THE B.R.E.W. FRAMEWORK: HOW WE DECIDE WHICH MARKETING IDEAS TO PURSUE

Summary from the TLDR Marketing newsletter

Ahrefs uses the B.R.E.W. framework to evaluate marketing ideas across Business potential, Reach, Effort, and Who (right people for the task). The system replaces instinctive decision-making with a consistent scoring method, helping teams prioritize everything from viral content ideas to high-cost initiatives like conferences. By revisiting and re-scoring ideas as team bandwidth and technology evolve, the framework ensures resources are directed toward initiatives that align with strategic goals and current capabilities.