alexa skill

Case Study: Content Marketing + Alexa Voice Strategy for UX Design Agency - Nine Labs

Nine Labs is an Atlanta-based user experience and product design firm with clients including major airlines, hotels, and startups.

The problem:

With years of blog posts, podcasts, videos, white papers, and ebooks there was plenty of content but no strategic method to effectively share it on social media. Potential traffic and leads were left on the table. Nine Labs wanted to organize and share all their great content to increase engagement, brand recognition, and ultimately leads.

Nine Labs: Made with ❤️in Atlanta, GA

Nine Labs: Made with ❤️in Atlanta, GA

The solution:

We created a robust social media marketing strategy and guide to help Nine Labs with content marketing. We also launched an Alexa Flash Briefing to establish a voice presence in the UX design category. Then we provided ongoing guidance in implementing, empowering their in-house team to manage it.

Custom Content Marketing Strategy


  1. Increase blog traffic

  2. Increase leads

  3. Increase social engagement

  4. Establish voice presence on Alexa

Strategy characteristics:

  • Content buckets and monthly themes based on Nine Labs’ driving principles from 4 Steps to a Human Centered Business Model

  • Specific guidelines to create social posts (text, graphics, video, and audiograms) for different social channels including Facebook, Twitter, Instagram, and LinkedIn - each with different goals and slightly different audiences

  • Introduction of audiograms

    • Guidelines on creating effective, short audiograms for Instagram and Twitter by repurposing past podcast and YouTube video content

Audiogram for Instagram (static image with 1-minute audio and captions)

Audiogram for Instagram (static image with 1-minute audio and captions)

Alexa Skills search ranking in app for “UX design” keywords - Nine Labs Flash Briefing

Alexa Skills search ranking in app for “UX design” keywords - Nine Labs Flash Briefing

  • Brand separation from executive profile: Clarity and direction on content strategy for CEO (and helluva smart guy) J Cornelius’s personal brand and the Nine Labs brand

  • Strategy and launch of Design Driven, an Alexa Flash Briefing about UX and product

    Fact: Design-driven companies outperform the S&P by 228%.

    Interested in the intersection of business, design, UX, and product development? Enable this daily briefing about using design to build great products and lasting companies.

  • Repurposing and repackaging high quality content instead of starting from scratch, saving the client time

  • Optimize lead magnet forms on blog and website

  • Strategically drive traffic to lead magnets, downloadable PDFs, and blog

  • Optimized Alexa Flash Briefing keywords, description, and daily content. Hear past briefings below:

Results of 8-week marketing engagement:

Obsess over your customers. #uxdesign

Obsess over your customers. #uxdesign

  • Increase in social engagements:

    • Facebook up 21%

    • Instagram up 893% (from 312 to 3,100)

    • Twitter up 178%

    • LinkedIn from 0 to 48 average weekly engagements

  • Increased blog traffic and leads from social

  • VOICE SEARCH OPTIMIZATION: Within two weeks, ranked on page 1 , top three results of Alexa Skills search results for terms including “ux”, “product design,” and “ux design”

  • Empowered marketing team to efficiently run with this strategy on their own

Emily has an incisive mind about marketing and how voice is rapidly changing the landscape. She worked hard to find the right use of the technology without compromising quality or our brand message.
— J Cornelius, Founder and President, Nine Labs

Why We Love Nine Labs

If you need guidance on designing a digital product, we recommend J Cornelius and his ace team at Nine Labs. Hands down, they’re the best. Nine Labs understands design and how it fits into business as a whole. They also run killer workshops and training.

Get the best thinking from startups and enterprise to give your projects the support to succeed.

Voice: Custom Alexa Skill for Finance and Investing - Josh Brown's Mini Podcast The Compound Show

What if you could listen in on regular conversations between professionals working in money management?

We created the strategy and built a custom skill for Ritholtz Wealth Management called The Compound Show. After success with Market Moment Flash Briefing in 2018, in 2019 we wanted to expand on the voice marketing strategy to increase Ritholtz’s early adopter audio footprint.

As trailblazers in blogging and social media in the finance and investing space, “Downtown” Josh Brown and the Ritholtz Mafia wanted to be early to voice.

Read more about Josh and Barry, the forces behind some of the most popular investing blogs, videos, television, and social media accounts: Josh Brown and Barry Ritholtz: From breakout bloggers to RIA rock stars

Josh Brown and Barry Ritholtz. Image courtesy of Citywire USA, 2018.

Josh Brown and Barry Ritholtz. Image courtesy of Citywire USA, 2018.

Video: Josh and Emily discuss Ritholtz's Alexa skills. Hear why RWM is "kind of a big deal" when it comes to voice in the finance space.


In March 2019, we launched a first-of-its-kind custom voice skill and mini podcast about investing based on The Compound YouTube channel.

Josh Brown explains The Compound Show and how it is disrupting the old (too long) podcast format:

I invented the mini-podcast. All the financial industry and investment-oriented podcasts are an hour long or more. I think that’s because the person whose podcast it is feels bad about asking a guest to come on and then cutting them short. Some podcasts should be an hour – Patrick O’Shaugnhnessy interviewing Michael Mauboussin, for example, or Barry Ritholtz interviewing Ray Dalio, or Michael Kitces interviewing Ric Edelman.

But most podcasts are too long and not every guest has an hour-plus worth of stuff you want to hear. However, the format persists. I think it’s just something that’s become a tradition – to interview each guest for an hour and change – even though that’s not what the listener actually needs or wants from every conversation.

read more about The Compound Show on The Reformed Broker

How to listen:

1) Click here to enable The Compound Show on Alexa

2) Say, “Alexa, open The Compound Show!”

Or listen on your favorite podcast app: