Storytelling isn’t about clever copy. It’s about perspective

You’re already doing marketing. You're just not tracking It.

In this highlight from Marketing From the Front Line, Blake speaks with Lisa Reynolds from Iota about a reality many business owners miss. If customers are finding you, marketing is already happening. They unpack why relying on “what’s always worked” eventually limits growth, how failing to track where leads come from blocks smarter decisions, and why most businesses spread themselves too thin across platforms without data to back it up. This clip digs into audience clarity, the danger of unplanned marketing, and why writing a proper strategy often feels uncomfortable, but is the moment real growth starts. If you think marketing is optional because the business is ticking along, this episode will challenge that assumption fast.

Storytelling isn’t about clever copy. It’s about perspective

In this episode of Marketing From the Front Line, I’m joined by John Elbing, strategic storyteller and author of Story Building, to talk about why so many businesses struggle to connect with customers, even when their product or service is solid. We get into what it really means to take the customer’s standpoint, why most websites fail at the first moment of recognition, and how businesses accidentally design marketing that works for themselves rather than the people they want to reach. John shares hard-won lessons from building brands across startups and global companies, including what didn’t work when he tried to scale his own visibility. We also talk about consistency, credibility, books as marketing assets, where AI helps and where it actively gets in the way, and why differentiation matters more now than ever in a sea of sameness. If your marketing feels “fine” but not effective, this episode will challenge how you think about brand, messaging and growth.

Why your website is never finished

Most businesses treat their website as a one-off project. Build it, launch it, move on. The problem is, websites do not stand still. Behind the scenes, technology changes, user expectations shift, search engines evolve, and security risks increase. When a website is left untouched, it doesn’t stay the same. It quietly loses performance, visibility, and reliability. In this episode of Marketing From the Front Line, Blake breaks down why the “set and forget” mindset is one of the most damaging assumptions in modern marketing. You’ll learn what a website actually is, why it naturally degrades over time, how this impacts SEO, user experience, and trust, and what businesses should be thinking about instead. This is not about redesigns or trends. It’s about understanding your website as a long-term business asset and why ongoing care matters more than most people realise.

AI in Marketing - useful, dangerous, and why humans still matter

In this highlight episode of Marketing from the Frontline, Blake revisits key moments from his conversation with Simon Hancott to unpack the real impact AI is having on marketing right now. They explore where AI genuinely adds value — from content ideas and FAQs to supporting SEO — and where it creates serious problems, including noise, sameness, and declining content quality. The conversation covers: * Why traditional SEO fundamentals still matter in an AI-driven world * How FAQs, schema, and real questions improve visibility * The growing volume of AI-generated content and why it’s frustrating audiences * Why algorithms are rewarding volume over quality (for now) * Why AI lacks taste, judgement, and an understanding of human behaviour * How differentiation and contrarian thinking are becoming even more important This episode isn’t anti-AI — it’s about using it properly. AI can support marketing, but it can’t replace human insight, experience, or taste. And businesses that rely on it blindly risk blending into the noise. If you want to understand how to use AI without losing what makes your marketing effective, this episode will give you a grounded, real-world perspective.

Turn the festive break into strategic advantage

Blake Sweeting goes deep on Christmas business strategy: lessons from 2025, hard truths, advanced frameworks, and how to use the festive break for real advantage. No fluff, just actionable insight for leaders who want to win in 2026.