Content marketing is becoming harder, more expensive, and more competitive than ever. In this episode, Lizzie Hearne from UK Lash explains why chasing viral trends is no longer enough and how brands can build scalable content strategies that actually drive growth. She shares how her team uses data, customer research and creator programmes to produce consistent, high-performing content across social, marketplaces and international channels. The conversation covers AI in content production, the rising cost of UGC creators, and why brands must rethink how they measure success on organic social. If you are responsible for ecommerce content strategy, this episode offers a clear look at what is changing and what still works.