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The Business Marketing Online Blog

@bmon.co.uk

A new blog post about online marketing every weekday from the UK, aimed particularly at industrial, engineering and scientific marketers. Follow here or free by email. Over 4000 posts since 2007 archived at https://www.bmon.co.uk/articles/ for the curious!

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Posts 20.11.2024
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Latest posts by The Business Marketing Online Blog @bmon.co.uk

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If Ai shortlists change, what happens to B2B search? There is a new kind of awkwardness creeping into B2B visibility. If someone asks an Ai tool for "the best X for Y", the list of brands it returns is...
08.03.2026 14:46 👍 0 🔁 0 💬 0 📌 0
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Should I try Google Looker Studio? Thanks to the reader who suggested that I cover this product. I am not an expert on it, but I am sure that it will be of great interest to...
05.03.2026 14:48 👍 0 🔁 0 💬 0 📌 0
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Bad mission statements can work against us As promised yesterday, here are some more thoughts on mission statements. I think a useful mission statement has three characteristics. These are aims, and I'm not going to suggest I...
04.03.2026 14:46 👍 0 🔁 0 💬 0 📌 0
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A mission statement should make us braver It's been a while since I wrote about mission statements, and one of my oldest posts on the subject still brings in search traffic to this day. This tells us...
03.03.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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Old journalism discipline for modern SEO Traditional news-writing had a simple bias: the reader might not stick around. So you started with who, what, when, where and why. Not because it was poetic, but because assumed...
02.03.2026 14:46 👍 0 🔁 0 💬 0 📌 0
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The Google Ads creeping "helpfulness" problem Every few weeks, Google Ads adds another setting that sounds helpful in a product meeting and feels like a trap in a real account. One reported a few weeks ago...
01.03.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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How to anticipate the questions that prospects face AI search (and increasingly, plain old search) wants solutions. And most B2B businesses already have the best raw material for this. It is not in our existing marketing material. It...
25.02.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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A website is no longer a library. Get it selling. For the last decade, SEO has rewarded people who were good at publishing. Not necessarily good at writing, or even good at thinking. Good at keeping the machine fed. That's...
24.02.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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Why is GA4 so widely disliked? Google Analytics used to be the default 'weather report' for a website. Even if we did not spend all our days in it, we knew where to look when someone...
23.02.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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Thoughts on using tables on web pages in 2026 If we look around the web right now, tables are everywhere. Website owners are realising that search engines and Ai assistants are a lot smarter than they used to be,...
22.02.2026 14:46 👍 0 🔁 0 💬 0 📌 0
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Why marketing needs to follow the sale Sales and marketing find the right people, persuade them we can help and get them over the line. Support then fixes problems and stops small issues turning into big ones....
19.02.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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Search marketing needs more investment than ever There is still nothing quite like Google Ads, Microsoft Advertising and other pay per click (PPC) platforms for speed. If we need traffic next week, paid search can turn the...
18.02.2026 14:46 👍 0 🔁 0 💬 0 📌 0
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Using ChatGPT Agent Mode as an SEO quality rater ChatGPT's Agent mode is useful as an SEO tool because it can do the boring browsing for us, and then hand back something we can argue with. Agent mode helps...
17.02.2026 14:46 👍 0 🔁 0 💬 0 📌 0
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A LinkedIn post format that feels believable LinkedIn is an interesting channel for many reasons, which is why we come back to it again and again. However, it is evolving. A certain style of LinkedIn post has...
16.02.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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How to write a great B2B case study I once heard someone describe most B2B case studies as 'reading like a victory parade that never mentions the race'. We get the company name, the challenge, the solution, the...
15.02.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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Fixing bad Google snippets with data-nosnippet Every so often, the Google results will show a search 'snippet' (the description lines) for our page that makes us cringe. It might lift a bit of the footer, a...
12.02.2026 14:46 👍 0 🔁 0 💬 0 📌 0
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Landing pages aren't data sheets I'm sure that, for many companies, there's a mindset that a product page on a website should resemble a data sheet rather than a sales brochure. But our product pages...
11.02.2026 16:33 👍 0 🔁 0 💬 0 📌 0
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The death of the generic lead magnet (2) Yesterday we observed how our white paper content will start looking a little past its sell-by date if customers find they can get more specific questions answered by Ai tools....
11.02.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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The death of the generic lead magnet (1) There was a time when "download our white paper in exchange for your email" felt like a fair trade. We offered a long PDF we were quite proud of. Prospects...
10.02.2026 14:46 👍 0 🔁 0 💬 0 📌 0
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Stop redesigning. Start removing friction. We all know the problem. We can spend hours creating campaigns, then lose conversions because a form is annoying on mobile, or the confirmation email never arrives, or the pricing...
09.02.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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The rebrand should start with a paragraph Rebrands have a funny habit of starting with the fun bits. A new logo. A new typeface that looks like it has opinions. Everyone can say: "That feels more modern"....
08.02.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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How we measure reputation before prospects visit Most of our measurement has been built for a simple story. People arrive on our website, do things, and we count the things. But if we accept the idea that...
05.02.2026 14:46 👍 0 🔁 0 💬 0 📌 0
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The format we choose is part of the message A PDF is often the fastest way to ship information. The engineering or marketing teams need a datasheet. Sales needs a price list. Someone needs a form. We export, attach,...
04.02.2026 14:46 👍 0 🔁 0 💬 0 📌 0
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Passwords are fading. Time to plan the next login Passwords have always been an awkward compromise. They are meant to be secret, memorable, unique, and typed correctly under pressure. In real life, they become reused, guessable, or stored in...
03.02.2026 14:46 👍 0 🔁 0 💬 0 📌 0
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Why we should keep our presentation scripts to ourselves We've all sat through it. The presenter clicks to a slide, turns slightly toward the screen, and begins reading. Word for word. Line by line. As if the room has...
02.02.2026 14:46 👍 0 🔁 1 💬 0 📌 0
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Stop selling benefits, start showing real outcomes For a long time, product marketing meant listing features. We told people what the product did, how many options it had, which integrations were available. Then we all learned the...
01.02.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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Checklists and calculators: the new SEO assets For a lot of B2B marketing departments, "content" still means "write another blog post". That made sense for a long time. It even made sense when we started to try...
28.01.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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Search engines need answers. Provide them. If content is designed around visitor journeys, as we discussed yesterday, then SEO metrics can be useful in spotting which journeys are not getting visitors. We can stop focusing on...
27.01.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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Seeing SEO as just basic sales 2026's set of marketing blogs on "SEO predictions for the coming year" found a new way to sound terrifying. For a marketing manager in a B2B SME, there is always...
26.01.2026 14:45 👍 0 🔁 0 💬 0 📌 0
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Don't let the fake Ai emails win Agentic Ai could kill email as we know it. It can research our prospects, copy our tone, compile data from leaks and even run conversational sequences that adapt to replies....
25.01.2026 14:45 👍 0 🔁 0 💬 0 📌 0