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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.

09/22/2026

Keeping up with content creation is a daily challenge for marketing teams. Social, web, ads, and email all require significant time and effort to produce the content each channel needs (even with the help of AI). Add events, print, and other non-digital channels, and the volume can become overwhelming. Even businesses with large marketing departments and channel experts struggle to keep branding, messaging, campaign creative, and performance reporting consistent across content. And we can't forget the struggle these same teams face when justifying their efforts against the bottom line.

The key to developing a solid content strategy, executing it well, and tracking performance accurately is what separates marketing teams that earn leadership trust and get budgets approved from those that constantly have to prove their worth without the data to back it up.

We help marketing leaders and their teams unify their goals, strategy, and branding so they can manage the content machine effectively, and it shows in their results. By connecting content to the strategy, customer journey, funnel, and channels while optimizing the systems and performance metrics that show value, we can get your content marketing where it needs to be, whether that means direction on a specific channel, a full audit, getting teams aligned, fixing broken attribution, or a complete rebuild.

Swipe through to see how our Channel & Funnel Optimization solutions help strengthen your content marketing efforts.

Ensure your content efforts are getting the job done by scheduling a free 30-minute call: go.lamaisonpeters.com/Strategy-Consult?utm_source=fb_page&utm_medium=Maison+Peters&utm_campaign=publer

09/11/2026

Pipeline conversion is a hot topic in marketing right now, after years of viewing reach as a key driver of marketing success. The rise of digital content marketing helped make reach a key metric for measuring success, and now, years later, the C-suite's trust in marketing is down because relying on reach without attribution doesn't prove marketing ROI.

Even before this shift in reporting, marketers have been told their strategy isn't working because a social media post didn't go viral or a piece of long-form content didn't convert to sales. Now, marketers are asked to rework their strategy and add more tactics to what they're already doing to get more leads and more conversions.

The thing is, the strategy may not be the problem. If organizational and marketing goals are mapped to the strategy, the problem might very well be the ex*****on of the strategy and not being able to properly track attribution.

According to Content Marketing Institute's 𝘉𝟤𝘉 𝘊𝘰𝘯𝘵𝘦𝘯𝘵 𝘔𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘉𝘦𝘯𝘤𝘩𝘮𝘢𝘳𝘬𝘴, 𝘉𝘶𝘥𝘨𝘦𝘵𝘴, 𝘢𝘯𝘥 𝘛𝘳𝘦𝘯𝘥𝘴: 𝘖𝘶𝘵𝘭𝘰𝘰𝘬 𝘧𝘰𝘳 𝟤𝟢𝟤𝟧 report, 56% of B2B marketers say attributing ROI to content is a top measurement challenge, and the same share struggle to track how customers actually move through the buyer journey.

Not all content is meant to convert, and you need to have content at every stage of the buyer journey to meet customers where they are. If your tactical plan to execute the strategy includes only top-of-funnel content and your systems aren't built to track across the pipeline, what you really need to fix is ex*****on.

Educational content serves a different purpose than a demo. A case study serves a different purpose than an organic social post. But they all contribute to the pipeline in their own ways. Without attribution connecting content to sales, it will always be hard to prove ROI.

09/09/2026

We've noticed digital channels are dominating content marketing and strategy discussions these days. But what about every other channel marketers have at their disposal?

By leaving out other channels like print, live experiences, packaging, and sales materials, you're missing opportunities to engage with your ideal customer offline and sometimes in a physically tangible way.

Content marketing didn't start with the digital age. The Michelin Guide has been getting people to drive farther since 1900, which increases tire use and the need to replace them (with Michelin tires). John Deere's The Furrow has been teaching farmers since 1895. Both have stood the test of time because the content provides useful information and has become a staple resource for customers, even as digital components now exist alongside print.

We compiled some examples of what content marketing looks like across five different channel types so you can see what might be missing from your content marketing strategy.

Swipe through for channel-specific content ideas.

If your content marketing is only digital, we can help you build an integrated approach that reaches your audience wherever they actually are. Let's set up a call to talk through your needs: go.lamaisonpeters.com/Strategy-Consult?utm_source=fb_page&utm_medium=Maison+Peters&utm_campaign=publer

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

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