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When actress Shay Mitchell launched her travel brand B\xc9IS in 2018, travel was not laden with the nuanced challenges it is today in a recovering pandemic world. When 2020 hit, President of B\xc9IS Adeela Hussain Johnson worked side by side with Shay to navigate the big upheaval in their space \u2013 if people weren\u2019t traveling, if people couldn\u2019t travel, what did the business need to do to adapt? It\u2019s a question they answered together, and answered really, really well.\nFrom idea conception to launching, building and running B\xc9IS, Adeela and the small but growing team at B\xc9IS have shifted, modified, and adapted their products, content marketing, and strategies to almost pandemic-proof the brand, despite its foundation in the travel space.\xa0\nAdeela is here to talk about content marketing and the strategies you can use in your own business, whether you\u2019re a product- or service-based brand, as well as the changing role of influencers and how your brand can carve out a niche in a crowded market, even if you\u2019re not a big celeb.\nGOAL DIGGER FB COMMUNITY: https://www.facebook.com/groups/goaldiggerpodcast/\nGOAL DIGGER INSTAGRAM: https://www.instagram.com/goaldiggerpodcast/\nGOAL DIGGER SHOWNOTES: jennakutcherblog.com/adeela