Content Marketing with Fexingo: Blogs, Videos, and Long-Form Content That Converts

In this episode of Content Marketing with Fexingo, Lucas and Luna examine how mattress startup Casper used content marketing—not just ads—to build a billion-dollar brand before the IPO. They break down the specific strategy behind Casper's sleep blog, Van Winkle's, and its data-driven approach to long-form storytelling. Lucas explains how Casper's content generated organic traffic that outperforme...

In this episode, Lucas and Luna explore how the social media scheduling company Buffer used radical transparency as a content marketing strategy. Instead of typical blog posts or case studies, Buffer publicly shared its revenue, salaries, and pricing changes in real time. Lucas breaks down how this approach generated massive press coverage, built customer trust, and even influenced product decisio...

In this episode, Lucas and Luna explore how Dow Chemical transformed its content marketing strategy by actively mining blog comments and community feedback for product innovation. They focus on the '2019 Materials Science Innovation Project' where Dow launched a comment-to-prototype pipeline, converting reader suggestions on their 'Designer's Corner' blog into six new products, including a self-he...

Episode 4 of Content Marketing with Fexingo digs into a specific content format that often gets overlooked: the B2B case study. Lucas and Luna break down how Shopify transformed its case study program from a static PDF archive into a search-optimized, video-enhanced lead generation engine. They walk through the exact formula Shopify used — including the three-question framework that turned custome...

In this episode of Content Marketing with Fexingo, Lucas and Luna break down how HubSpot turned its blog into a lead-generation machine generating an estimated 8 million monthly visitors—and how that traffic converts into customers. They examine HubSpot's strategy of pillar pages and topic clusters, the decision to publish comprehensive guides instead of short posts, and the role of free tools lik...

Content marketing isn't just about publishing more. On this episode of Content Marketing with Fexingo, Lucas and Luna drill into one of the most counterintuitive content campaigns in recent memory: REI's #OptOutside. Why did the outdoor retailer close its doors on Black Friday, arguably the busiest shopping day of the year, and instead tell its customers to go outside? Lucas walks through the orig...

In the debut episode of Content Marketing with Fexingo, Lucas and Luna look at a specific moment that changed how companies think about long-form content. In late 2024, Patagonia's marketing team published an internal post-mortem admitting their blog content had drifted into what they called 'performative utility' — articles designed to rank on Google but that did not reflect the brand's actual va...