Articles.
Writing on marketing, automation, and building at the intersection of the two.
Meta ads for small business: how to get started
How to set up the account, what it costs to get through the learning phase, and what decides whether the ads bring in customers.
What is digital marketing, and what needs doing every week
What is digital marketing? The channels, what needs doing every week in search, ads and social, and who can do the work for your small business.
What is a fractional CMO, and what's the alternative
A fractional CMO is a part-time senior marketing leader. What they do, how they charge, when one fits, and the option where the work gets done for you.
AI marketing agents: what they actually do
An AI marketing agent works in your accounts and does the work once you approve. How agents differ from AI marketing tools and AI marketing agencies.
What to hand over to marketing automation and what to keep
Hand over the work. Keep the decisions. Where the line goes between what an agent does and what stays yours, and how it works in Verka.
B2B content marketing: publish every week without writing it yourself
Topics from search data, drafts written for you and one approval instead of a writing day. How to build a B2B content flow that publishes every week.
Outsourced marketing: what it actually means
You set the direction and approve. Someone else does the work. What it costs to keep it in-house, how agencies, freelancers and MaaS differ, and what to demand.
Social media for business: from sporadic to steady
The plan exists. The intent exists. But the week runs out before the post is finished. What irregular posting costs, and what a schedule that holds looks like.
The difference between a tool and an agent is who does the work
A tool waits for you to open it. An agent has done the work by the time you wake up. You approve. The difference is who does the work.
The year AI stopped advising and started doing, on your say-so
The industry is talking about agents that act instead of chatbots that answer. The shift is real. But most people miss where the win is: fewer decisions to make, and you approve every action before it runs.
Why your campaigns underperform after a Smart Bidding change
When you adjust a Target CPA or ROAS, performance gets worse before it gets better. This is documented, predictable, and still mishandled constantly.
Why your LinkedIn presence goes quiet after the first month
Most marketing teams start with good intentions and a content calendar. By week four, it's gone quiet. This is not a discipline problem. It's a structural one.
What competitor monitoring is actually for
Most competitor monitoring is vanity work. Someone sets up a Google Alert, checks it occasionally, and shares items in Slack. The information is logged. It doesn't change anything.
The search terms you're already paying for but never reviewed
Most Google Ads accounts have a search terms report that gets checked once, then forgotten. New search terms accumulate every week. Here's why that costs you money, and what to do about it.
You have pages ranking 6 to 15 right now. Here's what to do about them.
Pages in positions 6 to 15 with decent impression volume are the lowest-effort SEO wins available. They're already ranking. Small improvements move them to where the clicks are.
Why we built human-in-the-loop as the default, not the fallback
Most AI tools either require too much from you or do too much without you. Human-in-the-loop is the middle ground, but only if it's designed correctly.
The marketing team we always wanted to work with
Most marketing software adds work. We wanted something different: not a tool that waited for us, but an agent that watched, prepared, and put a decision in front of us ready to approve.
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