Forfatter: Laura Lewis

The adoption and integration of AI tools have transformed how we find and engage with information. Generative tools are now embedded into our working lives, and “answer engines” are increasingly summarising results before a single website link appears.

Where SEO and search engine ranking once kept marketing teams busy, the goal has now changed. Today, the golden ticket is ensuring that AI draws information from your website and not someone else’s.

Let’s put this in context. Picture the scene: Erik, a production engineer in Stavanger, is tasked with finding an oil service company to manage solids on a high-rate well. He doesn’t turn to Google. Instead, he pastes the brief into an AI assistant because it’s faster than trawling through ten PDFs. The assistant returns a tidy plan with cost bands and citations. Erik now just needs to validate it – so he clicks on the source: ideally, your website.

This behavior isn’t fringe anymore. Official SSB data suggests that in 2025, more than half of Norwegians aged sixteen to seventy-nine used generative AI tools in the preceding three months. The habit is normalising.

Why this matters for your website

The shift in search behavior changes what your website needs to be.

It’s no longer enough to have a digital brochure that lists services and contact details. To be visible, and credible in an AI-driven world, your website must function as part of a larger digital ecosystem.

AI systems, and the humans that are steering them, reward companies that demonstrate expertise, structure, and accessibility. That means your website needs to do more than look good; it needs to work hard, feed your other channels, and actively support business growth.

From brochure to ecosystem

In a connected digital environment, your website, content, SEO, social media, campaigns, analytics, and even CRM or lead-generation tools need to work together to support business goals and build credibility.

In practice, this means a website should:

• Act as the core hub for all digital communication
• Integrate with other tools such as analytics, lead tracking, and social content
• Support business development through structured content and clear user journeys
• Reflect technical expertise while making it easy for clients to find what they need
• Evolve with the company – not just visually, but strategically

A website should operate as an active business tool – capturing insight, driving engagement, and connecting every digital touchpoint to measurable outcomes.. Think active and purposeful. Not static or cosmetic.

The reality of the shrinking the click pool

With AI summaries now increasingly sitting above everything else, fewer people click through to the links beneath. That shift won’t reverse.

If clicks are scarcer, the winners are the sources which both assistants and humans perceive as authoritative. That means your best thinking and proof points must sit on your website. They need to be presented with clarity, structure, and evidence, so that your site is easy to cite and easy to trust.

When Erik scrolls past the overview and chooses a link, he’s looking for depth and decisiveness. Your job is to meet that intent: answer the question clearly, show your workings, and reduce risk with specifics (numbers, ranges, methods, standards).

Professionals aren’t wary of AI anymore; they’re wary of false claims. Your website exists to lower that risk with verifiable detail and practical guidance.

What to publish

You need to build a credible bank of relevant content.

1. Start with the questions your buyers keep asking.

Give credibility to your content through transparency and clarity – what to expect, how it compares to alternative options, typical pitfalls, and realistic outcomes.

If you make third-party references or claims, include a source link. If you’re including data, try to add a table, diagram, or chart – anything that turns a paragraph into a reference point. The goal is to make your page something an engineer would bookmark and an AI assistant would happily cite.

• Optimise for SEO and AIO (AI optimisation): Traditional SEO still matters, but it’s no longer the whole story. You need to optimise both for search engines and for AI assistants that scan, summarise, and cross-reference your content.

Practical steps include:

• Use clear structure: Break content into logical sections with descriptive H2 and H3 headings that mirror the questions your buyers ask.
• Be intentional with keywords: Use natural, topic-relevant phrases in headings, introductions, and meta descriptions – not keyword stuffing, just clear signals.
• Add context and connections: Include internal links to relevant case studies, product or service pages, and FAQs. This helps both users and AI understand how topics fit together.
• Show who’s behind the content: Add author names, roles, and (where relevant) technical backgrounds. Expertise and accountability build trust.
• Make it personal and current: When you publish the content, add a short intro when sharing it on LinkedIn or email, link back to the article, and include a “last updated” date on the page itself. Regular updates show that the information is maintained, not abandoned.
• Think in answers, not slogans: Open sections with direct, concise answers to the question, then expand with detail, examples, and references. This mirrors how answer engines work. If SEO helps people find you, AIO helps AI understand and trust you. You need both.

3. Build depth, not just volume

A handful of strong, well-structured articles will do more for your digital ecosystem than thirty thin blog posts. Focus on:

• Topics that sit close to your core services
• Processes or decisions that carry risk or cost for your buyers
• Areas where you genuinely have stronger insight than your competitors

Depth signals seriousness. It tells both humans and machines that you’re not just joining the conversation, you’re equipped to lead it.

4. Keep it alive

An ecosystem needs maintenance. Schedule periodic reviews of your key articles to:

• Refresh data, examples, and standards
• Add new case references or lessons learned
• Retire or merge outdated content

This isn’t about chasing trends; it’s about making sure that when someone lands on your article – or an AI pulls from it – the advice still holds.

Turning your website into an ecosystem

For many companies, the gap isn’t ambition, it’s capacity. Teams know their website should be doing more, but time and resources are focused on operations, tenders, or delivery.

We work alongside our clients to help create content plans and develop consistent articles to support business ambitions and help share their story.

We started this process with FourPhase back in 2022, before AIO was even a concept. Today they have a bank of specialist insights – structured, searchable, and increasingly cited by AI tools.

In an AI-driven world, this is no longer a “nice to have”. It’s how your website earns authority. So if you haven’t already, move the mindset for your website from online brochure to online ecosystem, and let your expertise do the heavy lifting.

Let’s be honest, it takes time and effort to create good quality website content. It’s a monthly service we deliver for many clients as we all recognise that it’s good to engage audiences and improve SEO. But a common mistake is to accept that work ends after hitting “publish” – the content is shared once and is then lost in the archives. 

That’s a missed opportunity…

Good content has a long shelf life, and when properly managed, it can continue to deliver value for months, even years after its initial release. If you’re thinking “why would I share it again, I don’t want to bore people”, then don’t fear, repurposing and resurfacing your best content isn’t repetition — it’s smart marketing. 

Why repurposing content matters

Let’s start with the big picture: content repurposing is about getting more mileage from your existing content. But why is it so important? 

Here are three key reasons: 

1. Reach new audiences 

Not every visitor sees your content when it’s first published. Maybe they weren’t following your company back then, or maybe the timing wasn’t right. By resurfacing older content, you get a chance to reach a new audience—people who may not have seen your original post. This is particularly powerful if your content is evergreen (timeless topics that remain relevant). 

2. Reinforce key messages with your existing audience 

Even if your audience did see your content the first time, it’s worth resharing. Repetition can help reinforce important messages, ensuring your audience internalizes them. Frequency matters. Resurfacing quality content helps you stay top-of-mind for your audience and ensures your brand’s key messages are consistently reinforced. 

3. Boost SEO and organic traffic 

Fresh content is great for SEO, but updated content is even better. Search engines reward pages that are kept relevant over time. By revisiting, updating, and resharing your content, you give it new life in the eyes of Google and other search engines. You’re signalling to the algorithm that your page is still relevant, which can help you climb higher in search rankings and attract more organic traffic. 

How should you do it?

To repurpose content effectively there are some best practices which will help maximize the impact of your content over time. 

1. Identify your evergreen content 

The first step in a repurposing strategy is to identify your evergreen content—pieces that have long-term relevance. Unlike news articles or trend-based posts, evergreen content covers topics that remain valuable regardless of time. For example, core educational topics within your area of expertise. Our client FourPhase has a fantastic bank of content, much of which can be classed as evergreen – check it out here.

Tip: Review your website analytics to see which posts have consistently brought in traffic over time. These are prime candidates for resurfacing. 

2. Update old content for relevance 

Before resharing content, make sure it’s up to date. Revisit your older posts and check for outdated information, broken links, or design issues. A simple content refresh – like adding updated statistics, key dates, refining key points, or integrating new insights, can make your article feel new again. 

Tip: SEO / Google loves updated content. By tweaking and refreshing older posts, you can improve their rankings in search results. 

3. Change the format 

Another powerful way to repurpose content is by changing its format. Here are some ideas: 

• Turn blog posts into infographics: visual content is highly shareable and can reach audiences that prefer quick, digestible information. 

• Repurpose blog articles into social media posts: take out a key point and reiterate it  

• Create videos or podcasts from your articles: video and podcasts are hugely popular and effective mediums. Converting written content into engaging audio or video formats can expand your reach to new audiences. 

4. Strategically reshare on social media 

Simply resharing old content on social media without a plan won’t generate results. Approach it strategically by pairing it with current events, recent trends, or upcoming product launches. 

Example: If you wrote a blog post six months ago about a product which is particularly applicable in the middle east, then re-share it in the run up to ADIPEC.  

Using these moments to tie old content to current conversations increases its value and encourages engagement from your audience. 

5. Optimize for SEO – again 

If you’re updating content, it’s also a good time to reoptimize for current SEO trends. Research new keywords related to your topic and integrate them naturally into your post. Look for new opportunities to improve meta descriptions, image alt texts, and URL structures. 

Resurfacing content not only brings value to your audience but also signals to search engines that the content is still relevant and useful. 

6. Consider other channels  

Email marketing or LinkedIn newsletters are a great way to re-engage your audience, and repurposing your content can be a credible inclusion. Consider curating a monthly or quarterly email / LinkedIn newsletter series, where you reshare latest news, combined with some of your most valuable posts.  

A recent LinkedIn newsletter we launched for Ace Well Technology got over subscribers in the first month (20% of their LinkedIn audience). Sharing good quality content keeps your subscribers engaged and drives them back to your website. 

Work smarter

Honestly, there is a real irony to this blog, as we wrote it after discussing how we could “just” reshare an older website article as a social post! Once we started to talk about resharing we couldn’t resist writing this! 

However, the point is – smart content marketing isn’t always about producing new content. You can extend the life of your existing content by refreshing, updating, and resharing.  

Our next social post will be a re-share!! 

With the Offshore Northern Seas (ONS) conference approaching, the relevance of corporate giveaways is a question we’ve been asked a lot recently. What’s our take on it?

Aligning giveaways with your brand

The primary consideration for any corporate giveaway should be how well it supports and reflects your brand. Giveaways shouldn’t be arbitrarily; they should convey your organization’s message and values. For instance, one of our clients specializes in transmitting power and data through a pipe. For them, charger cables make an ideal giveaway, symbolizing their core functionality. If your company prides itself on precision, why not give out branded rulers? If safety is your primary concern, consider reflective items. The key is to make a logical choice that ties the giveaway item directly to what your company stands for.

Environmental considerations

In today’s eco-conscious world, the disposable nature of giveaway items is a critical factor. Environmental priorities are more important than ever, and plastic or throwaway items are increasingly frowned upon. Opt for sustainable choices that reduce waste and demonstrate your company’s commitment to the environment. Reusable, eco-friendly items are not only practical but also leave a positive impression on recipients.

Practicality is key

The best giveaways are those that recipients can use in their daily lives. Practical items such as pens, reflective accessories, sports gear, and chargers are always appreciated. People love items that serve a purpose beyond the initial excitement of receiving them. A well-chosen practical giveaway can keep your brand in the minds of recipients for a long time.

The popularity of consumables

Consumable giveaways, such as food and drink, are consistently popular, especially when the weather supports your choice – ice creams are always a hit on a hot day! However, these choices also need to be balanced with environmental impact considerations. For example, branded water may be practical but it often leads to a significant amount of plastic waste. Consider alternatives like reusable water bottles or eco-friendly packaging to minimize environmental harm.

Conclusion

Corporate giveaways remain relevant, but their success hinges on thoughtful selection. Choose items that align with your brand, offer practical use, and demonstrate environmental responsibility. By carefully considering these factors, your giveaways can effectively promote your brand and leave a lasting, positive impression on your audience.

With delicious aromas filling the air, Stavanger is once again abuzz as thousands of people flock to the streets for the 26th annual Gladmat food festival, held from June 26 to June 29, 2024.

Gladmat, meaning “happy food,” is Norway’s largest food festival, attracting around 250,000 visitors each year. This event showcases the culinary delights of over 150 exhibitors, ranging from local producers to innovative food processors and catering businesses. Gladmat has grown into one of Norway’s largest cultural events and a prominent brand in the Stavanger region, demonstrating the power of collective marketing.

The power of collective marketing
Collective marketing is the collaboration of like-minded businesses to create a mutually beneficial event. Despite some businesses’ reluctance to partner with competitors, combining forces can craft a compelling narrative that captivates local audiences, media, and buyers. The power of working together gives a wider reach more than a single business could manage alone.

For collective marketing to succeed, participating businesses must share target markets and values. Finding the right partners is key. When these align, collective marketing can be used as a strategy across various industries. For example, we recently helped our client Izomax deliver an Isolation Technology Day, in collaboration with their competitors ValveTight and IKM Testing.

By creating a synergy, you not only benefit from increased brand awareness for all participants, but practically this approach also shares the organizational and financial burdens, making it a cost-effective marketing strategy compared to running an event alone.

So, with that food for thought, we’re going to tuck into these delicious waffles. Happy food everyone!

For more information on Gladmat visit: https://www.gladmat.no

In Hollywood the awards season may be coming to an end, but in the energy sector it’s all go!

This week the Offshore Achievement Awards took place in Aberdeen and ONS announced that the application portal for the ONS Innovation Awards is now open.

Some of our clients are previous award winners and industry accolades like this can really help highlight emerging technologies. In addition, awards can help companies:

Increase credibility
Winning awards can significantly enhance a company’s credibility within the energy sector and beyond. It demonstrates to stakeholders, clients, and partners that the company is at the forefront of innovation and leading positive change in the industry.

Stand out
In a crowded marketplace, receiving industry accolades can help a company stand out from competitors. Being recognized for groundbreaking developments or initiatives highlights the company’s unique value proposition and sets it apart as a leader in the field.

Create great PR & marketing opportunities
Awards provide excellent material for PR and marketing campaigns, allowing companies to generate positive publicity and raise awareness about their achievements. Whether through press releases, social media announcements, or feature articles, winning awards can amplify a company’s visibility and reputation.

Boost morale internally
Earning recognition through awards not only celebrates the company’s success but also boosts morale among employees. It validates their hard work, fosters a sense of pride in their contributions, and motivates them to continue innovating and striving for excellence.

Attract talent or investment
For companies looking to attract top talent or secure investment, awards serve as powerful endorsements of their potential and credibility. Being recognised for innovation and contributions to energy transition can attract skilled professionals who are passionate about working for a forward-thinking organisation, as well as investors who see value in supporting sustainable initiatives.

Over the next few months, it’s also going to be possible to apply for these well recognized sector awards:

Hart Energy ESG Awards – deadline 5 April 2024
Open to producers, operators, services companies and midstream companies in the oil and gas industry, these awards recognise organisations for their environmental, social, governance or overall ESG impacts and accomplishments.

More information: https://www.hartenergy.com/form/energy-esg-awards

ONS Awards – deadline 22 May 2024
First launched in 1982, these well-established awards recognise cutting-edge technology and solutions in the energy sector. Submissions are now open.

More information: https://www.ons.no/all-you-need-to-know/awards

ADIPEC Awards – deadline TBC
It’s possible to register your interest now, to be kept up to date with the awards details. These awards recognise the pioneers driving transformative change toward a sustainable future. Since ADIPEC is the biggest event in the Middle East, they are not to be missed if this is a key sector for your company.

More information: https://www.adipec.com/awards/

Gulf Energy Excellence Awards – deadline 12 July
With categories across upstream, midstream and downstream, these US based awards recognise and celebrate cutting-edge technological developments and exceptional leadership in the industry.

More information: https://e2awards.com/

Hydrogen awards – deadline 27 November
For those operating in this emerging sector, these awards have been launched to recognise enterprise, innovation and excellence in relation to bringing hydrogen to market, across various sectors.

More information: https://hydrogenawards.com/

Platts Global Energy Awards – deadline TBC

Having run for 25 years, these awards honor organisations and individuals in the energy industry who are dedicated to achieving excellence. The 2024 entry page is not live yet but we anticipate award entries being opened in the summer. Keep an eye on the website.

More information: https://www.spglobal.com/commodityinsights/global-energy-awards

If the prospect of applying for an industry award appeals to you, but you don’t know where to start with the application, then please reach out. We’ve supported many clients with award entries and would happily help you create an entry, designed for success!

“It’s the most wonderful time of the year…” and whether you’re physically out and about or digitally browsing / viewing, there is no getting away from the fact the festive season is approaching.

While the kids are writing their Santa letters, we are busy writing company social media content, and at this time of year we are often asked:

“Should we post a holiday message on LinkedIn?”

“Do people like Christmas card style posts?”

“Is it culturally acceptable to post Christmas content?”

What’s the answer?

Honestly, there is no correct or definitive answer to this. How you communicate as a business depends on several factors, so here are a few things that are worth considering and reflecting on when deciding the best holiday messaging strategy for your business:

• Does it align with your brand values:

Never produce content for the sake of it. Consider how holiday messaging aligns with your brand values. If the festive season resonates with your company culture, go ahead, spread the joy. However, if it feels forced or inconsistent with your brand, it might be worth exploring alternative ways to engage your audience. Perhaps an end of year summary or 2024 outlook piece would work better. Giving calendar appropriate content, but from a different perspective.

• Acknowledge diversity:

Many of our clients have an international focus and a customer base in regions which don’t share the same seasonal traditions. If you have a global audience, be mindful of cultural differences, but don’t automatically omit holiday post content, particularly if you’re from a country which does celebrate the holiday. Instead, consider creating content that focuses on universal themes like gratitude and reflection, rather than being overly focused on the big guy in a red suit. This inclusivity demonstrates an understanding and respect for your diverse audience, while enabling you to acknowledge your own traditions too.

• Consider your terminology

 Be mindful of the language you use in your holiday messages. Consider the diversity of your audience and opt for inclusive terms like “Happy Holidays” or “Season’s Greetings” to encompass various celebrations, rather than “Merry Christmas”. This can help your message speak to a broader audience. Also consider this from a visual, as well as verbal perspective and if relevant, select, or create images that are less aligned with a particular cultural reference… we are thinking of the big guy again!

• Know your audience:

Consider who your audience is and what resonates with them. If your B2B clientele appreciates a more formal tone, ensure your holiday messages reflect that professionalism. On the other hand, if your audience engages well with a more relaxed approach, feel free to inject humour and warmth into your seasonal content. Also consider whether you are communicating for your clients, or if this content is more about employee engagement. Tailoring your messages to suit the preferences and expectations of your specific audience ensures that your holiday communication hits the right note.

• Show your personality:

If you do want to embrace the festive spirit, then it’s a great time to infuse personality into your posts. Share behind-the-scenes glimpses of your team decorating the office tree or remotely celebrating. People connect with people, and the festive season is all about connecting and celebrating. So don’t shy away from letting your human side shine through and demonstrating your company culture by showing off your personality.

• Balance is key:

Maintain a balance between festive content and your regular industry-related posts. If you do want to join in the holiday cheer, then maintaining a mix of content keeps your audience engaged without overwhelming them. Of course, Christmas countdown style campaigns can be fantastic ongoing content in December, but ensure the message is one that can last the duration and keep resonating, rather than boring your audience and turning them into the Grinch.

• Spread goodwill:

Whether you align it with a wider holiday message or not, the end of the year marks is an annual milestone and opportunity to express gratitude for the last 12 months. So, thank your clients, partners, team, and followers for their support throughout the year. Authentic appreciation goes a long way and sets a positive tone for the upcoming year. Remember, there’s no one-size-fits-all approach. Your holiday communication should be an extension of your brand identity. So, take a moment to reflect on what feels right for your business, and have fun spreading the festive cheer… if you choose to do so!

As a local female business owner, our Founder and Managing Director, Laura Lewis, was asked to speak at a PWN Norway event. We thought it might be interesting for others to get insight into what she said. So here is a summary of her talk. Hope you enjoy it…

In preparation for this evening’s talk, I reached out to a few friends and asked them a simple yet thought-provoking question: What does a tipping point mean to you? The responses I received were as diverse as they were intriguing. One friend jokingly referred to her husband, another spoke of her kids, and someone even quipped about the perfect moment when a wine bottle tips just right into a glass – a delightful analogy, although not exactly what I was aiming for.

So, I turned to Google and discovered a plethora of definitions, some veering toward discussions about climate change, others diving into societal tipping points where a significant portion of society alters its behaviour. Then, there’s Malcolm Gladwell’s well-known book, “The Tipping Point,” which delves into how minor changes can lead to major impacts.

Regardless of where you look for a definition, one thing is clear: Tipping points are abstract, and each of us likely has our unique interpretation of what they entail. However, as an English graduate, the classic Oxford English Dictionary definition resonates most with me: “Tipping points are a series of small changes that result in a bigger change.”

Fundamentally, tipping points are all about change, and I’d like to illustrate this with an analogy, which as I skier I particularly cherish: the avalanche. Picture a mountain blanketed in snow, slowly accumulating layer upon layer. Over time, this snowpack reaches a critical depth, and it takes just the smallest addition—a single snowflake, a gust of wind, or the sun’s glare—to trigger an avalanche, dramatically reshaping the landscape. The buildup of snow represents the accumulation of factors or conditions that eventually reach a point of no return—a decision—the tipping point.

Now, let’s bring this concept closer to home. How many of you are not originally from Norway but now find yourselves living here? I, too, share this experience. Each of us likely has a unique story, but I doubt any of us simply woke up one morning and boarded a flight to Stavanger. The tipping point that led us here was the culmination of a series of smaller incidents.

For me, it began when my husband started traveling to Norway more frequently for work. Eventually, he was asked to work Monday to Friday in Stavanger, a challenging proposition for a pregnant wife with a new puppy. After the birth of our son, when the request came again, we decided it wasn’t feasible: either we all move, or none of us do. So, in 2016, we relocated to Norway, a significant and life-altering change.

As we’ve established, tipping points signify change, and they can be viewed from both negative and positive perspectives. Negative tipping points often evoke the feeling of being “tipped over the edge,” but they can also serve as catalysts for transformation and substantial growth. These points in our lives can:

• Be transformational: leading to significant change.
• Result in growth: if recognized, they can be leveraged.
• Enable informed decisions: they offer foresight for planning.
• Facilitate adaptation: in a state of change, agility is crucial.
• Fuel personal growth: opening new opportunities.
• Create societal impact: encouraging innovation.
• Empower us: enabling positive change.

The last point is especially significant. Tipping points often culminate after incremental changes, and recognizing them allows us to identify, control, and harness their power for personal empowerment. Although it might be an uphill battle, we can lay the foundation for change by putting in the necessary building blocks.

Change can be accompanied by feelings of uncertainty, resilience, and excitement. Remember, no change means no growth.

Now, let’s delve into the process of identifying tipping points in our lives. Do any of you recall the character Rachel from the TV show Friends when she ran through her life plan at her 30th birthday party? Well, I was a bit like that, working diligently toward my plan in my early twenties. My focus was firmly on climbing the career ladder, and by the age of 28, I had achieved the title of Vice President of Marketing, Branding & Communications for Archer VP—a significant milestone, or so I thought.

However, life has a way of revealing new perspectives. I had a serious boyfriend at that point, who is now my husband, and I soon realized that the corporate world, with its demands and the feeling of being pulled in all directions, was not quite as glamorous as it seemed. I knew that to achieve the next items on my plan, I needed a change.

Opportunity knocked when I stumbled upon a job opening with a small company that used sports to engage employees. They organized corporate sports tournaments, and they were in need of a marketing manager to shake things up. With my passion for sports and organization, I saw a thrilling opportunity. I accepted the job offer, even though it meant a 50% pay cut and a shift from a large corporation to a small team of eight. I was well aware of the dramatic change that awaited me, but I embraced it.

Intuition and gut instinct play vital roles in identifying tipping points. Knowing yourself and your skill set is crucial. Patterns in our lives can provide clues to impending shifts, and self-reflection on past tipping points can help us identify future ones. Whether these tipping points are substantial or subtle, recognizing them is valuable because they pave the way for empowerment.

Tipping points also mark the end of a buildup or accumulation, and once identified, we gain the ability to control and harness their power. They may require effort, but the incremental nature of change allows us to set the stage for the transformation we seek.

Furthermore, the outcome of one tipping point can serve as the starting point for another journey. For me, moving to Norway was a pivotal tipping point in my life. At that time, the oil and gas industry was in a downturn, I didn’t speak Norwegian, and I couldn’t start working until my son started barnehangen. I felt like I had lost my identity and craved something more. Despite the challenges, I leveraged my background and network to start my own business.

I began as a freelancer, offering flexibility to support different companies while accommodating my family. I joined the SR bank Grunderhus and embarked on the journey of building my business. Along the way, I became inspired and co-founded Requestify, a music app designed for collaborative playlists. This journey was like a rollercoaster, typical of startup life, and I tried to manage both businesses. Eventually, I committed to Project Neon and dedicated myself fully to my own company.

The point I’m making here is that the path to a tipping point isn’t always linear. We learn, adapt, and grow, embracing the changes along the way.

When making decisions and implementing small changes to reach a tipping point, it’s essential to consider what success means to you. Society often imposes expectations of what success should look like, but it’s a deeply personal concept. For instance, my definition of success at 28 was drastically different from what I aspire to today. Even during my seven years with Project Neon, my perception of success has evolved.

Initially, I wanted the freedom and flexibility of being my own boss, with control over my work hours to accommodate my family. However, as the business grew, so did my responsibilities. Success transformed from personal work-life balance to ensuring my team’s quality of life, a shift that continues to guide my decisions.

Change inevitably involves aspects of risk and vulnerability, but sometimes tipping points are entirely out of our control. Take, for example, the inevitability of certain life changes for us as females, such as menopause. While we can’t stop these changes, we can empower ourselves to navigate them effectively.

To do so, we must:

• Acknowledge inevitability: understand that change will happen.
• Maintain a positive mindset: embrace change as an opportunity for transformation.
• Empower with knowledge: seek information and demystify the process.
• Make healthy choices: prioritize nutrition, exercise, sleep, stress management, and mental health.
• Cultivate adaptability: embrace the ups and downs of the journey.
• Build a supportive network: find your tribe, share experiences, and seek advice.
• Practice self-kindness: understand that it’s okay to struggle and take care of yourself during challenging times.
• Tipping points offer the opportunity to redefine what you want in life, and one tipping point can lead to another.

To conclude, I’d like to leave you with a beautiful quote from Viktor E. Frankl:

“Between stimulus and response there is a space.
In that space we choose how to respond.
In our response lies our growth and our freedom.”

This quote underscores the idea that we are in control, and we have the power to choose how we respond to tipping points. Yes, the journey to a tipping point can be daunting, and it may bring stress, pain, and anxiety. However, it also presents opportunities for transformation, growth, and freedom. In that space between stimulus and response, we have the ability to take the small steps needed to create a tipping point.

Change is not always easy, but it is always a chance for growth. Embrace it and remember that every tipping point is an opportunity in disguise.

Do you ever question whether your marketing material is delivering the right message? Are you developing the right type of content? Are you activating on the right channels? We all strive to stand out from the crowd and effectively communicate our distinctiveness, but how can we ensure we’re achieving this goal?

At Project Neon, when we start working with a new client, we kick-off with a “discovery” phase. This involves holding a workshop to explore the client’s business, goals, understand their offerings, the value they deliver, their target market, and more. Armed with this knowledge we then conduct a marketing audit, as a crucial part of this process. But what exactly is a marketing audit?

Defining the marketing audit

A marketing audit comprehensively evaluates a company’s marketing messages, activities, strategies, and assets. It involves a systematic and objective analysis of the different marketing materials and channels, and their alignment with the organization’s goals. Consider it a thorough check-up of your marketing endeavours, aiming to identify strengths, weaknesses, opportunities, and threats.

The purpose of a marketing audit

The primary purpose of a marketing audit is to gain a holistic understanding of the current marketing landscape (establishing a benchmark) and identify areas that can be improved or optimized (how you can grow). Our goal is to see whether your marketing activity reflects and delivers, based on the information shared in the workshop. It explores your marketing approach, allowing us to give you our expert opinion and advice. Then you can make informed decisions and course corrections.

The value of a marketing audit

This audit is more than just a paperwork exercise. We ensure that marketing audits deliver valuable insights and create clear actionable outcomes. Here are some of the key benefits of conducting a marketing audit:

1. Evaluating your message:
   Your marketing messages serve as your brand’s voice, shaping how your target audience perceives you. Does your message resonate with your intended audience? Is it effectively conveying your unique value proposition, and differentiating you from competitors? Is it easy to understand? Are you delivering the same message across your different marketing channels, or do they differ? By looking at what you’re saying and how you’re saying it, it’s possible to evaluate your messages’ clarity and consistency, you can refine your communication strategy for maximum impact.
   
2. Assessing target market alignment:
   Understanding your target market is crucial for successful marketing. A marketing audit examines whether your current marketing efforts align with your target audience’s preferences, needs, and aspirations. By assessing what you are doing now we can help you refine your strategies to better connect with your ideal customers, driving higher engagement and conversion rates.
   
3. Optimizing marketing channels: In today’s fast-paced digital landscape, businesses utilise numerous marketing channels, from your website, social media, to email campaigns and content marketing. A marketing audit assesses the effectiveness of your current channels and how they connect you to your target market. There’s no point in spending hours on Facebook content if your customers aren’t there. Equally if you’re investing in attending an event, then are your other channels strategically aligned to maximise exposure? By reviewing and allocating resources strategically it’s possible to leverage the proper channels, maximize your reach and improve your return on investment (ROI).
   
4. Reviewing marketing assets:
   Your marketing collateral, such as websites, brochures, ads, and videos, represent your brand visually and verbally. A marketing audit evaluates these assets’ quality, consistency, and relevance, ensuring they align with your brand identity and effectively convey your message. This review helps identify outdated or ineffective materials which need to be refreshed or replaced to maintain a strong brand presence. Equally it can identify gaps in your toolkit.
   
5. Identifying growth opportunities:
   by taking a step back and taking a clear look at what you’re doing, it’s also possible to see where there are gaps in your marketing strategy. It helps you see where you can expand your reach, penetrate new markets, or capitalize on emerging trends.

Fundamentally a marketing audit benchmarks your current efforts and gives everyone the insight needed to evolve and improve going forward.

They say knowledge is power and to us, at Project Neon, having this information about a client’s existing marketing efforts from the start, helps us add value and do our role more effectively. Since every company is different a rounded understanding lets us ensure the work, we do for a client is specific to their needs, not just based on generalisation.

What do you think a marketing audit on your company would tell you? We’ll leave you think on that…