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

Bonus: More ads


Not sure if this is real or doctored, but it’s pretty funny – and also spot on in terms of the ‘experience’ that Google (especially on mobile) is heading to. via Valentin Pletzer. It reminds me of when The Onion was taking the piss out of men’s razor blades – Google seems to be doing the same thing with their ad coverage: fuck everything we’re going to 5...

You have no privacy (still)


A good insight into how much your web and app activity is tracked by advertising and third party tools. Most marketing people will be aware of this, but if outside the industry you may be shocked. New sites were the worst: Among all the sites I visited, news sites, including The New York Times and The Washington Post, had the most tracking resources. This is partly because the sites serve more...

Modern marketing expectations


A good post from Scott Brinker, inspired by Tim Fishburne on what the expectations of a CMO are these days. From Scott’s post: The real challenge is that everything Tom listed in his strip is, indeed, what we now consider the responsibility — officially or unofficially — of marketing leadership:– Grow the business– Make customers happy– Deliver amazing experiences–...

HubShots 168: HubSpot Attribution


In episode 168 of HubShots, Ian and I chat through what attribution means in terms of marketing. Turns out it means different things to people. Here’s a few different ways people think of attribution: the HubSpot timelinethe HubSpot Sources Reportthe HubSpot Attribution reportthe Google Analytics channels report These are all correct in their own context. For some enterprises though...

How to tell if a person’s LinkedIn profile is managed by an intern


It’s pretty easy – check what they do on weekends.

Further to my post last week, if they are engaging on weekends (ie replying etc, not the scheduled updates) then there’s a good chance they are actually managing it themselves.

But if all the engagement is on weekdays (and in business hours no less!) then chances are the marketing team (and likely an intern) is managing it.

News spinning like 2005


This article from HuffPost about article spinning news sites is kinda bizarre – it’s like bad SEO from the mid-2000s all over again.

I’ll bet it started as a joke – after all they didn’t even use a decent synonym algorithm – and spiralled into success.

What’s old is new again.

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...

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