Good vs. bad content - coffee brands

All Case Studies 🔍 Learn About Sponsorships

Summer Moon is a coffee brand here in Austin. They’ve been around for 20+ years. Have a die-hard fan base. The coffee is great. But their social content is sh*t. On the other hand, Poor Boy Coffee has been around for 5 months and they already have a large following than Summer Moon. And they post way less content. In this issue, imma show you how, why, and what’s working for Poor Boy Coffee in comparison to Summer Moon.

And as always, thank you to our partners Heatmap and Ignite Digital.

Get your brand in front of 200,000+ marketers & founders.

In partnership with Heatmap

$600K In New Revenue Using Heatmap

It’s essential to understand how customers navigate your website.

This time last year Essential Essence learned this firsthand.

They wanted:

• Analytics on customers’ behavior.

• Data on the most effective landing page.

So they signed up for Heatmap. The result?

Essential Essence increased their Revenue Per Session by 24%, generating $600,000+ in annual revenue.

It took them 5 minutes to set up Heatmap.

The best part? Marketing Examined readers get free access for the next 7 days.

New favorite brand account:

Poor Boy Coffee.

They’ve gained almost 50K followers in just four months.

Because the Founder is building in public.

Contrast to my favorite neighborhood coffee shop, Summer Moon, who is struggling to gain any traction on social, let’s dive into why Poor Boy works.

Good Content Tells A Story

Poor Boy’s content is crafted to tell a story.

Here are two examples.

They launched a new cold brew.

Boring version: Publish a post + announce the cold brew with a photo.

Engaging version: 10-second video showcasing the process of creating their store signage, peeling stickers, and drawing the viewer into the story behind the product launch.

Another great example is Onyx Coffee.

They announced their cold brew with a hilarious behind-the-scenes video with their marketing team brainstorming wild promotional ideas.

So please, ditch the boring ass promotional posts with photos of your product.

Good Content Makes People Feel Like Part Of The Story

Good content makes people feel like they are part of the story, not just passive observers.

Poor Boy Coffee gets this.

They show their team at work, putting equipment in a box container, calculating costs, creating logos, which makes the audience feel like they are right there with the team.

In contrast, Summer Moon's launch video, while visually stunning, feels more like a polished ad.

It creates distance between the brand and the audience.

Launching a business is a roller coaster of emotions.

By glossing over the real-life roller coaster of launching a business, Summer Moon misses an opportunity to connect with their audience.

People want to see the human side of the brands they support.

Good Content Gets Attention By Being Relatable

Coffee doesn't necessarily need to be the only focal point of your social content.

Relatable content makes people stop scrolling and think, "Wow, that's so me.”

And this is part of the reason why Summer Moon hasn’t had content that pop.

Their feed is photos of coffee and pastries.

Compared to Poor Boy Coffee - A story of someone working multiple jobs to fund their dream of starting a business.

In partnership with Ignite Digital

Masterclass is valued at $2.7B and SEO is their # 1 source of Traffic

Every month, they get 11.2 million visits through:

• 601K Backlinks

• 49.3K Referring Domains

That’s every marketer’s dream.

My first step in any SEO strategy starts with a competitor analysis.

Ignite Digital has over a decade of SEO experience and will help you for free with:

• Competitor Analysis

• Keyword Analysis

• Website SEO Audits

• Monthly Reporting with your own Account Manager

• AI-Generated Ad: What grade would you give to Toys "R" Us’s first OpenAI SORA generated brand commercial? (LINK)

• Attention: 5-steps to hold attention on LinkedIn. (LINK)

• The Secret Sauce - Backlinks: Did you know 96% of sites in Google’s top 10 positions have over 1,000 backlinks from unique domains? (LINK)

• Growth: This is how @SahilBloom grows his email newsletter insanely fast - 60,000 subscribers per month. (LINK)

• Ridiculous ROI: Eargo used this platform to increase purchase conversion rates by 35% (LINK)

Current Favorite Tools

• Which button drives the most revenue on your website? Find out here.

• This is how I found the perfect influencers to work with.