Mark Armstrong Media

Mark Armstrong Media Helping business owners stop overcomplicating content and find the story their customers actually care about so they can have more freedom and make more money.

18/09/2026

Your customers don’t need another picture of what you sell.

They need a reason to care about it.

Put the person who knows it in front of the camera. Let them explain why it matters, who it’s for and what somebody actually needs to know.

That’s exactly what I try to do with products at Sportlink.

Because the interesting bit usually isn’t the thing sitting on the shelf.

It’s the knowledge sitting behind it.

Four questions in this video. Save them and try them with whatever you sell.

What happens when someone asks AI to recommend a business like yours?That was the question I started asking while workin...
17/09/2026

What happens when someone asks AI to recommend a business like yours?

That was the question I started asking while working with Sportlink.

Because when I tested it, they weren’t showing up for the searches that mattered.

So I set about changing it.

Search habits are changing quickly. Your potential customers aren’t necessarily finding you in the same way they did a few years ago.

And if AI doesn’t know enough about your business to recommend it, somebody else can get that customer without you ever knowing they existed.

So try it.

Ask ChatGPT the sort of question your next customer might ask.

Does your business show up?

16/09/2026

We don’t really sell running shoes on Sportlink’s page.

Not very often, anyway.

Of course the shoes feature - they have to, but look through Sportlink’s best-performing posts from the last month and you’ll notice something.

Most of them aren’t really about shoes at all.

They’re about runners, the people who work in the shop, local races, customers, expertise.

The Norfolk running community Sportlink has been part of for more than 30 years.

Because people don’t want to follow a running shoe catalogue.

My job isn’t just to show people what Sportlink sells - it’s to give them a reason to know, like and trust the people they’ll eventually buy it from.

The reach on Facebook over the last month suggests that’s working pretty well.

14/09/2026

This didn’t quite go to plan.

A pretty brutal 13.8 miles representing Wymondham AC in the Round Norfolk Relay on Saturday.

I was disappointed with my run but we finished second in the mixed category…

I also got a couple of hours in the car with my dad on the way there.

Awful run but a pretty good day…. Sometimes you have to take the rough with the smooth and keep moving forward… literally 😂

11/09/2026

Your business probably isn’t boring - you might just be struggling to work out what’s worth talking about.

That happens in pretty much every industry.

So in this video I’ve deliberately used a financial adviser as an example - because on the face of it, financial services might be a bit dry.

But there’s loads there….

- Teach people something genuinely useful.
- Show them what your service actually changes for a customer.
- Let them see the people they’re potentially going to trust.

The content is already inside the business. A lot of the time, the difficult bit is spotting it and working out how to present it.

If you’re staring at your phone wondering what the hell to post, start with these three.

Save this post if you’re struggling for content ideas.

10/09/2026

Nike is being removed from the S&P 100 after 18 years.

Through my work with Sportlink, I think I’ve watched one small part of its problem play out in running.

While Nike moved towards selling directly to customers, other brands took more space in retailers.

Runners tried them and discovered they were really bloody good.

Nike looks like it’s fighting back but you can never assume that because customers chose you yesterday, they’ll choose you tomorrow.

You have to keep improving, listening and showing people why you’re worth choosing.

Nike gave its competitors space on the shelves.

Don’t give your competitors space in your customers’ heads.

09/09/2026

I reckon every business owner has felt like this at some point.

You finish one job, then remember another. Add it to the list, then another one appears…

Somewhere amongst the customers, emails, invoices and actual work, you’re also supposed to find the time to make sure people know your business exists.

It’s relentless but you don’t have to do everything yourself.

If creating content and keeping your business visible is one of those jobs that constantly gets pushed down the list, that’s something I can help with.

Credit to Dandelion Naturals for summing up the reality rather brilliantly.

08/09/2026

If your ChatGPT content sounds like ChatGPT, the problem might not be ChatGPT.

Give it your ideas, opinions, context and personality.

Use it to challenge your thinking and help shape what you want to say.

Then read the bloody thing before you post it.

AI should help you create better content - not make you sound like everybody else.

Save this one for the next time you open ChatGPT to write a post.

07/09/2026

You’re probably making it harder than it needs to be…

If you regularly find yourself staring at your phone thinking, “What the hell am I going to post today?”, there’s a good chance you’re overthinking it.

Some of the best content ideas are already sitting right in front of you.

You just need to get into the habit of spotting them.

Next time you’re stuck, have a look at:

1. Your inbox - what are customers asking you?

2. Your conversations - what have you found yourself explaining or talking about recently?

3. Your reviews - what do people keep saying they value about what you do?

4. Your camera roll - what have you actually been doing that you could tell a story about?

5. What’s happening around you - is there something topical or relevant that you genuinely have something to say about?

Save this and come back to it next time your mind goes completely blank.

Hopefully it’ll save you from staring at Instagram for 20 minutes before giving up and doing something else.

06/09/2026

Sub-40 at Run Norwich - that was the goal today.

A few hills, a questionable race photo and 39 minutes and 36 seconds later…

Job done.

Absolutely love this race - there’s something special about running through the streets of Norwich with so many people out supporting.

39:36 - I’ll take that.

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