Capitalizing on Consumer-Focused Content

As a CPG brand marketer, you've likely encountered the challenge of creating ads that truly resonate with your audience.  But the secret to creating powerful CPG ads lies in one thing: Shifting focus from your product to your consumers.  It might seem counterintuitive. But the most effective performance ads are those that prioritize people over product features. Why does this approach work? It's simple: People connect with stories and emotions, not sales pitches.  In today's saturated advertising landscape, consumers are yearning for authenticity. They're tired of being bombarded with product information. What they really want is to feel understood. So, how can you apply this people-first approach to your advertising strategy?  Start by centering your ads on the customer's story.  Instead of leading with your product's features, show how it fits seamlessly into your target audience's lives.  Demonstrate how it solves their problems or enhances their daily experiences, even in small ways. One particularly effective tactic is to leverage user-generated content or testimonials in your ads.  There's immense power in showcasing real people using and loving your product.  It's relatable, credible, and often more impactful than any polished corporate message you could craft. Great ads don't just sell products. They build relationships.  So view your product through the lens of your consumers' lives and experiences.  It's about telling their story, not just yours. 

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.

In a world where our attention is constantly being pulled in a hundred directions, one thing is clear: consumer attention can’t be bought—it must be earned.   We’re operating in a time where consumer attention is more fragmented and precious than ever before. The competition is no longer just other brands. It’s creators, media outlets, digital platforms, and the constant demands of daily life. People are overwhelmed, and their time is their most valuable currency.   But let’s be clear: not all attention is equal. The depth of engagement you earn from a documentary, for example, is far more meaningful than a fleeting glance at an ad while someone is multitasking at the gym. Brands need to move beyond being seen, to being felt.   What’s driving real impact today are brands that deeply understand their audience and show up in ways that are emotionally resonant, culturally relevant, and authentically human.   The brands winning in this environment are doing a few key things exceptionally well:   First, they embrace the power of entertainment. And entertainment doesn’t mean the same thing for everyone. For Red Bull, it’s high-adrenaline sports. For Liquid Death, it’s irreverent, disruptive humor. The Kegs for Pregs campaign with Kylie Kelce was a perfect example. It was unexpected yet rooted in a universal truth for pregnant women that made it unforgettable.   Second, they put their audience at the center, literally. Transformational content isn’t scripted testimonials or over-produced spots. It’s about real people, real experiences, and real moments that reflect the role your brand plays in their lives. Kodiak Cakes nails this with Zac Efron, a true believer in the product and lifestyle. At WW, that authenticity was everything. Our partnership with Oprah wasn’t transactional, it was transformational. She lived the mission, and that inspired millions to do the same.   And finally, they meet people on their terms. Consumers are in control. They skip, scroll, and curate their own content worlds. Your brand has to earn its place by being useful, meaningful, or simply delightful.   This is a mindset shift. And it starts with respecting your audience’s time, understanding their lives, and creating experiences that don’t just capture attention, but deserve it.

Many SEO professionals obsess over algorithm changes, & constantly chasing the next update..... This leads to short-term tactics and a never-ending cycle of adjustments. We're so focused on pleasing algorithms that we forget who we're really serving: “The users”. Shift your focus from algorithm-chasing to user-centric content creation. Here's how: 1). Understand your audience: - Analyze search queries - Study user behavior on your site - Engage with your community directly 2). Create content that solves real problems: - Address specific pain points - Provide actionable solutions - Offer unique insights based on your expertise 3). Optimize for readability and user experience: - Use clear, concise language - Structure content for easy scanning - Ensure fast loading times and mobile-friendliness 4). Monitor and adapt based on user signals: - Track engagement metrics  (time on page, bounce rate) - Analyze user feedback and comments - Continuously refine based on what resonates Remember: When you truly serve your audience, the algorithms will follow. It's not about gaming the system, it's about creating value that the system can't ignore. - - - - - - - - – - - - - - - - - – - - - - – - What's your experience?  Have you seen success by prioritizing users over algorithms? Share your thoughts in the comments! 👇 #SEO #ContentStrategy #UserExperience #DigitalMarketing #umelaila

CMO at a global IT firm: "We struggle to stand out with our content. It feels like we're all publishing the same things." Here's the strategy I suggested to tackle this: Your buyers are savvy—they smell generic content from a mile away. What they really want is data-backed research, expert perspectives, and actionable advice to help them solve their challenges. You can't expect to engage them with generic articles that offer bland advice or cookie-cutter ideas—yet that's exactly what most marketing teams end up producing. In 2025 and beyond, the only content that builds trust and differentiates you from competitors comes from these key sources: 💡 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗹𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝘃𝗶𝗱𝗲𝗼𝘀: Your experts are your #1 differentiator, and no content format drives more authenticity and credibility than video. Interview your top experts and ask questions that draw out their unique perspectives on industry challenges and trends. 💡 𝗢𝗿𝗶𝗴𝗶𝗻𝗮𝗹 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵: Just imagine the stories you could tell using data collected from conducting customer surveys, analyzing industry trends, or performing competitive benchmarks. Develop compelling reports based on unique, self-sourced data such as customer surveys, competitive benchmarking, etc. Original research report can fuel your content engine for months—repurposing it into blogs, executive opinion pieces, LinkedIn posts, infographics, etc. 💡 𝗕𝗼𝗹𝗱 𝗼𝗽𝗶𝗻𝗶𝗼𝗻𝘀 + 𝘀𝘁𝗿𝗼𝗻𝗴 𝗣𝗢𝗩𝘀: Most B2B content is bland and generic. I firmly believe that companies should stop playing it safe. To stand out, develop opinionated articles that take a clear stand on key topics and share thought-provoking LinkedIn posts on industry challenges and trends. 💡 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿-𝗱𝗿𝗶𝘃𝗲𝗻 𝗰𝗼𝗻𝘁𝗲𝗻𝘁: Your customers add immense credibility—a resource that many marketing teams have yet to fully leverage. Create in-depth case studies and video clips from customer interviews, or co-host a webinar or industry panel with your customers. _____ With AI-generated content flooding the web, 2025 will be the year of content differentiation. Make sure your content strategy reflects this shift. ⭐ Read this LinkedIn post detailing how a global tech company used thought leadership content to generate 51% more pipeline: https://lnkd.in/etsUWa9U ☎  Need help creating thought leadership content for 2025?  Send me a DM or book a call with me here: https://lnkd.in/eMnDgzCJ

I’ve noticed something interesting about consumer content lately 👀 Media outlets consistently publish expert-driven articles, but many companies are still publishing the same surface-level information everyone else does. Here’s what I mean: An article on a credit union's site may read something like “5 ways seniors can protect themselves from financial scams,” followed by generic points you could find elsewhere. Compare that to the approach I take when writing for publications — featuring 2-3 expert voices, weaving in their real experiences and perspectives to bring that same topic to life. One sounds like ChatGPT wrote it… …and the other sounds like getting advice from people who know what they’re talking about. When interviewing industry professionals, I often begin with an open-ended question without leading them in one direction or another. 🔎 Then, I dig deeper based on what they share: → Why does X matter? (gets to the core importance) → Can you explain X in layman’s terms? (makes it accessible) → What would you tell someone hesitant about X, and why? (addresses real concerns/objections rather than assuming them) → What’s something most don’t realize they should be asking about X? (uncovers hidden insights not available through research alone) → Do you have a memorable/relatable example to support your answer? (gets the anecdotes that make content shine) The gold lives in those follow-up questions — stories you can’t find anywhere else that I then craft into articles where their voices take center stage. What I love about this approach is that it builds trust naturally. Instead of claiming your team is amazing, you let their knowledge speak for itself. The bottom line? ⬇️ If you’re a company creating consumer-focused content, quote relevant team members in knowledge base articles. They work with customers daily, see common (and not-so-common) situations firsthand, and have unique wisdom that no competitor can replicate. PS: If your business needs help implementing this kind of strategic content approach, let’s talk 😊 → sharewrites.com

We get it - you want to tap into the cultural zeitgeist. Every brand wants to be relevant and resonate. But I'm sure you've noticed how trying too hard comes off desperate. Forcing irrelevant references falls flat. We all recognize it when we see it happening because it feels forced. Your audience will also recognize any shallow attempts at coolness. What they want is authenticity. So how do you stay relevant without losing yourself? 👂 𝗟𝗶𝘀𝘁𝗲𝗻 𝗙𝗶𝗿𝘀𝘁 Truly understand your audience - what matters to them and how they want to engage. Don't assume that they care about whatever is trending on social media - especially as it relates to their relationship with your business. ✨ 𝗘𝗮𝗿𝗻 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 Don't force it. Identify themes that organically connect to your brand and 𝗘𝗔𝗥𝗡 relevance on the themes that connect your products and services to customer needs. 🗣 𝗥𝗲𝗺𝗲𝗺𝗯𝗲𝗿 𝗬𝗼𝘂𝗿 𝗗𝗶𝘀𝘁𝗶𝗻𝗰𝘁 𝗩𝗼𝗶𝗰𝗲 Don't stray too far from what makes you unique. Stick with the themes that define your value proposition. Customers want and expect consistency. 🤔 𝗔𝗹𝗹𝗼𝘄 𝗙𝗼𝗿 𝗧𝗵𝗼𝘂𝗴𝗵𝘁𝗳𝘂𝗹 𝗘𝘅𝗽𝗲𝗿𝗶𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 Have a sense of humor and show your playful side - but do it in moderation.  Don't lose your core voice and purpose and 𝗽𝗹𝗲𝗮𝘀𝗲 don't force it. 💡 𝗣𝗿𝗼𝘃𝗶𝗱𝗲 𝗩𝗮𝗹𝘂𝗲 Focus on value vs. jumping on trends. Customers care about solutions and how they can help solve their problems.  That trend you're rushing to jump on will be gone soon anyway. 🌱 𝗘𝘃𝗼𝗹𝘃𝗲 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗮𝗹𝗹𝘆 Stay true to your purpose while evolving with the times. New formats, new look/feel, new subjects - great.  Awkward trend chasing - not great. Be boldly you. Deliver value. Relevance will happen naturally. Don't make the mistake of trying hard to be hip and relevant. With an authentic, customer-focused approach, you can organically become a relevant part of the cultural conversation - all while still being true to your brand's voice. #contentmarketing #SEO #digitalmarketing  

If I was a marketing manager right now, I’d (part three, consumer focused edition)… ✅Make the feed the moodboard Consumers will literally search up brands they like to moodboard, get inspo, and tap into a feeling. Maebe are killing it right now, and it’s not all about an aspirational life (though we love to see the holiday pics sprinkled in). Now that we’re moving into Autumn, focus on everyday luxury, attainable moments then they’ll want to get the set to match, and keep your brand in mind. ✅Feed the ego Half the reason people buy into brands isn’t function, it’s what it says about them. Think about how an Erewhon smoothie or a Stanley 1913 cup instantly give the buyer something to flex. I’d ask: how does owning or using our brand stroke someone’s ego? Whether it’s exclusivity, aesthetics, or bragging rights, give consumers something that feels like a status symbol and they’ll do the showing off for you. ✅Step outside the product Some of the most viral brand moments aren’t about the product at all. Butter and ice blocks stamped with the JACQUEMUS logo work because they feel native to the feed, not forced into it. I’d be asking, how can we show up in culture without shoving the product in every frame? Create something aesthetic, weird, or timely enough to get saved to moodboards first the product recall will follow naturally. ✅ Sell the ritual With rhode skin and REFY, it’s never only about lip gloss or brow gel it’s about the moment around it like the tidy bathroom counter, the mirror selfie, the ‘get ready with me’ ritual. I’d stop pushing features and start designing the lifestyle cues around the product. ✅Make the consumer do the work The best campaigns don’t come from brands, they come from consumers. Spotify Wrapped, Apple’s Shot on iPhone, and the LEGO Group Ideas all prove it give people the tools, the data, or the canvas, and they’ll create the marketing for you. Lean into personalisation and watch them push your brand harder than you could with a single campaign. ✅Get unserious Brands like SURREAL are winning by doing things some marketing teams would clutch their pearls over. They lean into chaos: swapping their logo for random words, poking fun at cereal itself, even roasting their own ads. It feels human, not corporate. Candid, funny, even a bit unhinged will always cut through the corporate noise. Because if I were creating content right now I’d be less worried about the next campaign calendar, and more about how the brand earns its way into someone’s mood board, mirror selfie, or brag post. That’s where the real influence is…

For years, retail media was treated as a high-margin side hustle for retailers. A way to monetize site traffic. But those days are over. Retail media isn’t just about retail anymore—it’s evolving into a full-scale advertising channel that’s reshaping how brands connect with consumers. 🚀 𝐑𝐞𝐭𝐚𝐢𝐥𝐞𝐫𝐬 𝐚𝐫𝐞 𝐞𝐯𝐨𝐥𝐯𝐢𝐧𝐠 𝐢𝐧𝐭𝐨 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐡𝐮𝐛𝐬. From livestream shopping to creator affiliates, retailers are no longer just selling products—they’re driving culture, shaping demand, and building audiences. With the right vision, retailers have all the ingredients to become the next generation of TV networks, delivering quality content at scale. 📺 𝐂𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐢𝐬 𝐜𝐨𝐥𝐥𝐢𝐝𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐜𝐨𝐧𝐭𝐞𝐧𝐭. Retail media is expanding beyond search and display into CTV, social, in-store media, and streaming. The next big media opportunity isn’t happening on traditional platforms—it’s happening at the point of inspiration and transaction. In two weeks at ANA, I’ll be discussing this shift with Jenny Holleran and Brian Spencer from Kroger—and how content-to-commerce is now powered by retail data. 🎯 𝐑𝐞𝐭𝐚𝐢𝐥 𝐦𝐞𝐝𝐢𝐚 𝐢𝐬 𝐦𝐨𝐫𝐞 𝐭𝐡𝐚𝐧 𝐚 𝐩𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐜𝐡𝐚𝐧𝐧𝐞𝐥. The smartest advertisers aren’t just using retail media to drive conversions—they’re treating it as a full-funnel channel that builds brand equity and long-term customer loyalty. 𝐓𝐡𝐞 𝐛𝐢𝐠 𝐪𝐮𝐞𝐬𝐭𝐢𝐨𝐧: Are retailers investing in consumer experience—or just enhancing margins? To win in the next evolution of marketing, I firmly believe retailers must take a consumer-first approach. Build better experiences, and the ad demand (and revenue) will surely follow. Most importantly, let’s open up the conversation—where do you see this space going? Let's hear it in the comments 👇