The Brand Marketing Show

Is SEO still sitting in your eCommerce brand's "later, when I have time" basket? While it's been waiting, the rules have changed. Your customers are now having long conversations with Google's AI before they buy – and it answers the general questions without sending them to your website. In this episode of The Brand Marketing Show, Cath Langman explains how AI search has changed what belongs in an SEO content plan for premium brands. She shares four steps for deciding which topics make the cut, including the best friend test – and why the brands that get recommended will be the ones who know their customer like their best friend. Book a Brand Growth Strategy Session: https://www.productpreneurmarketing.com/book-a-brand-growth-strategy-session/ Full show notes: https://www.productpreneurmarketing.com/episode-337/ Tags: SEO content planning, AI search, Google AI Mode, eCommerce SEO, content plan, premium brands, search everywhere optimisation, AI SEO, content strategy, know your customer, Brand Marketing Show

Sales up, profit down? These are the 5 growth leaks we find in almost every premium eCommerce brand – and 5 questions to find yours. The RBA has lifted rates for the fourth time this year, but Australians haven't stopped spending. Retail spending is up on last year, and $82.6 billion was spent online in 2025. What's falling is profit. In this episode of The Brand Marketing Show, Catherine shares the five growth leaks that turn up again and again when we audit premium brands – with real, anonymised examples of what each one costs. Book a Brand Growth Strategy Session:https://www.productpreneurmarketing.com/book-a-brand-growth-strategy-session/ Show notes and sources: productpreneurmarketing.com/episode-336

Black Friday early access emails started landing in September this year. Which is giving Coles and Woolworths putting hot cross buns on the shelf on Boxing Day. If your Q4 plan is basically one question, being how much do we discount and when do we start, this episode is worth a listen before you lock anything in. In this episode of The Brand Marketing Show, Catherine Langman walks through six steps to a Q4 that's actually profitable for a premium eCommerce brand. Only one of them has anything to do with Black Friday discounts. Covering the number that should be setting your ad spend all year round (and no, it isn't ROAS), a twenty-minute exercise that shows you where your real demand peak is, the five or six seasonal moments your customer moves through between now and February, why a banner across your existing images isn't a campaign, how to do Black Friday on purpose, and why January is a growth window rather than a hangover. Plus why Ezra Firestone's 2026 Q4 guide came as such a surprise. Marketing strategy for premium, founder-led eCommerce brands that want profitable, sustainable growth. Book a Brand Growth Strategy Session: https://www.productpreneurmarketing.com/book-a-brand-growth-strategy-session/ q4 planning ecommerce, black friday strategy, ecommerce marketing australia, contribution margin, premium brand marketing, how to plan black friday, ecommerce without discounting

Is your content getting likes but not sales? Here's why posting more won't make your brand more money, and how to create eCommerce content that actually sells. Most founders aren't making too little content. They're making content that's used once and gone, and a lot of it is rushed, generic or obviously AI-generated. In this episode of The Brand Marketing Show, Cath Langman from Productpreneur Marketing explains what that costs premium brands in lost sales, profit and repeat customers. She also shares the five-step Shelf-Life System for creating content that stops the scroll and keeps selling for months. Listen to the full episode and read the show notes: https://productpreneurmarketing.com/episode-334/ Book a Brand Growth Strategy Session: https://productpreneurmarketing.com/lets-talk

A 40% discount on a 50% margin product doesn't cost you 40% of your profit. It costs you 80%. In this episode of The Brand Marketing Show, Catherine Langman walks through the arithmetic almost nobody runs before building a big sale campaign, what happens to revenue in the months afterwards, and seven ways to build an ecommerce promotional calendar that doesn't depend on four enormous weekends a year. Covers the peak-event model and what it genuinely asks of a business, why customers acquired on deep discount so rarely return at full price, the difference between discounts that change customers and discounts that select for different ones, and the energy cost of running a business built around peak trading events. Marketing strategy for premium, founder-led ecommerce brands that want profitable, sustainable growth. Book a Brand Growth Strategy Session: https://www.productpreneurmarketing.com/