Category: marketing
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Why AI is a Terrible Marketing Strategy (But an Incredible Co-Pilot)
If you own a small or medium business in New Zealand right now, you are likely operating under a cloud of anxiety caused by the explosive growth of artificial intelligence. We are all seeing the headlines, the nonstop LinkedIn posts, and the breathless predictions from self-proclaimed gurus. The dominant narrative seems to be split into…
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What Should Marketing Actually Cost a NZ Small Business in 2026?
Everyone has woken up to the world of marketing. Everyone is an expert. No one is talking about marketing budgets though. It’s the elephant in the room. If you’re a small-to-medium business in New Zealand, the question about ‘what to spend’ and ‘how much should it cost’ must have crossed your mind. Another thing to…
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What is Zero-Click Marketing?
Zero-click marketing is how NZ businesses build authority in an era where AI answers questions before anyone clicks. Here’s what it means and how to win
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The “Age of the Answer”: Why Your Website is Just Training Data (And How to Survive It)
The Quick Version: Stop building websites for humans to click, and start building them for AI to learn from. To win the “Zero Moment of Truth” in 2026, you must escape the “Blandscape” by leading with human conviction and treating your site as authoritative training data. Marketing isn’t hard; but it can be complicated. And…
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Search has changed
We use our little buddy to find things now, and we rely on them finding the right sources and giving us feedback that works for us. So how so you get on that list?
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You get what you pay for
Not because of my hourly rate, but because of the cost of being wrong. Most people hire “yes-men.” They want a mirror that tells them their ideas are brilliant. I am not a mirror. I am a filter.
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Let’s keep it simple.
In a conversation this week I was asked, what does Refinery23 do well? Great question, simple answer with a long back story. We simplify marketing. That’s it. How? Time and experience. You get to simplify things when you know how they work. That comes from time, from getting it wrong and wearing the scars. And…
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5 Minutes will Save You 120
Let’s do this right. I’ve watched businesses drown in bad ideas, a content loop and paid media that doesn’t quite hit. Never-ending cycles, no ROI and working for Meta and Alphabet instead of them working for you. I have a solution. Brown Bag Lunches I’m taking the pain out of marketing and giving you 40…
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Simplify Your Search: Top 10 SEO Actions for 2026
Marketing isn’t hard. It’s complicated. It’s about building a picture for your audience of your solution to their problem. SEO is no different. It’s simply ensuring that the people who have the problem can find your solution.
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How to nail lead generation
Lead generation is something that all businesses need to grow. It’s the lifeblood of sustainable cashflow, of healthy business and of success. And yet often the lead strategies employed don’t work.