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

PPC Trends for 2020


Yes the 2020 posts have started already! Brace yourself…

A useful post (as always) from ConversionXL, covering some of the key trends in PPC for next year.

Key points:

Automation of your advertisingAI (of course!)Video ads (eg Google’s Bumper Machine) Responsive search ads become the norm



“Let’s not confuse getting better at stuff with being a better person. One is a much bigger priority than the other.”

From the October 22 note in The Daily Stoic.

TikTok clubs


Everything changes so quickly: The embrace of the app at this school is mirrored on scattered campuses across the United States, where students are forming TikTok clubs to dance, sing and perform skits for the app — essentially drama clubs for the digital age, but with the potential to reach huge audiences.And unlike other social media networks, TikTok is winning over some educators, like Michael...

Olympic Destroyer


Fascinating extract from Sandworm on Wired, covering the cyberattack on the 2018 Olympics Opening Ceremony in South Korea. The attack highlights the incredible sophistication in place, and has ramifications for all major events, the upcoming US election of course being top of mind for many: As the 2020 election approaches, Olympic Destroyer shows that Russia has only advanced its deception...

Samsung security


I don’t normally write about phone issues, but this is kinda unbelievable: Samsung says that it plans to release a patch for its phones’ in-display fingerprint sensors as early as next week, after reports emerged that the biometric security method could be rendered useless by certain screen protectors. The issue relates to some “silicone screen protecting cases,” according to Samsung, and...

Critical thinking time


Last week I flew up to Brisbane to spend the weekend with my business coach and 9 other businesses (who are also working with him). It was an entire weekend away from day to day stuff, and instead concentrating on future stuff – planning how to grow our respective businesses. I’m pretty dubious about group activities like this – it tends to be the blind leading the blind unless...

Test and Measure


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


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


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...

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