How Ice Cream Inspires Content: A StoryPath Case Study ~via Michael Fraser
Michael Fraser leads the pack in the development of storytelling marketing and linking it to building a brand and utilizing content to drive SEO for a brand. This post is a story unto itself, about how the process can be driven via mindful content. /Ted
Quick Notes…
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The StoryPath Protocol achieved a position 2 ranking on page one of Google SERP less than a week after publishing
The Ice Cream Showdown
Hope everyone’s having a great week! This week, I’m framing this email as a real-life case study to show how the StoryPath Protocol can start with something as simple as a social media post, rather than a long-form article. Often, these instances happen organically when a post begins to gain traction and engagement.
It all began like any typical morning: after handling household routines, I grabbed my phone to check feeds, especially LinkedIn. I noticed two connections discussing Rite Aid and an ice cream brand called Thrifty. I was unfamiliar with the history of Thrifty Ice Cream or that it was owned by Rite Aid. Intrigued, I dug deeper and quickly got hooked. I thought, “I need to try this ice cream—where’s the closest Rite Aid?” Thank you, Google Maps! Just in time, too—my local Rite Aid recently closed due to downsizing. Fortunately, Rite Aid seems to be emerging from bankruptcy, and Thrifty Ice Cream isn’t going anywhere.
Founded in Philadelphia in 1962, Rite Aid’s stores in Southern California were once part of Thrifty Drug, a chain with deep L.A. roots dating back to the Great Depression era. During that time, they added a lunch counter, and the iconic Thrifty Ice Cream was born, creating a lasting legacy.
Ethel Schultheis and her parents enjoy Thrifty ice cream in 1938
Photo from Herman J Schultheis Collection/Los Angeles Public Library
Alright, back to LinkedIn. I started with a post sharing my plan to do a taste test between Thrifty Ice Cream and the popular Ben & Jerry’s. I mentioned that I had gone to my local Rite Aid and brought home a little ice cream showdown. I also tagged Rite Aid’s CMO, Jeanniey Walden. Now, tagging a CMO doesn’t always guarantee a response, but since I’m connected to Jeanniey, I know she runs her social media the way a C-suite executive should—very active, always listening, and authentically engaged. So I felt confident that this post had good odds of gaining traction.
My first post on Linkedin
Not only did she leave a comment on my post, but she also shared it on her own LinkedIn feed! Boom—we’re off and running! After all the posts, comments, and shares, I transformed this into a long-form blog post (StoryPath) and published it on Pints, Forks & Friends. I focused on the keyword 'Thrifty Ice Cream' and enriched the story with deeper insights into its history. And, of course, I announced Thrifty Ice Cream’s Chocolate Malted Krunch as the winner! Below is my final post, which includes the link to the full article!
Pints, Forks & Friends
Notice she also tagged her co-workers on the Thrifty and Rite Aid team, which gave it even more amplification.
Jeanniey’s Post
The Result
Within a week of publishing, the article has climbed to position 2 on the SERP, quickly becoming the most visited page on Pints, Forks & Friends. I followed up with a LinkedIn post highlighting the benefits of using Google’s E-E-A-T guidelines when creating blog content. The StoryPath Protocol aligns with these principles, so feel confident in targeting that ultimate keyword.
Google SERP Results of the StoryPath post
Here’s what my post said:
"If you're a content marketer, remember to keep things simple and follow Google's E-E-A-T guidelines. The best part? You'll be rewarded with faster rankings. For example, I published an article about Thrifty Ice Cream last week, and it’s already ranked in position 2 on the SERP, becoming the most visited page on Pints, Forks & Friends. If you’re not seeing positive search rankings, take a step back, re-evaluate, and simplify—especially if you're using AI to generate content. Keep it simple and human."
I hope you enjoyed this case study—I certainly did, and it was a tasty one, too! (You can probably tell, lol!) On another note, I’ve brought on some incredible sponsors to help fund this newsletter. I’d love for you to take a moment to check them out. Each sponsor offers unique products and services that might be a perfect fit for your needs, and supporting them helps keep this content coming your way. Thanks for being here, and happy exploring!
Our Sponsors
Also, if you’re going to try the awesome Thrifty Ice Cream, maybe consider their official Scooper!!
The Perfect Scoop! Thrifty Old Time Ice Cream Scooper
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I’d love to hear if you enjoyed this story! Your thoughts mean a lot and help shape future content. Until next time, stay tuned for more!
Mike
Your StoryPath Guide
