Content Planning

Lucy's content approach involves radical transparency and authentic storytelling rather than polished marketing campaigns. Learn how documenting the real journey—including failures, struggles, and learning moments—creates more engaging content than manufactured success narratives, building genuine audience connections that drive business growth.

George Bryant reveals his APPLE communication framework that increased a supplement company's customer lifetime value from $75 to $744 using just five strategic emails. He also shares the 'Triangle of Poop' - three critical mistakes that destroy customer relationships and provides actionable solutions for building retention through relationship-focused customer journeys.

Marketing expert George Bryant challenges conventional wisdom by arguing that chasing profit instead of purpose is the biggest mistake entrepreneurs make. Through his experience scaling companies like Vital Proteins and Onnit, he demonstrates how authentic, values-driven businesses create unshakeable customer relationships that transcend transactional competition.

After building Apartment 2B into a £40 million furniture empire, Alex Back discovered that 85% of his team was handling operational complexities rather than driving growth. His new venture, Couch.com, reimagines eCommerce by focusing on customer education and retailer connections rather than transactions. Discover how content-driven marketplaces can eliminate traditional eCommerce headaches whilst creating industry-wide value through strategic positioning and iterative development.

Discover why Google's Chief Strategist Neil Hoyne believes marketing might be harder than rocket science and how small eCommerce businesses can compete with Amazon through relationship building rather than operational efficiency. Learn the framework behind bodybuilding.com's success, why the thank you page represents your biggest missed opportunity, and how to implement the "one percent daily improvement" philosophy that transforms customer relationships without overwhelming your resources.

Transform your marketing from reactive scrambling to strategic success with Fiona Allman-Treen's revolutionary 45-minute planning method. Discover how to leverage "wet January days" for maximum productivity, create five pieces of content from one two-minute video, and build a year-long marketing calendar that attracts the right customers whilst eliminating daily decision fatigue.

Gen Z marketing requires abandoning traditional approaches in favour of authentic, native content on platforms like TikTok and Snapchat. Claire Daniels reveals how this digital-native generation prioritises values-based purchasing, researches extensively before buying, and responds to user-generated content over polished advertising. With TikTok leading at 48.8% preference among Gen Z and offering significantly lower advertising costs than Meta, early adopters gain competitive advantages through consistent, smartphone-filmed content that feels genuine rather than promotional.

Discover how generative AI is transforming eCommerce content creation through the insights of Max Sinclair, former Amazon insider turned AI entrepreneur. Learn the difference between traditional and generative AI, explore practical applications you can implement today using ChatGPT, and understand why businesses that embrace AI-powered content creation gain significant competitive advantages. From infinite product photography to dynamic website generation, explore the revolutionary possibilities reshaping how online businesses create and personalise customer experiences.

Discover how plain text emails outperform fancy HTML designs by building genuine relationships instead of screaming "advertisement." Christian Simovic reveals why daily emails work when done right, how taking controversial positions builds loyal tribes, and why spell check might be hurting your profits. Learn the psychology behind emails that generate responses like "I can't agree enough with your take" and transform casual subscribers into customers who actively want to hear from you.

Discover how to join the creator economy by doing what you love rather than chasing algorithms. Tomer Hen, Forbes 30 Under 30 entrepreneur, reveals why authenticity and consistency beat viral tactics, how to build your own brand instead of relying on partnerships, and why understanding who you serve matters more than what you sell. Learn the community-first approach that transforms content creators into successful brand owners

Discover how LinkedIn Events generate thousands of qualified email leads for eCommerce businesses. Patrick Collins reveals the exact framework he used to capture 5,000 email addresses and double monthly revenue from a single 60-minute event. Learn why LinkedIn remains the most underutilized platform for eCommerce growth, how to find your target audience through groups and courses, and the step-by-step process for hosting events that actually convert attendees into customers.

Discover why your logo isn't your brand and what actually matters when building an eCommerce business from scratch. Josh Catchpole, graphic designer at Aurion Digital, reveals why branding is personality rather than visuals, how to define values that translate into design, and why consistency matters more than perfection. Learn the mood board method for non-designers, how to understand your customers deeply enough to brand for them rather than yourself, and what to look for when hiring a designer. From kitchen table startups to major rebrands, get practical frameworks for building brands that customers actually remember.

Discover why content strategy is essential for eCommerce success as Katie Wight reveals the three-pillar framework that increased one client's average order value by 50%. Learn why great social media looks simple but requires strategic rigour, how to right-size your content programme to your business stage, and why treating organic social media as an afterthought costs brands millions in lost revenue and community building opportunities.

Most eCommerce businesses struggle with social media because they view it as a monstrous project requiring perfect strategy from day one. Xenia Muntean from Planable reveals how to escape decision paralysis by focusing on one platform and two goals, building content around three strategic pillars, and using calendars to maintain consistency. Discover why authentic content outperforms polished production, how to crowdsource emotional user-generated content, and the validation mindset that removes pressure whilst building sustainable social media presence.

Christmas 2020 demands a complete rethinking of content and marketing strategies. Four eCommerce experts share their insights: double down on existing content that's already ranking, start email marketing with a blank slate, implement hypothesis-driven A/B testing, flatten demand curves through early communication, and stop selling to start genuinely connecting with customers. Discover why email delivers 122% ROI and how to maximize five essential email types most businesses neglect.

Discover why no one believes salespeople and how customer-centred storytelling converts browsers into buyers. Marcus Cauchi reveals the hierarchy of belief that governs purchasing decisions, explains why making customers the hero drives conversion, and shares his proven testimonial template that generates page-long responses. Learn which three types of customers to interview, how one fashion brand added £12 million in quarterly revenue by understanding customer stories, and why thinking as your customer—not about them—transforms marketing effectiveness.

Discover how social selling transforms businesses by replacing cold calling and advertising with authentic relationship-building. Tim Hughes reveals his three-pillar framework—personal brand, network, and content—that built DLA Ignite without traditional marketing. Learn why BMW UK generated 120 qualified leads through LinkedIn content alone, how one LinkedIn title closed business deals, and practical steps to implement social selling in just 30 minutes daily. People buy from people; this is how you become the person they want to buy from.

Personal brand equity determines business opportunities more than most eCommerce founders realise. Ian Moyse reveals seven strategic steps for building powerful personal brands without living on social media—from scientifically testing profile photographs to leveraging £5 freelancers for professional content. Discover how authentic relationship building, strategic platform selection, and consistent micro-efforts compound into global recognition, speaking opportunities, and business advantages competitors cannot replicate. Your personal brand exists whether you manage it or not—these steps ensure you're building equity strategically.

Discover why podcasting remains the most accessible content medium for eCommerce businesses, with genuinely low barriers to entry and high potential for building authentic customer relationships. Learn practical lessons from 50 episodes about equipment needs, content strategy, and how one podcast recording generates content across multiple channels—plus what's changing for Season Two with live broadcasts and expert guests.

Most eCommerce content marketing fails not from lack of creativity but from missing strategy. Discover the four-step framework that transforms content from scattered efforts into systematic growth: define clear strategy, create genuinely valuable content, commit to consistent schedules, and deliberately distribute across channels. Learn why consistency trumps perfection and how one piece of cornerstone content can multiply across platforms without multiplying workload