Hi, I’m Craig Bailey and this is my personal blog where I write about technology, web strategy, and general musings. You can read my posts here. (If you are looking for the Content is King post by Bill Gates it is here)

I run two digital agencies in Sydney:

The first is XEN Systems. We help government departments and mid-large B2B technology companies with their online strategy, including content marketing, SEO, SEM and Social. You can find out more about what we do here.

The second is XEN Solar, where we help high quality solar companies (dealers, installers) with their digital marketing.

Craig Bailey presenting

Latest stories

Test and Measure

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In our podcast, Ian and I are always reminding our listeners to ‘test and measure’ – that is, to continually test new things and check if they work. If they do, double down. If they don’t, testing something else. Here’s an example of Instagram making changes based on analysing results. You don’t need to understand the actual item in the Insta example, instead...

Changing your mind

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More from Rory Sutherland, this time on the benefits of business as a means for changing your mind: And herein lies one magic quality of business. It is the only area of human activity where you get paid to change your mind.In politics, in punditry, in academia, there is great value attached to consistency. Changing your mind risks loss of face. Your ability to deliver plausible generalisations...

Paving the cow paths

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A good reminder of two things in this article in The Spectator: Things are so much better now than they were decades agoTry to rethink and improve, rather than just rehash In particular I learned the phrase: paving the cow paths which basically means automating something without actually thinking about whether it’s the right thing to do. The phrase’s origins appear to be: When the...

HubSpot post on chatbot strategy

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Sometimes I worry about posts like this from HubSpot. The opening sentence references Gartner predicting that by 2020 customers will manage 85% of their enterprise relationships without interacting with a human… Interesting stat. Turns out it is from a brochure for a Gartner event in 2011: Which is not to say it isn’t true and accurate… perhaps it still is. But I’d love to...

Alcohol advertising

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I wonder* how long it will be before alcohol advertising is banned in Australia – on television, radio, magazines, bill boards, bus shelters, online, etc. And further, how long before it is banned from TV shows in the form of regular activities (ie normalising). In Australia we banned tobacco advertising in 1976. The topic itself is complex, as are the costs to society. Part of the problem...

That’s all for WeWork for now

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I’m just as sick of the WeWork shenanigans as you are I’m sure. So will make this my final (I hope) link to a WeWork story for a long, long time… “We have decided to postpone our IPO to focus on our core business, the fundamentals of which remain strong,” WeWork’s newly appointed co-CEOs Artie Minson and Sebastian Gunningham said on Monday. “The...

Revegetation on Lady Elliot Island

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Such an encouraging story – about the regeneration of Lady Elliot island from pretty much a dustbowl, to a thriving ecosystem. Everything about this story is sooo good, from the initial plans of just planting trees, through to the goal self-sufficiency by this Christmas. However the real triumph is that it is possible for anyone to accomplish: “So, for me, let’s fix Lady Elliot...

My iPhone Home screen

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Every so often I add a screenshot of my home screen – purely for fun when looking back in the years to come. Here it is as of 28 September 2019 – on my black iPhone SE running iOS 13.1

I use some iPhone wallpaper hacks from here.

About Craig

I'm the co-host of HubShots and the CEO of XEN - helping mid-large B2B companies with their digital marketing and lead generation.

Craig Bailey

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