Brand & Content Strategy for High-Trust Service Businesses

Most B2B firms are stuck in the same trap:

– Content ignored and ineffective
– Messaging that blends into the noise
– Pipelines that rely on referrals or outbound

It doesn’t have to be this way.

With the right positioning and a strategic content system, you stop chasing attention and start attracting it. Your message cuts through, your brand earns authority, and your pipeline fills with qualified conversations.

That’s where I come in.

I’m a marketing strategist and former CMO. Over the last decade, I’ve:

– Helped multi-million-dollar companies sharpen their positioning and win premium clients.

– Published 100+ articles to an audience of 20,000+, with readers at Google, Stripe, Deloitte, and others.

– Built content systems that generated $100K+ in revenue from scratch without ad spend.


📬 If you’re ready to stop blending in and become the obvious choice in your market, send me a message and let’s talk.

Omara Khaddaj

Most companies are chronically disappointed 
with their marketing results. They assume:

Their strategy is sound and that the issue 
lies in doing more or doing it better. 

So they add channels and increase output.

In reality, the problem is usually upstream.

There is no clear narrative or agreed positioning,
so everything they say sounds like everyone else. 

When you sound like everyone else, 
buyers categorise you as a commodity. 

Response rates fall, attention disappears, 
and budgets get wasted repeatedly.

A few questions to spot the gaps:

– What problem do buyers come to us for?
– How would a non-expert describe us?
– What category do we belong to?
– Who is our product really for?

If you can't answer these consistently, 
your marketing won't create demand.

Marketing Consultant | Building brand and content systems that win clients for B2B and service-based companies.

B2B marketer with a content DNA | Sr. Marketing manager @Adnovum | Content creator at 💖

I’ve spent the last decade building and scaling B2B marketing engines across sales-led and SaaS companies in cybersecurity, IT, MarTech, and venture building — blending organic growth, product marketing, positioning, and GTM strategy to drive actual pipeline, not just impressions.Along the way, I grew a community of 52,000+ business professionals who follow my practical takes on strategic marketing, AI workflows, and organic growth.My superpowers:Turning complex products into clear, compelling narratives. Building integrated campaigns that grow and engage audiences. Thinking in systems, not silos. Picking up new skills with a ton of curiosity. Mentoring and motivating teams.Today, I split my time writing and growing The Workflow (my newsletter on AI-powered marketing systems), partnering with MarTech and AI companies, and advising B2B teams on organic growth, product marketing, positioning, and GTM strategy.Open to contract work (consulting, advisory &amp; content creation) and full-time opportunities where my skill set can make an impact.If you want to discuss a collaboration: 📩 lattanzio.sara@gmail.com

Sara Stella Lattanzio

💰How I’d spend my marketing budget in 2026💰
(probably not the way most people expect)

1/ Community

Not (only) to chase LLM recommendations, but to finally get closer to real users and stop letting opinions drive content and product decisions.

2/ AI training for the marketing team

Not to replace people or turn marketers into engineers, but to make good teams operate better: less Frankenstein DYI-tooling, clearer processes, shared knowledge.

3/ A content repurposing engine

Not to be everywhere, but to consistently show up where the audience pays attention. One strong long-form pillar, a few smart seed channels, and an email list you actually own.

4/ A subject-matter expert on the team (part-time)

Not to complicate org charts, but to kill content bottlenecks, bring fresh insights straight from the source, and finally retire “don’t we have a marketing team for that?”

5/ Partnerships

Not just to 10x distribution, but to build an ecosystem where the traditional roles of creators, customers, partners, and resellers start to merge.

TL;DR
All in on relationships, original content, and solid processes, with AI helping us move faster and (occasionally) better.

B2B Marketing Leader & Advisor | Content marketing & GTM | Writing & building @The Workflow | Top 20 🇨🇭 LinkedIn creators

It’s 2026 and you want your organic traffic and clicks back the same way you want your old LinkedIn reach back.

I get it. I miss both too. Unfortunately, neither is coming back.

And that’s fine, because traffic was never the end goal. 
It was just the easiest thing to measure.

What actually changed isn’t “SEO performance”.
It’s search behavior.

👵 The old way (RIP):
Google → blue links → blog → nurture → conversion

👶 The new way:
ChatGPT / Google AI / Reddit / LinkedIn → brand mentioned → brand remembered → direct or branded search → pricing / comparison → conversion

Notice what’s missing?
The clicks you’re still reporting on.

📚 Here’s what content teams are seeing, now confirmed by a Semrush study (1000% worth checking out): https://bit.ly/4jpU9RK

→ Google still drives traffic for 93%, but its monopoly is fading
→ LinkedIn, email, and direct are growing as brand-led channels
→ 57% report declining organic traffic. Only 26% see any revenue impact
→ AI-driven visitors are 4.4× more likely to convert than classic organic traffic

So this isn’t a traffic collapse.
It’s a click collapse.

How to measure content marketing in 2026:
→ Growth in branded search
→ Online visibility BEYOND Google
→ Brand mentions and citations in AI answers
→ Assisted conversions from AI, social, and communities
→ Performance of homepage, pricing, and comparison pages

If your board still asks for traffic, your job this year is to teach them what actually drives revenue.

-
#AIsearch #SEO #SemrushPartner

Brand partnership • B2B Marketing Leader & Advisor | Content marketing & GTM | Writing & building @The Workflow | Top 20 🇨🇭 LinkedIn creators

❓Why are you still measuring your content with clicks❓

I don’t think people realize how often you have to repeat the same thing [over and over and over] to grow...anything really.

We’ve grown The Workflow to 1,100+ subscribers with 6 issues live, and no, it didn’t happen because of one viral post. It happened because we kept repeating ourselves constantly.

⇒ I post about it 1–2 times a week.
⇒ Guests post about it on their accounts.
⇒ Diandra posts about it 1–2 times a week.
⇒ We post 4× a week on our LinkedIn company page.
⇒ I shamelessly plug it in interviews, articles, and websites.
⇒ I pitched it at Christmas dinner to my parents and my cousin.
⇒ The link to subscribe is in our bios, headers, featured sections.

Every post brings a few familiar names from our 85K+ LinkedIn followers onto the list. And not because they didn't get the memo before.

First time? Ignored.
Second? “Already subscribed to enough stuff.”
Third? “Looks good, but I already follow them on LinkedIn.”
Fourth? Clicked. Subscribed. BAM.

Another example:
Only ~20% of readers click on newsletter links.
Which is a sin, considering we drop custom templates and prompts in every issue.

Last week, we repackaged 3 months of prompts into our first Prompt Vault [proof: https://lnkd.in/d3wxEFZQ].
Same content. New format. CTR? 40% (!)

It’s not black magic. It’s saying the same thing 50 times without sounding like a sleazy car saleswoman.

If it’s worth hearing, it’s worth repeating.
...but make it worth hearing first!

Are you still talking about demand generation? Soooo 2021.
2026 is about demand MANIFESTATION 

Here’s how it works:

🕯️  Light some incense
🧘‍♀️ Grab your yoga mat
💎 Wodo-wodo your crystals
💰 and simply manifest the pipeline you want to close this quarter.

Repeat “I’m a lead magnet” three times, and your chances of achieving that will go up by 90%. 

I tested this ritual to manifest being in the same video with some of my favorites [Diandra, Rolf, Nike, Tycho, and Steven].

Here's the proof it REALLY works.

B2B Marketing Leader & Advisor | Organic growth & GTM | Writing & building @The Workflow

taplio

The Battle

Omara Khaddaj

Sara Stella Lattanzio

Followers

Posts

Engagements

Likes

Performance ScoreOmara Khaddaj's LinkedIn Performance

Performance ScoreSara Stella Lattanzio's LinkedIn Performance

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taplio

The Battle

Omara Khaddaj

Sara Stella Lattanzio

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Omara Khaddaj's LinkedIn Performance

Performance ScoreSara Stella Lattanzio's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreOmara Khaddaj's LinkedIn Performance