Field Note 13: Why good marketing work gets stuck
Why education marketing can feel lonely and what to do when organisational barriers, weak infrastructure, and compliance concerns block better results.
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Field Note 12: A small GEO result, a week after publishing
Discover how a user-focused, authoritative article created with a custom GPT influenced Google’s AI Overview for English Express.
Field Note 11: What I’ve learned about cadence in digital marketing
Checking marketing data too rarely can waste budget. Checking too often creates noise. Learn the best weekly, monthly, and quarterly review rhythm.
Field Note 10: How to get more consistent marketing outcomes?
Marketing budgets are hard to defend without data. Learn how education marketers can track KPIs like visibility, traffic, conversions, applications, and enrolments to prove ROI.
Field Note 9: AI Search – Questions, not just keywords
AI tools now answer student questions using web sources. Learn what this shift means for SEO, content, and visibility-and how to adapt.
Field Note 8: I bet against Google … and lost
What if your biggest marketing channel went to zero? Learn how to diversify student recruitment, experiment safely, and build a resilient email list.
Field Note 7: Productivity = doing less
Doing more with less in 2026? Raise productivity by removing low-impact work first. A practical approach for education marketers.
Field Note 6: Making sure your teamwork adds up
Doing more with less starts with focus. Define ideal students, competitors and 3 USPs, then set goals, budget and KPIs to avoid wasted effort in 2026, always!
Field Note 5: Making limited marketing resources count
Many years ago, I got this question from a client, a marketing manager at a faculty. “We need more leads. Can we double our ad budget?” Well, no.The ads were already showing to anyone searching for keywords that were relevant to the course. I could probably force more people to fill in a lead form, but…