Retail Marketing Campaigns

Old content marketing: - Find high-volume keywords in your industry - Write articles starting with the lowest DA - Make sure your Yoast light turns green - Post a link to the article on all socials New content marketing: - Understand your audience and their pain points - Find product- and pain point-focused keywords - Take time to learn the searcher's true intent - Write great content with distribution in mind - Embed a content upgrade to capture emails - Turn the article into your next email newsletter - Create videos to promote on TikTok/YouTube/Instagram - Write a Twitter thread and promote the blog at the end - Screenshot the Twitter thread for a LinkedIn carousel - Extract and write 5+ LinkedIn posts from the article - Extract and write 10+ Twitter posts from the article - Repurpose and redistribute every 3+ months Do new content marketing in 2025. 1 long-form → 20+ short-form 1 channel → Multi-channel distribution Publish → Promote and repurpose forever

Demand gen is utterly broken. It's overly complicated & lacks the soul and creativity that consumers deserve. I promise there's a better way. Here's the 3-pronged content engine we're building for companies at storyarb: Principles: - Treat your content as the product, not as marketing for another product - Unique insights + Unique voice + Unique packaging = Unique content - Pick topics that make your Market of 1 better at their job Channels: 1) Deeply researched long-form content Purpose: create data-driven OR interview-based website content that is deep enough & insightful enough such that a reader feels the need to bookmark & reference later. Good examples: Lenny Rachitsky: "How the biggest consumer apps got first 1,000 users" - Lenny interviewed hundreds of founders, identified patterns, and broke down the seven strategies consumer apps used to grow. Carta: "State of Private Markets: Q3 2024" Report - Using tons of internal funding data by Carta customers to pull together trends in startup funding for the quarter. HubSpot: "My First Million's Business Idea Database" - Aggregating & organizing 57 startup ideas shared by past MFM podcast guests into an e-mail gated database 2) Editorial email newsletter Purpose: create the best industry read for your market of 1 that allows you to build an owned audience of current/future customers. Good examples: - Content Examined by Alex Garcia: the best read for consumer content marketers, which acts as a perfect nurturing tool for his community, course, and agency - Big Desk Energy by Tyler Denk 🐝: a window into building a high-growth startup as it's happening by the founder of beehiiv - Exploding Topics: a snapshot of 4 emerging trends (based on google search data) that founders & investors should be aware of. 3) Personal brand social content Purpose: allow your market of 1 to build a parasocial relationship with your company through 1-4 personalities (execs, founders, etc) who enable connection with your faceless brand. Good examples: - Adam Robinson: fully transparent monthly breakdowns of his companies' (Retention.com & RB2B) performance with lessons learned & plans to fix key issues - Peter Walker: Head of Insights at Carta uses first party data from the company to share unique startup ecosystem trends + his own POV - Kieran Flanagan: AI & GTM expert who shares deep marketing insights, playbooks, and predictions that help build his & HubSpot's brand If you want help building this 3-pronged engine at your company, shoot me a DM or email at alex@storyarb[.]com.

Is Your 2025 B2B Content Strategy Underway? A solid content plan is essential for aligning with your business goals and driving real results. That's why we created our B2B Content Planning Guide for 2025—packed with actionable insights to help you set measurable goals, deepen audience understanding, and refine your strategy across key channels.  Here's a look at what's inside: SMART Objectives: Lay out goals that are specific, measurable, achievable, relevant, and time-bound—from building brand engagement to increasing website traffic. Audience Insights: Adapt and evolve buyer personas to better address your audience's changing needs and priorities. Content & Competitor Audits: Regularly assess your content performance and analyze competitors to pinpoint fresh opportunities and audience preferences. Channel Strategy: Identify the best platforms, formats, and posting times to maximize your reach and impact. Key Performance Indicators: Define KPIs that track your progress, ensuring your content strategy is on the path to growth. Ready to make 2025 your best year in B2B content? Download the guide and start planning today. #B2BContentStrategy #2025ContentPlanning #B2BMarketing #ContentMarketingGuide #SMARTGoals #AudienceInsights #ContentAudit #CompetitorAnalysis #ChannelStrategy #KPIs #MarketingGrowth #BusinessGoals #ContentPerformance #DigitalMarketing #ContentStrategy2025

If your website isn’t driving engagement, attracting clients, or positioning you as a trusted authority, chances are it’s missing one thing: valuable content. A static website is just an online brochure - it sits there, waiting to be found. But when you add useful, well-researched content, it transforms into a powerful business development tool. Here’s how to do it right: 1. Build a Strategy That Works: Great content doesn’t happen by accident. Your plan should align with your audience’s needs, your expertise, and your resources (time, people, and budget). A content calendar keeps you consistent, so you’re always top of mind. 2. Prioritize Research-Driven Content: Opinion pieces can be interesting, but data-backed insights and original research build credibility. If you want your content to get shared, bookmarked, and cited, focus on providing real value such as new information, deep expertise, and actionable takeaways. 3. Use Multiple Formats to Reach More People: Not everyone consumes content the same way. Some people prefer in-depth articles, while others engage with videos, podcasts, or infographics. Repurpose your best ideas across different formats to maximize reach and impact. 4. Curate, But Add Your Expertise: Sharing industry news, expert interviews, and event takeaways is a smart way to add value—but don’t just repost. Layer in your own insights to make it meaningful for your audience. Thoughtful curation strengthens your brand as a go-to resource. 5. Never Publish Without Editing: Typos and unclear messaging can hurt your credibility. Take the extra step to review your work (or have someone else do it) before publishing. Professionalism matters. 6. Publish With Purpose: A great piece of content means nothing if no one sees it. Optimize your posts with search-friendly URLs, embed videos strategically, and make sure everything is easy to find. Then, share it where your audience is - on LinkedIn, in email newsletters, and beyond. Content builds trust, and trust leads to business. If your website isn’t actively helping you attract opportunities, it’s time to rethink your content approach. Done right, it can position you as the go-to expert in your industry. Let me know what you think of these tips in the comments below! #contentmarketing #personalbranding #legalmarketing #bestadvice

Most companies don't need more content. They need better, more strategic, value-driven content. 🚀 👉 Copying your competitors? It only adds to the noise — it doesn’t differentiate you, and it definitely doesn’t drive pipeline. Here’s what to do instead if you're serious about scaling content the smart way: → Audit your existing content — identify what's driving outcomes (not just traffic). → Align your strategy with your Sales, Product, Success, and Support teams — integrate real customer feedback into your content plan. → Map your content to the full buyer journey — awareness → consideration → decision → expansion. → Focus on intent over volume — not every high-volume keyword matters to your funnel. → Identify opportunity gaps where you can genuinely add value, not just "rank." → Build content clusters around your core solutions to strengthen topical authority. → Refresh and optimize existing content regularly to keep it aligned with evolving customer needs. → Treat SEO as a distribution channel, not a content strategy. → Prioritize formats that match intent — blogs, webinars, guides, comparison pages, customer stories. → Measure what matters: influenced pipeline, sales velocity impact, time-to-value reduction — not vanity metrics. Content marketing isn’t about churning out more. It’s about building a real growth engine — one piece of strategic content at a time. Need help turning your content into a revenue-generating machine? Drop me a DM and let's get talking! 👋 #contentmarketing #b2bsaas #b2bmarketing #saasmarketing #seostrategy #b2bcontent

Tales From The Shelf. Most packaging starts spinning a yarn before a single word is read. Shape, colour and illustration frame the product long before anyone checks the label. People read those signals instinctively to decide what something is, where it comes from and whether it belongs in their basket. Storytelling sits inside packaging more than we notice. It shapes how products are recognised and remembered, often through design alone. Illustration, typography and layout carry that load. When they're handled with care, a product gains clarity and presence. The pack speaks through what it shows and how it holds together. Haterk Honey is a good example. The black and white illustrations move through forests, meadows and mountains, echoing where the honey comes from and how it's made. The drawings are restrained and sit naturally against the deep golden colour in the jar. Line a few jars up and the illustrations connect across the shelf. Separate labels start reading as one continuous landscape. You recognise the system before you read the name. That consistency gives the product a stable visual anchor, something a shopper can recognise and return to without thinking. The black and white honey with the drawn hills is easier to retrieve than a blur of similar yellow labels. Well‑constructed narratives on pack also narrow the gap between marketing claims and real attributes. When illustration is anchored in origin, process or values, it gives context to mandatory details like variety, region and certification instead of floating beside them. A front panel that signals mountain honey from mixed wildflower sources through image and composition carries more weight than three extra lines of copy fighting for space on the back. Most people remember the landscape, not the label. 📷Backbone Branding

Content marketing isn’t just about visibility—it’s about building trust, showcasing expertise, and offering value before potential clients even step through your doors. For law firms, it’s essential to focus on strategies that genuinely resonate with your audience. Here are key approaches that have proven successful: 1️⃣ Case Studies: Bring Your Expertise to Life People trust examples of real-world results. Sharing anonymised case studies demonstrates how your firm handles challenges and achieves outcomes. Highlight the problem, your approach, and the resolution. Example: “Our client faced a complex property dispute, but through strategic negotiation, we secured a favourable outcome without going to court.” 2️⃣ FAQs: Answer Questions Before They’re Asked Legal clients often have pressing questions before they commit to hiring a solicitor. Creating FAQ content can position your firm as a reliable and helpful resource. Example FAQs: “How much does a family law consultation cost?” “What should I bring to my first meeting with a solicitor?” Providing clear, direct answers builds confidence and encourages potential clients to reach out. 3️⃣ Gated Resources: Exchange Value for Leads Offering downloadable guides or checklists is an effective way to engage potential clients while growing your email list. Examples of valuable resources: “Top 10 Mistakes to Avoid After a Car Accident” “Your Step-by-Step Guide to Probate” “Understanding Your Rights as a Tenant” This approach not only educates your audience but also identifies prospects who may need your services. 4️⃣ Explainer Videos: Simplify Complex Concepts Legal processes can feel overwhelming to the average person. Short, engaging videos can break down these concepts, making them easier to understand. Topics could include: “What Happens During a Divorce Mediation?” “The Basics of Filing a Personal Injury Claim in the UK.” These videos not only educate but also humanise your firm, building rapport with potential clients. 5️⃣ Build a Content Plan for Consistency Consistency is critical. Posting content regularly on your website and social media channels ensures your audience stays engaged. Create a schedule for blogs, videos, and social posts that align with your target audience’s needs and your firm’s areas of expertise. Content marketing done right doesn’t just attract clients—it creates meaningful connections that keep your firm top of mind. 💬 What content marketing approach has worked best for your firm? Share your thoughts or ask questions in the comments below!

Who’s still building 12-month content calendars like it’s 2010? Planning an entire year of content might sound smart, but in today’s fast-moving industries, it’s a recipe for disaster. The trends you’re banking on for 2025? They’ll probably shift by Q1, leaving you scrambling to catch up. Here’s a better way to plan: 1️⃣ Start with core themes. Focus on evergreen topics—things you know your audience will need, like LinkedIn Ads education or tips for using new features. 2️⃣ Schedule quarterly reviews. Every three months, step back and see what’s changed in the market. Use those insights to adjust your plan. 3️⃣ Leave room to pivot. Keep some flexibility in your calendar for surprises—whether it’s a new platform feature, a trend, or a big shift in your industry. In today’s world, long-term planning isn’t about sticking to a rigid plan. It’s about staying flexible and adapting to change. The brands that succeed in 2025 will be the ones that make agility part of their strategy.

🚨 AI Emails From the Full Signal Chain live in Warmly! Problem: Email sequences aren't personalized with signals Solution: Trigger AI emails to prospects if your Inbound Agent fails to convert or based on any signal. Backstory: A few months ago I pulled our own inbound report and watched 4 out of 5 qualified hand-raisers die in a generic nurture sequence written three quarters ago by someone who's not at the company anymore. It's not anyone's fault really. We all need to move fast and our marketing team can only do one thing at a time. The bottle neck is constantly moving, but so are our buyers. B2B email has always been a timing and relevance problem. Our old way of assigning signals to templated emails was too generic and goes stale the next week. A lot of our emails going out referenced the wrong price or a different feature set we no longer supported. Even if we got the signal right and sent the email at the right time, sometimes a generic email at the right moment is worse than no email at all. The high-intent moment is precious. Burn it once with a templated email and the prospect learns to ignore you. I didn't even realize that we "spent" the highest-value moments in our funnel on the lowest-quality messages. So we built AI Emails powered by the full signal chain we've been building for four years. No more templates! Drop the step into any orchestration. Some examples we use: - Inbound chat follow up: a qualified chat engager doesn't book. The AI writes the follow up from the chat log. - Intent Trigger: Bombora flags a research surge about "chatbots." AI outreach references case studies in their industry for optimizing website conversion. - Job change: Head of marketing champion moves to a new role. AI sends a welcome and intro at the new account. - Social engagement: Buyer likes a competitor's social post about website de-anonymization. They get an email about how we have the highest identification rates The agent retrieves the full signal chain on every send: chat transcript (when there is one), every page visited that session, enriched person and company data, CRM stage, and any second or third-party signal already on the account. Then it writes the email. You can see what the agent will spit out before each deploy and iterate on the example scenarios until the email reads the way you'd write. After we started implementing this into our signal orchestrator, our reply rates went from 2% to 6% (3x) Setup: open any orchestration, add the AI Email step, set the filter, write the goal and policy in plain English, test, save. Five minutes. Playbooks for each play dropping in the coming days.

We increased Conversion Rate by 88% Wanna know how? We exposed Search on Mobile (instead of hiding it behind a search icon). How did we know to test this? During our comprehensive CRO Insights Service, we analysed heatmaps and session recordings, along with Shopify and GA4 data to understand user behaviour. And we uncovered two key insights: 1. Mobile sessions were higher than desktop 2. Users who engaged with the search bar showed a strong intent to purchaseBased on this, we hypothesised that making the search bar more accessible on mobile, we would create a smoother user experience, leading to higher conversion rates. Then we A/B tested it.And the results: ✅ 126% increase in search trigger clicks ✅ 23% increase in engagement with 'Looking for any of these' ✅ 109% increase in Average Purchase Revenue per User ✅ 30% increase in Add to Cart per sessionAnd of course, 88% increase in Conversion Rate.