The Amsterdam-based street marketing agencies Stadsbehang and Paper Trails know an awful lot about getting brands noticed on the streets. The problem? Their online presence was a bit of a mess.
Most of their knowledge was stuck in people’s heads, inboxes and client conversations. Meanwhile, the labels needed a steady stream of content, each in their own language and tone of voice. So how do you get all of that out without creating separate marketing departments?
Now that my strategic direction has been approved, I’m setting up one lean content machine for Stadsbehang and Paper Trails. Their new label Altora Media will soon follow. The aim is to churn out one blog per label per week, weekly social posts, a monthly newsletter and regular website updates.
Content gets gathered, repurposed and adapted between channels instead of reinvented from scratch every time. I built the system in Claude and recruited a very talented marketing intern to help me run it across multiple platforms: Google Drive, Airtable, Canva, WordPress, Metricool and Mailchimp, with Hubspot on the agenda.
One side project that came out of all this is a Street Advertising Lexicon: an A-to-Z of 145+ guerrilla, OOH and brand activation terms. Apart from clearing up whether wild posting, fly posting and wildplakken are the same thing, it turns years of specialist knowledge into useful, searchable content.
Together we’re turning input from across the companies into a repeatable workflow, while figuring out what can be automated and what still needs an actual human with a functioning brain.
Good for keen clients, good for SEO and, increasingly, good for GEO too.
Not bad for information that used to live mainly between people’s ears.
