About Me

// Who is behind Beyond Content?

Andrew McGarry, LLB.

// Background?

Graduated in law, former franchise investment web editor, multimedia manager, and online marketing manager.
If pushed will admit to over ten years experience in the music industry. Now flying solo as a freelancer.

// Why does this site exist?

As someone who learned about online marketing when the 56k rulebook was still in place, it’s strange to see so many online “experts” suddenly appear in the broadband era. From magazine interviews to web articles, there’s a lot of useful and not-so-useful information out there which needs to be filtered.

Internet Marketing Ireland is a catch-all phrase to describe all of the website related services that Irish tech companies offer but which many independent business owners are still confused about how exactly they work (or what they should pay). Over time I intend to discuss various issues and topics which effect online businesses in Ireland.

I’ve also been hugely inspired by Chris Guillebeau’s blogging and travel site,
‘The Art of Non-Conformity‘. A must-read site for entrepreneurs and anyone who loves to travel.

// What are you up to at the moment?

I spend my time either in Donegal or near Glasgow, Scotland. I’ve moved around a lot and when I was living next door to Google HQ in Dublin 4 I couldn’t help but notice their fondness for jaffa cakes. I’m convinced that must be what powers the algorithm.

Currently, I freelance for a few companies which involves all of the usual online marketing shennanigans – providing Search Engine Optimisation (SEO) services, Pay Per Click (PPC) consultancy, providing original content for company blogs, product pages, newsletter campaigns, usability testing etc. I’ll add more info here when I have time.

// Be Unique

There’s a phrase that my Grandmother from Ballaghaderreen in Co. Roscommon (not Mayo!) used to say, “paper will never refuse ink“. Which is why it’s always worth watching the Dragon’s Den television programme to see entrepreneurs present their unique selling point which they’re convinced they have, only to be told very firmly that they don’t.

If you put your heart and soul into something, it’s very difficult to see beyond your own ideas. 

A lot of online businesses are falling into this trap.  In the digital era, online consultants can help but the opinions that matter most are those of your customers and potential customers.

If you can put yourself in their shoes, and start thinking from their perspective instead of your own, your business will achieve more.

Research suggests that by 2020, 70% of all Irish exports will result from online services so there is huge room for online business development in Ireland.

Just remember that sometimes you have to walk a different path to everyone else to get to where you want to go.