The author's latest articles: Iryna Voitovych

The effectiveness of inbound marketing is based on an understanding of exactly how consumers make their choices. This process is rarely strictly linear.

To properly link Instagram to Facebook, you need to distinguish between the different types of accounts within the Meta ecosystem, since confusion between a personal profile and a business page is the most common cause of errors during setup.

Ben Hunt's model is a tool that helps break down a customer's path to purchase based on their level of awareness and select the right messages for each stage.

From a business perspective, updating content is a sensible way to protect existing investments.

For businesses, CPL is the primary metric for measuring how effectively ads and landing pages convert cold traffic into initial leads.

Google's main focus in 2026 was the large-scale rollout and deep algorithmic integration of the AI Overviews (AIO) tool.

A content pipeline transforms the creation of content from a spontaneous creative process into a managed production system. In such a system, AI serves as a powerful assistant.

When user attention is limited, competition for each click increases, and the cost of customer acquisition rises, the way information is presented often matters more than the product itself.

Practice shows that content shared by employees generates higher engagement and better conversions compared to posts from official brand accounts.

Search Generative Experience (SGE) is Google's approach to search that uses generative artificial intelligence to generate concise, coherent answers to user queries.