· Measurement
The marketing review with room for ‘we do not know’
A clear weekly conversation about observations, uncertainty and the next decision.
Articles from 2023
11 articles from Practical Growth.
· Content strategy
An article should end when its useful work is complete
Choose length by the explanation required rather than a generic word-count target.
· Audience research
Use customer language without borrowing the customer's private story
Find useful wording in genuine questions while protecting context and meaning.
· Content strategy
A testimonial needs context as well as permission
Use customer feedback accurately without turning a specific experience into a universal promise.
· Content strategy
Choose an image's purpose before writing its alternative text
Decide what information a picture contributes before describing it for people who cannot see it.
· Measurement
An analytics event is an observation, not an intention
Define what a recorded interaction can tell you without claiming to know the visitor's motive.
· Marketing operations
Turn a marketing request into a decision brief
Clarify what a requested asset is supposed to achieve before starting production.
· Content strategy
A screenshot needs a useful caption and a review plan
Explain what a captured interface demonstrates without pretending the screen will remain unchanged.
· Content strategy
A content brief should contain the reader's unfinished task
Focus a writing assignment on a useful outcome rather than a broad subject label.
· Marketing operations
A printed sign should work from where people read it
Test the message at its real location before approving a design on a laptop.
· Content strategy
Choose a content format around the reader's working conditions
Match the form of an explanation to where and how somebody will use it.