On today's episode of Marketing Unzipped, I have the pleasure of interviewing Fiona Scott of Scott Media.

Fiona and I have worked together since the early days of The Pursuit Agency and I couldn't wait to have her as a guest on the show because she has so much knowledge and wisdom to share and as you hear she's had an AMAZING career as a journalist before starting her PR business.

Scott Media isn't your normal PR agency. Fiona operates as a newsroom and is a journalist for her clients, writing their press releases and supporting them to make their businesses visible to the business world. I can honestly say working with Fiona is one of the best decisions I ever made. because when I go to football or meet up with family and friends they'll tell me about opening the paper and seeing me in it or logging onto the internet and there I am on a news website! And that right there is the power of PR!

Fiona shares about crisis management explaining what it is and giving an example that she had to spend a bank holiday weekend dealing with!

If you're looking for a PR partner who works with you in your business and you like what you hear and want to have a conversation head to www.scottmedia.uk or pop her an email at fiona@fionascott.co.uk

https://thepursuitagency.com/

“What if you could create a full marketing campaign — emails, social posts, ads, even a launch plan — without hiring a copywriter or spending hours in front of a blank screen?

In today’s episode, I’m pulling back the curtain on something that’s changed the way we run marketing — not just for our clients, but for ourselves too. This isn’t another fluffy conversation about AI. You won’t hear me say ‘just ask ChatGPT to write your content.’ What I’m sharing today is a playbook.

A prompt-by-prompt breakdown of how we’ve used AI to: Write full onboarding email sequences Create Facebook ads that convert Build out short-form video scripts And even help plan our marketing funnels — based on the actual customer journey we want to move people through In fact, I’ve got the exact prompts we used — and I’m going to read you the responses we got. You’ll hear the kind of answers that came straight from the AI, based on our real input, in real business use cases. These aren’t throwaway tactics.

This is what we’re doing right now in our agency — using AI to build marketing systems that save time, reduce creative bottlenecks, and give our team a head-start on everything from content planning to campaign copywriting. Here's what you’ll get out of this episode: A real understanding of how to use AI strategically — not just for content, but for decision-making and structure Prompts you can copy, tweak and run today — whether you're a solo founder or leading a growing team And a complete downloadable playbook with every prompt and example we cover.

So, whether you’re struggling to get content out consistently, you want to launch a new campaign but feel stuck, or you’re just curious about how AI could actually support your business — not replace you, but support you — stick around. Because we’re about to turn AI into your best junior marketer, strategist, and creative partner — all rolled into one.”

Head to https://marketing.thepursuitagency.com/aipromptsheet to download your prompt sheet today!

https://thepursuitagency.com/

In today’s episode, I’m diving into a challenge every ambitious marketer eventually runs into: how do you scale without losing grip on the strategy, the systems, or your sanity? Maybe this sounds familiar—leads are rolling in, but everything feels reactive. Campaigns are last-minute, data's all over the place, and your team is exhausted.

It’s like fueling a rocket... with confetti.

But it doesn’t have to be that way.

I’m breaking down the three essential pillars of a marketing system that actually scales:
1.Strategic Clarity
2.Systemized Execution
3.Performance Feedback Loops
These pillars aren’t just buzzwords. They’re the foundation of every high-performing marketing system I’ve helped build—inside my agency and with countless clients.

✨ 1. Strategic Clarity
If you don’t know where you’re going, any tactic will look appealing—but none will take you anywhere meaningful.

Strategic clarity means stepping back from the noise and asking:
•What are we trying to achieve?
•Who exactly are we speaking to?
•Why should they care?

I see too many businesses skip this step or answer it superficially. That leads to “scaling chaos”—campaigns that feel like guesswork, misaligned messaging, wasted budget, and burned-out teams.

I break down the frameworks we use in the agency—like our Messaging Framework and Campaign Brief Templates—and how they’ve helped transform lead quality and win rates, just by tightening the strategic lens.

🔁 2. Systemized Execution
The best strategy in the world means nothing if you can’t execute it consistently.
Here’s the hard truth: if someone on your team leaves and no one can pick up where they left off, you don’t have a system—you have a knowledge silo.

Systemized execution is about building repeatable, documented processes that free your team from constant reinvention.

I’m sharing real examples from The Pursuit Agency and how we went from scrappy and reactive to streamlined and scalable—without losing creativity. Including:
•SOPs for recurring marketing tasks
•Checklists and workflows
•Campaign templates
•How your tech stack fits in

Think of it like McDonald's operations—but for your marketing.

📈 3. The Performance Feedback Loop
Scaling without data is flying blind.

But not all data matters. Vanity metrics like impressions or traffic can distract you from the real goal: business growth.

I talk about building a simple, effective feedback loop:
•Track what actually moves the needle (like lead quality and CLV)
•Build lightweight dashboards (even in a Google Sheet!)
•Review performance consistently
•Use insights to make better decisions

One SaaS client we worked with grew trials by 60% in two months—not by doing more, but by acting on the right data.

⚙️ Bringing It All Together
These three pillars work like interlocking gears. If one’s broken, the whole machine falters. Most marketing chaos I see comes down to a missing or misaligned pillar.
So I wrap up the episode with a Mini Audit to help you evaluate your system and take action—starting this week.

And I tackle some of the most common questions I get, like:
•Should we outsource or build in-house?
•How often should we reassess?
•Can small teams use this framework too?
(Spoiler: yes—they especially should.)

🎯 Final Thought:
Scalable marketing isn’t about doing more. It’s about doing the right things, the right way, and knowing what’s working.

Pick one pillar you know needs work. Block out 60 minutes this week. And start rebuilding it with total intention.

And hey—if you need a fresh pair of eyes, drop me a message. I’d love to help you out.

https://thepursuitagency.com/

What if I told you that traditional SEO is no longer enough? That your content could be top-notch, your keywords dialled in, and yet, still invisible where your audience actually spends their time? Welcome to the era of Search Everywhere.

Today, we’re unpacking one of the biggest shifts in digital marketing strategy: the transformation from search engine optimisation to what I like to call 'Search Everywhere Optimisation.'

It’s no longer just about ranking on Google. Discoverability today stretches across YouTube, LinkedIn, Instagram, TikTok, Amazon—even within the feeds and internal search bars of every major platform. And the rules of the game? They’re changing fast.

In this episode, we’re going deep. We’ll trace where SEO started, how it's evolved, and why marketers need to rethink their entire approach to visibility. By the end, you'll walk away with practical strategies to ensure your brand shows up where your audience is actually looking.

Back in the early days of the internet, SEO was pretty straightforward—almost crude, really. If you wanted to rank on a search engine, you stuffed your page with keywords, loaded up on backlinks, and hoped no one noticed your white text on a white background. It was the digital Wild West.

But then came the era of Google dominance. With it, a steady stream of algorithm updates—Panda, Penguin, Hummingbird—each one refining how search engines understood content. Suddenly, quality mattered. Relevance mattered. And so did user experience.

We saw mobile-first indexing become the norm. Page speed, site structure, and content depth started to influence rankings. Marketers shifted focus from just 'keywords' to intent. SEO matured into a discipline that required real strategy—grounded in empathy for how users search and what they expect to find.

But here’s the thing: while all eyes stayed fixed on Google’s SERPs, a quiet revolution was brewing elsewhere. People weren’t just searching on search engines anymore—they were discovering through social feeds, app stores, marketplaces, and more. The path to content was fragmenting.

That’s where we find ourselves today: at the edge of a new frontier. The old SEO rules? Still relevant—but only as part of a much bigger picture.

'Search Everywhere Optimisation' is a mindset shift. Instead of focusing solely on Google, we start thinking holistically about discoverability. It's about understanding that people are searching—actively or passively—on platforms far beyond a single search bar.

https://thepursuitagency.com/

Welcome to another episode of Marketing Unzipped! Today, we’re diving into the world of video marketing with none other than Matt Robinson, a video production extraordinaire who joined our team about a year ago. As our very first podcast guest, Matt brings a wealth of knowledge and insights into the power of video content, storytelling, and maximizing the impact of your video marketing efforts.

From First Camera to Full-Fledged Video Pro

Matt’s passion for video began at a young age when he first got his hands on a camera. That early obsession led him to immerse himself in the art of recording and editing, constantly learning and refining his craft. His first professional video shoot was arranged by his then-boss, who sent him out to create promotional content for a local barbershop. That experience set him on a path that would shape his career in video production.

Why Do People Act Differently on Camera?

One of the most fascinating insights Matt shares is how people tend to become a completely different version of themselves when the camera starts rolling. Suddenly, even the most confident individuals can become awkward or sound nothing like they do in real life. We talk about ways to overcome that, helping people feel more natural and authentic in front of the camera to create compelling, engaging content.

The ROI of Video Marketing

A common question we get asked is: “What will my ROI be on these videos?” The answer isn’t one-size-fits-all—it depends on how you use your videos. If you take the time to plan strategically, you can maximize your investment by repurposing your video content across multiple platforms. A well-thought-out video can become:

• Social media clips
• Blog content
• Email marketing assets
• Promotional material for ads
• Educational resources for your audience

Matt’s Challenge for Listeners

To wrap up the episode, Matt leaves us with a practical task: Think beyond just creating a single video. Instead, plan your content in a way that allows you to generate multiple videos from one shoot. This will give you a steady stream of content that can be repurposed across different platforms, multiplying your reach and impact.

Listen Now

If you’re looking to harness the power of video marketing and want actionable strategies to get the most out of your content, this is an episode you don’t want to miss!

https://thepursuitagency.com/

In this episode of Marketing Unzipped we talk about the Conversion Rate Conundrum!

What if I told you your website might be bleeding potential customers—and you don’t even know it?

You’ve done the work. The ads are running. Your SEO’s firing. Traffic is coming in.

And yet… conversions are nowhere near where they should be. Sound familiar?

If you’ve ever stared at your analytics wondering why visitors aren’t turning into leads—or worse, into customers—this episode is for you. We’re going to break down eight key reasons why your website may not be converting and, more importantly, what you can do about it.

The eight reasons that we cover today include:
1.You’re attracting the wrong traffic. A common misconception is the belief that more traffic automatically leads to more conversions. While increasing website visitors is essential, it's the quality of that traffic that truly matters!
2.You’re using the wrong marketing channels. Building upon the importance of quality traffic, we’ll explore the significance of selecting the appropriate marketing channels. Even with a well-defined target audience, using the wrong platforms can hinder your conversion efforts.
3.Your value proposition isn’t clear. We delve into the concept of the value proposition and its critical role in conversion optimization. A compelling value proposition clearly communicates the unique benefits your product or service offers, distinguishing you from competitors.
4.Your site doesn’t build enough trust. It’s one of the most underestimated components of conversion—yet it’s absolutely foundational.
5.Your load times are too slow. Site speed has a direct, measurable impact on conversion rates. A delay of just one second can reduce conversions by up to 7%, according to HubSpot.
6.Your conversion path is confusing. Even with all the right elements, if your site’s navigation or conversion path is confusing, you’re putting unnecessary barriers in the way.
7.Your CTAs are too weak. The final nudge. The closer. And yet, so often, they’re an afterthought.
8.You’re not following up effectively. Even if someone converts—downloads a guide, signs up for a free trial, or books a call—the journey doesn’t end there. And if you don’t follow up effectively, all that effort to get the conversion might still go to waste.

So, get comfy, grab a notebook and get comfy while you learn about why your website content isn’t converting for you!

https://thepursuitagency.com/

In this episode of Marketing Unzipped, I dive into the fascinating world of storytelling in marketing. I explore how crafting compelling narratives can help you build deeper connections with your audience, influence decision-making, and ultimately drive business growth. Throughout the episode, I share real-world examples, actionable tips, and insights on how businesses can master the art of storytelling to stand out in competitive markets.

Storytelling is crucial in marketing and branding because stories engage emotions, making your message memorable. A strong narrative helps simplify complex ideas for your audience, and authenticity is key. Being real, relatable, and human is what really draws people in. I also share some practical tips, like adding personal anecdotes to create meaningful connections with your audience.

One memorable quote from this episode is: "People don’t remember data points – they remember stories. If you want to stick in your audience's mind, you need to tell a story worth remembering."

If you enjoyed this episode, I’d be incredibly grateful if you left a review or shared it with someone who could benefit from improving their storytelling skills. Got a great storytelling success story of your own? Drop me a message – I’d love to hear it!

https://thepursuitagency.com/

In today's episode of Marketing Unzipped, we dive into the powerful world of content auditing. Take a listen to find out how one of our clients increased their organic traffic by 106% using the strategies we share today!

During this episode we'll look at why your content might be underperforming. Learn why online content can generate little to no organic traffic and how to change this.

Thanks to AI generated content flooding the internet, search engines are getting smarter and user attentions are shorter than ever meaning the digital landscape is CONSTANTLY changing.

By regularly auditing your content you'll be able to identify what's working, what needs updating and what content gaps you need to fill. This can be really powerful for your future content and your digital marketing!

Some of the tools we discuss include:

• SEMRush & Ahrefs – For deep insights into keyword performance and backlinks.
• Google Search Console – The closest data to "truth" for understanding search performance.
• Screaming Frog – Ideal for identifying technical SEO issues like broken links, duplicate content, and redirect chains.

To find out more about what The Pursuit Agency does head to https://thepursuitagency.com/

https://thepursuitagency.com/