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Lara Schmoisman breaks down why blogging is still one of the most powerful tools in digital marketing—and what happens when brands stop. From keyword strategy to AI-ready content, Lara reveals how organic traffic, SEO, and conversions are directly tied to consistent, strategic content creation.

We'll talk about:

• What really happens when brands stop blogging: organic traffic drops, and sales follow.
• The 3 keyword types every brand needs: DNA, competitive, and trending.
• Why long-tail keywords are now the most strategic weapon in SEO and AI visibility.
• How to structure content so it ranks on Google and is readable by AI tools.
• The difference between filling a blog and creating content that solves real problems.
• The silent mistake: brands investing thousands in ads but zero in SEO—renting attention instead of owning it.
• Why chasing “viral tactics” without data leads to penalties, lost rankings, and zero scalability.
• What it means to make your website AI-ready—and why not doing it now is a liability.
  
  

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Instagram: @laraschmoisman

Facebook: @LaraSchmoisman

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Lara Schmoisman breaks down her IEMA system on Coffee Nº5, showing how integrated marketing—content that is Informative, Entertaining, Memorable, and Actionable—drives real growth. From SEO and AI to storytelling and strategy, Lara shares practical insights to make your content work harder and smarter.

We'll talk about:

• Why dividing branding and growth is a mistake—and the power of integrated marketing
• The IEMA system: Informative, Entertaining, Memorable, Actionable
• How to make every piece of content work smarter, not just fill a feed
• Why SEO and AI-readiness are table stakes in today’s marketing ecosystem
• How to measure content effectively and avoid “doing things just to do them”

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Also, follow our host Lara Schmoisman on social media:

Instagram: @laraschmoisman

Facebook: @LaraSchmoisman

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Joanne Murphy, Senior Conference Producer at Kisaco Research, joins Lara Schmoisman on Coffee Nº5 to pull back the curtain on Beauty Connect LA—one of the industry’s most strategic gatherings for founders, investors, and innovators. From retail readiness and AI-powered insights to the evolution of “clinical credibility,” Joanne breaks down what’s really shaping the beauty ecosystem in 2025 and how connection drives every deal.

We'll talk about:

• How Beauty Connect LA intentionally brings together founders, investors, retailers, and creators to drive real growth—not just visibility
• Why AI and e-commerce are reshaping beauty’s playbook, from distribution to data
• The “Retail Ready” mindset: what brands must have in place before pitching to Sephora, Ulta, or Target
• How today’s consumer demands efficacy, education, and evidence—and what that means for product storytelling
• Why sponsors and tech partners need to teach, not just sell—and how connection fuels collaboration
• The rise of social commerce and how founders are becoming their own media channels
• Behind the scenes of Beauty Connect’s one-on-one meetings and how the right conversation can lead to real partnerships

Visit the Beauty Connect website and register for your pass:

https://www.kisacoresearch.com/events/beauty-connect-la-2025

Follow them on Instagram and LinkedIn for the latest event updates, reports, and more.

Subscribe to Lara’s newsletter.

Also, follow our host Lara Schmoisman on social media:

Instagram: @laraschmoisman

Facebook: @LaraSchmoisman

Support the show