ROI from content marketing, PR, and community building is not about quick results and sustainable formulas. It's a long-term game that can bring cosmic returns if you know the right metrics and approaches to follow. In this article, we will analyze how to calculate ROI, what it is, and why even experienced marketers often fail with it. What is ROI and why is it important ROI (Return on Investment) is a metric that measures the return on your investment. The ROI formula looks like this: (Revenue - Costs) / Costs × 100%. It sounds simple, but when it comes to content marketing and PR, things get more complicated. What is ROI in simple terms? Imagine: you invested $1000 in content creation and received $3000 in revenue. ROI is 200% - not bad, right? But this is where the nuances begin....

Just imagine: you commission ChatGPT to write a post for Instagram. And instead of a lively and recognizable "brand voice," you get a dry message like "Dear users, in today's digital marketing world...". The text seems to be correct, but it is colorless, devoid of emotion and intonation that keep the audience's attention. This is the main risk of working with neural networks in SMM: they are great at generating words, but they don't understand how to sound like a brand. As a result, your posts turn into a generic corporate template that gets unsubscribed from faster than emails with banal greetings. How to teach AI to speak your language: to convey your brand's character, emotional tone, and unique style. We will show you how to create a simple Tone of Voice guide, how to formulate queries to neural networks...

UX design in advertising is like a secret ingredient in McDonald's: everyone seems to know that it tastes good, but not everyone understands how to achieve it. Meanwhile, creatives with the right UX generate 3-5 times more conversions than the usual "beautiful picture with text." If you still think that ux is only for websites, and advertising is just bright banners, then this article will change your mind about advertising creatives. After all, a modern user sees up to 10,000 advertising messages a day, and will pay attention only to those that "reach out" to his or her needs. What is UX in advertising creatives in simple words UX in creatives is when your targeted ads don't annoy the user, but become part of their natural experience on the Internet. Just imagine: a person is scrolling through social media, looking...

In the world of arbitrage and digital marketing, creatives make all the difference. One visual can take a campaign to the skies, while another can drain a budget to nothing. But it's not just about colors or pictures. More and more often, designers talk about the tone of voice in the visual, the very "vibe" that the audience feels when they see an ad. It can be a serious presentation with graphs or a meme you send to a friend at two in the morning. And it's this tone that determines whether people will stop at your creative. We talked to Kateryna, Leadpanda's designer, about how she captures this tone and turns images into creatives that "take up space in the user's head." In this conversation, we'll share honest insights on how to understand when a visual is burning out,...

Ten dates without a spark is painful, but you have to keep going. And honestly, the problem is not in the font. The problem is in the message with which people are addressed, and in the fact that they are speaking to the "wrong people" or in the wrong way. This is a text for those who have spinning impressions but no action. The goal is simple: learn how to change your tone and delivery so that the right eyes finally respond. What is "tone in visuals" Tone is not "what font to use", although the font also plays a role in perception. But it is a way of conveying an idea: calmly or persistently, with humor or business, "leading by the hand" or "pressing in the forehead". The manner of the text is created by the headline, body text,...

Marketing in Ukraine today is faced not with a lack of ideas, but with a reality where news can “eat up” any product presentation, and the advance of trust is very easily taken away. Creative is a tool, and our digital specialists are quite good at using it (although of course not all of them). But there is also a problem in the general context. Therefore, further on — about what exactly breaks sales efficiency and how to adapt to it so that the results please. Who will it be useful for For marketing managers, business owners and employees of creative professions who “have creativity, but little effect”. If you are here now — it’s definitely for you! Context diagnostics: changes after the invasion Before discussing the “5 reasons”, it is necessary to record four structural changes in society that...

Once upon a time, the idea that a machine could write an advertising text or a banner for social media sounded like a science fiction story. However, 2025 proves that artificial intelligence has become commonplace in marketing, and specialists who know how to work with it save businesses money. An AI marketer is a person who combines the experience of a strategic marketer, data analyst, and neural network trainer. A marketer without AI today is like a barista without a coffee machine or a bayer without a tracker: you can work, but it is expensive, long, and nervous. The world is not waiting, and while someone is suffering with spreadsheets, neurons are already generating strategies, calculating ROI, and selecting tracks for viral Reels. This article will help to understand why AI marketers will become more valuable every year, what skills...

In 2025, memes have become a part of marketing funnels as organically as Facebook targeting or push notifications. In arbitrage chats, communities, and TikTok, they don't just make you laugh, they warm up the audience, break down the brand-customer barrier, and make people like things they would never click "Buy." Why is this? Because memes are a universal language of trust. They are not perceived as advertising, they create a sense of "one of their own" and disperse content across communities faster than any selling banner. And most importantly, it's the cheapest way to warm up a cold audience before you pitch them a commercial offer. Let's see how memes fit into the funnel, why they sometimes sell better than offers, and how to measure their effectiveness so that you don't end up being just "the same brand that makes...

Marketing is not all about the "Buy" button. Content, PR, and community rarely generate sales here and now, but they build the most valuable things: reputation, recognition, and audience loyalty. It's like training before a marathon: you don't have a finish line yet, but you're already building up your fitness. According to the Digital Marketing Institute, content marketing can generate 3 times more leads at 62% lower costs than classical advertising. PR raises brand awareness to the level where you are recognized without a logo, and HigherLogic shows that active communities increase customer engagement by 21%. And all this sounds good until a funder comes in with a direct question: "Where are the numbers?" In order not to answer "this is a long-term investment" with a dreamy look out the window, you need KPIs, specific indicators that will prove that...