Blog
Marketing basics, explained simply.
Role guides, words of the trade and rules to know. Every article ends with a tool or an exercise so you can try it right away.
Guides
- BrandBrand awareness and NPS: how to measure a brandWhat brand awareness is and how to measure it: unaided, aided and top-of-mind awareness, branded searches, share of search and NPS, with formulas.Reading time 9 min
- SEOGoogle Search Console for beginnersGoogle Search Console for beginners: how to set it up and verify your site, the Performance and Pages reports, and what indexing statuses mean.Reading time 10 min
- SEO301 redirects and 404 pages: what they are and when to use them301 redirects and 404 pages: what they are, 301 vs 302 vs 307 vs 308 and 410, when to use each, how to set them up and how to avoid redirect chains.Reading time 9 min
- SocialCommunity management: how to handle comments and communitiesCommunity management and social customer care: priorities, moderation, how to reply to negative comments with examples, tools, KPIs and house rules.Reading time 9 min
- SEOCore Web Vitals explained simply: LCP, INP and CLSCore Web Vitals explained simply: what LCP, INP and CLS are, Google's thresholds, how they're measured and how to improve them, with a real CLS fix.Reading time 9 min
- BrandBrand guidelines and brand book: what they containWhat brand guidelines (a brand book or style guide) are, what goes in them section by section, famous public examples and how to create them in 8 steps.Reading time 8 min
- SocialHow social media algorithms work (Instagram and TikTok)How the Instagram and TikTok algorithms work: official signals (watch time, likes, sends), the first push, organic reach and what you can do.Reading time 9 min
- SEONoindex, robots.txt and canonical: the differencesNoindex, robots.txt and canonical: what they are, how they differ, syntax and code examples, when to use each, wrong combinations and how to check them.Reading time 9 min
- BrandHow to register a trademark in Italy and the EUHow to register a trademark step by step: UIBM or EUIPO, fees, Nice classes, clearance search, duration and oppositions. With a practical example.Reading time 9 min
- BrandBrand positioning: the statement and the perceptual mapWhat brand positioning is, how to write a positioning statement and build a perceptual map step by step, common strategies and classic examples.Reading time 9 min
- SocialUGC, customer photos and music: the rules on social mediaWhat user-generated content (UGC) is and when you can repost it, copyright and image rights, music for business accounts and how to write alt text.Reading time 9 min
- SocialSocial media metrics and KPIs: which to watch and how to read themSocial media metrics and KPIs explained simply: reach, views, impressions, saves, sends, clicks, with formulas, where to find them and a report template.Reading time 9 minWith the tool: Engagement rate calculator
- SocialGiveaways, prize promotions and ads on social media: the rules in ItalyRules for Instagram giveaways and prize competitions in Italy (Decree 430/2001), disclosed advertising (#adv, Digital Chart, AGCOM) and privacy.Reading time 10 min
- SEOContent strategy for beginners: where to startWhat a content strategy is and how to build one in 6 steps: goals, audience, pillars, keywords with pillars and clusters, calendar and metrics.Reading time 10 min
- AnalyticsUTM links: what they are, how to build and read them in GA4What UTM links and the source, medium and campaign parameters are, how to build them, how to read them in Google Analytics 4, ready examples and mistakes.Reading time 8 minWith the tool: UTM link builder
- BrandTone of voice: what it is and how to define itWhat a brand's tone of voice is, Nielsen Norman Group's 4 dimensions, how to define it in 5 steps, before-and-after examples and a checklist.Reading time 8 min
- BrandCrisis communication: what to do when something goes wrongCrisis communication and crisis management: types of crisis, the crisis plan, 6 steps to respond, how to handle a social media storm, real cases.Reading time 10 min
- BrandGreenwashing and green claims: what you can sayWhat greenwashing is, real examples and what changes from 27 September 2026: generic environmental claims are banned in the EU unless proven.Reading time 9 min
- SocialSocial media content calendar: how to build oneHow to build a social media content calendar in 7 steps: pillars, formats, posting frequency with brand benchmarks, timing, key dates and a free template.Reading time 9 min
- SEOSearch intent: what it is and the 4 typesWhat search intent is, the 4 types with examples, how to spot it from Google's results, what Google's quality rater guidelines say and common mistakes.Reading time 8 min
- BrandBrand identity: what it is, elements and examplesWhat brand identity is, how it differs from brand image, its elements (logo, colours, fonts, tone), Kapferer's prism, examples and 7 steps to build it.Reading time 9 min
- Social mediaEngagement rate: what it is and how to calculate itWhat engagement rate is, the 4 formulas, what a good rate is on Instagram and TikTok (2025 benchmarks), worked examples and mistakes to avoid.Reading time 8 minWith the tool: Engagement rate calculator
- SEOKeyword research: how to choose keywordsHow to do keyword research: volume, difficulty, intent and seasonality, free tools, how to read Google Keyword Planner data and real examples.Reading time 10 min
- Role guide · BrandWhat does a brand manager do, and how do you become one?What a brand manager does: tasks, skills, KPIs, differences from marketing and product managers, career path and how to become a brand manager.Reading time 9 min
- SEOTitle tags and meta descriptions: how to write themTitle tags and meta descriptions: what they are, length in pixels and characters, how to write them with examples, and why Google rewrites them.Reading time 8 minWith the tool: Google snippet preview
- Role guide · SocialWhat does a social media manager do, and how do you become one?What a social media manager does: daily tasks, skills, tools, KPIs, rules to know and how to become a social media manager, step by step.Reading time 10 minWith the tool: Engagement rate calculator
- SEOHow Google finds pages and how to get your site indexedHow Google crawls, indexes and ranks pages, and how to get your site indexed on Google in 7 steps: sitemap, Search Console, internal links, mistakes.Reading time 9 min
- Role guide · SEOWhat does an SEO specialist do, and how do you become one?What an SEO specialist does: tasks, skills, tools, KPIs, how SEO is changing with Google's AI answers and how to become an SEO specialist.Reading time 11 minWith the tool: Google snippet preview
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