We started in the trade press on purpose, and the nationals followed The instinct is to swing for a Tier 1 outlet first. We did the opposite. The setup: a manufacturing-tech client with a genuinely no…
We skipped the news sites and pitched a newsletter Everyone chases publications. We chased an inbox. The setup: a B2B analytics client whose target buyers all read the same independent industry newsle…
We picked a fight with a statistic everyone repeats There's a productivity statistic — you've seen it, the "it takes 21 days to form a habit" one — that's quoted endlessly and supported by almost noth…
One placement that became forty, because of a wire We stopped counting placements and started counting syndication. The setup: a travel client whose previous campaigns chased a dozen mid-tier blogs. L…
A records request became our biggest scoop The client, a road-safety nonprofit, had no budget for a survey and no proprietary data. What they did have was patience and a public-records request. We fil…
We killed the report and built a calculator instead The client had spent good money on a 40-page mortgage-trends report. It earned four links. The PDF was a dead end — nobody linked to a download, the…
