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Strategy ● Storytelling ● Growth
Maison Peters is a woman-founded boutique marketing consultancy and media studio located in Chicago, IL, that strives to bridge gaps, connect dots, and uncover what's really going on for our clients, patrons, and readers.

09/02/2026

The term content marketing has been around since 1996, but content marketing in practice has been around for centuries.

At its core, content marketing uses any form of content/media to promote a business, product, or service. It spans channels and mediums. It can be paid, earned, shared, or owned. It can be digital or physical. Even if you're not budgeting specifically for content marketing, it shows up in your costs.

That's why this month we're focusing on content marketing. We'll look at trends, best practices, market factors, industry reports and data, strategies, and marketing foundations that are the backbone of content marketing. We might even share some of our favorite content marketing campaigns. Some topics we're really interested in include:

⚫ What content is actually built to do at each stage, from attract through retain
⚫ Why judging content by conversion alone sets it up to fail
⚫ The myth that unconverted content is wasted content
⚫ How to audit what you already have before you create more
⚫ Where content fits inside a bigger channel and funnel strategy

Follow along with us this month and let us know in the comments what content marketing questions you have.

If your content calendar is a mess, we have solutions across strategy & planning, channels & funnels, and branding & messaging to streamline your content marketing and ensure your approach is strategically sound.

Let's chat about what you need: go.lamaisonpeters.com/Strategy-Consult?utm_source=fb_page&utm_medium=Maison+Peters&utm_campaign=publer

08/26/2026

When you're in the weeds executing your marketing, you sometimes miss the signs that something's wrong. Individual team members might get blamed for not being skilled enough to get everything done or produce higher-quality work. Teams as a whole might get their budget cut because they don't appear to be performing as expected. Departments may clash, and costs may surpass budgets.

Instead of solving the real problem, we've seen leaders only treat the symptoms of a much larger issue.

Take a step back, and if you notice a pattern of these symptoms, you're most likely looking at a marketing systems and operations problem.

Check the comments for how we can help.

08/25/2026

A strategic plan only works if the systems behind it can actually run it.

We've seen:
- Marketing and sales teams unable to get on the same page because they sit on separate platforms that don't connect
- Data scattered with no single source of truth, causing bottlenecks in finding the right information
- Reports that exist but don't answer the questions leadership is actually asking because KPIs aren't properly tracked
- Teams being underutilized because the organizational infrastructure doesn't account for strengths and weaknesses

These are all operations problems that limit what a marketing team can accomplish, even if the strategy is solid.

Swipe through to see how we can help get your marketing systems and operations back on track.

Ready to build a marketing operations foundation that actually supports your strategy? Explore our Marketing Systems & Operations solutions → lamaisonpeters.com/marketing-consulting/systems-ops/?utm_source=fb_page&utm_medium=Maison+Peters&utm_campaign=publer

08/24/2026

𝗛𝗲𝗿𝗲'𝘀 𝗮 𝘀𝗰𝗲𝗻𝗮𝗿𝗶𝗼 𝘄𝗲'𝘃𝗲 𝗰𝗼𝗺𝗲 𝗮𝗰𝗿𝗼𝘀𝘀 𝗮𝘀 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀: Leadership asks how a campaign performed. We can see email opens and clicks. We can see ad clicks. We can see social engagement. What we can't see at a glance, or in real time, is whether any of it actually connected to a single campaign and how a campaign is performing against our goals.

Each tool (email, ad, social, CRM, webinar/event management, website, and other platforms) has a job and probably does it well, but when platforms don't connect, it takes time and resources to pull the data, figure out how a campaign is performing, and determine whether it actually contributed to ROI and goals. We can't easily answer the question leadership is actually asking because none of the tools are set up to share data with each other or attribute across channels.

Here are some problems we've come across with disconnected marketing ops systems:

⚫ We spend time downloading data from each platform into spreadsheets, sorting through it to figure out which tactics belong to which campaigns, building attribution after the fact, calculating the necessary KPIs, and syncing a spreadsheet to a dashboard.

⚫ We realize a lead gen form was created, but no email opt-in was attached, so anyone who submitted the form wasn't added to the email list. Warm leads missed out on the email campaign, and we can't add them to the email list without breaking data privacy laws.

⚫ We see real engagement on a social campaign that never gets tied back to a conversion because attribution was never set up between the social platform and the site. To prove impact, we create a timeline comparison between when things are posted to social and web or sales activity and show the overlap.

⚫ We notice a form submission that should trigger an immediate sales follow-up is sitting untouched for days because nothing connects the form to a notification.

We always find workarounds and ways to show marketing's impact, but it takes hours to assemble by hand, may include missing, incomplete, or incorrect data, and often we're guessing what actually contributed to the ROI. On top of that, it's much harder to adjust tactics in real time to get better results.

Connected systems save time and enable real-time attribution, so we can see a campaign's actual performance as it happens across every channel and act on it while it's still happening.

08/12/2026

Adding more technology to your marketing department is often pitched as the ultimate growth driver or hack to solve a costly problem. With the martech landscape growing to 15,505 tools in 2026, it's easy for marketing teams to add new tech to their stack (Chiefmartec, 2026). "Teams will be more efficient if we add this tech. The tech will save us time and reduce spend." But without a clear strategic roadmap for implementing the tech, it quickly becomes a quiet drain on cash flow and poses a strategic risk for CMOs.

What we see happen is teams buy one tool to solve an immediate problem, then another, and another. Team members are expected to pick up the new tool and start using it with minimal training, process setup, or adoption oversight. Instead of a cohesive, high-performing system, you end up with a tangled web of 10+ specialized technologies that don't talk to each other, and team members don't even use most of them.

It's no surprise that utilization has dropped to 49%, with only 15% of organizations qualifying as high performers, meaning they meet strategic goals and show positive ROI from their stack (Gartner, 2025 Marketing Technology Survey).

Additionally, organizations routinely pay for software capabilities that go completely unused. Martech now accounts for nearly 22% of marketing budgets, and CMOs are facing pressure to cut martech spend while being expected to contribute heavily to growth (Gartner, 2025 Marketing Technology Survey). It becomes a leadership disconnect, not just a technical problem.

The purpose of your marketing systems should be to simplify your team's day-to-day ex*****on, seamlessly connect your customer data, and run marketing cost-effectively. Taking a step back to ask how your martech stack should work together, and what's holding your team back from using it, is where alignment starts. From there, your team can stop fighting with software and start focusing on campaigns that drive growth.

More tools do not equal better marketing. A deliberate system does.

Curious what's underused in your stack and why? Our Marketing Systems & Performance Assessment gives you a prioritized roadmap → https://go.lamaisonpeters.com/marketing-ops?utm_source=fb_page&utm_medium=Maison+Peters&utm_campaign=publer

08/10/2026

Do you ever wonder what it takes for a boutique firm to run its social media? We consistently use a small set of tools, so nothing falls through the cracks, even without a big team behind it.

We like to start with research of our monthly theme, pulling and organizing the sources behind the content. We love data and fact-checking rather than general statements and running off of vibes. From there, we plan the posts and use Claude to schedule each one in ClickUp for project tracking. Then, we build the visuals in Canva and finalize all of the copy. Once everything is finalized, it goes into Publer, and we add short links with built-in attribution so we can see which posts are driving traffic to our site or forms.

Depending on the size of your business, your content marketing tech stack might look very different from ours, and it should. There is no one-size-fits-all solution, but every platform should make it easier for you to strategize, plan, create, execute, and track your work.

If your team is operating without any system at all, or if your systems aren't working as they should, we recommend taking the time to create a system or fix the one you already have.

Curious what a system like this could look like for your team? Our Marketing Systems & Performance Assessment starts there →

lamaisonpeters.com/marketing-consulting/systems-ops/?utm_source=fb_page&utm_medium=Maison+Peters&utm_campaign=publer

08/03/2026

Marketing systems and automation get pitched as the ultimate efficiency hack, but if you don't design them intentionally, they can become a massive drain on your team's time and budget.

The purpose of your martech stack should be to seamlessly execute your strategy, connect your data, streamline your processes, make it easier and faster to evaluate performance, and automate marketing (think email personalization, funnel and campaign triggers, and dashboard updates). But we've seen teams buy one tool to solve an immediate problem, then another, and another. And we've seen teams go rogue and get their own martech outside the established system, which is kept separate from the rest of the business. Instead of a deliberate, connected system, you end up with a disconnected patchwork of overlapping software. As businesses scale, workflows get overly complicated, API connections break, and internal priorities change. When you add new technology to a broken or fragmented system, it enhances the dysfunction rather than fixing the issue.

The stakes of ignoring this are high. Globant's research shows that marketing teams now spend nearly 70% of their time wrestling with fragmented systems and manual processes rather than strategic work. Even worse, Gartner's Marketing Technology Survey found that marketers report utilizing just 33% of their martech stack's capabilities. That gap between what you're paying for and what you're actually using is a quiet budget leak you can't afford.

Follow along all month as we break down marketing systems and automation, including:
⚫ What's worth building versus what's worth buying
⚫ How to consolidate your stack without sacrificing performance
⚫ Why adding another tool rarely solves the actual problem
⚫ Why identifying the bottlenecks and disconnects should be a priority
⚫ How to use marketing automation effectively

If your martech feels more like a liability than an asset, our Marketing Systems & Operations work is built for exactly this.

Ready to untangle your stack? Explore our Marketing Systems & Operations support →lamaisonpeters.com/marketing-consulting/systems-ops/?utm_source=fb_page&utm_medium=Maison+Peters&utm_campaign=publer

07/30/2026

July is almost over, so hopefully mid-year check-ins have already happened and plans for the rest of the year are set. But if you're still in the midst of your reviews and planning, we thought it would be helpful to round up some ways to identify whether the problem you're facing is strategic or tactical.

Getting it wrong is expensive in different ways. Rebuilding a strategy that was never actually broken wastes months. Leaving a broken ex*****on model in place because you assumed the strategy needed fixing wastes budget instead.

The two get confused easily because they can produce the same symptoms, like flat growth, high costs, capacity overload, or lower margins. But the signs pointing to each are different, and they call for completely different fixes.

Swipe through for five signs it's your strategy, five signs it's your tactical plan, and a side-by-side comparison to help you tell them apart fast.

Still not sure which one you're looking at? That's exactly what a mid-year check-in is built to catch. Book a free 30-minute call, and we'll work through it together: go.lamaisonpeters.com/Strategy-Consult?utm_source=fb_page&utm_medium=Maison+Peters&utm_campaign=publer

07/24/2026

A successful mid-year audit will tell you exactly what needs to change for H2. But knowing what to do isn't the same as having the internal bandwidth to actually pull it off.

Now that H2 is underway, it's worth pausing to look under the hood of your marketing operations before momentum makes it harder to do so. According to The 2026 CMO Survey, the biggest barriers to maximizing marketing technology are a lack of organizational readiness, integration challenges, and teams being stretched too thin.

Capacity is easy to overlook because most marketing time is already spoken for. The CMO Survey also found that marketers spend 68% of their time managing the present versus 32% preparing for the future, a split that has barely changed since 2019.

That imbalance is exactly what a capacity check is meant to catch before it becomes a bottleneck.

Use the mid-year capacity checklist to review where your team stands and ensure it's ready to dominate H2.

And if your mid-year review exposes a strategic roadblock that you're simply too close to the day-to-day work to untangle in-house, let's build your action plan together. Book a free 30-minute call to get started: go.lamaisonpeters.com/Strategy-Consult?utm_source=fb_page&utm_medium=Maison+Peters&utm_campaign=publer

07/22/2026

If your mid-year check-in stops after a quick glance at your H1 metrics, you are missing out on the most important part.

Turn your mid-year data into a concrete roadmap by executing a "Stop, Start, Scale" action plan.

🛑 STOP: Cut the hidden budget drains and channels that are no longer converting efficiently.

🟢 START: Reserve a dedicated percentage of your H2 budget to test new channels and messaging.

📈 SCALE: Double down on the strategies that are proven to drive your bottom line.

By locking in this plan now, you ensure your team isn't scrambling when Q4 arrives.

Swipe through to see how to build your H2 roadmap.

If you need an objective set of expert eyes to help you build your Stop, Start, Scale plan, let's have a chat: go.lamaisonpeters.com/Strategy-Consult?utm_source=fb_page&utm_medium=Maison+Peters&utm_campaign=publer

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