When the temperature rises and inboxes get flooded, most emails go unread. Not because people don’t check their emails, but because what lands in their inbox doesn’t match where they are in their decision-making process.

That’s why you need a well-built email marketing customer journey.

So don’t just write more emails, write better ones…emails that land at the right time, say the right thing, and make people feel like your business gets what they need.

What is the Email Marketing Customer Journey?

The email marketing customer journey is the path your leads and customers take, from first touch to long-term loyalty, all through email communication. Think of it as a chain of conversations, each one with a purpose, each one building trust.

It’s not a funnel. It’s not a drip campaign you set and forget. It’s a sequence of relevant touchpoints that respond to behavior and guide the reader without feeling like a sales pitch.

Step 1: Break the Journey into Stages

Mapping your email marketing customer journey starts with understanding where your audience is mentally and emotionally. These are the five core stages to build around:

1. Awareness

This is the introduction. They don’t know who you are or what you offer.

Email Example:

• “Top 5 Costly Mistakes in [Industry] and How to Avoid Them”
• “2025 Trends You Shouldn’t Miss in [Sector]”

2. Consideration

They’re weighing options and comparing solutions. They might be reading case studies or asking around.

Email Example:

• “How [Client Name] Cut Downtime by 38% in 3 Months”
• “Webinar Invite: Choosing the Right [Service/Product] Partner”

3. Purchase

This is your chance to help them take action. They’re nearly ready to buy.

Email Example:

• “Limited-Time Offer: Get Started with No Setup Fee”

4. Onboarding

The deal’s closed but the journey’s not done. Now’s your chance to make a strong first impression.

Email Example:

• “Welcome to [Your Company Name] – Here’s What to Expect”

5. Repeat & Referral

You’ve earned their trust. Now make it easy for them to return (or refer others).

Email Example:

• “Here’s What’s New Since You Last Checked In”
• “Know Someone Who Needs [What You Do]? Share and Save.”

Step 2: Match Your Content to the Stage

Each stage of the email marketing customer journey deserves its own message, tone, and content. A strong lead magnet (something like a checklist, industry guide, or free resource) can set the right tone from day one.

Here’s how to align what you send with what your audience actually wants to see:

Awareness Stage

• Blog posts, checklists, guides
• Free resources without opt-ins
• Avoid the hard sell

Consideration Stage

• Case studies, testimonials, product comparisons
• Event invites and demo requests
• Show how you’ve helped others solve real problems

Purchase Stage

• Pricing sheets, proposal follow-ups
• Support from a real person
• Clear next steps with minimal friction

Onboarding Stage

• Video intros, team contact info
• First-step tasks or mini wins
• Set expectations and reduce confusion

Repeat & Referral Stage

• Product updates, loyalty offers
• Referral rewards or “bring a friend” bonuses
• Satisfaction surveys or quick feedback requests

Expert Tip: Don’t write for your product. Write for the questions people are asking in their head at that moment.

Need help creating lead magnets, ebooks, or case studies that attract qualified leads? MARION offers content marketing services tailored to each stage of your customer journey.

Step 3: Use Behavior to Trigger the Right Messages

Send emails based on what your audience is actually doing (not what you assume they’re ready for).

Set Triggers Like:

• Signing up for a newsletter
• Viewing a pricing page
• Downloading a guide
• Attending a webinar

For example, if someone clicks a link to view your pricing but doesn’t reach out, send a follow-up: “Still have questions about pricing? Here’s a breakdown + who to contact.”

Timing Matters

Send too many emails too fast and you’ll lose trust. Wait too long and the opportunity passes.

Space your messages based on behavior and urgency, not a pre-set calendar.

Pro Tip: Automate workflows but keep the tone personal. Use names, ask questions, and make replies feel welcome.

Step 4: Measure and Adjust Often

Track the usual metrics (opens, clicks, unsubscribes) but don’t stop there.

What Really Matters:

• How many people reply
• How many convert to calls, demos, or purchases
• How many move from one stage to the next

Test subject lines. Watch where people drop off. Cut the dead weight and double down on what works.

Fun fact: Personalized email messages improve click-through rates by 14% and conversions by 10%.

Common Gaps (and How to Fix Them)

Most companies miss the mark in a few areas. Here’s where things fall apart (and how to fix them):

1. No Welcome Series

That first impression sets the tone. A welcome email should:

• Confirm what they signed up for
• Deliver immediate value
• Introduce your brand tone and personality

2. No Follow-Up After Quotes or Proposals

If they asked for pricing and you don’t follow up, that’s a missed chance. Send a brief message that adds clarity, not pressure.

3. No Re-Engagement for Cold Leads

Someone goes quiet after a few emails? Send a soft check-in like:

• “Still exploring options? Here’s something you might find helpful.”

4. No Post-Sale Touchpoints

The sale is only the middle. A simple follow-up to ask how things are going or to share what’s next can lead to longer relationships and referrals.

Fixing the above gaps often starts with better strategy. MARION provides email marketing audits and campaign planning for businesses ready to tighten up their follow-through.

Ready to Build a Smarter Email Marketing Customer Journey?

Most email marketing falls short because it’s out of sync with what people actually need. Timing, tone, and clarity matter more than volume.

At MARION, we help businesses plan and execute email strategies that do more than hit inboxes. We create email marketing customer journeys that match how your audience thinks and moves…from first contact to loyal customer. Our marketing agency team can work with you to map out the exact touchpoints your leads need, create content that feels personal, and set up the automation that keeps it all running without feeling robotic.

If it feels like a chore to write, it’s probably a chore to read…we help you avoid that.

Let’s talk about what your next step should look like!

When the temperature rises, most people slow down…but your marketing doesn’t have to. Summer offers the chance to stand out while others are on autopilot. If your B2B business depends on staying visible and generating steady leads, this is the time to keep your audience engaged.

Here are 8 summer-friendly tactics to keep your brand active and top-of-mind.

1. Host a Summer Giveaway

It might sound obvious, but branded giveaways still work. Not the “stress ball in a dusty drawer” kind…give them something they’ll use when it’s 103 outside. Think insulated tumblers, cooling towels, portable fans. I once saw a contractor hand out branded can koozies at a local festival — simple, cheap, and everyone kept them. Genius.

Keep it simple: announce the giveaway, ask for an email or a follow, maybe a share to enter. Don’t overcomplicate it. People love low-effort wins, especially when it’s hot and their brain’s running on half speed.

One study even reported that 83% of consumers like receiving promotional products with an advertising message.

2. Create Content That Matches the Season (And the Mood)

Nobody’s in the mood to read a white paper right now. You know it. I know it. So don’t fight it. Instead, make your content quick, useful, and maybe even a little fun.

What are your customers dealing with during this stretch of the year?

Examples:

• A construction company might publish a blog on “Keeping Cool on the Job: Essential Tips for Summer Construction Work.”
• A tech company could create a video series on “Optimizing Your Home Office for Summer Productivity,” showcasing ways to stay comfortable and efficient while working from home during the heat.
• A healthcare provider might share an infographic on “Hydration Hacks: Staying Healthy in the Summer Heat,” offering tips on staying hydrated and the benefits of their hydration products or services.

And don’t be afraid to share a little personality. You’re not writing a textbook here…you’re trying to connect. A little levity goes a long way this time of year.

3. Summer-Themed Promotions

You don’t need a full-blown campaign to offer a good summer deal. Toss out something limited-time, give it a fun name like “Too Hot to Think Promo” or “Summer Slowdown Special,” and send it to your list with a quick note.

Something like: “We know things feel slow right now. Here’s something to make your life a little easier.”

It doesn’t need to be clever or complicated. In fact, the more human it sounds, the better it performs. Summer is all about energy conservation, for your customers too. Make sure to promote these deals through email and social media marketing.

4. Outdoor Events and Sponsorships

Summer is the season for outdoor events. Consider sponsoring local events like festivals, fairs, or sports games. Not only does this increase brand visibility, but it also shows your support for the local community. Set up a booth or tent with branded giveaways and information about your business.

As a matter of fact, 9 out of 10 marketers agree that experiential marketing boosts compelling engagement.

5. Share a Bit of the Human Side

People like doing business with companies that feel… well, like people. One of the easiest ways to make that happen? Show off your team’s summer vibe.

Post some behind-the-scenes shots. Team BBQs, vacation snapshots, bad sunburn stories (ok, maybe not the last one). Or have your employees share their favorite summer snack or weekend activity.

It takes 10 minutes, and suddenly your business feels less like a logo and more like a group of real folks your audience can relate to.

Examples:

• Share a series of social media posts featuring your team’s vacation snapshots and stories. This humanizes your brand and gives your followers a glimpse into the lives of the people behind the business.
• Encourage your customers to share their vacation photos with your products and feature these images in your email newsletters or on your website. Offer a small incentive, like a discount on their next purchase, for participating.

6. Ask Your Customers to Share

Here’s the thing: user-generated content performs better than most brand posts. And summer gives you the perfect excuse to ask for it.

Run a social media campaign and start a hashtag (keep it short). Ask customers to post pics using your product or service in their summer routine. Give them a reason to join in — small discount, feature on your feed, bragging rights.

Once you get a few entries, repost them. People love seeing their content shared, and it gives your feed more depth than stock images or “corporate updates.”

7. Give Your Emails a Seasonal Refresh

A quick update to your email visuals and subject lines can make a difference. Highlight limited-time offers, useful tips, or seasonal use cases. Add a fun summer recipe or quick poll for interaction.

Emails that feel timely are more likely to be opened and shared.

Examples:

• An office supply company could do a newsletter featuring “Top 10 Office Gadgets to Keep You Cool This Summer.”
• A software development company might create an email marketing campaign titled “Stay Productive in the Heat” with tips on using their tools to maintain efficiency during the summer months.
• A commercial cleaning service could offer “Summer Cleaning Specials” through their email campaigns, emphasizing how a clean, cool workspace can enhance productivity.
• A food supplier could send out a summer-themed recipe newsletter showcasing “Cool and Refreshing Office Snacks” that use their products.

8. Refresh Your Visuals

You don’t need a full redesign. Just update your homepage banners, rotate in some warm-weather photos, and change your social profile headers.

It shows people your business is active and paying attention. It’s a small detail, but it adds up — especially when everyone else looks frozen in time.

Even swapping in an image of someone holding a cold drink or working outdoors can make your brand feel more relevant. It’s an easy win.

Don’t Let the Texas Heat Slow Your Business Down

Everyone’s tired, inboxes are lighter, and meetings start getting pushed to “after Labor Day.” That’s your chance. When your competitors go quiet, your voice carries further.

If you’re short on time or ideas, our outsourced marketing agency has your back. At MARION, we work with businesses across Texas to keep their marketing active — even during the dog days of summer. Let us help you beat the heat with our digital marketing services in Austin and Houston, Texas.

Need help with your campaigns, content, or getting something out the door before the heat hits triple digits again? Let’s talk.

If you want to drive more organic traffic and make your content work smarter, not harder, it’s time to take a closer look at how these strategies work together. Here’s everything you need to know about content mapping and SEO.

What is Content Mapping?

Think of content mapping as a way to deliver the right content to the right person at the right time. It’s all about creating content that aligns with your audience’s journey, from first discovering your business to becoming a loyal customer.

Key Components of Content Mapping:

1. Buyer Personas: Who is your audience? What are their goals, challenges, and pain points?
2. Customer Journey Stages: What are the steps your prospects will take? (awareness, consideration, and decision)
3. Content Alignment: How can you match your content to specific personas and their stage in the journey?

Why It Matters: Content mapping makes your digital marketing more efficient and focused. Instead of guessing what your audience wants, you’re delivering exactly what they need when they need it.

The SEO Side of the Equation

Search Engine Optimization ensures that the content you create gets found. Without it, even the best content can sit unseen. Pairing SEO with content mapping means you’re not only creating content for your audience but also optimizing it to rank well on search engines.

How SEO Complements Content Mapping:

• Keyword Research: Identify what your audience is searching for at each stage of their journey.
• Content Structure: Use headings, subheadings, and metadata to make content easier to read and index.
• Search Intent: Understand why someone is searching for a term and create content that answers their query.

How to Build a Content Map with SEO in Mind

Here’s a 5-step guide to successfully combining your content mapping and SEO efforts:

Step 1: Know Your Audience

Start by truly getting to know who you’re talking to. Who are your ideal customers? Researching buyer personas can help you understand their goals, challenges, and what drives their decisions. If you can, use tools like surveys, interviews, or analytics to gather insights that paint a clear picture of your audience. The better you know them, the easier it is to create content they’ll care about.

Marketing Tip: Don’t skip analytics – without data, you’re flying blind!

Step 2: Research Keywords and Topics

Now it’s time to dig into what your audience is searching for. Tools like Ahrefs or SEMrush can help you uncover the terms and questions your potential customers are typing into search engines. Focus on long-tail keywords (specific phrases that match their concerns or interests.) This approach helps you align your content with the exact topics your audience wants to learn about.

Step 3: Map the Customer Journey

Step 4: Create Content That Ranks

When it’s time to start writing, focus on making your content as useful and actionable as possible. Do your research, and don’t skimp on providing real value. Keywords are important, but they should feel like a natural part of the flow (not crammed in awkwardly.) Boost your content’s credibility with link building. Include both internal links to your own pages and external links to trusted sources.

In short, you should:

• Write actionable, well-researched content
• Include keywords naturally without forcing them
• Add internal/external links to improve credibility

Marketing Tip: Don’t overstuff keywords. Search engines penalize content that feels spammy.

Step 5: Track Performance

Once your content is out there, keep an eye on how it’s performing. Use analytics tools to monitor traffic, engagement, and conversions. If something isn’t clicking with your audience, tweak your content map and adjust your strategy to focus on what’s working best. This ongoing process helps you stay aligned with your audience’s needs.

Tips to Get Ahead:

• Conduct a content audit: Review existing content to find gaps and opportunities.
• Cluster your topics. Group related topics and keywords to create a series of content.
• Repurpose your content. Turn a webinar into a blog post, infographic, or social media series.
• Collaborate across teams. Involve sales, customer service, and marketing to gather diverse insights.

The key to long-term success? Keep refining your strategy as your audience evolves. The more you adapt, the better your results will be.

Let MARION Guide Your Content Strategy

Not quite confident in your content strategy? At MARION, we specialize in everything digital marketing – content marketing, SEO, social media, PPC services, internet marketing audits and more. Our team understands how to align your content with your business goals, ensuring every piece you create works harder for your brand.

Contact our digital marketing agency today to set up a consultation!

It isn’t news that B2B manufacturing marketing is difficult. After all, your manufacturing marketing strategy has to bridge the gap between you, distributors, wholesalers, and users in an effective and cost-efficient way.

Targeting the right decision makers at the right time is a complex task that B2B marketing strategies need to address. Fortunately for you, there are ways to target a highly qualified audience with very granular messaging. How exactly?

Digital marketing for manufacturing companies.

How to Market a Manufacturing Company

Whether you’re relying on a marketing department in a manufacturing company or a marketing agency for the manufacturing sector, your whole marketing plan starts with a strong brand identity. Positioning your business is easier after you engage in research and discovery about your history, process, people, and differentiation.

Searching for the right digital marketing partner for manufacturers? Schedule a free consultation with MARION today to learn how we can help grow your B2B marketing operations!

Being in the manufacturing industry can look very different depending on your product, but can actually be boiled down into five main groups. Use this table to identify which main group and industry sub-group your operation belongs to.

Data pulled from McKinsey

Once you’ve developed your brand identity and decided how to position your company in the minds of your distributors and users, you can begin to set marketing goals. In many cases, your goals will involve financial targets that are closely tied to your mission statement. Then, figure out which strategies you’ll target to achieve those goals.

The rest of this article will cover the five digital marketing tactics that are highly effective for manufacturer growth.

Digital Marketing Strategies for Manufacturers

The most complicated part of a digital marketing strategy for most manufacturers is presenting the right message to decision-makers. Internet marketing for manufacturers helps to effectively target B2B decision-makers with little budget waste.

These five B2B manufacturing marketing strategies can each be used to grow your market share in a cost-efficient manner.

1. Content Marketing
2. SEO Marketing
3. PPC Marketing
4. Social Media Marketing
5. Marketing Automation

Look at each of the strategies, and decide on which method will best help you realize your goals.

1. Content Marketing for Manufacturers

In a 2018 survey of industrial marketers, 86% of respondents said they were using content marketing. Fortunately for you, only 22% of those manufacturing content marketers considered their organization to be “sophisticated” or “mature” at this skill. This Content Marketing Institute data indicates that you still have time to catch up if you aren’t leveraging the power of content marketing yet.

Content marketing strategies can take many different forms. Whether you’re distributing content through email marketing, social media marketing, or organic search, you can attract the right users by creating valuable content assets for your end users.

For example, a midstream pump manufacturer can use content marketing in Houston to write a blog post about the physics behind torque-speed curves to help midstream users determine how to select the right pump for their next application.

Solving Pain Points Through Strategic Content

The key to successful content marketing for manufacturers is identifying the pain points of your target audience, then building content assets that can ease that pain. If an industrial user isn’t sure how to choose between you and your competitors, put together a comprehensive list of performance factors for your product. If a heavy equipment user is struggling to choose between you and your closest competitor, write a detailed comparison piece to highlight the areas in which you come out on top.

By creating free value-added content for your potential customers, you can position your brand as an authority in your industry.

Contact MARION for help with B2B manufacturing content marketing in Austin or Houston today!

2. SEO for Manufacturing Companies

Manufacturing SEO is the practice of optimizing your website so that you show up at the top of search engine results when users are searching for the products you offer. For example, if you’re a chemical manufacturer, you want your surfactant web page to show up when a potential customer Googles “surfactant suppliers.”

According to a recent study, organic search helps to generate nearly 53% of B2B revenue. This means that successful manufacturing search engine optimization can be the key to meeting and exceeding your marketing growth goals.

The Role of Web Design in SEO Success

Keep in mind that an SEO-friendly web design is paramount to ranking well in search results. If your website looks like it’s from the 2000s, users may hit the back button and visit your competitor’s site instead. It’s like showing up to a business meeting or interview in sweatpants. Doing some competitor research, customer interviews, and user testing will help you develop the best manufacturing website design possible.

Aside from design, the content on your website is highly important to your SEO for B2B manufacturing. Like we mentioned in the first section, by creating content that addresses the pain points of your target users, you can rank highly in the search results and generate more revenue today.

If you’re interested in trusting your organic growth to an SEO agency in Austin or Houston, contact MARION today to schedule a free consultation!

3. PPC Advertising in Manufacturing Industries

Over the past decade, several types of digital marketing campaigns have improved the scalability of manufacturing advertising. Before the internet, manufacturing outfits had to rely on direct mail, cold calls, and costly trade shows to generate new opportunities. While there are benefits to relationship-based selling once the ice has been broken, gaining that initial exposure is difficult.

Today, pay-per-click advertising for manufacturers allows you to target psychographically. You can serve an ad that targets a potential customer’s exact need for mere dollars. This flies in the face of trade events where the barrier to entry can be tens of thousands of dollars.

An Example of PPC in Action

For example, a powder coating manufacturer can run pay-per-click ads that appear when a search engine user looks for “high temperature powder coating.” When an interested potential customer clicks on your ad, it will cost you around $2. Depending on the size of your average sale, the profit margin on PPC for manufacturers can be massive.

If you’re interested in running pay-per-click in Houston or Austin, contact the strategists at MARION today to set up a free consultation.

4. Social Media for Manufacturers

“My ideal customers aren’t on social media.”

Without fail, we hear this from industrial and manufacturing businesses about once per month. As of 2023, there are:

• Over 950 million professionals on LinkedIn
• Around 2.9 billion active users on Facebook
• Around 353 million Twitter users worldwide

Without a doubt, your target customers are on social media. Whether or not they are in the mindset to buy while browsing social media is a different story. When it comes to social media marketing for manufacturing, the most relevant platform for a high return on marketing investment is LinkedIn.

LinkedIn

50% of Americans with a college degree use LinkedIn. This makes using LinkedIn for B2B marketing a no-brainer. Not only is LinkedIn a great place to post organic updates that your connections can see in their timeline, but its ad targeting capabilities grow more and more advanced each year.

Effective advertising on social media depends on the niche audience that you’re targeting. LinkedIn allows you to target by:

Once you’ve refined your LinkedIn ad targeting options to reach the right decision-makers, you can begin generating a return on your manufacturing social media marketing efforts.

If you’re interested in exploring social media marketing in Houston or Austin, contact MARION to set up a free consultation with one of our strategists today!

At MARION, we pride ourselves on staying ahead of marketing trends to position your brand as an industry authority. Whether it’s designing campaigns that resonate with your audience or optimizing your digital presence to generate measurable results, our strategies are built to help your business thrive.

5. Marketing Automation for Manufacturing

Manufacturing outfits are moving to robotic process automation in an attempt to optimize costs and production. Doesn’t it make sense that your OEM digital marketing strategy makes use of automation too?

How Marketing Automation Simplifies Industrial Marketing

Digital marketing for industrial companies becomes dramatically easier when paired with the right marketing automation platform. Automation allows you to:

• Seamlessly track qualified leads.
• Identify which marketing messages are most effective.
• Score which marketing materials have the best impact on your bottom line.

By identifying which B2B manufacturing marketing materials have the highest conversion impact, you can focus your efforts for compounding returns and overall business growth.

Choosing the Right Platform for Your Strategy

The strategy behind marketing and manufacturing automation will largely depend on the platform you choose. While our sales and marketing teams generally recommend using HubSpot, we can work with several different automation platforms to help you reach your goals.

How to Choose a B2B Manufacturing Marketing Agency

Now that you’ve been exposed to several digital marketing strategies for b2b manufacturers, you can choose the strategy or strategies that best match your B2B manufacturing marketing goals. Depending on whether you’re interested in mostly branding, SEO, web design, or outsourced marketing, the following resources will help guide you through the process of choosing a marketing partner:

• How to choose a marketing firm – this is best if you need a bit of everything
• How to choose a web design company – this is best if you only want a website
• How to choose an SEO agency – this is best if you need ongoing search marketing
• How to choose a branding agency – this is best if you need help positioning your business and creating collateral

The general process for choosing a marketing team will follow the same steps.

1. Determine if the agency understands your business.
2. Analyze the team and their past success. Do they have a portfolio or case studies?
3. Do you get along with your future point of contact? This will affect the success of your partnership more than you know.
4. Does the agency seem to have a curious spirit?
5. Can the agency adapt to different circumstances?
6. Are you able to effectively communicate with the agency?

MARION Makes Digital Marketing for Manufacturers Easy

For over 40 years, MARION has been a trusted partner to local manufacturers, helping them navigate the evolving marketing landscape. Our extensive experience in industries like Energy, Chemicals, and Industrial Equipment means we bring unparalleled technical expertise to every project. From contract manufacturers to large-scale industrial operations, our local team understands the unique challenges you face and is equipped to deliver solutions that drive sustainable growth.

Our approach to digital marketing is rooted in aligning sales and marketing efforts to maximize lead generation and customer loyalty. By combining inbound marketing strategies with targeted paid campaigns, we help you attract more website visitors from your target market and convert them into long-term customers.

Ready to see the difference MARION can make? Explore our portfolio and case studies to view examples of our work, then contact us today to schedule a free consultation. Let’s discuss how we can support your goals for lead generation, customer loyalty, and sustainable growth in today’s competitive market!

Contact us today to set up a free consultation, and discover if we’re a good fit for your goals!

Raised in the era of smartphones and social media, Gen Z is known for its tech-savvy nature and short attention spans. However, there’s a powerful tool that marketers can leverage to capture the attention and loyalty of this generation: nostalgia.

How Nostalgia Can Win Over Gen Z

Nostalgia marketing involves tapping into sentimental feelings and memories from the past to evoke positive emotions and connect with consumers. While one might assume that nostalgia primarily resonates with older generations, it turns out that Gen Z is also susceptible to the allure of nostalgia-driven marketing strategies.

Why Nostalgia Marketing Works

Gen Z may be young, but they have a deep appreciation for cultural references and trends from previous decades. Here’s why nostalgic marketing is effective with Gen Z:

• Escape from Digital Overload: Despite being digital natives, Gen Z craves authenticity and genuine experiences. Nostalgia provides a break from the constant bombardment of digital content by invoking familiar and comforting memories.
• Emotional Connection: Nostalgia triggers positive emotions associated with past experiences, making brands that use nostalgia more relatable and trustworthy to Gen Z consumers.
• Desire for Authenticity: Gen Z values authenticity and sincerity in brands. Nostalgia marketing can help brands convey authenticity by tapping into shared cultural experiences.

Nostalgia Marketing Strategies for Gen Z

Looking for nostalgic marketing strategies tailored for Gen Z? We’ve got you covered.

1. Incorporate Retro Design Elements

Use vintage-inspired visuals, fonts, and color schemes in your branding and advertising. Think ‘90s-inspired graphics or retro video game aesthetics to capture Gen Z’s attention and evoke nostalgic feelings.

2. Resurrect Iconic Brands or Characters

Bring back beloved brands, products, or characters from the past in a fresh and modern way. For example, reviving classic cartoons or iconic snack foods can generate buzz and excitement among Gen Z.

3. Tap into Throwback Trends

Identify popular trends or cultural moments from previous decades and incorporate them into your marketing campaigns. Whether it’s ’80s music, ’90s fashion, or retro gaming, aligning with nostalgic trends can resonate with Gen Z’s appreciation for vintage culture.

Examples of Successful Marketing Campaigns that Leveraged Nostalgia

Check out these incredible examples of successful nostalgia-driven campaigns that captivated audiences and left a lasting impression — these marketers nailed it!

Barbie: “Barbie” Movie Sensation

Barbie, the iconic doll brand, made a nostalgic comeback with the announcement of a live-action Barbie movie starring Margot Robbie. The film aims to reimagine Barbie for a modern audience while paying homage to the nostalgia associated with the beloved toy brand. By capitalizing on the emotional connection that millennials and Gen Z have with Barbie, the movie is poised to generate excitement and engagement among younger audiences.

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Pokémon: “Pokémon GO” Phenomenon

Everyone remembers the summer of 2016 when the release of “Pokémon GO” took the world by storm. The app appealed to a wide range of players, including Millennials and Gen Z. The augmented reality mobile game allowed players to capture and train Pokémon in real-world locations, tapping into the nostalgia of the original Pokémon games and TV series from the late ’90s and early 2000s. The game’s success demonstrated the enduring appeal of nostalgic content among younger audiences.

McDonald’s: Grimace Revival

McDonald’s recently brought back Grimace, the beloved purple character from its iconic advertising campaigns of the past. By reintroducing Grimace in digital and social media marketing, McDonald’s taps into nostalgia while appealing to Gen Z’s love for retro pop culture.

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A post shared by McDonald’s (@mcdonalds)

Discover the Next Generation of Marketing with MARION

Ready to implement nostalgia marketing campaigns that resonate with your audience? MARION is here to help! As a leading digital marketing agency in Houston and Austin, we specialize in creating innovative and impactful campaigns that capture attention and drive results. Ready to connect with consumers through the power of nostalgia?

Contact us today to find out how we can tailor our services to elevate your brand’s presence.

With its widespread popularity and huge fan base, it’s no surprise that March Madness presents a prime opportunity for companies to connect with consumers on a personal level and drive meaningful engagement. In this blog, we’ll share insights into why March Madness is a fantastic business opportunity and provide examples of successful marketing campaigns to inspire your own strategies.

Why March Madness Matters

To some, March Madness is just about basketball. But to marketers, it’s a once-a-year phenomenon that captivates the eyes of millions of prospects across the country.

According to statistics, the NCAA generated nearly $1.3 billion in revenue for 2022-23 alone, underscoring its significance as a marketing powerhouse.

Examples of Successful March Madness Marketing Campaigns

Buffalo Wild Wings

The popular sports bar chain launched its “B-Dubs Bracket Challenge,” inviting customers to predict tournament outcomes for a chance to win prizes. This campaign not only drove foot traffic to Buffalo Wild Wings locations but also increased brand engagement online.

Capital One

The financial services company has become synonymous with March Madness through its sponsorship of the Capital One NCAA March Madness Bracket Challenge. By offering cash prizes and exclusive experiences, Capital One successfully capitalized on the tournament’s excitement to promote its brand.

Coca-Cola

Coca-Cola® Zero Sugar launched the “Debate the Goatness” campaign during NCAA March Madness. The campaign encouraged basketball fans to debate who they believed was the greatest of all time (GOAT) player in college basketball history while enjoying a Coca-Cola Zero Sugar. Fans were encouraged to share their opinions on social media using the hashtag #DebateTheGOATness, sparking lively discussions and engaging with the tournament’s excitement. This social media campaign effectively integrated Coca-Cola Zero Sugar into the March Madness conversation while leveraging the passion of basketball fans to drive brand engagement and awareness.

Ideas for Capitalizing on March Madness

1. Themed Promotions: Create March Madness-themed promotions or discounts tied to game outcomes, halftime scores, or buzzer-beaters to incentivize customer participation.
2. Host Viewing Parties: Organize viewing parties at your business location or partner with local venues to create a festive atmosphere where fans can gather to watch games together. Virtual viewing parties are an option as well!
3. Bracket Contests: Launch a bracket challenge for customers, employees, or social media followers, offering prizes for accurate predictions or creative entries.
4. Social Media Engagement: Hop on your social media platforms to share behind-the-scenes content, live updates, and interactive polls related to March Madness, encouraging fans to join the conversation.
5. Collaborate with Influencers: Partner with sports influencers or local personalities to promote your brand during March Madness, leveraging their reach and credibility to connect with a broader audience.

March Madness presents many opportunities for businesses to showcase their creativity, engage with customers, and drive sales. By drawing inspiration from successful campaigns and implementing innovative strategies tailored to their target audience, brands can capitalize on the excitement surrounding the tournament and elevate their marketing efforts to new heights.

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’Tis the season to be merry and strategic! In this holiday marketing guide, each day brings a new idea to elevate your brand’s presence during the most wonderful time of the year.

1. Update Your Website’s Landing Page with A Holiday Theme

Give your website a festive makeover and update your landing page with holiday-themed visuals, banners, and colors to create a warm and inviting atmosphere for visitors. Incorporate holiday promotions, exclusive deals, or limited-time offers prominently on the page to capture the attention of potential customers.

A visually appealing and holiday-themed landing page enhances the user experience and signals to visitors that your brand is in tune with the festive spirit.

2. Create Holiday-Themed Social Media Ad Campaigns

Utilize holiday-themed visuals, incorporate seasonal hashtags, and tailor your messaging to evoke emotions associated with the season. Social media platforms provide a dynamic space to showcase your brand’s personality while tapping into the joyful sentiment of the holidays.

1. Start by setting clear campaign goals.
2. Craft compelling ad copy and visuals with a festive touch.
3. Target your audience strategically based on demographics and interests.
4. Optimize ad placements for the best results.
5. Monitor performance and adjust as needed.

3. Get into the Festive Spirit with Holiday Blog Content

Use your blog to highlight your brand’s values, share behind-the-scenes glimpses of holiday preparations, or provide valuable insights related to your industry during the festive season. Think heartwarming stories, seasonal tips, and entertaining holiday traditions. Don’t forget to include SEO-friendly keywords related to holiday shopping and gift-giving to attract organic traffic.

4. Target Holiday Shoppers with Pay-Per-Click Ads

Another holiday marketing strategy is to utilize targeted Google Ads campaigns that align with popular seasonal search queries. By targeting your audience with PPC ads, you maximize visibility and increase the likelihood of converting potential customers into festive buyers.

How to sleigh your holiday marketing PPC game:

1. Select festive keywords relevant to your products or services.
2. Target specific demographics interested in holiday shopping.
3. Craft compelling copy with holiday-themed CTAs for that festive touch.
4. Highlight special offers or discounts to entice holiday shoppers.
5. Keep a close eye on performance and adjust as needed for maximum impact.

5. Create Personalized Gift Guides

Personalized gift guides simplify the shopping process and showcase your brand’s understanding of individual customer needs during the holiday season.

Start by segmenting your audience based on preferences, interests, or demographics, and create tailored gift suggestions for each category. Feature these guides prominently on your website or in email marketing campaigns to assist shoppers in finding the perfect gifts. Incorporate a range of products at various price points, making it easy for customers to navigate and discover items that resonate with their gift-giving intentions.

6. Elevate Your Holiday Ads With A/B Testing

Experiment with variations in ad copy, imagery, and calls-to-action to identify which elements resonate most effectively with your audience. Test different promotions or incentives to determine which drives higher engagement and conversions. Analyze the results of A/B tests to refine your holiday marketing PPC strategy continually.

Here’s how to make your ads shine:

1. Test different ad copies to discover what resonates best with your audience.
2. Experiment with various visuals to find the most eye-catching and festive imagery.
3. Use A/B and multivariate testing with different CTAs for a compelling and action-driven approach.
4. Monitor metrics closely to see which variations drive the best results.
5. Implement the winning elements across your holiday campaigns.

7. Leverage Email Campaigns to Boost Your Holiday Traffic

Maximize engagement, drive traffic, and boost sales as you share the joy of the season directly to your audience’s inbox.

Here’s an idea: Launch a “12 Days of Deals” email campaign to seamlessly elevate your festive strategy. Delight your subscribers with daily discounts, exclusive offers, and limited-time surprises, creating a sense of urgency and excitement.

8. Share Your Favorite Client Reviews

Celebrate the season by sharing “Customer Stories of Joy.” This holiday marketing strategy involves highlighting real experiences that resonate with the joy your product or service brings. Engage your audience and spread the holiday cheer!

9. Run A Holiday Themed Social Media Contest

What better way than with a jolly good social media contest? Get your followers in the festive spirit by organizing a holiday-themed extravaganza. Whether it’s a “Caption the Claus” challenge or a “Festive DIY Decorations” competition, try to encourage user participation and creativity.

Spice it up with seasonal hashtags and exciting prizes. The goal? Elevate engagement, boost your social media presence, and gift your audience a merry time they won’t forget. Get creative with your holiday marketing and watch your community shine!

10. Step into the Holiday Marketing Sleigh with Google Ads

Unwrap the full potential of your holiday marketing with the magic of Google Ads! Here’s how:

1. Pinpoint your ideal audience with precise demographics and interests.
2. Craft festive ad copy that captures the holiday spirit and entices clicks.
3. Optimize for holiday-themed keywords to boost visibility.
4. Set a jolly budget, monitor performance, and adjust for optimal results.

11. Sprinkle Some Holiday Magic into Your Brand by Changing Your Logo

Deck the halls (or rather, your logo) with boughs of holly, a Santa hat, or a sprinkle of snowflakes. Infuse a festive vibe into your corporate identity and let your logo join the holiday cheer.

Then, share the revamped logo across your digital platforms for all your followers to see. It’s a fun and visual way to let everyone know your brand is not just on the nice list but is also celebrating the season in style. After all, who doesn’t love a fun logo?

12. Plan Ahead for The Upcoming Year, Reflecting on Your Holiday Strategies for Improvement

Last but not least, let’s pave the way for a successful new year! Reflect on this holiday season’s strategies, learn from the festivities, and plan ahead for an even brighter and more impactful year ahead.

MARION is Your Year-round Digital Marketing Ally

Ready to turn your holiday marketing into year-round success? Let’s turn your visions into victories and make the coming year a celebration of continual growth and prosperity.

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With advancements in technology, artificial intelligence (AI) has made significant strides, and its influence is felt across various industries, including content creation.

AI vs. Human Bloggers: Who Will Prevail?

In the world of blogging, AI-powered language models have emerged, capable of generating impressive articles on a wide range of topics. However, despite the convenience and efficiency offered by AI, there are compelling reasons why human bloggers continue to hold the edge.

Which one will be an invaluable asset to your content creation strategy? Below, we delve into the debate of AI vs. human-written blogs and explore the unique qualities of each.

Benefits of Human Bloggers

Human writers possess unique qualities that make them invaluable in the blogging realm.

The Essence of Authenticity

One of the key strengths of human-written blogs lies in the element of authenticity. Humans have emotions, experiences, and a unique voice that they bring to their writing. Readers can connect on a deeper level with the personal touch and genuine storytelling that only a human blogger can provide. AI-generated content may be coherent and informative, but it lacks the emotional depth and unique perspective human writers infuse into their work.

Creativity and Originality

Human bloggers are unparalleled in their ability to innovate, craft original ideas, and present fresh perspectives. While AI can mimic patterns from existing content, it lacks the creative flair to generate truly novel concepts. Human bloggers draw from their knowledge, imagination, and research, producing content that stands out in a sea of generic AI-generated articles.

Adaptability and Empathy

In a dynamic world where trends change rapidly, human bloggers excel at adapting their writing style to suit current events and shifting audience preferences. They can gauge reader reactions, respond to feedback, and empathize with their audience, making content more relatable and engaging.

Context and Nuance

Human bloggers possess a nuanced understanding of language, culture, and context. They can incorporate humor, sarcasm, and colloquial expressions that AI models may misinterpret. Human bloggers can tailor content to specific audiences, ensuring relevance and resonance, while AI-generated content may come across as generic and formulaic.

Ethical Considerations

AI-generated content raises ethical concerns regarding plagiarism and copyright violations. Human bloggers adhere to ethical standards, ensuring proper attribution and citing sources when referencing external information. This transparency builds trust with readers and fosters a sense of credibility that AI cannot replicate.

Knowledge and Expertise

Human bloggers often write from a position of expertise, experience, or specialized knowledge. This authority makes their content credible, especially in niche industries or fields. AI lacks the comprehension and practical experience to provide the same level of in-depth analysis and expert insights. Moreover, human bloggers can adapt to changing trends, news, and cultural shifts more swiftly than AI.

Download Now: Free Content Calendar for Bloggers

Benefits of AI Bloggers

On the other hand, AI-powered content generation also offers several advantages.

Increased Efficiency and Speed

AI-powered tools are designed to automate repetitive tasks and can generate content much faster than human writers. This enhanced speed allows businesses to produce a larger quantity of content in a shorter amount of time, which can be beneficial for content marketing strategies that require a high volume of consistent output. Additionally, AI writing tools can help boost productivity by automating certain activities, saving time and effort for content creators.

Consistent and Error-free Writing

In theory, AI-generated content is less likely to contain grammatical errors, spelling mistakes, or formatting inconsistencies that can occur with human writing. AI tools have been trained extensively to ensure accuracy and precision in their writing, resulting in consistently error-free content. This can be particularly useful for businesses that require a high level of quality control in their integrated marketing efforts.

Ability to Generate Large Volumes of Content

AI-powered tools are fast and efficient, making it easy to quickly produce a significant amount of content. AI can handle data analysis, idea generation, and drafting, freeing time for human writers to focus on infusing creativity, emotional depth, and unique perspectives into the blog content.

The Experiment: AI vs. Human Blog Writers

We decided to put these observations to the test, so we conducted a quick experiment. We gave an AI tool and a human writer the same prompt to see who could create the better content.

The Prompt: “Write an introduction paragraph for a blog about email marketing for small businesses.”

The Differences

Step 1: Comparing SEO

• The AI writer included the keyword “email marketing” 4 times — that’s overkill!
• The human writer included the keyword twice, which is far more beneficial for SEO.

Step 2: Comparing Complexity

• The AI writer uses unnecessarily complex language such as “highly competitive digital landscape” and “optimizing deliverability” — most people don’t talk like this. And they certainly aren’t going to be hooked enough to read the rest of your article if the beginning sounds boring and robotic.
• On the other hand, the human writer uses more casual, interesting language such as “discover the magic,” “crafting killer emails,” and “go-to guide.”

Step 3: Comparing Readability

• The AI writer’s Flesch readability ease score is 28.3, which is considered “very difficult to read.”
• The human writer received a much higher score of 51.2.

What Does the Future Hold for AI and Human Blogging?

As technology continues to advance, the ideal scenario might be a collaboration between AI and human bloggers. AI can be used to assist with research, fact-checking, and initial content generation, providing a framework for human bloggers to build upon. This symbiotic relationship allows human bloggers to leverage the efficiency and speed of AI while infusing their creativity, personal touch, and unique perspectives into the content.

In conclusion, while AI has undoubtedly made impressive strides in content creation, human bloggers still possess an irreplaceable quality that enables them to connect with readers on a deeper level. It’s likely that a harmonious balance between AI and human bloggers will prevail, with AI supporting and enhancing the work of human bloggers rather than completely replacing them. The future of blogging lies in the collaboration and synergy between AI and human creativity, resulting in a richer and more engaging blogging landscape for both writers and readers.

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Did you know that the experts at MARION can help you enhance your online presence and grow your business? With our expertise in content creation and marketing strategies, we can help you attract more visitors and potential customers. Our team of skilled writers will craft engaging and informative content that resonates with your target audience, driving more traffic to your website. Additionally, we will optimize your content for search engines, ensuring that your blog and website rank higher in search results.

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In today’s digital age, content marketing has become vital to any successful marketing strategy. By creating and distributing valuable, relevant, and engaging content, businesses can attract and retain their target audience while establishing themselves as industry leaders. However, developing an effective content marketing strategy requires careful planning and execution.

What is a Content Marketing Strategy?

A content marketing plan is a strategic approach that outlines the who, what, when, where, why, and how of your content creation and distribution. It is a documented strategy that guides marketers in their content marketing efforts.

Why A Content Marketing Strategy Is Important to Your Business

The plan helps marketers define their target audience, determine the type of content to create, decide on the platforms to distribute the content, and establish marketing goals and objectives for their digital marketing initiatives. By creating a digital content marketing plan, marketers can ensure that their efforts are purposeful, organized, and aligned with their overall marketing strategy.

There are several benefits to having an effective content marketing plan:

• Helps boost website traffic by providing relevant content that attracts and engages the target market.
• Drives more sales by establishing expertise, authority, and trust with the audience, making them more likely to make a purchase.
• Creates brand awareness by consistently delivering valuable content that resonates with the viewer and builds familiarity with the brand.

These benefits contribute to the overall success of a marketing campaign and help businesses achieve their goals.

Build A Content Marketing Plan in 7 Steps

Now, let’s explore the essential steps to developing a successful content marketing strategy that will drive results for your business.

Step 1: Define Your Goals and Target Audience

Before diving into content creation, it’s crucial to establish clear goals and identify your target market. Define what you want to achieve through digital content marketing, whether it’s increasing brand awareness, generating leads, driving website traffic, or nurturing customer loyalty.

Understanding your target audience’s demographics, interests, pain points, and online behavior is equally important. This information will help you tailor your content to meet their needs effectively.

Step 2: Conduct a Content Audit

A content audit evaluates your existing content to determine its performance and relevance. Analyze your website, blog posts, social media content, and other materials. Identify content that has performed well and resonated with your audience and identify areas for improvement.

This audit will provide valuable insights into what content types and topics are successful, allowing you to optimize your strategy moving forward.

Step 3: Develop a Content Plan

Create a comprehensive content plan based on your goals, target audience, and content audit findings. This plan should outline the types of content you will create (blog posts, videos, infographics, case studies, etc.), the topics you will cover, and the channels you will use for distribution (website, blog, social media platforms, email newsletters, etc.).

Create a content calendar to ensure consistency and provide a clear roadmap for content creation and publication.

Get Started with Our Free Content Calendar Template >

Step 4: Create High-Quality Content

Now that you have a plan in place, it’s time to create engaging and valuable content. Focus on producing content that educates, entertains, or solves your audience’s problems. Craft compelling headlines, use a mix of formats to cater to different preferences, and incorporate visual elements to enhance engagement.

Remember to optimize your content for search engines by including relevant keywords and providing meta descriptions.

Step 5: Promote and Distribute Your Content

Creating great content is only half the battle; promoting and distributing it effectively is equally important. Utilize various channels to reach your target audience, including social media platforms, email marketing, guest blogging, influencer partnerships, and online communities.

Engage with your audience, encourage social sharing, and consider paid advertising to boost the visibility of your content.

Step 6: Measure and Analyze Results

Regularly monitor and measure the performance of your content marketing efforts. Utilize analytics tools to track key marketing metrics such as website traffic, engagement, social shares, conversions, and ROI.

This data will help you identify what content resonates most with your audience, what channels are most effective, and areas that require improvement. Use these insights to refine your strategy and optimize future content creation and distribution efforts.

Step 7: Iterate and Improve

Content marketing is an ongoing process that requires continuous improvement. Actively seek feedback from your audience, engage in conversations, and adapt your digital content strategy based on your target audience’s evolving needs and preferences.

Stay updated with industry trends, emerging technologies, and changes in search engine algorithms to ensure your content remains relevant and effective.

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Whether you’re looking to enhance your brand awareness or boost your online presence, MARION has the expertise and resources to deliver high-quality content that resonates with your target audience. Our team of experienced copywriters and digital strategists is dedicated to providing innovative and effective content solutions that drive traffic, engage audiences, and generate leads.

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In the words of billionaire tech mogul Bill Gates, “Content is king.” On the internet, knowing you need to produce content to build your brand is one thing, but finding and implementing a successful content strategy takes deliberate effort. A content planning calendar (also known as an editorial calendar) will streamline your marketing and allow you to think strategically about your goals.

What is a Content Calendar?

At its core, a content calendar is a schedule that details what, where, and when you plan to create and post your online content. While you may have a specific branding or revenue goal, your content calendar provides a detailed roadmap for moving from intention to action and achieving your objective.

Types of Content Calendars

An editorial calendar includes three pieces of information: the content you will publish, where you will publish it, and how you will promote it. To that end, there are three types of tools commonly used to create a content calendar:

• Spreadsheets: Applications like Google Sheets and Excel make it easy to customize templates with your own categories.
• Project-Management Tools: These allow your team to collaborate and keep track of assignments and deadlines.
• Calendar Apps: Provide a simple way to schedule content creation and marketing.

No matter the type of calendar you choose, you must ensure that it’s easy to use and interpret for you and your team.

Blog Content Calendar Example

A blog content calendar helps to plan and track the publishing of articles, press releases, and blog posts. A calendar helps ensure all posts are published on time, with relevant topics that will engage readers. Below is an example of a blog post content calendar layout.

Social Media Content Calendar Example

A content calendar is an important tool for developing successful social media campaigns. It helps to organize and plan content on various social media platforms, ensuring that your posts are seen by the right people at the right time. Below is an example of a social media content calendar layout.

MARION is a full-service marketing agency that offers content marketing in Houston and Austin, Texas. Reach out now to get started!

Who Uses Content Calendars?

Some of the largest journalistic empires in the world make use of editorial calendars to schedule their content creation. However, a content calendar isn’t just for large news corporations. Everyday bloggers, podcasters, YouTubers, and social media managers use them too. In fact, anyone who publishes content regularly can (and should) use a content calendar.

How to Create a Content Calendar

Creating a blog or social media content calendar doesn’t have to be difficult, but you must do some strategic thinking beforehand to develop a solution that works well for you and your team and helps you achieve your ultimate goal.

Establish Your Content Marketing Goals

Before creating a content calendar, you need to understand why you’re creating content in the first place. Determining whether you want to get more traffic, raise your conversion rates, or establish yourself as an authority in your field will give you insight into the type of content you should create and where and how often you should publish.

Build Your Template

A practical editorial schedule starts with a content marketing calendar template that mirrors your team’s content creation workflow. Get started with these four basic steps:

Create a Timeline

Each piece of content should have a set deadline for its publication. How long each content creation step takes will be based entirely on that deadline.

Publishing Frequency

Nail down just how often you will publish your content. Your team should be clear on your content production frequency goals to stay on top of their responsibilities.

Determine Content Types

Your content creation strategy should align with your marketing goals and objectives. For example, you won’t create weekly blog posts if you’re working on building a social media presence. Ensure your editorial calendar includes the content types you want to publish.

Assign Owners

Make sure your team knows who does what. Retaining that knowledge will help streamline your workflow and avoid wasted time and effort due to redundancies.

Tips for Creating Your First Content Calendar

Creating your first blog content calendar is a daunting task, but there are a few actionable steps you can take to simplify the process for yourself and your team:

• Ask Questions: Knowing the type of content you create, how often you publish it, and how many people will use your calendar will help you choose the right tool
• Make it Fit: Create a useful content calendar by listing the steps in your workflow and building them into your spreadsheet or project management application
• Just Get Started: Start by using a simple content calendar template and refine your process as you go along

Whether you use a simple spreadsheet or a more robust project management application, use what you have and what you’ve learned so far to begin your journey toward more strategic marketing.

Download Your Free Content Calendar Template

If you’re new to creating content calendars, you may be overwhelmed with information and left wondering where to start. Fortunately, our free content calendar template makes getting and staying on track with your content goals easy. Download your Google Docs template today to start building and executing your marketing strategy on your own or with your team.

Download Your Content Calendar Template Here >

Get More Help from the Content Marketing Specialists at MARION

Creating a blog post content calendar is a great place to start working toward expanding your reach, but your marketing efforts shouldn’t end there. Solidifying your brand with a well-designed logo and website and marketing your offers through search engine optimization, paid ads, and a social media presence are all vital pieces of the content marketing puzzle.

Fortunately, our digital marketing experts at MARION have extensive experience providing client-focused integrated marketing services to businesses of all types.

Contact our team today to learn how we can help you build and grow a lasting brand.