Whether you're launching a new marketing campaign, posting on social, or updating your website - your voice, visuals, & verbiage are sending signals to your audience. Sometimes those signals build trust. Other times, they create confusion, attract the wrong people, or cause best-fit clients to pass you by.
In each episode, I help you connect the dots between your messaging, positioning, design, and decisions shaping how your business is perceived. My goal is to help you understand what your business is actually communicating so you can shape that perception with intention.
When somebody tells me “my content isn’t working and I don’t know why,” it almost always comes down to one of two things: they don’t understand the platform they’re using, or they don’t understand the people they’re trying to reach.
Most people scrolling social media are not locked in and ready to take notes on your big meaty posts. They’re scrolling on the toilet, standing in line at the grocery store, or brain rotting on the couch after a long day. So if your content looks like a damn thesis, no one’s reading it!
Let’s talk about how to build content for every stage of your funnel so the people you’ve worked so hard to attract have somewhere to go next.
EPISODE HIGHLIGHTS
→ The platform functionality mistakes that waste your effort
→ Why your content shouldn’t look like a damn thesis
→ Every piece of content is either building trust or adding friction to the customer experience
→ The three Cs: Character, Context, and Consistency
→ The four content stages your funnel needs
→ Why you need a website (even if some bro on Instagram told you otherwise)
→ How to define the specific job each piece of content is doing so you can tell whether it’s working
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Follow me on Instagram at @pane.marketing (https://www.instagram.com/pane.marketing/)
Subscribe to my newsletter The Content Pour-Over (https://marissapane.com/subscribe) for your brand’s boost of content clarity every Wednesday! Interest
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LINKS
→ Need an outside perspective on where your content funnel is falling apart? Book a Marketing Strategy Intensive with me (https://marissapane.com/brand-strategy), where I evaluate everything in your marketing funnel from discovery to conversion!
8 Oct 2026
Planning a Profitable AF Black Friday Campaign
There's truly nothing worse than running a lame, last-minute flash sale that no one sees or cares about until after the promotion ends. And yet that's how most Black Friday campaigns go: someone remembers in mid-November, slaps "save 25%" on a graphic, and then wonders why the money didn't roll in.
In this episode, I'm walking you through my step-by-step guide to planning a Black Friday campaign that's actually profitable. Yes, I know it's October, and you might be feeling a little behind, but you've still got time to warm up your audience so you're not jump-scaring them with a "surprise, you've never heard from me, but please give me your money" situation.
We're picking a promotion, mapping your timeline, figuring out why your audience should pay attention in the loudest month of the year, and I'm taking you behind the scenes of a campaign for one of my fractional CCO clients that did so well they had to apologize to their audience for running out of inventory mid-sale. Their people were literally waking up at midnight to place orders!
EPISODE HIGHLIGHTS
→ Why your Black Friday marketing ideally starts in August or September
→ How to build a promotion that doesn't depend on slashing your prices
→ The five timeline options for running your sale
→ Why "why you, why now" is the question your messaging has to answer if you want to stand out in the loudest month of the year
→ What to create before, during, and after your sale
→ How to give your campaign a core message and storyline so it doesn't sound like every other "Black Friday sale"
→ The behind-the-scenes breakdown of a campaign that brought in over 470 orders by 7:30 a.m.
—
Follow me on Instagram at @pane.marketing (https://www.instagram.com/pane.marketing/)
Subscribe to my newsletter The Content Pour-Over (https://marissapane.com/subscribe) for your brand’s boost of content clarity every Wednesday! Interest
—
LINKS
→ FREE BFCM CAMPAIGN PLANNER: https://panemarketing.kit.com/ab5d57a6cf (https://panemarketing.kit.com/ab5d57a6cf**)
24 Sept 2026
If I Were Your Marketing Strategist, This Is Where I’d Begin…
Everyone wants to jump straight to "what should I post" before answering the most essential questions:
What do you do?
Who do you help?
Why does it matter, and why do you do it differently?
If your brand can't clearly answer these questions, no amount of posting is going to fix it!
In this episode, I'm walking you through how I approach content and marketing strategy with my clients, making sure your business is easy to understand, trust, and choose before we ever touch a content calendar.
EPISODE HIGHLIGHTS:
→ Why "just post more" isn't the fix when your real problem is unclear communication
→ The brand foundation questions I ask every client before we map out a single piece of content
→ How one client conversation, webinar, or customer interview can become months of content
→ The right way to use AI in your content process
—
Follow me on Instagram at @pane.marketing (https://www.instagram.com/pane.marketing/)
Subscribe to my newsletter The Content Pour-Over (https://marissapane.com/subscribe) for your brand’s boost of content clarity every Wednesday! Interest
—
LINKS
→ Free Repurposing Content Guide (https://panemarketing.kit.com/20261e55d0)
→ The Groundwork (https://marissapane.com/brand-strategy)
→ Digital 2025: Global Overview Report (https://datareportal.com/reports/digital-2025-global-overview-report)
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
Apple Podcasts (US)
5.0 / 5
4 ratings
Spotify
5.0 / 5
6 ratings
Podcast Authority Score: 54 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
83
Social presence
0
YouTube
0
Engagement
60
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