Love it or hate it, everyone’s seen it. Google’s AI Overviews are changing the way your search results appear. Now, AI-generated summaries will often answer user questions before the usual list of site links we’ve come to expect. In fact, 47% of Google Search results now include an AI Overview – at least, according to AI […]
If you’re hoping to create one perfect piece of content so manipulative that it sends your site straight to the top of Google Search, I’ve got some bad news. Exactly how Google’s algorithm works remains a bit of a mystery. What Google has made crystal clear, however, is how its team assesses the quality of […]
At Base Creative, Christmas isn’t just about ticking off the last to-dos of the year – it’s about giving back when and where we can. This year, we’re continuing a tradition close to our hearts by donating £1,000 across three fantastic initiatives we have worked with over the last 12 months. To decide how that […]
It might be the end of another year, but there will be plenty of time to reminisce later. Instead, why not use this time to set your organisation up for a successful 2025? I’ve asked our team to explain their predictions for 2025 across all of our areas of expertise – social media, search, content […]
This is an article to help you get better at story-driven marketing within your organisation or for your clients. I’m not talking about your old school wishy-washy once upon a time style storytelling. This is about drawing out the kind of authentic stories your colleagues (or clients) don’t even know they’re hiding. It’s about getting […]
You know your business needs to use LinkedIn. With over a billion users, LinkedIn is the premier platform for connecting with your investors, customers, employees, industry peers and other stakeholders. You’ve only got one question. What should your organisation actually post about? So many businesses know that there are big benefits to engaging with their […]
Base Creative has achieved B Corp™ Certification! It shows that we have met high standards of verified performance, accountability, and transparency on factors ranging from sustainability and employee benefits to charitable giving and supply chain practices. As a milestone, our certification underscores our commitment to leveraging our digital marketing expertise to have a positive impact […]
“Thought leadership” has become an essential part of B2B marketing. Ever since Google’s helpful content update, it’s been more important than ever for your organisation’s team members to be producing high-quality, informed content in their areas of expertise. What is thought leadership? Articles, LinkedIn posts, blogs, videos – all of this comes under that umbrella. […]
On 1st July, Universal Analytics will stop processing data. UA will be permanently replaced by Google’s new reporting platform, Google Analytics 4. To help you prepare for this transition, we have compiled all of our GA4 information into one place, ranging from guides to FAQs and deep-dives into specific features including cookie-less tracking, API quotas […]
Understanding multi-market paid strategies is crucial to the success of any social media marketing campaign. I recently had the opportunity to speak at the International Social Summit in Barcelona, collating experiences from the past year to share some advice for organisations planning their own paid campaigns across multiple regions. The Problem Running a multi-market campaign […]
Think of an advert. Any advert. What came to mind? Maybe it was the Go Compare singer, policemen with kids’ voices eating Haribo sweets, or the Old Spice man. Maybe, from some deep groove in your brain, a single phrase rang out, as easy to remember as your mother’s name or your earliest childhood memory: […]
This short guide will teach you how to track your marketing campaigns using UTM parameters. Also referred to as a custom URL, a UTM tag is a customised snippet of text (called a parameter) that is added at the end of a website address. This UTM tag allows you to track and identify the traffic […]
