NOTES
Notes on what's actually working in paid, organic, and brand
Paid media
Aug 12, 2026
Why boosting posts is the least efficient way to spend a marketing budget
The boost button feels like the fastest way to get results. It is usually the fastest way to burn budget without learning anything.
SEO
Jul 30, 2026
SEO still works, it just rewards patience differently now
Search behavior has shifted toward AI answers and zero-click results. That changes what counts as a win, not whether SEO is worth doing.
Brand
Jul 8, 2026
Brand voice is a decision-making tool, not a mood board
Most brand guidelines describe adjectives. The useful ones describe what to say no to.