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.

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

More WeWork


And yes, another link to another WeWork discussion, this time Ben Thompson’s insightful take. Of particular interest (which I haven’t seen highlighted elsewhere), is WeWork’s ability to abandon leases: The company also has another, rather unsavory, advantage in a recession: its opaque corporate structure. While there are many downsides to the fact that the “We Company” is a...

More WeWork lols


Further to my post a few days back, here’s Scott Galloway’s epic WeWork takedown. The last round $47 billion “valuation” is an illusion. SoftBank invested at this valuation with a “pref,” meaning their money is the first money out, limiting the downside. The suckers, idiots, CNBC viewers, great Americans, and people trying to feel young again who buy on the...

Tumblr and WordPress


Such a wonderful interview with Matt Mullenweg by The Verge, discussing Automattic’s purchase of Tumblr. Put aside the riches to rags story of Tumblr (sold to Yahoo for $1.1B in 2013, sold to Automattic for $3M in 2019 – supposably) and instead focus on the well meaning intent of both Verizon and Automattic: Their top priority was not trying to maximize the purchase price. There might...

SEO Myths


A good post from Databox outlining a ton of SEO myths.

The only one I’d quibble with is #40 – about hosting a blog on a subdomain (or even another domain). In the article they state that hosting a blog on a subdomain is a bad idea.

I’d simply counter this by saying that it hasn’t hurt HubSpot’s blog.

btw we covered this in depth in episode 157 of HubShots.

Seth on social


This post by Seth is spot on. Social networks have amplified this desire, at the same time they simplified the execution. Now you can waste time and dignity instead of money. Who can you tear down? How much time can you waste? What’s it worth to you to have more followers than the others?It’s a lousy game, because if you lose, you lose, and if you win, you also lose.The only way to do well is to...

WeWork IPO lols


It’s hard to get your head around the We Company train wreck that is heading this way.

Elizabeth Lopatto’s post on The Verge is a masterpiece in shining the light on impending chaos. Kinsey Grant at Morning Brew is a little more restrained, but equally dubious.

Who on earth will be buying shares?

Google and SEO and Examine.com


Interesting to read through the speculation on this thread, related to the negative organic impact that examine.com has recently experienced. The post from Kamal (co-founder of Examine) is useful reading. These things happen. I’m somewhat heartened that Danny has replied here, but not overly hopeful. This situation is unfortunately a reality in the organic search space. It happens all the...

Conspiracy theories


No matter what side you are on (if any) over the Jeffrey Epstein suicide, chances are you didn’t need much convincing – as noted by the New York Times.

An opinion, based on nothing but a headline, is all you need these days. As I lamented recently.

Reusable shopping bags


An observation. When the whole ‘ban the bag’ campaign came into effect in NSW last July I didn’t really give it much thought. A minor nuisance if anything – since we re-used the plastic bags from supermarkets as garbage bags and would no longer have that easy option – but overall not something I really cared about. I was probably cynical if anything – it seemed...

Social engagement


How many highly effective leaders do you know that manage their own social profiles? Working with marketing managers, we are increasingly seeing the marketing department managing the personal social profiles (eg LinkedIn) of their company leaders (eg CEO). And often, someone junior in the marketing team. They post on their behalf, engage, and even answer DMs on their behalf. And yes...

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