{"id":187479,"date":"2025-05-13T04:22:25","date_gmt":"2025-05-13T09:22:25","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=187479"},"modified":"2025-05-13T04:40:47","modified_gmt":"2025-05-13T09:40:47","slug":"brew-framework","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/brew-framework\/","title":{"rendered":"The B.R.E.W. Framework: How We Decide Which Marketing Ideas to Pursue"},"content":{"rendered":"\n<p><span style=\"font-weight: 400;\"><\/span><\/p><div class=\"intro-txt\">At any point, any marketing team has infinite ideas and opportunities.<\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">New technologies, channels, strategies, and tactics are constantly emerging. It\u2019s impossible for any team to pursue every&nbsp;idea.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">What do you do then? How do you vet each idea and decide which one to invest resources in?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">We\u2019re no strangers to this problem too.&nbsp;<\/span><\/p>\n\n\n\n<p>That\u2019s why we decided that we needed a consistent way to vet ideas. Not just to pick the best ones, but to also understand why we were pursuing them.<\/p>\n\n\n\n<p>Getting things done is good, but you also need to be strategic and avoid wasting time and resources on initiatives that won\u2019t move the needle.<\/p>\n\n\n\n<p>So we created the B.R.E.W. framework.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is the B.R.E.W. Framework?\" data-section=\"what-is-brew-framework\"><!-- notionvc: 7e077fa8-5fee-4933-8955-938625babaeb -->\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-187479-_jppippyyqpkn\"><\/a>What is the B.R.E.W. Framework?<\/h2>\n<\/div><\/div><!-- notionvc: e2e82d8a-33ff-40ac-b839-9a3abfbc06c0 -->\n\n\n\n<p>The BREW framework stands for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>B<\/strong>usiness potential<\/li>\n\n\n\n<li><strong>R<\/strong>each<\/li>\n\n\n\n<li><strong>E<\/strong>ffort<\/li>\n\n\n\n<li><strong>W<\/strong>ho<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"1200\" class=\"wp-image-187480\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/b-r-e-w-framework-for-vetting-marketing-ideas.jpeg\" alt=\"B.R.E.W framework for vetting marketing ideas\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/b-r-e-w-framework-for-vetting-marketing-ideas.jpeg 960w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/b-r-e-w-framework-for-vetting-marketing-ideas-340x425.jpeg 340w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/b-r-e-w-framework-for-vetting-marketing-ideas-768x960.jpeg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\"><\/figure>\n\n\n\n\n\n<p>Let\u2019s unpack each&nbsp;part:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-187479-_el4gob2wpb2f\"><\/a>B: Business Potential<\/h3>\n\n\n\n<p><em>\u201cHow well can you pitch your product?\u201d<\/em><\/p>\n\n\n\n<p>We score every marketing idea from 0-3 based on how essential our product is to the problem.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>3 \u2014 Our product is an irreplaceable solution to the problem<\/li>\n\n\n\n<li>2 \u2014 Our product helps quite a bit, but isn\u2019t essential to solving the problem<\/li>\n\n\n\n<li>1 \u2014 Our product can only be mentioned fleetingly<\/li>\n\n\n\n<li>0 \u2014 There\u2019s no clear way to mention our product<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1565\" height=\"1600\" class=\"wp-image-187481\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/scoring-business-potential.jpeg\" alt=\"Scoring business potential\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/scoring-business-potential.jpeg 1565w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/scoring-business-potential-416x425.jpeg 416w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/scoring-business-potential-768x785.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/scoring-business-potential-1502x1536.jpeg 1502w\" sizes=\"auto, (max-width: 1565px) 100vw, 1565px\"><\/figure>\n\n\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-187479-_f1s5uc3os14m\"><\/a>R: Reach<\/h3>\n\n\n\n<p><em>\u201cWho will see this and how&nbsp;many?\u201d<\/em><\/p>\n\n\n\n<p>Reach isn\u2019t just about numbers; it\u2019s also about relevance. A viral tweet or TikTok video might get millions of views and charge you with dopamine, but if they\u2019re all random people, then it\u2019s just&nbsp;noise.<\/p>\n\n\n\n<p>For example, I once went viral on Threads. I didn\u2019t even get one new follower<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1122\" height=\"646\" class=\"wp-image-187482\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/my-viral-post-on-threads.png\" alt=\"My viral post on Threads\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/my-viral-post-on-threads.png 1122w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/my-viral-post-on-threads-680x392.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/my-viral-post-on-threads-768x442.png 768w\" sizes=\"auto, (max-width: 1122px) 100vw, 1122px\"><\/figure>\n\n\n\n\n\n<p>Contrast this with my colleague Louise\u2019s <a href=\"https:\/\/ahrefs.com\/blog\/track-analyze-ai-traffic\/\">article on how to track AI traffic<\/a>. The keyword she targeted didn\u2019t have much search volume:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1072\" height=\"264\" class=\"wp-image-187483\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/almost-no-search-volume-for-the-keyword-track-ai.png\" alt=\"Almost no search volume for the keyword &quot;track AI traffic&quot;\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/almost-no-search-volume-for-the-keyword-track-ai.png 1072w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/almost-no-search-volume-for-the-keyword-track-ai-680x167.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/almost-no-search-volume-for-the-keyword-track-ai-768x189.png 768w\" sizes=\"auto, (max-width: 1072px) 100vw, 1072px\"><\/figure>\n\n\n\n\n\n<p>But her article was read by decision makers, even influencing them to make a change in their workflow:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"847\" height=\"784\" class=\"wp-image-187484\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/a-dm-from-a-fellow-marketer-saying-how-he-started.png\" alt=\"A DM from a fellow marketer saying how he started tracking AI traffic based on our blog posts\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/a-dm-from-a-fellow-marketer-saying-how-he-started.png 847w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/a-dm-from-a-fellow-marketer-saying-how-he-started-459x425.png 459w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/a-dm-from-a-fellow-marketer-saying-how-he-started-768x711.png 768w\" sizes=\"auto, (max-width: 847px) 100vw, 847px\"><\/figure>\n\n\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-187479-_iwq8syqeryvu\"><\/a>E: Effort<\/h3>\n\n\n\n<p><em>\u201cHow much time and resources would you need? And is it even worth&nbsp;it?\u201d<\/em><\/p>\n\n\n\n<p>Assessing effort isn\u2019t just about the hours required; it\u2019s about understanding the hidden costs and implications:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Time<\/strong>: How long will this realistically take to complete?<\/li>\n\n\n\n<li><strong>Manpower<\/strong>: Do you have sufficient resources available internally?<\/li>\n\n\n\n<li><strong>Dependencies<\/strong>: Are you reliant on other departments, external vendors, or technology?<\/li>\n\n\n\n<li><strong>Risk<\/strong>: What\u2019s the likelihood of things going wrong or unexpected challenges arising?<\/li>\n\n\n\n<li><strong>Opportunity cost<\/strong>: Every minute spent on one idea is a minute lost elsewhere. Could your effort be better allocated elsewhere?<\/li>\n<\/ul>\n\n\n\n<p>Rather than shying away from ambitious, high-effort ideas, always start by asking: \u201cWhat\u2019s a lower-effort version of this we can test&nbsp;first?\u201d<\/p>\n\n\n\n<p>For example, our two-day conference, <a href=\"https:\/\/ahrefsevolve.com\/\">Ahrefs Evolve<\/a>, is a huge marketing effort that takes at least half a year to plan and execute. It involves coordinating between external vendors and internal teams, such as design. It costs us <a href=\"https:\/\/ahrefs.com\/blog\/event-marketing\/\">at least $400,000<\/a>.<\/p>\n\n\n\n<p>But we didn\u2019t jump straight into this project. It actually took us years before we even decided to run one. We started by <a href=\"https:\/\/ahrefs.com\/blog\/event-sponsorships\/\">sponsoring events<\/a>, then moved on to light networking sessions we hosted at our office.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"930\" class=\"wp-image-187485\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/the-journey-of-ahrefs-event-marketing.jpg\" alt=\"The journey of Ahrefs' event marketing\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/the-journey-of-ahrefs-event-marketing.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/the-journey-of-ahrefs-event-marketing-680x395.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/the-journey-of-ahrefs-event-marketing-768x446.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/the-journey-of-ahrefs-event-marketing-1536x893.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n\n\n<p>We only started scaling and increasing complexity when we proved the value at each&nbsp;step.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-187479-_rsgcrmsrf2kc\"><\/a>W: Who<\/h3>\n\n\n\n<p><em>\u201cDo you have the right people or skills to execute this idea effectively?\u201d<\/em><\/p>\n\n\n\n<p>Without the right people, or even an internal champion to lead the way, even the best ideas can stall or&nbsp;fail.<\/p>\n\n\n\n<p>Critically evaluate your team\u2019s capabilities. Transparently acknowledge your team\u2019s strengths and gaps upfront. If necessary, supplement with freelancers, consultants, or agencies.<\/p>\n\n\n\n<p>For example, when our Chief Marketing Officer Tim Soulo wanted to <a href=\"https:\/\/ahrefs.com\/blog\/email-outreach\/\">build links to his content<\/a>, he hired an agency instead of asking the team to handle it.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"390\" class=\"wp-image-187486\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/our-cmo-hired-an-agency-to-help-build-links.png\" alt=\"Our CMO hired an agency to help build links\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/our-cmo-hired-an-agency-to-help-build-links.png 960w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/our-cmo-hired-an-agency-to-help-build-links-680x276.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/our-cmo-hired-an-agency-to-help-build-links-768x312.png 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\"><\/figure>\n\n\n\n\n\n<p>Not because the team didn\u2019t know how, but because he would have had to redirect our time and attention away from other tasks to helping him <a href=\"https:\/\/ahrefs.com\/blog\/link-building\/\">build links<\/a>.<\/p>\n\n\n\n<p>He judged that it wasn\u2019t a good use of resources and therefore decided to outsource it to an agency with SOPs and processes.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Putting B.R.E.W into action: real-world examples\" data-section=\"real-world-examples\"><!-- notionvc: eff1b465-4d23-45ca-96bd-94b20eaa9991 -->\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-187479-_lttc8h3chqpu\"><\/a>Putting B.R.E.W into action: real-world examples<\/h2>\n<\/div><\/div><!-- notionvc: 16a68519-ee03-4ffe-a8ee-390bf47d6355 -->\n\n\n\n<p>Our B.R.E.W framework can be applied on any scale. You can apply it to individual tweets, posts, and articles or something as big as running a two-day conference.<\/p>\n\n\n\n<p>Here are some examples of how we scored different marketing activities:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-187479-_el04gzo5kt91\"><\/a>1. Targeting the keyword \u201cblog post&nbsp;ideas\u201d<\/h3>\n\n\n\n<p>Before we created B.R.E.W, I once pitched the topic \u201cblog post ideas\u201d to the content team.<\/p>\n\n\n\n<p>There was a simmering feeling from the team that targeting this keyword wasn\u2019t the best use of my time. Not only was it an extremely beginner keyword, its search volume was also on the decline.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1498\" height=\"542\" class=\"wp-image-187487\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/decline-in-search-volume-for-the-keyword-blog-pos.png\" alt=\"Decline in search volume for the keyword &quot;blog post ideas&quot;\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/decline-in-search-volume-for-the-keyword-blog-pos.png 1498w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/decline-in-search-volume-for-the-keyword-blog-pos-680x246.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/decline-in-search-volume-for-the-keyword-blog-pos-768x278.png 768w\" sizes=\"auto, (max-width: 1498px) 100vw, 1498px\"><\/figure>\n\n\n\n\n\n<p>Makes sense: with LLMs, who still needs an article to give them blog post ideas? The idea was shot&nbsp;down.<\/p>\n\n\n\n<p>In fact, this was one of the triggers behind B.R.E.W. We wanted to stop evaluating marketing ideas by gut and have a process of vetting them.<\/p>\n\n\n\n<p>Here\u2019s how I would evaluate the topic today with B.R.E.W:<\/p>\n\n\n\n\n<table id=\"tablepress-396\" class=\"tablepress tablepress-id-396 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">B.R.E.W<\/th><th class=\"column-2\">Score<\/th><th class=\"column-3\">Reasoning<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Business potential<\/td><td class=\"column-2\">1<\/td><td class=\"column-3\">You can use <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a> to generate ideas, but it\u2019s not 100% necessary.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Reach<\/td><td class=\"column-2\">Decent<\/td><td class=\"column-3\">Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a> shows a Traffic Potential of 2,300, which is pretty good. However, its actual search volume is declining. A Google search for the topic also shows a \u201cSources from the web\u201d SERP feature that lists out plenty of&nbsp;ideas.<br>\n<br>\nReal click-through rates for this topic must have declined significantly.<br>\n<br>\nFurther, it\u2019s an extremely beginner keyword, so we\u2019re reaching newbies. Not our ideal customer (or perhaps in the future.)<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Effort<\/td><td class=\"column-2\">Low<\/td><td class=\"column-3\">I can whip out this post in a day or&nbsp;less.<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Who<\/td><td class=\"column-2\">Me<\/td><td class=\"column-3\">We have a content team (yes, me) that can make this&nbsp;post.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-396 from cache -->\n\n\n\n<p>We eventually concluded that since it was so low-effort, the payoff was worth it and therefore I wrote the <a href=\"https:\/\/ahrefs.com\/blog\/blog-post-ideas\/\">post<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-187479-_s264vkosvxsi\"><\/a>2. Programmatic SEO for \u2018Top Websites\u2019<\/h3>\n\n\n\n<p>In 2023, we launched <a href=\"https:\/\/ahrefs.com\/websites\">\u201cTop Websites\u201d<\/a>: a page showing the top 1000 most visited websites in the world by our organic search traffic estimates.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1330\" height=\"1326\" class=\"wp-image-187488\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/ahrefs-top-websites-page.png\" alt=\"Ahrefs' Top Websites page\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/ahrefs-top-websites-page.png 1330w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/ahrefs-top-websites-page-426x425.png 426w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/ahrefs-top-websites-page-768x766.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/ahrefs-top-websites-page-120x120.png 120w\" sizes=\"auto, (max-width: 1330px) 100vw, 1330px\"><\/figure>\n\n\n\n\n\n<p>This is how we scored it:<\/p>\n\n\n\n\n<table id=\"tablepress-397\" class=\"tablepress tablepress-id-397 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">B.R.E.W<\/th><th class=\"column-2\">Score<\/th><th class=\"column-3\">Reasoning<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Business potential<\/td><td class=\"column-2\">2<\/td><td class=\"column-3\">While it doesn\u2019t show off our product in action, it heavily features our data and advertises how you\u2019ll need Ahrefs to see search traffic for other websites.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Reach<\/td><td class=\"column-2\">Very high<\/td><td class=\"column-3\">Not only do the keywords \u201cmost popular websites\u201d and \u201cmost visited websites\u201d have tons of traffic potential, we can also rank for each website\u2019s brand. However, the traffic may not be of the highest quality.<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Effort<\/td><td class=\"column-2\">Medium<\/td><td class=\"column-3\">Developers were needed but LLMs made a lot of the work easier (e.g., copy)<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Who<\/td><td class=\"column-2\">Our product manager<\/td><td class=\"column-3\">We have a dedicated product manager to see this project through<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-397 from cache -->\n\n\n\n<p>Here\u2019s a fun fact: this project was actually in the pipeline for years. But it was considered too high-effort\u2014we needed developer resources, copy, design, someone to lead the project, and more. So, it was never prioritized.<\/p>\n\n\n\n<p>However, things changed. The team grew bigger, so we had more developer resources. We hired a product manager whose one of his responsibilities included programmatic SEO projects.<\/p>\n\n\n\n<p>The advancement of LLMs also made everything easier. For example, we could generate copy for each page without having a poor copywriter writing with his eyes glazed over.<\/p>\n\n\n\n<p>The lesson here: just because a project didn\u2019t score well the first time with B.R.E.W., doesn\u2019t mean you totally give up on it. It simply goes back into your backlog of&nbsp;ideas.<\/p>\n\n\n\n<p>Revisit them once in a while and re-score them. Some of these projects become possible when your team grows, your resources improve, and technology advances.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-187479-_3ihtenhbilfk\"><\/a>3. Ahrefs Evolve<\/h3>\n\n\n\n<p>In 2024, we organized a 500-person, multi-day conference in Singapore called Ahrefs Evolve.<\/p>\n\n\n\n<p>Here\u2019s how we scored it:<\/p>\n\n\n\n\n<table id=\"tablepress-398\" class=\"tablepress tablepress-id-398 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">B.R.E.W<\/th><th class=\"column-2\">Score<\/th><th class=\"column-3\">Reasoning<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Business potential<\/td><td class=\"column-2\">3<\/td><td class=\"column-3\">The conference is literally Ahrefs Evolve. Since it\u2019s our conference, we can promote our brand and toolset heavily everywhere.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Reach<\/td><td class=\"column-2\">Medium<\/td><td class=\"column-3\">Reaching 500 people isn\u2019t a lot. However, these 500 people will likely be decision-makers or people who can influence them. Many of them will also be our customers with whom we can build closer relationships.&nbsp;<br>\n<br>\nThey\u2019re even flying down (if they\u2019re not locals) to the conference in Singapore. Talk about commitment.<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Effort<\/td><td class=\"column-2\">Very high<\/td><td class=\"column-3\">Organising a conference is no small matter. Lots of coordination between internal teams, external vendors, sponsors, and speakers; a lot of planning and execution; a lot of marketing so that tickets can be sold and sponsors want to sponsor the conference; a lot of fire-fighting as Murphy\u2019s Law dictates.<br>\n<br>\nHowever, we\u2019ve built up to this over the past years. We\u2019re not starting from scratch. We can re-use existing resources and update and upgrade them.<br>\n<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Who<\/td><td class=\"column-2\">Shermin<\/td><td class=\"column-3\">We have a dedicated event marketing manager.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-398 from cache -->\n\n\n\n<p>If we had scored our conference from the beginning, it would never have been done. Effort would have been extremely high; we would have to learn and start everything from scratch (and hope to not lose too much money); and we would have to redirect someone from their responsibilities to do it (without any experience!)<\/p>\n\n\n\n<p>Indeed, it was probably the case for many years as we watched our competitors and other SaaS companies launch their own conferences.<\/p>\n\n\n\n<p>However, by reducing the effort and making something smaller first, it reduces the complexity and can serve as proof-of-concept for the channel.<\/p>\n\n\n\n<p>In fact, this is probably how we would have scored our first networking sessions (SEO Beer and Snacks):<\/p>\n\n\n\n\n<table id=\"tablepress-399\" class=\"tablepress tablepress-id-399 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">B.R.E.W<\/th><th class=\"column-2\">Score<\/th><th class=\"column-3\">Reasoning<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Business potential<\/td><td class=\"column-2\">2<\/td><td class=\"column-3\">Since it\u2019s just networking, it doesn\u2019t have high business potential. But we can increase its business potential by adding branding elements to the meetup (e.g., giving away swag, using branded standees, inviting enterprise clients so we can build goodwill with customers, etc.)<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Reach<\/td><td class=\"column-2\">Low<\/td><td class=\"column-3\">Networking sessions are typically small. However, they are extremely targeted as the chances of random people turning up are very&nbsp;low.<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Effort<\/td><td class=\"column-2\">Low<\/td><td class=\"column-3\">We already have an existing venue: our office. We just need to send out invites and get people to&nbsp;come.<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Who<\/td><td class=\"column-2\">Shermin<\/td><td class=\"column-3\">We have a dedicated event marketing manager. But even before that, I had experience organizing networking events.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-399 from cache -->\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"667\" class=\"wp-image-187489\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/our-seo-beers-and-snacks-networking-event.jpg\" alt=\"Our SEO Beers and Snacks networking event\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/our-seo-beers-and-snacks-networking-event.jpg 1000w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/our-seo-beers-and-snacks-networking-event-637x425.jpg 637w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/05\/our-seo-beers-and-snacks-networking-event-768x512.jpg 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\"><\/figure>\n\n\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-187479-_b9mb8bv1eug\"><\/a>Final thoughts<\/h2>\n\n\n\n<p>To get a green light, your marketing idea should be balanced in terms of these four factors.<\/p>\n\n\n\n<p>For example, if there\u2019s a chance to get insane reach, but the business potential is low and effort is high, then it\u2019s probably not worth it. On the other hand, if business potential is high and effort is low, then the idea might make sense even if reach is&nbsp;low.<\/p>\n\n\n\n<p>In the end, no one can tell you whether an idea is good or bad. It\u2019s up to you to vet, score, and evaluate them to see if they have&nbsp;legs.<\/p>\n\n\n\n<p>And remember: even if an idea doesn\u2019t have legs <strong>now<\/strong>, it doesn\u2019t mean it\u2019s not viable forever. Things change and a backlogged idea can become the next idea to execute today.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>New technologies, channels, strategies, and tactics are constantly emerging. It\u2019s impossible for any team to pursue every&nbsp;idea. What do you do then? How do you vet each idea and decide which one to invest resources in? We\u2019re no strangers to<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[339],"class_list":["post-187479","post","type-post","status-publish","format-standard","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The B.R.E.W. Framework: How We Decide Which Marketing Ideas to Pursue<\/title>\n<meta name=\"description\" content=\"Struggling to decide which marketing ideas deserve your resources? 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