--- title: I build operating systems that turn customer signals into revenue — using AI. Senior Executive Operator. Builder. Author. Speaker. | Kareem Mostafa description: "Kareem Mostafa is the co-founder of tribetactics, a platform for brands to create and repurpose video series. He’s also the author of the book Original Series: How to create binge-worthy, B2B content that drives revenue." --- [**](https://www.facebook.com/iliyana.stareva) [**](https://twitter.com/iliyanastareva) [**](https://www.linkedin.com/in/iliyanastareva) [**](http://instagram.com/iliyanastareva) [**](http://www.pinterest.com/iliyanastareva/) [BUY INBOUND PR NOW](https://www.amazon.com/Inbound-PR-Agencys-Transforming-Business/dp/1119462215/) [Iliyana Stareva ](https://www-iliyanastareva-com.sandbox.hs-sites.com) ## Iliyana's Blog ## Kareem Mostafa Kareem Mostafa is the co-founder of tribetactics, a platform for brands to create and repurpose video series. He’s also the author of the book Original Series: How to create binge-worthy, B2B content that drives revenue. Find me on: [[fa icon="linkedin-square"]](https://www.linkedin.com/in/kmostafa) [[fa icon="twitter-square"]](https://twitter.com/mkareemo) ## Recent Posts [![](https://www.iliyanastareva.com/hubfs/original%20series%20of%20content%20in%20marketing.jpg) ](https://www.iliyanastareva.com/blog/why-every-brand-should-have-an-original-series) ## [Why Every Brand Should Have an Original Series](https://www.iliyanastareva.com/blog/why-every-brand-should-have-an-original-series) [fa icon="calendar'] 05-Nov-2019 09:00:00 / by [Kareem Mostafa](https://www.iliyanastareva.com/blog/author/kareem-mostafa) posted in [Content Marketing](https://www.iliyanastareva.com/blog/topic/content-marketing) [[fa icon="comment"] 0 Comments](https://www.iliyanastareva.com/blog/why-every-brand-should-have-an-original-series#comments-listing) This is a guest post by my friend Kareem Mostafa from [tribetactics](https://www.tribetactics.com) and author of [Original Series](https://www.amazon.co.uk/Original-create-binge-worthy-content-revenue/dp/1089341164/)[: How to create binge-worthy, B2B content that drives revenue](https://www.amazon.co.uk/Original-create-binge-worthy-content-revenue/dp/1089341164/). It's not really rocket science what we content marketers wake up and try to do every day: get attention. We seek to build attention by creating content. Many of us believe that the goal is to create content that is merely better (whatever that means) than others in the same industry in order to stand out - believing that our buyers are perfectly rational human beings.  Spoiler alert, they're not. They're emotional beings who watch YouTube, Netflix, and listen to Spotify and iTunes as much as you do. We're not competing for attention from others in our industry. The world is not that clear-cut and perfect. We're competing for attention with virtually everything in our buyer's world. We're competing for attention with Netflix.  Exactly what is our plan to do that?  One thought that comes to mind is that Netflix create their own original series on a regular basis. Somewhere along the way, a (very) small group of marketing pioneers began getting the trick - and started creating their own brand original series as well. Wistia, Mailchimp, Ernest Packaging, HubSpot, to name a few.  And you can do it too. Here's why you need to consider it. # 5 Reasons Why You Need Original Series in Your Content Marketing [Read More [fa icon="long-arrow-right"]](https://www.iliyanastareva.com/blog/why-every-brand-should-have-an-original-series) [![](https://www.iliyanastareva.com/hubfs/designing_the_experience.jpg) ](https://www.iliyanastareva.com/blog/boost-word-of-mouth-using-experience-architecture) ## [4 Ways to Boost Word of Mouth Using Experience Architecture](https://www.iliyanastareva.com/blog/boost-word-of-mouth-using-experience-architecture) [fa icon="calendar'] 18-Jan-2016 10:00:00 / by [Kareem Mostafa](https://www.iliyanastareva.com/blog/author/kareem-mostafa) posted in [Brands and Business](https://www.iliyanastareva.com/blog/topic/brands-and-business) [[fa icon="comment"] 3 Comments](https://www.iliyanastareva.com/blog/boost-word-of-mouth-using-experience-architecture#comments-listing) *Thanks to [Kareem Mostafa](https://www.linkedin.com/in/kmostafa) from [TribeTactics](http://www.tribetactics.com/) for this fantastic guest post! * I wish I had [Brian Solis](https://www.iliyanastareva.com/blog/20-remarkable-quotes-from-brian-solis)'s new [book](http://www.amazon.com/gp/product/1118456548/ref=as_li_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=1118456548&linkCode=as2&tag=ilisblo-20&linkId=EBDZG4VFFP576SWM) when we were running our startup, because it echoed a lot of learning that showed a drastic increase in our revenue - if only we knew it earlier, and it is: **People stopped buying products a long time ago. They now buy experiences.** In this piece, I will walk you through four touch points you can optimize for a delightful experience that will effortlessly generate positive word of mouth for your brand.  ### Respecting Their Experience Our first startup was in the restaurant marketing space. We helped restaurants increase revenue and brand awareness on their off-nights without running any discounts. Before we succeeded, we had to go through some restaurant soul-searching, namely interviewing people who dine out often to ask them what their motivation was behind dining out. One of our most direct questions was "What is the number one reason you choose to dine out?" I thought this was just one of those "placeholder" questions we had to put when we, of course, knew that the reason was the great food that they would get in restaurants. Turns out food came in second. 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