How to Adapt Content Marketing Strategies: Real-World Examples

Extract from How to Adapt Content Marketing Strategies: Real-World Examples published on Marketer Magazine August 22, 2025

Brand SERP Optimization Saves Business

When I pivoted to digital marketing in 2012, my online presence was dominated by my previous career as the voice-over artist for Boowa, a cartoon blue dog. I had a seriously enormous credibility gap. Potential clients would Google my name after meetings and decide against signing deals because my expertise appeared to be limited to cartoons. Cumulatively, that misrepresentation lost me deals worth over a million dollars.

So, I pivoted my entire marketing strategy to focus on Brand SERP Optimization - improving the search results for my own name. By strategically publishing content that reinforced my identity as a digital marketing expert, I changed Google’s perception. After a few months, I had a positive, accurate, and convincing Brand SERP that reassured prospects during their BoFu due diligence… and that saved my business.