ideas

Rather than seeing AI as a threat, PR professionals should view it as a co-pilot. Let it handle repetitive tasks like media list building, first-draft creation or sentiment monitoring – freeing you up for the work only humans can do: strategy, storytelling, stakeholder engagement and creative problem-solving.

The most successful PR teams will be those that combine the best of both worlds: human intuition powered by AI insight. AI is not going away. But nor should the core skills, values and human understanding that define great PR. The future is not about handing over the reins to machines; it’s about
learning how to use them wisely, responsibly and strategically.

Because at the heart of public relations is something no AI can replicate – trust and authenticity.

Helping Clients Identify & Understand the Metrics That Matter

by Patrick | May 20, 2025 | Account Management, Strategy

In digital marketing, it’s easy to fall into the habit of using shorthand. Acronyms like CTR, SERP, or CPC pop up in almost every conversation. But when clients see these terms without proper explanation, their eyes may glaze over. As account managers, part of our role is to make sure reporting feels transparent and helpful, not overwhelming or full of jargon. Most clients are more than capable of understanding the numbers — they just need them explained in a way that connects to their business goals.

The trick lies in presenting data that is meaningful and not just a series of statistics. The objective of any digital marketing report is to ensure the client knows what is working, what isn’t, and what they can do to improve. This article explores different types of reports across SEO, paid advertising, email marketing, and digital PR coverage, breaking down the key metrics and explaining how they can be used to drive better results.

Start with the Business Goal, Not the Metric

Before diving into the numbers, it’s essential to remind clients of the business goals behind the campaign. Were we aiming to increase organic visibility, generate high-quality leads, or boost traffic to specific landing pages? Without revisiting the objective, metrics can seem disconnected or confusing.

We start digital marketing reports by framing the discussion around the client’s original goals. This ensures the data is relevant and tied back to what truly matters. For instance, a rise in traffic is positive, but it’s only valuable if that traffic is resulting in conversions or tangible outcomes.

SEO Reporting: Measuring Organic Success

SEO drives long-term, organic growth for businesses. A solid SEO report highlights how the website is performing in search engines, what areas are showing improvements, and where there may still be room for optimisation.

Core Metrics for SEO Reporting:

Organic Traffic: This refers to visitors arriving at the site through unpaid search results. An increase in organic traffic signals that the SEO strategy — whether through keyword optimisation, content creation, or technical SEO — is working effectively. Google Analytics is often used to track organic traffic accurately.
Keyword Rankings: This metric tracks the position of your site’s pages in the SERP (Search Engine Results Page) for targeted keywords. Higher rankings generally lead to more visibility and traffic. By monitoring these rankings, we can spot trends and areas needing attention. The digital marketing report should highlight changes in rankings alongside insights.
Bounce Rate: The bounce rate measures the percentage of visitors who leave the site after viewing only one page. If this number is high for important landing pages, it may indicate that users are not finding what they were expecting, which often calls for adjustments in content or page optimisation.
Page Speed and Core Web Vitals: Search engines like Google factor in user experience, including how quickly pages load. A slow website not only frustrates users but can also harm rankings. Tracking Core Web Vitals — such as loading performance, interactivity, and visual stability — is crucial for SEO success. Tools like Google Analytics provide insights into these performance metrics.

Paid Advertising Reporting: Tracking ROI in Real-Time

Paid advertising offers fast, measurable results and a wealth of real-time data. The key is to focus on the metrics that show whether the ad spend is delivering value, and adjust strategies accordingly.

Core Metrics for Paid Advertising Reporting:

CTR (Click-Through Rate): CTR measures the percentage of users who click on your ad after seeing it. A high CTR indicates that the ad is relevant to the audience. If CTR is low, it may suggest the need to rethink the ad copy, creatives, or targeting.
Conversion Rate: The conversion rate measures the percentage of visitors who complete a desired action (like making a purchase or filling out a form) after clicking on an ad. It’s a direct reflection of how effectively your ads are turning visitors into leads or customers.
Cost per Click (CPC): CPC indicates how much is spent each time someone clicks on your ad. This is essential for determining the efficiency of paid campaigns. Ideally, CPC should decrease as ads are optimised to reach the most relevant audience.
Return on Ad Spend (ROAS): ROAS measures the revenue generated for every pound spent on advertising. This is a critical metric for understanding the profitability of a campaign. A high ROAS indicates that the campaign is generating strong returns, while a low ROAS suggests that the ads may need refining.

A detailed digital marketing report will typically track all paid campaign metrics, giving insight into what’s working and helping adjust budgets and strategies accordingly.

Email Marketing: Key Metrics to Track

Email marketing remains one of the most effective marketing channels for nurturing leads and engaging customers. Understanding the key metrics helps to ensure that campaigns are performing as expected.

Core Metrics for Email Marketing Reporting:

Open Rate: The open rate measures the percentage of recipients who open an email. A higher open rate suggests that the subject line, sender name, and timing of the email are compelling.
Click-Through Rate (CTR): This metric tracks how many recipients clicked on a link within the email. The CTR provides insights into how engaging the email content is. It’s a key indicator of the relevance of your message and the effectiveness of your call to action.
Conversion Rate: The conversion rate for email marketing measures how many recipients completed a desired action, such as making a purchase or signing up for a webinar, after clicking a link in the email.
Bounce Rate: The bounce rate for emails tracks how many emails were not successfully delivered. A high bounce rate could indicate issues with email list hygiene or technical problems with the sender’s domain.

When reporting on email marketing, it is essential to provide insights that align with overall marketing activities and how email campaigns fit into the broader marketing campaign.

Digital PR Coverage: Tracking Brand Mentions and Media Impact

Digital PR extends a brand’s reach through online media, influencer partnerships, and backlinks. Reports on digital PR activities should not only track visibility but also measure the quality and impact of media coverage.

Core Metrics for Digital PR Reporting:

Media Mentions: The number of times your brand is mentioned across various media channels. Tracking media mentions helps gauge how well digital PR efforts are building brand awareness and establishing your company as an authority in its industry.
Backlinks: Backlinks are incoming links to your website from other reputable sites. A strong backlink profile is essential for SEO success. Each backlink adds credibility to your content and can help boost search rankings.
Social Shares: This metric tracks how often your content is shared on social media platforms. High social engagement can significantly boost brand visibility and drive traffic, demonstrating the effectiveness of your PR campaign in engaging audiences.
Referral Traffic: Visitors who come to your site through backlinks or social media links. An increase in referral traffic indicates that the PR campaign is driving external interest to your website, helping to increase awareness and direct traffic.

Context Matters: Interpreting Metrics in the Right Light

It’s important to remember that a single number is rarely enough to draw meaningful conclusions. For example, an increase in traffic is useful, but it’s only truly valuable if it translates into business outcomes like conversions or engagement.

By comparing data to benchmarks, past performance, or industry standards, we can give context to what’s happening. This makes the digital marketing report more valuable and allows for more strategic decision-making. Tools like Google Analytics help put this data into perspective, showing trends over time and against industry benchmarks.

Using Real-World Comparisons to Illustrate Data

Comparing performance over time or against industry standards can add valuable context to the data. For instance, if a client’s CTR is lower than the average for their industry, this might indicate a need for a shift in targeting or creative. Comparing year-on-year data, or month-on-month, gives a clearer idea of performance trends and areas for improvement. Monthly reports are an excellent way to track these comparisons.

Focus on Actionable Insights, Not Just Data

Clients don’t just want a set of numbers — they want clear insights that help guide future decisions. A good report doesn’t just tell the client what happened; it tells them what they should do next.

By providing actionable recommendations based on the data, we make it easier for clients to optimise their strategies, whether that means tweaking ad copy, improving SEO on a particular page, or shifting focus to a different audience segment. Insights should always be tied back to marketing activities and the wider marketing campaign.

Data Visualisation: Making Complex Information Accessible

Data visualisation is a powerful way to present complex data in an easy-to-understand format. Graphs, pie charts, and trend lines can help clients quickly grasp performance changes over time. This is particularly important for clients who may not have a technical background, as it allows them to see at a glance what is working and what needs attention.

Client-Centric Reporting: Tailoring the Report to the Audience

Every client has unique needs and preferences when it comes to reporting. Some may prefer high-level summaries, while others may want more in-depth data. Tailoring each report to match these preferences ensures that the information provided is both useful and easy to digest.

By listening closely to client feedback and adjusting reporting styles accordingly, we can create reports that are more engaging and meaningful to them. Customisation of the digital marketing report will also help highlight specific marketing channels and the success of each one, ensuring clients understand the relative effectiveness of each part of their marketing strategy.

Recommendations: Guiding Future Strategy

Ultimately, the most valuable part of any report is the insights it provides for future strategy. Based on the data presented, what are the next steps? Should the client adjust their marketing budget, try new ad creatives, or target a different audience?

Offering clear, actionable recommendations helps clients move beyond the numbers and into decision-making mode, ultimately leading to better results. Ensuring that the client can see the return on investment (ROI) from their marketing activities will help demonstrate the value of the digital marketing report and the overall marketing campaign.

UK SMEs: Are You Ready for the European Accessibility Act?

by Sam | May 14, 2025 | Strategy, Web Development

The European Accessibility Act (EAA) comes into force on 28 June 2025, introducing new legal standards for the accessibility of digital products and services across the EU. And while the UK is no longer a member of the EU, the implications for UK businesses are clear: if you sell to EU customers, your digital platforms need to comply.

This article explores what that really means and the accessibility enhancements most UK websites are still missing.

What Does the European Accessibility Act (EAA) Require?

The EAA aims to ensure that digital goods and services are accessible to people with disabilities. It applies to a wide range of industries, including:

E-commerce
Financial services
Transport and ticketing platforms
Telecommunication services
E-books and related software

To comply, most organisations will need to meet the WCAG 2.1 Level AA standards — a globally recognised benchmark for accessibility that’s built around four key principles:

Perceivable
Operable
Understandable
Robust

For a full breakdown of the EAA requirements, see the European Commission’s summary and this Accessibility Guidelines overview.

To help clarify what’s involved, here are three lesser-known but important WCAG 2.1 Level AA requirements that many websites miss:

Form Instructions and Error Identification (3.3.2): Users must be clearly informed about required fields, input formats, and how to correct mistakes. Many sites fail to offer meaningful guidance or accessible error alerts.
Focus Order (2.4.3): Users navigating via keyboard should encounter page elements in a logical sequence. Unexpected jumps or inconsistent focus order can make navigation confusing or impossible for those using assistive tech.
Resize Text Without Loss of Content or Functionality (1.4.4): Users must be able to increase text size up to 200% without needing horizontal scrolling or breaking layout. Many sites overlook this in fixed-width designs.

These requirements, while technical, are critical to ensuring full accessibility and are often flagged during detailed audits.

The Basics Most UK Sites Do Cover (But It’s Not Enough)

Over the past few years, more UK businesses have taken steps to improve accessibility, especially as public sector regulations raised awareness. Basic improvements typically include:

Adding descriptive alt text to images
Ensuring sufficient colour contrast (e.g. black on white)
Keyboard-navigable main menus
Mobile-responsive designs

These improvements are often where the effort ends — but these alone won’t meet EAA or WCAG 2.1 AA compliance. For instance:

Alt text is often used incorrectly (e.g. on decorative images or missing entirely)
Focus indicators are removed for visual style
Interactive elements like buttons and modals are not keyboard-accessible
Error messages aren’t announced by screen readers

A study by WebAIM in 2023 found that 96.3% of home pages still had detectable WCAG 2.1 failures even among sites that had implemented “basic” accessibility.

How to Audit Your Website for Accessibility

Auditing a site doesn’t have to be overwhelming. Here’s how SMEs can get started using tools like Sitebulb:

Run a Sitebulb Crawl using the accessibility hints and Lighthouse integration
Review WCAG 2.1 suggestions, especially under forms, images, and links
Flag and prioritise critical blockers — e.g. missing labels, low contrast, broken tab navigation
Use screen reader emulators like NVDA (free) to test the actual user experience
Check PDFs for tagging and logical structure using Adobe Acrobat Pro or PAC 3
Test dynamic elements manually — like cart updates, popups, and live chat widgets

Commonly Overlooked Accessibility Enhancements

Here’s where many UK websites fall short, and where the EAA is likely to expose gaps:

Area	Common Issues
Checkout Flows	– Missing input labels – Poor focus order – No accessible validation/error handling – No timeout alerts
Customer Support Channels	– Inaccessible live chats – No focus states – No non-verbal alternatives
PDFs and Documents	– Scanned or untagged PDFs – No heading structure – Missing alt text for images
Touch Targets	– Buttons too small – Poor spacing – Difficult for users with motor impairments
Skip Links and Landmarks	– No \”Skip to main content\” – Missing ARIA landmarks like `main`, `nav`, `footer`
Dynamic Content Updates	– Changes not announced to screen readers – Live chat/cart updates not detectable
Multimedia	– No closed captions – Missing transcripts – No audio descriptions for videos
Language & Readability	– Missing `lang` attribute – Overly complex text – Poor readability for general users

For an e-commerce business, a fully compliant site would:

Offer fully accessible product filters and search (semantic HTML, proper labels)
Include checkout flows that meet WCAG criteria for form inputs, error handling, and keyboard navigation
Ensure all dynamic updates (e.g. cart changes) are announced to assistive technology
Offer transcripts and captions for all multimedia content
Provide downloadable documents (e.g. invoices, brochures) in accessible PDF format

Accessibility is also about user experience:

Faster load times
Clear, plain-language content
Inclusive visuals and mobile-first layouts

According to Scope’s 2023 Digital Accessibility Survey, 72% of disabled people in the UK face barriers when accessing online services, and over half abandon websites that are not accessible.

Too Busy for Accessibility? Here’s How to Delegate It Effectively

We get it you’re a Marketing Manager wearing ten hats, with limited time and a growing list of digital responsibilities. New legislation like the EAA might feel like just another thing to add to the pile.

But ignoring accessibility isn’t just a legal risk it could mean lost customers, lower SEO rankings, and reputational damage. The good news? You don’t have to tackle it alone.

Organisations like The Coders Guild offer specialised training and apprenticeship support that can embed an Accessibility Champion directly into your team. Whether it’s upskilling an existing employee or bringing in fresh talent, they help you:

Train someone internally to own accessibility and champion inclusive design
Demystify WCAG and EAA compliance without overloading your schedule
Create an ongoing culture of digital inclusion inside your marketing and dev teams

This is especially valuable for SMEs without dedicated UX or compliance teams because making accessibility part of your marketing DNA shouldn’t require a full department.

As Crispin Read, CEO of The Coders Guild, puts it: “Accessibility is no longer a specialist niche, it’s a fundamental skill every digital team needs. We’re here to help businesses build that capability from within, in a way that works for real-world constraints and budgets.”

Think of it like adding a future-proof mindset to your team. One that delivers better content, cleaner user journeys, and a more inclusive brand.

How Brand Ambition Can Help

At Brand Ambition, we work with SMEs to help them get ahead of the curve on accessibility:

Conducting WCAG-based audits tailored to your budget
Creating action plans based on priority, cost and impact
Building inclusive design into every new project
Supporting internal teams with checklists and training

Accessibility isn’t just a legal box to tick — it’s an opportunity to improve user experience, reach more customers, and show that your brand puts people first.

Conclusion

The EAA will bring digital accessibility into the spotlight and into law for any business selling into the EU. But the smartest businesses won’t wait to act.

If your checkout, customer support, or digital content still presents barriers, now’s the time to fix it.

The AI Revolution in Google Search: Are You Ready to Get Your SEO Ducks in a Row?

by Dylan | May 8, 2025 | SEO, Strategy

The digital landscape is always on the move, but this recent development with Artificial Intelligence (AI) muscling its way into Google Search is causing a bit of a stir in the marketing community. What used to be all about getting your keywords spot on and building up those links is changing rapidly, and SEOs need to get their heads around it sharpish. On thing that is for certain, it’s crucial to stay one step ahead, and businesses of all shapes and sizes need to understand what this AI-powered evolution means for them.

The Rise of AI in Search: A Bit of Background

Google’s been using AI for a good while now, most notably with RankBrain, which helps it understand the gist of what people are searching for. But these latest advancements are a whole different kettle of fish. We’re seeing AI powering features like:

BERT (Bidirectional Encoder Representations from Transformers): This clever bit of kit helps Google properly understand natural language, including all those little words like “of” and “to” and the context in a search query. This means just stuffing in exact keywords isn’t going to cut the mustard anymore.
MUM (Multitask Unified Model): Taking things up a notch, MUM can understand information in all sorts of formats – text, pictures, videos, even sounds – and in loads of different languages. Imagine someone asking a complicated question that needs info from various sources – MUM’s designed to handle that in seconds.
Generative AI in Search: Google’s having a go with generative AI to give more complete and summed-up answers right there on the search results page. This could mean users won’t need to click through loads of websites for the basics.
AI-Powered Visual Search: Google Lens and searching with pictures are getting proper powerful, letting people search using what they see. This opens up new avenues for businesses to get noticed.

How do we Adapt?

With AI becoming more and more important in Google Search, SEO strategies need a bit of a rethink. Here’s how SEOs need to get with the programme:

Focus on What People Actually Mean, Not Just Keywords: With AI getting better at understanding natural language, it’s all about optimising your content for what people are really trying to find. What problem are they trying to sort out? What information are they after? Creating content that properly answers these questions will be more valuable than just throwing in keywords. For example, instead of just going for “best coffee machine,” think about what the user wants: are they after a cheap and cheerful one, a fancy one for latte art, or a tough one for a business?
Create Top-Notch, Thorough Content: AI is designed to spot and reward proper quality, in-depth content. Short, flimsy stuff that barely scratches the surface isn’t likely to rank well in an AI-driven world. Focus on making proper authoritative resources that answer people’s questions properly and offer something unique. Think about creating main pillar pages and linking related content together to show you know your stuff.
Get Savvy with Multimedia: With MUM being able to understand different types of content, optimising your pictures, videos, and even audio for search is becoming more and more important. Make sure your visuals have clear file names, “alt text” descriptions, and are relevant to your content. Videos and audio should have transcripts and clear descriptions.
Optimise for Voice Search and How People Actually Talk: As more and more people use their voices to search, optimising for natural language queries is key. Think about how people actually speak when they ask questions and tailor your content accordingly. This often means using longer, more natural-sounding phrases and answering specific questions directly.
E- E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Google’s focus on showing you know your stuff, being a reliable source, and building trust remains crucial in the age of AI. Make sure your website and content show you’re an expert in your field, build authority with good quality links from other websites, and build trust through being clear and secure.
Understand and Get to Grips with SERP Features: With generative AI potentially leading to more direct answers in those boxes at the top of the search results, SEOs need to understand how to optimise for them. This might involve structuring your data properly for those “featured snippets,” optimising for those information boxes on the side, and adapting your strategies for different types of search results.
Keep an Eye on the Data and Keep Learning: The AI world is always changing, so keeping a close eye on how your website’s performing and changing your strategies based on what the data tells you is more important than ever. Pay attention to where you’re ranking, how much traffic you’re getting, and how people are behaving on your site to see what’s working and what’s not.

Still unsure of how to map out your content strategy in this AI age? Get in touch with us today and let us help you achieve the magical ‘postion zero’ in the Google rankings.

What If Iron Man Ran Paid Ads: A Billionaire Genius Approach to PPC – #1

by Joseph | Apr 4, 2025 | Advertising, Strategy

When it comes to paid media, most marketers aim for efficiency, data-driven decisions, and audience targeting. But what if the man behind Stark Industries, Tony Stark (aka Iron Man), took over your PPC campaigns? With his genius, flair for showmanship, and high-tech AI at his disposal, you can bet that paid advertising would never be the same. Let’s break down how Tony Stark would run a PPC campaign.

1. AI-Driven Campaigns – Jarvis, Meet Google Ads

Tony wouldn’t rely on traditional automation – he’d build his own. Forget Google’s Smart Bidding; Stark would create an AI-powered system (likely an upgraded version of Jarvis) that dynamically adjusts campaigns in real-time. His AI would predict customer behavior before they even know they need a product, optimising bids and creative elements instantly.

“Why let Google handle automation when you can build something smarter?” – Tony Stark, probably.

2. Unlimited Budget? No Problem.

While most advertisers worry about daily budgets, Tony Stark would scoff at the idea of financial constraints. His philosophy? Scale first, optimise later. His campaigns would dominate every auction, with maxed-out impression shares and an “always-on” approach.

Of course, this doesn’t mean reckless spending—he’d use data from Stark Industries’ own satellites to refine geo-targeting, ensuring that his ads were placed in front of exactly the right people at exactly the right time.

3. Ad Copy With Stark-Level Confidence

If there’s one thing Tony Stark excels at, it’s branding. His ad copy wouldn’t just be engaging—it would be audacious, self-assured, and packed with personality. Here’s how a Stark-approved ad might look:

Headline: “Why Settle for Second Best? Get the Tech Even SHIELD Wants.”
Description: “Designed by a genius. Powered by innovation. Tested in battle. Click now and experience the future of technology.”
CTA: “Upgrade Your Life.”

4. Retargeting? More Like Re-Engineering

Forget standard retargeting ads—Tony Stark would engineer a way to predict drop-offs before they happen. If a user hesitated before converting, he’d deploy an interactive hologram-powered chatbot (probably voiced by himself) to convince them otherwise.

Imagine this: You browse for an Arc Reactor-powered smartwatch, leave the site, and suddenly, a personalised video ad appears: “Hey, you were checking out our latest StarkTech wearables. Let’s be real—you’re not going to find anything better. Click below, and I’ll throw in a custom AI assistant.”

Conversion rates? Through the roof.

5. Video Ads – The Hollywood Blockbuster Approach

Tony wouldn’t settle for generic product demos. His video ads would feel like Marvel-level cinematic trailers—explosions, witty one-liners, and dramatic reveals. Each ad would be packed with Stark-level storytelling, making every click feel like the start of an epic adventure.

Expect teasers, limited-time offers presented like classified intel, and high-production-value storytelling. Forget 6-second bumper ads—Stark would make mini-movies designed to keep audiences hooked.

6. Audience Targeting – Only the Elite Need Apply

Instead of broad targeting, Stark would refine audience segmentation to an elite level. He’d create hyper-specific buyer personas and use biometric data (because of course he has access to that) to identify those truly worthy of his products.

His exclusion lists? Extensive. If you’re not at least a tech visionary, billionaire, or government agency, you might not even see his ads.

7. Iron Man’s PPC Dashboard – Real-Time Data Like Never Before

Tony wouldn’t settle for Google Ads’ default reporting. He’d have a 360-degree, holographic, voice-activated PPC dashboard in his lab. Metrics would be updated in real-time, with instant insights fed directly into his AI for live campaign adjustments.

Forget waiting for A/B test results—Stark’s dashboard would know what works before the data even fully rolls in.

Would Tony Stark Be the Ultimate Paid Media Manager?

Absolutely. With unlimited resources, cutting-edge AI, and a branding mindset that screams “Go big or go home”, Tony Stark would redefine paid advertising. His campaigns wouldn’t just generate clicks—they’d create experiences, dominate digital landscapes, and make every other marketer question if they’re thinking big enough.

So, next time you’re setting up a PPC campaign, ask yourself: What would Iron Man do? Then, maybe add just a little more confidence, creativity, and automation to the mix.

Want to discuss how to bring some Stark-level innovation into your paid media campaigns? Get in touch—we promise, no AI overlords (yet).

The 2025 Reality Check: Why Technical SEO Just Became a Priority (Again)

by Luke | Mar 26, 2025 | SEO, Strategy, Tech SEO

If you’re paying attention to the search landscape in 2025, you’ve probably noticed a shift—not subtle, not quiet, and definitely not temporary.

Google’s core updates are rolling out harder and faster, and this time, there’s one thing they’re laser-focused on: credibility.

It’s not just about backlinks anymore. It’s not about publishing a blog post every Tuesday. And it’s certainly not about flooding your site with AI-written content and hoping for the best.

What we’re seeing now is a search ecosystem recalibrating itself in real time—rewarding websites that can prove they’re built by real people, with real experience, and structured in a way that makes sense for both users and machines.

That’s where technical SEO comes back into play.

This isn’t just another “check your meta tags” list. This is about building a site that’s future-proof, credible, and worthy of ranking in a search engine that’s trying to outsmart synthetic content.

What’s Changed in Search?

Before we get to the fixes, let’s unpack the why.

AI-generated content is everywhere. It’s faster than human writers, but lacks the nuance, originality, and context that Google now sees as essential.
The Helpful Content Updates (HCU) from late 2023 through 2025 continue to push down content that’s “search-engine first” rather than user-first.
Search Generative Experience (SGE) is reshaping how results are shown. Sites that offer fast, structured, and credible answers are being prioritised—especially in AI summaries.
EEAT signals have moved from theory to practice. You can’t just say you’re an expert. You have to structure your site like one.

So, what can you actually do to compete? Here are seven technical SEO improvements that matter more than ever.

1. Fix Crawlability & Indexation: Let Google See the Right Stuff

No matter how good your content is, if Google can’t get to it, it’s not going to rank. In 2025, crawlability isn’t just about visibility—it’s a trust signal.

What to check:

Are your sitemaps and robots.txt up to date and accurate?
Are key pages being indexed? Use Search Console’s Page Indexing report to see what’s stuck in limbo.
Are you overloading crawl budgets with paginated content, tag pages, or unimportant parameters?

Google’s crawlers are becoming more selective. Sites with clear structure and prioritised, high-quality pages get crawled more frequently. If you’re publishing credible content and no one sees it, it’s a technical problem—not a content one.

2. Consolidate Content: From Volume to Value

Many websites—especially those that leaned into AI—now have sprawling blog archives full of near-duplicate content. Unfortunately, Google is wise to it.

Rather than seeing 20 pages about the same keyword, it’s now rewarding depth and authority over coverage.

What to do:

Merge overlapping posts into fewer, deeper pages.
Use 301 redirects to consolidate equity from older, thinner pieces.
Add canonical tags if consolidation isn’t possible yet.

Google now penalises “site bloat”—and rewards websites that show editorial intent. Less clutter = more authority. You build authority by diving deeper, not publishing wider. One well-maintained page is worth more than five autopiloted ones.

3. Improve Site Speed & Core Web Vitals (Seriously This Time)

Speed is no longer just about bounce rate—it’s baked into the user experience signals that feed directly into rankings, especially in the age of SGE and mobile-first indexing.

Where to start:

Optimise Largest Contentful Paint (LCP) and Interaction to Next Paint (INP)—Google’s new standard for input response.
Implement lazy loading, use CDNs, and trim third-party scripts.
Don’t ignore CLS (layout shift). A janky mobile page = lost trust.

SGE pushes results that provide instant value. If your site takes too long to load, you might never be surfaced at all—even if you rank. Does your site feel like a modern experience, or a clunky archive? Technical speed reflects how much you value the visitor’s time.

4. Use Structured Data to Reinforce Authority

In 2025, structured data is the semantic map that tells Google what your site is—and who stands behind it.

What to mark up:

Article and Author schema to tie content to real people
Organization, LocalBusiness, and Product schema to define entities clearly
FAQ, How-To, Breadcrumb schema to enhance UX and clarity

SGE relies heavily on structured data to pull accurate summaries. Without schema, you’re invisible in that new layer of search. Show who you are. Tell Google what you do. Apply consistent markup. Reflect on how your structure supports your content’s credibility.

5. Restructure Your Site Around Topics, Not Navigation

Most sites are still organised by legacy logic—services, products, blog categories. But that’s not how search sees it.

Google now rewards topical authority—a clear, structured understanding that your site covers an area of expertise thoroughly.

How to improve:

Build content clusters around key services or subjects.
Link related pieces internally using semantic anchor text, not just “read more.”
Create hub pages that centralise and define your main topic areas.

Topical authority is about clarity. If you’re a financial planner, and you’ve written five separate pages about pensions—but they’re buried and unlinked—you’re not signalling expertise. Expertise shows when your site structure mirrors your knowledge, not just your navigation menu.

6. Eliminate Legacy Bloat That’s Dragging You Down

Most websites have digital skeletons in their closets—old press releases, tag pages, abandoned campaign microsites, duplicate blog categories. They served a purpose once. Now? They’re dead weight.

Why this matters:

Legacy content often ranks for nothing, earns no links, and dilutes your crawl budget.
Worse, it creates a weak overall content-to-quality ratio, something Google actively considers in its Helpful Content System.

How to clean up:

Run a content audit that looks beyond traffic: assess by purpose, quality, and current relevance.
Remove, merge, or redirect outdated content.
De-index archive or tag pages if they serve no user benefit.

Trimming legacy content helps clarify your topical expertise and sends stronger trust signals. A lean, focused site is more authoritative than a bloated one.

7. Create a System for Content Lifecycle Management

It’s no longer enough to hit “publish” and walk away. In 2025, ranking content is maintained content—and Google increasingly expects freshness, clarity, and relevance over time.

Why this matters now:

Outdated content—even if it used to rank—is being filtered out by SGE and core updates.
Evergreen pages need upkeep to stay accurate, especially in fast-moving industries (health, finance, tech, etc.).
Regular content reviews help demonstrate that your site is actively curated, not just passively indexed.

What to do:

Set a content review schedule (e.g. quarterly for high-value pages).
Add visible “Last updated” timestamps.
Treat high-performing content like products: monitor, refine, and improve based on feedback and performance.

Show your users that you stand by what you write. Tell Google you’re committed to quality. Apply regular reviews. Reflect on what performs—and what doesn’t.

SEO in 2025 Is About Discipline, Not Volume

The days of “more = better” are behind us. Google’s updates are making it clear: quality, structure, and ongoing maintenance are what count now.

If you’ve relied on AI to scale content without revisiting its purpose or accuracy—now’s the time to shift your energy toward cleaning, clarifying, and curating.

Technical SEO is your proof of care. It’s how you show both users and algorithms that your site isn’t just content-rich—but credibility-rich.

The good news? Most of your competitors won’t bother. Which gives you the edge—if you’re willing to do the real work.

My Multi-Channel Marketing Journey 4 Months In

by Luke | Mar 20, 2025 | Multi-Channel Marketing, Strategy

Starting a multi-channel marketing apprenticeship can feel like stepping into a whole new world. But, four months in, I can honestly say it’s been an exciting and rewarding journey. I’m doing a 12-month course through NowSkills, and I’ve already learnt so much that’s shaping my career.

What I’ve Been Working On So Far

During the first four months, I’ve completed three pieces out of ten case studies that will form part of my final assessment.

Introduction to My Role – This gave me the chance to clearly outline what I do at Brand Ambition and how my work fits into the bigger picture.
Social Media Marketing – Learning how to create effective strategies and campaigns to boost engagement and reach.
PPC (Pay-Per-Click) Advertising – Understanding how to create and optimise ads to generate traffic and conversions.

Each case study has been a mix of theory and practical tasks, helping me put what I learn straight into practice.

A Great Place to Work and Learn

One of the best parts of my apprenticeship is the support I receive from Brand Ambition. I’m given plenty of time during work hours to complete my apprenticeship tasks, which makes juggling work and study so much easier.

My manager is encouraging and ensures I have the time and resources to keep progressing. This flexibility and support make Brand Ambition a fantastic place to work.

The Digital Masterclass Workshop

Recently, I attended a Digital Masterclass Workshop designed to help new apprentices and those just starting out in the digital marketing industry. It was an eye-opening experience that covered several essential areas, providing me with skills and knowledge I can use throughout my apprenticeship and beyond.

Social Skills

Understanding how to communicate effectively is crucial in the digital marketing world. We learnt about professional communication, both online and in-person, and how to adapt our tone and approach depending on the platform or audience. This has already helped me build better relationships with colleagues and clients alike.

Employability Skills

We explored what makes a strong digital marketing professional, including time management, collaboration, adaptability, and problem-solving. The workshop also provided valuable insights into building a strong CV, preparing for interviews, and showcasing my skills in a competitive industry.

Online Protection

Staying safe online is more important than ever. This part of the workshop focused on best practices for online security, including safeguarding personal data, recognising phishing attempts, and understanding how to protect company assets. Knowing how to stay secure online is essential when working in digital marketing, especially when dealing with client information and sensitive data.

IT Fundamentals

To excel in digital marketing, having a solid understanding of basic IT skills is essential. We covered everything from navigating software tools to troubleshooting common technical issues. This foundational knowledge helps me work more efficiently and tackle tasks with confidence.

The Digital Masterclass Workshop was incredibly beneficial, not only for learning new skills but also for reinforcing what I’ve already been practising. It’s a must-attend for anyone starting their digital marketing journey.

Support from NowSkills

My tutor at NowSkills has been fantastic. They’ve been really accommodating, making sure meetings and catch-ups are arranged around my work schedule. If I need help or have a question, they’re always there to support me.

The best part? I’m not behind on any tasks according to their timeframe. It feels great to be making steady progress and knowing that the support is there if I need it.

Looking Ahead

I’m only a third of the way through my apprenticeship, but I’m already seeing the benefits. The combination of practical experience, supportive tutors, and a positive work environment at Brand Ambition is making the whole process really enjoyable.

I’m excited to keep learning, working through my case studies, and building my skills. I feel confident that by the end of the 12-month course, I’ll be ready to tackle anything the digital marketing world throws at me!

Figma 101: A Beginner’s Guide from an Adobe User’s Perspective

by Anna | Mar 13, 2025 | Design and Branding, Strategy

As a designer, I’m no stranger to the Adobe Creative Suite. But Figma? That was always the tool I heard people raving about but never actually used myself. I knew it was popular for its collaborative features and ease of use, but I’d never had a reason to dive in — until now.

I finally gave it a go, and in this post, I’ll share my honest first impressions, along with a simple guide for anyone else looking to get started. If you’re an Adobe user wondering whether Figma is worth the switch, or a complete beginner feeling a bit intimidated, this breakdown is for you.

First Impressions: A Surprisingly Smooth Start

The moment I opened Figma, I was struck by how clean and user-friendly it looked. If you’ve used Adobe XD, Sketch, or even Canva, you’ll find Figma’s interface refreshingly simple. The best way I can describe it? It feels like a perfect blend between Adobe Illustrator and Canva. Once you get used to where everything is, it’s incredibly easy to navigate.

Here’s a quick breakdown of the interface:

Toolbar (Bottom): Where you’ll find essential tools—selection, frames, shapes, text, and more.
Layers Panel (Left Side): Similar to Photoshop or Illustrator, this is where your elements are stacked.
Properties Panel (Right Side): Adjust fonts, colours, alignment—this panel changes based on what’s selected.
Canvas (Centre): The main workspace where all the magic happens.

Pro tip: Since Figma runs in your browser, there’s no need to download anything. However, if you prefer a smoother experience, there’s a desktop app available too. I’ve been using the browser version, and it’s been a breeze.

Step 1: Setting Up Your First Frame

In Figma, instead of ‘artboards’ (if you’re coming from Adobe), you use ‘frames.’ These are flexible containers that hold your designs.

Here’s how to set one up:

Click on the Frame tool (shortcut: F).
Choose a preset size (e.g., ‘Desktop’ or ‘iPhone 14’) or create a custom one.

And just like that, you’re ready to start designing!

If you’re working on a webpage, remember to design for multiple screen sizes. At the very least, create both a desktop and mobile version, but adding tablet and large desktop variations can make your design more polished and user-friendly.

Step 2: Adding Shapes, Text, and Images

Now for the fun part—bringing your design to life!

Shapes: Use the shape tool (R for rectangles, O for circles) and drag to create.
Text: Hit T, click anywhere, and start typing. Adjust size, font, and alignment in the right-hand panel.
Images: Drag and drop directly into your frame, or press Shift + Ctrl + K to import. You can also create a shape and replace the fill with an image (my go-to method).

One thing I love? Figma’s snapping guides. They keep everything perfectly aligned without the hassle of measuring manually — similar to Adobe’s smart guides.

Step 3: Making the Most of Components

One of Figma’s standout features is components: reusable design elements like buttons, icons, or cards.

To create a component:

Select an element (e.g., a button).
Press Ctrl + Alt + K (or right-click > ‘Create Component’).

Now, you can reuse this element across your designs. Even better, any changes to the original component automatically update all instances, saving you loads of time and keeping everything consistent.

Step 4: Real-Time Collaboration (That Took Me by Surprise!)

This is where Figma truly shines. Unlike Adobe, where you have to export and email files back and forth, Figma is cloud-based and multiplayer.

Click ‘Share’ in the top-right corner to invite others.
Teammates can comment, edit, or even design alongside you.
Changes save automatically, no more ‘Save As’ nightmares!

I’ll admit, watching a client’s mouse whizz across my screen in real-time was a bit disorienting at first! But for remote teams, this feature is a game-changer.

Step 5: Prototyping Without Code

Figma makes prototyping seamless — perfect for UX/UI work.

Click the Prototype tab (top right panel).
Select an element (e.g., a button) and drag the blue circle to the frame it should link to.
Choose an interaction (e.g., ‘On Click’ → ‘Navigate To’).
Click Present (Play button in the top right) to preview your design.

No coding needed, just simple drag-and-drop logic. This feature is brilliant for testing designs before development and spotting potential issues early.

Will I Keep Using Figma?

Absolutely! Here’s what won me over:

✔ Easy to learn – I was up and running in minutes.

✔ Seamless collaboration – No more version control headaches.

✔ Lightweight and accessible – Works smoothly in the browser, no heavy downloads required.

If you’re a designer looking for a flexible, shareable, and collaboration-friendly tool, Figma is well worth a try. Whether you’re a complete beginner or a long-time Adobe user, it’s surprisingly easy to pick up.

So, if you’ve been debating whether to give Figma a go, just go for it! Take the plunge, and you’ll wonder why you didn’t try it sooner!

Why 12-Week Marketing Plans Will Make You Wish You’d Started Sooner

by Sam | Mar 6, 2025 | Multi-Channel Marketing, Strategy

Most SME marketing managers know the drill: too many channels, too few hours in the day, and a to-do list that reads more like a crisis log than a strategy. If you’re juggling SEO, PPC, content, PR, email, and social media with a tiny team (or solo), it’s time to hit reset.

Enter the 12-week integrated marketing plan — a smarter, more strategic way to run campaigns that gets real results, fast.

So… Why 12 Weeks?

It’s long enough to build momentum, but short enough to stay focused. Think of it as a sprint-sized strategy — one that aligns your entire team (however small) around a single theme, with measurable KPIs across every channel.

And here’s the kicker: it actually works.

The Stats That Matter:

Businesses using multi-channel campaigns outperform single-channel ones by 300% in campaign performance (Gartner).
Consistent messaging across platforms increases revenue by up to 23% (Forbes).
Agile marketers are 73% more productive and better at hitting KPIs (State of Agile Marketing Report).
A campaign run over 12 weeks by Logicalis generated £8 million in pipeline by aligning PR, content, email and landing pages.

What Does a 12-Week Plan Look Like?

Each 12-week campaign has:

One core message or theme that ties everything together.
A mapped customer journey aligned to channels: SEO for discoverability, PPC for intent, content for education, PR for trust, and email/social for nurturing.
Weekly sprints with clear actions, deadlines, and data reviews.
Content and creative that is repurposed across formats, saving time and cost.

You move away from ad hoc marketing and into strategic storytelling — across platforms, with purpose.

Why It Works (Especially in B2B SMEs)

For teams of 1–3 people, structure is power. A 12-week plan brings:

Clarity: Everyone knows what they’re doing and why.
Focus: You’re not spinning up five unrelated campaigns — you’re amplifying one.
Better Results: With channels working in sync, every blog, ad, email or social post reinforces the same message.
Real Attribution: Track what’s working and what’s noise — adjust as you go.

TL;DR – Here’s What to Do:

Pick one business goal to focus on for the next 12 weeks.
Build a campaign theme that supports that goal.
Create one high-value content asset (e.g. guide, report, tool).
Distribute it across channels: SEO, ads, email, PR, social, landing page.
Hold weekly check-ins. Review what’s working. Tweak where needed.
Finish strong. Debrief, report, repeat.

Final Word:
Marketing shouldn’t feel like you’re drowning in disconnected tasks. A 12-week integrated campaign brings structure, focus, and clarity — and when done right, it becomes the difference between simply doing marketing and generating measurable business growth.

Need help aligning your next 12-week campaign? Let’s talk.

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