content marketing with impact.

A Customer-Centric Approach to Build a Brand Story.

Content without a strategy is like a trail without markers - you're going to get lost. And let me tell you, that can be a giant zap of energy - climbing under a chain-link fence in the mud to get back on track can really dampen the vibe (but makes for a funny story, which we'll save for another day).

A brand doesn't need to be everything to everyone. To help you climb to the content summit I've summarized a few key insights, and examples, that have helped me find success in building brands with content marketing.

1. Customer-Centric Mindset: With my career start rooted in hospitality, it's no wonder my approach to marketing—including content—is steeped in a customer-centric mindset. This has been the secret sauce behind the success of my content marketing strategies. We all know understanding your audience is paramount. Tailoring your content to resonate with their needs, challenges, and pain points is clutch. When you plan content with your end reader in mind, you're already ten steps ahead. Engage in meaningful conversations, listen, and adapt your strategy based on feedback and insights (we'll get into more of this in point #4). Ultimately your content is not about you; it's about solving their challenges, brightening their day, and empowering them in their roles. End of the day, the brand experience can all boil down to exceptional customer service. And that starts well before the point of sale.
2. Channel-Focused Strategy: While a customer-centric mindset is the 'who', and places the target audience at the heart of your brand, let's shift our focus to the 'where' with a channel-focused strategy. This entails selecting the most relevant channel(s) to reach your target audience, where they engage most. You don't need to be everywhere, but consistency in the right channels is key. Have you ever heard the quote, "you can't make everyone happy you're not pizza"? The same is true for content marketing. You are better served being strategic with your content on select channels than doing them all without intention or customization. Do the simple things on that intentional channel right, ensure your content links back to your website, provide clear calls-to-action, leverage trends where it makes sense, and most importantly - make it effortless for your audience to take action when and where you want them to.
3. Strategic Partner Collaborations: Collaborating with complementary partners can be a game-changer for your brand and a gold mine for content. By aligning with like-minded partners, you can leverage their audience and expertise to expand your brand awareness and reach while elevating your authority and reputation, which I can attest is especially effective when entering into new markets or regions. Through these strategic alliances, you not only enhance your credibility but you can build valuable relationships that can drive mutual success and growth (supporting sales initiatives, ie. referrals/lead gen pipelines). A win-win so to speak! Think collab posts, virtual fireside chats, live interviews, and co-branded event activations. Embrace collaboration to unlock opportunities to amplify your impact, and cultivate further brand authority in your niche market.
4. Data-Driven Decision-Making: Use the power of data to amplify and refine your content strategy. Your audience will let you know what lands, and what is steering you off the beaten path - and away from the why for the content and the intended impact of the campaign. Watch your KPIs, analyze (and leverage) trends, and then iterate and course correct based on what the audience tells you resonates. Let data be your North Star (I’m leaning right into my hiking references for this post!), guiding you toward content that captivates and converts.
5. Diverse Mediums, Infinite Vistas: Content marketing is more than just social media. It encompasses everything from videos, blogs, podcasts, articles, books, paid ads, infographics, case studies (or as I fondly call them, success stories), and testimonials and can be leveraged across channels, including social media. The canvas is yours to paint. The point is to create content that adds value to the conversation and to create variety in the formats you deliver while staying true to your brand style. The truly impactful content campaigns can be leveraged for a variety of use cases. Want to hear about one of my personal favourites? Here we go??

Case Study in Prime Content Marketing | It was the art of intentionality coming to life. The project; Two companies merged and we needed to position, who are we now and where are we going. to define who is the new brand. Solution; brand video project. I meticulously scripted every last syllable of this video, with precision and purpose. My inspo; a Lebron James LA Lakers playoff hype video. Let's GO! Every word had meaning. Delivered in a tempo that allowed the key messages to hit. We went onsite to shoot with clients getting both valuable broll and testimonials in an array of industries, highlighting the vast impact of our brand across the business ecosystem. Leveraging these key clients meant the video showcased relatable and reputable leaders, not just ourselves, talking about and affiliating with our brand. Was like embedding hyper-valuable word of mouth into the script. The full video was launched to position the brand going forward, then dissected into targeted campaigns, industry-specific success stories, and snippets for social and TV (yes, even Hockey Night In Canada - and as a true Canadian girl, pinch me!). Key messages in the video script became our brand voice showing up consistently in trade show videos, pitch decks, digital ads, internal communications, onboarding and training, and social media. It was to me, a masterpiece of strategic content deployment - and a campaign I am ultimately very proud of. Shout out to the wicked video team Waterbridge Creative Media for working with me on bringing the (very specific) creative vision to life ??

In the ever-evolving landscape of marketing strategies, content marketing remains the true storyteller, weaving narratives that captivate and resonate with audiences. Embrace the array of creative possibilities, infuse intention into every piece (why are we sharing this, what does it add to the conversation), and let brand consistency guide your path. Choose your platforms thoughtfully, craft tailored content with value-add points of view, and take it all in from the summit as your brand's story unfolds in sync with your audience's experiences.

Has this peaked ?? your content marketing interest? Remember, consistent and strategic effort in content marketing is the trailhead to building and evolving your brand narrative with confidence and impact. Cheers to the climb!