Content Pillars for 2025 Marketing Campaigns

Today, I’m breaking down my personal LinkedIn strategy that has helped me gain 18,349 followers and push notus' MRR to $180k in 2025: The Content Archetype is the starting point for every notus client - myself included. We use it to: • create content that is relevant to the client’s target audience • align their content with their business objectives • make sure their content is authentic to them In short, the Content Archetype is a blueprint. It starts with a purpose statement - something that concisely sums up what the client’s product/service is all about. Mine is, “I build people-led B2B content ecosystems.” From there, we define 4 content pillars: 𝟭. 𝗧𝗮𝗰𝘁𝗶𝗰𝗮𝗹 Actionable advice and tips the client’s audience can implement immediately. What you’re reading right now is an example of a tactical post. Example of one of my tactical posts: How I turned LinkedIn into a revenue channel 𝟮. 𝗔𝘀𝗽𝗶𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹 Stories of growth, transformation, and specific outcomes related to our client’s product or service. They paint a picture of what success looks like and inspire their audience to reach for it. Example for me: How we helped Vicktoria Klich go from 400 followers to LinkedIn Top Voice 𝟯. 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝗳𝘂𝗹 Analyses of industry trends, insights, and thought-provoking discussions. This pillar is great for helping clients position themselves as industry experts and establish thought leadership. Example for me: Why the founder of a $100k MRR business is going all in on content 𝟰. 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 Anecdotes, experiences, and lessons learned. This humanizes the brand and builds trust on a deeper level with the client’s audience. Example for me: What happened when I stopped traveling and spent 30 days in Copenhagen _____ We create a Content Archetype whenever we start working with a client. For each pillar, we define 3 topics they can create content around. We go back and forth with feedback until the client is satisfied. A few topics we find work for almost everyone: • case studies • social proof • build in public • personal background One last thing: I see the Content Archetype as a working document. We don’t want to change it every day - that defeats the point - but we’ll revisit 1-3x per quarter to ensure it’s up-to-date. Times change. People change. Sometimes content needs to change, too.

One emerging trendline we’re seeing among B2B CMOs on MarketerHire (hirers and talent): a shift in where new marketing investment is going in 2025. Not away from content necessarily, but toward areas like brand, paid media, events, and creative. Channels that are harder to automate, and harder to copy. The reason is probably obvious: in the age of AI the value of utilitarian, SEO-oriented, educational blog content is declining. Fast. AI is already answering basic how-to queries instantly, in the exact place and format buyers want them. Not in blog posts. Not in resource centers. But inside Slack threads, meeting notes, and inboxes. Informational content is no longer scarce or hard to find. And in marketing, when something becomes cheap and abundant, it loses its power. That doesn’t mean content disappears. It means the edge moves somewhere else. We’re seeing B2B companies rethink what marketing content is for. Less about arbitrage, more about storytelling. Less about search, more about salience. Here are a few of the tactics our marketers are being asked for most often right now: 1) Original research drops High-signal, proprietary data packaged like a product launch. Think: benchmarks, market maps, teardown decks. Designed for shares and re-use, not search. 2) Short-form video series Recurring formats designed for social distribution, hosted by the founder or a marketer, shot quickly but with a clear point of view. Not ads. Not explainers. Media. 3) High-conviction paid media Creative-first campaigns built to spark reaction. No generic "awareness" banners, this is direct response thinking applied to brand storytelling. Offline activations 4) Not trade shows. We’re talking intimate dinners, mobile experiences, speaker salons. Budget that used to go into gated eBooks is now going into rooms with the right 20 people. 5) Creative refreshes Not just new logos. Full re-articulation of category, message, and visual identity - led by brand strategists and creative directors, not just designers. The marketers getting hired right now aren’t just content writers. They’re producers, brand builders, creative strategists, and media operators. The best CMOs are ahead of the curve. They’re not just playing defense as LLMs change how people search. They’re going on offense and investing in the kind of marketing that earns attention, builds memory, and creates real differentiation. Thoughts?

Outdoor brands are navigating a lot right now: rising inflation, tariff uncertainty, revenue shortfalls, layoffs... In this landscape, digital marketing isn’t a luxury, it's a lifeline. Winning requires more than beautiful product shots in the mountains. It takes strategic content that resonates, converts and builds lasting connections. Here's what I'd focus on in 2025 to cut through the noise: 💫 Break Through With Consumer-First Content Shift from broadcasting information to delivering genuine value: content that educates, entertains, or excites. Lead with unique insights or actionable tips your audience can’t get anywhere else to position your brand as a trusted resource and not just another voice in a crowded feed. ⛺️ Establish Long-Term Creator Partnerships Creator endorsements build brand credibility and loyalty but this trust isn’t built overnight, it’s cultivated through authentic, ongoing relationships. One-off sponsored posts might spark a momentary boost, but long-term loyalty comes from ongoing collaborations where creators feel like true brand partners, not paid billboards. 🥾 Turn Scrolls Into Sales with Social Commerce 70% of global shoppers buy via social apps but what’s interesting is that consumers don’t show up on social looking to buy—they come for inspiration, stumbling upon products they didn’t even know they needed. That’s why leading with consumer-first content is key. Then make it easy and frictionless to purchase. 🤖 Think Bigger, Move Quicker with AI as Your Creative Companion Think of AI as your brainstorming partner, supportive collaborator or trusted sidekick. Use it to help guide your content creation process by sparking ideas, shaping narratives, and streamlining execution. Whether you're crafting a campaign, managing a retail operation, or designing gear for the backcountry, AI is becoming the co-pilot that helps you move faster, think smarter and connect deeper. 🌲 Lead With Purpose Consumers are craving trust and authenticity after years of global disruption. In 2025, brands that clearly articulate their mission and values are pulling ahead. Trust isn’t just a "nice-to-have," it’s the foundation of modern commerce. Shoppers today aren’t simply buying products; they’re choosing brands they want to connect with, align with and return to again and again.

I've audited about 15 marketing campaigns this month and here are some tips if you're looking to keep performance outside of tax season. 1. Know your audience better than Meta does. Demographics are dead. In 2025, it’s all about behavior + intent + vibe. Use GA4, Shopify insights, Meta Pixel events, and Reddit comment threads to learn not just who your customer is, but what do they like outside of your product. Build personas around why they buy, how often they return, and what makes them stop scrolling. Don’t skip Discords, niche YouTube comment sections, or industry-specific Facebook groups. 2. Paid Media ≠ Performance Media Performance advertising is only as good as your offer, content, and funnel. Boosting your best post won’t cut it anymore. Think in full-funnel and how things connect. What’s your hook & how can you teach at the same time? What’s your landing page experience? How many retargeting touchpoints do you have in the next 14 days? If you can’t map it out on paper in 30 seconds, you're likely lost. 3. Creative > Targeting iOS updates, API limitations, and GDPR evolution made targeting worse. So in 2025, creative is your new targeting. Use modular ad structures (like MetaMartini's own Scalable Ad Framework) to launch dozens of variations that auto-optimize. Test. Test. Test. If it doesn't work, stop automatically blaming placements, and critique that creative. 4. Omnichannel or obsolete If your strategy only includes Meta and Google, you’re behind. The best brands in 2025 are synchronizing TikTok, Reddit, YouTube Shorts, Influencer Reels, Email Drip Flows, and Paid Display with a single source of truth. The ad is the awareness, but your email and web UX closes the sale. 5. Launch Fast, Optimize Faster Gone are the days of 60-day pre-launch timelines. The most agile teams are building “ship → test → pivot” loops in < 14 days. Use real-time dashboards. Set your UCL/LCLs. And if something flops? Kill it. Spend smarter, not louder. 6. Educate before you convert I promise customers don’t buy after one click no matter what that attribution window tells you. You need to teach them first. Integrate blog content, quizzes, SMS drip campaigns, FAQ-rich landing pages, and community-led content. Good digital advertising turns questions into conversions. 7. Be transparent. Be human. Be fast. No one wants another ad with a fake countdown or spammy CTA. Lead with transparency. Show real people. Answer DMs. Comment back. The brands winning in 2025 are the ones that feel like people, not billboards. If you're spending budget in 2025, it should work harder than your entire sales team combined. And if it’s not? You don’t need a bigger ad budget — you need a smarter strategy. Have questions? Drop them below or shoot me a message! #DigitalMarketing #PaidMedia #MetaMartini #2025Strategy #BrandBuilding #OmnichannelMarketing #CPM #CAC #DTC #AgencyTips #MediaBuying #AdCreative #MarketingExecution

Here’s the hard truth: Brands don’t fail because they don’t buy enough ads. They fail because they can’t produce enough good content fast enough. Algorithms demand speed. Consumers demand creativity. And most brands? They’re stuck building content like it’s 2015—slow, campaign-based, and expensive. In 2025, content isn’t a campaign. It’s a supply chain. The brands crushing it now? They’ve operationalized content like production lines: 🛠 Inputs → Modular shoots → Endless outputs. 💄 e.l.f. Cosmetics owns TikTok because they act like a media company: daily drops, remixable content, collabs that feed performance AND organic. 🩲 Parade scales by treating every customer as a micro-creator—turning DMs and UGC into Meta ads within days. 🍳 Our Place doesn’t just post pretty pans. They create a lifestyle library of assets, from recipes to founder stories, then slice it for every platform. Legacy lesson? P&G invented the soap opera for this reason: content at scale to fuel distribution. The principle hasn’t changed—just the format. Here’s the Content Supply Chain Playbook: ✅ Stop thinking campaigns. Start thinking pipelines. One big “drop” won’t feed TikTok, Meta, email, Amazon, and retail for 90 days. ✅ Shoot modular. Every production should yield: 📲 Hero assets for paid 📲 UGC for TikTok 📲 Clips for email 📲 PDP visuals for Amazon 📲 Content for in-store screens ✅ Build velocity into the system. Hire for operations, not just ideation. If you can’t brief, shoot, and deploy in 7–10 days, you’re already losing. ✅ Measure creative like inventory. Track fatigue rates, repurposing ROI, and output velocity—not just CTR. Content is no longer “marketing support.” It IS marketing. And if you don’t have a supply chain, you don’t have a growth engine. Because CPMs don’t kill brands. Creative gaps do. #ContentStrategy #BrandAndPerformance #ModernMarketingOS #OmnichannelGrowth #MarketingPlaybook

The landscape of digital marketing is rapidly changing, with 2025 poised to be a significant year. Staying ahead means not just keeping up with trends but anticipating them and adapting your strategies. Over a decade of experience navigating the intricacies of this industry has taught me one thing: brands that innovate, embrace change, and keep their audience at the center of it all thrive. Trends in digital marketing for 2025 👇 👉 AI-Driven Personalization AI isn’t just a buzzword anymore—it’s the foundation of hyper-personalized experiences. From dynamic email content to tailored ad campaigns, leveraging AI tools will be the key to creating deeper customer connections. 👉 Voice Search Optimization With the continued rise of smart assistants, voice search is becoming integral to how people find information. Optimizing for natural language queries and local intent will separate the good marketers from the great ones. 👉 Interactive & Immersive Content Think AR filters, VR experiences, and shoppable live streams. Consumers crave interactivity, and brands that offer immersive experiences will build stronger engagement and loyalty. 👉 Sustainability Messaging Gen Z and Millennials demand transparency and purpose from brands. Marketing campaigns emphasizing sustainable practices and ethical choices will resonate deeply. 👉 Creator-Led Campaigns The creator economy isn’t slowing down. Brands that partner with micro and nano-influencers will see more authentic engagement and higher ROI than traditional ads. 👉 Zero-Party Data Strategies As privacy regulations tighten, collecting zero-party data directly from customers through interactive polls, surveys, and quizzes will be critical for building trust and personalizing marketing. 👉 The Rise of Niche Communities Large platforms are fragmenting into niche communities. From Reddit forums to private Discord servers, marketers must learn to engage in these micro-ecosystems authentically. 👉 Programmatic Advertising Evolution Automation in ad buying is getting smarter. With AI-enhanced programmatic platforms, advertisers can optimize campaigns in real-time, ensuring higher precision and better ROI. 👉 Social Commerce Boom Platforms such as TikTok, Instagram, and Pinterest are intensifying their e-commerce features, leading to a blurring of the boundaries between social media and shopping. Shoppable posts and live shopping will become even more impactful. 👉 Video SEO & Searchable Video Content As search engines get better at indexing video content, optimizing video for search (keywords, transcripts, thumbnails) will become a game-changer for discoverability. 2025 is the year of smarter, more human-centric marketing. Success lies in staying agile, embracing innovation, and keeping the customer at the heart of everything you do. Which of these trends do you think will have the biggest impact? Follow #socialJJ for more marketing posts. #digitalmarketing

We've generated 150,000+ followers on LinkedIn. These are the 5 content pillars you need to focus on to grow in 2025: 𝗣 - Personal Content Share your journey, not just the wins but the losses too. I spent 6 years in the Army before failing in multiple ventures. Those stories connect more than your highlight reel. 𝗘 - Expertise Content Frameworks, how-to's, and actionable advice in your niche. This establishes your authority and gives your audience something to implement today. 𝗦 - Social Proof Show the results, client wins, and testimonials. Not to flex, but to demonstrate you can deliver what you promise. 𝗧 - Trending Topics Add your perspective on what's happening in your industry right now. Being timely keeps you relevant and shows you're at the cutting edge. 𝗢 - Opinions Take a stand. Have a unique perspective. My hot take: outbound is the new inbound and selling isn't "icky" if your product actually helps people. The key isn't just creating content—it's creating content with intention. Every post should fit into one of these pillars.

In the inbound marketing era, content was queen. In the AI era of marketing, yes, content is still queen. Last week, I spoke to a CMO whose content marketing strategy revolves entirely around SEO. After years of solid growth, her company’s traffic is declining. It’s a familiar story in 2025. She asked: “Now that SEO is less effective, is content marketing less important?” I told her the opposite is true. Content is more important than ever but a few things are different. 1. Content needs to be specific. Answer Engine Optimization (AEO), or how your brand shows up in AI-driven responses is becoming important. The difference between being cited or invisible often comes down to one thing: specific, high-quality content. Marketers leading in AEO are seeing 3–4x higher conversion rates, but only when their content goes deeper than surface-level keywords. Authority, clarity, and originality are the new ranking signals. 2. Content needs to be multi-modal and multi-channel. Buyers no longer follow a linear journey. They read, watch, listen, chat, and scroll, often in the same hour. AI makes it easier to meet them in those moments, but you still need powerful assets to show up well: Video and interactive demos for discovery, Long-form explainers for education, Bite-sized insights for social. The format changes, but the foundation doesn’t: clear, helpful, human content. 3. Content needs to be dynamic and personal. AI gives us the signal—who’s interested, what they need, when they’re ready. But only great content makes the connection. Dynamic, intent-based content can turn data into meaningful engagement. That’s how you create moments that feel personal instead of programmatic. The tools have changed. The algorithms have changed. The constant is content. It’s still queen – because it’s still how trust, engagement, and growth begin. Ps: Huge shoutout to our HubSpot partner Mole Street, who’s all-in on helping customers grow through great content. Whenever I speak with Brendan Walsh or Brian LaPann, “Content Hub” comes up within the first two minutes. Last week they released a fantastic whitepaper on it, link in the comments if you’d like to take a look.

The B2B Marketing playbook is broken. It's never been harder to grow demand. Where I'd invest for 2025: 1. Example-Driven SEO: AI will cannibalize informational content. Keep your organic traffic with unique, research-based content 2. Diversified Paid Media: Direct response is saturated. Diversify your budget by spending across Direct (Return on Ad Spend model), Indirect (Incrementality model), and Brand (Awareness model). 3. Lightweight Tools: Move from text-based offers to code-based offers. With tools like Replits AI agent, building lightweight tools has never been so easy. Take advantage. 4. Personality-Led Content: Your content needs to be unique, say something, have a personality—leverage creators for authentic engagement. Better yet, hire them. 5. AI Agent Optimization: Traditional search is being disrupted by AI tools like ChatGPT, Claude, and Gemini. Ensure your product visibility in these results by increasing mentions of your products with relevant words (co-citation). This is your new brand/product marketing. 6. Multi-Modal Chat: Use AI to turn text-based chat into AI-powered text/video experiences. AI will turn your chat into a visual experience with an avatar doing demos, product walk-throughs, and visual presentations. If your B2B marketing playbook looks like it did two years ago, you're in trouble

Complexity beats simplification in beauty; that's L'Oreal's masterclass. And they make it look so easy. While we're crunching the numbers and gathering more input for 2025, here's a holiday treat from our team: some headlines from our growth playbook. 💡L'Oréal has achieved what most CPG brands aspire to: 7X growth over 30 years, $47B in revenue in beauty (76% larger than Unilever), and category dominance representing 33% of the Top 8 global cosmetics market ($141.2B). The playbook summary below synthesizes L'Oréal's proven strategy with emerging competitive dynamics. 𝗣𝗜𝗟𝗟𝗔𝗥 𝟭: Portfolio Architecture & M&A Mastery Your Strategic Principle: Complexity as a competitive advantage through strategic optionality at scale You need to build a portfolio across all price tiers, no exception. 1. Mass Market (Volume drivers): Maybelline, L'Oréal Paris, Garnier 2. Professional (B2B + loyalty): Matrix, Kérastase, Redken, ColorWow 3. Active Cosmetics/Dermocosmetics (Medical credibility): La Roche-Posay, CeraVe, SkinCeuticals, Vichy 4. Luxury (Margin maximizers): YSL, Lancôme, Kiehl's, Urban Decay, now Creed + Gucci/Balenciaga licenses Each tier serves different channels, price sensitivities, and consumer occasions—creating portfolio resilience against market volatility. 𝗣𝗜𝗟𝗟𝗔𝗥 𝟮: Channel-Specific Optimization - Cerave dominates Amazon 1P - Lancôme owns Sephora counters - Kérastase Paris leads salon professional - La Roche-Posay USA controls pharmacy 𝗣𝗜𝗟𝗟𝗔𝗥 𝟯: Retail media leadership will give you wings, so you should implement category-leading retail media investment. 2025 Benchmarks (Beauty & Personal Care) from ecommert Navigator Global Retail Media Benchmark Allocations Report (you can find it in the comments) 👇 - 22.7% of total ad spend (US: 23-27%, EU: 18%) - 2.35% of net revenue on average - $6.60+ ROAS when executed well 💡Beauty leads ALL #FMCG categories in retail media maturity—treating it as core infrastructure, not experimental spend. 𝗣𝗜𝗟𝗟𝗔𝗥 𝟰: You must master consumer behavior and data-driven personalization. Step 1: Build the first-party data ecosystem to capture first-party data from minimum 30%+ of your consumers within 18 months. Step 2: Leverage AI for hyper-personalization, use LLM beauty assistants, predictive replenishment and launch conversational product discovery. Step 3: You'd better master the "Niche-to-Mainstream" funnel 🚨Old Model: Mass production → broad distribution → heavy discounting 💡New Model: Limited drops → atelier collabs → data-driven micro-batches → TikTok → Duty Free (in weeks, not quarters) 𝗣𝗜𝗟𝗟𝗔𝗥 𝟱: Digital excellence requires robust organizational design, so revamp your org. Investment benchmark: Winners invest >10% of revenues in digital technologies and #eCommerce. Size doesn't guarantee growth; omnichannel execution + retail media optimization does. More to come, stay tuned. #FMCG #Beauty #Growth #Strategy