Notes from the agency.
Field reports on craft, AI, paid media and what actually works for ambitious brands. Written from Rovaniemi, shipped when we have something to say.
How to build a visual identity that works in AI-generated images
The colour, shape, and symbol choices that keep your brand coherent when Midjourney, DALL-E, or Firefly enters the production pipeline.
Read story →How to write thank-you pages that actually continue the conversion journey
Most thank-you pages are dead ends. Here is how to apply thank you page optimization and turn yours into a second conversion surface that drives referrals and trust.
Read →ChatGPT Instant Checkout for Small Merchants: What Agentic Commerce Actually Requires in 2026
OpenAI's Instant Checkout lets shoppers buy without leaving ChatGPT. Here's what the Agentic Commerce Protocol requires, who should build it now, and who should wait.
Read →How to structure a €10k/month paid media budget across channels
How we allocate a €10k/month paid media budget strategy across Meta, Google, and TikTok — channel roles, split logic, test budget, and rebalancing triggers.
Read →How to Use Lookalike Audiences in 2026 When Third-Party Data Is Unreliable
Lookalike audiences still work in 2026 — but only when your first-party seed data is clean, sized correctly, and refreshed regularly. Here is how we build them.
Read →How to use Gemini for content research and SEO planning
Gemini AI SEO research differs from ChatGPT — its search grounding pulls live data. Here is where it earns its place in our content workflow.
Read →Content Pruning for AI Search: A Decision Framework for What to Delete, Merge, or Keep in 2026
A four-bucket framework for deciding which old blog posts to delete, merge, redirect, or refresh as AI answer engines get pickier about duplicate and outdated content.
Read →How to Write People Also Ask Sections That Appear in AI Answers
People Also Ask boxes and AI answer citations pull from the same source pool. Here is the structure, schema, and question phrasing that gets you into both.
Read →Meta & Google Conversions API in 2026: Is Server-Side Tracking Worth Setting Up for a Small Business?
A practical look at whether Meta's Conversions API and Google's Enhanced Conversions are worth setting up for a small business in 2026, and what the setup actually takes.
Read →How to Brief a Freelancer When AI Is Doing Part of the Work
A deep-dive brief format for teams using ai content collaboration with freelancers — clear role splits, fact-check scope, and handoff review.
Read →How to Brief a Freelancer When AI Is Doing Part of the Work
A deep-dive brief format for teams using ai content collaboration with freelancers — clear role splits, fact-check scope, and handoff review.
Read →How to Brief a Freelancer When AI Is Doing Part of the Work
A deep-dive brief format for teams using ai content collaboration with freelancers — clear role splits, fact-check scope, and handoff review.
Read →The AI Headline Formula: Writing Titles That Rank and Get Clicked
Most headlines fail before anyone reads the article. Here is the seo headline formula we use to write titles that rank in Google, surface in AI Overviews, and…
Read →X (Twitter) Ads for Small Businesses in 2026: Worth Testing or Skip?
X Ads are cheap per click and come with a real but narrowing B2B-leaning audience and a brand-adjacency problem that doesn't show up in your CPC. Here's who…
Read →How to Use AI for Content Research Without Hallucinating Sources
AI content research accelerates briefs but introduces hallucination risk. Here is the workflow we use to keep speed without publishing fabricated statistics.
Read →Microsoft Copilot Search: Is It Worth Optimizing For in 2026?
Copilot search pulls its citations from Bing's index, not a separate crawl, so 'optimizing for Copilot' is really just Bing housekeeping plus the same clean structure every answer…
Read →Building a prompt system for consistent brand output across your team
How to build a brand voice prompt system your team will use: three-layer structure, folder conventions, testing loop, and dynamic context injection.
Read →How We Use AI to Draft Client Strategy Decks (and Where We Always Rewrite)
How we use AI for ai strategy presentation work: the sections where it accelerates the work, the sections we always rewrite, and the editing process that keeps decks…
Read →Meta Advantage+ Shopping in 2026: When to Let the Algorithm Run the Show (And When Not To)
Advantage+ Shopping got genuinely better in 2026, but it still only outperforms manual campaigns under specific conditions. Here is the decision framework, the benchmarks, and the creative-volume problem…
Read →When to Pause a Meta Campaign and When to Let It Run
A decision framework for Meta ads optimization: the specific signals and thresholds that tell you whether underperformance is a learning phase or a structural problem.
Read →Does Schema Markup Actually Get You Cited by AI? What the 2026 Research Shows
A 1,885-page Ahrefs study and a separate Otterly experiment both found that adding JSON-LD schema does not meaningfully increase AI citations. Here is what the data actually shows…
Read →How to Brief a Video Editor for Paid Social: the Document We Use
A clear paid social video brief cuts revision rounds and produces better-performing ads. Here is the exact 8-field document we use to brief video editors for Meta and…
Read →How to Write FAQ Schema That AI Engines Actually Cite
FAQ schema is one of the fastest wins for AI citation — but only if the structure is right. Here's how we write FAQ blocks that appear in…
Read →Meta Lead Form Ads vs. Landing Page Ads: Which Actually Converts Better in 2026?
Lead form ads are cheaper per lead, landing pages produce better-qualified leads – here's the actual trade-off, a worked example, and how to decide which format fits your…
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