Check out my team's marketing musings every other week where we dive into different content creation strategies and audience-building tactics in agriculture and beyond.
Good morning, friend. I'm sliding into the last day of February and happly maintaining my New Year's resolution of sending one newsletter a month. Hey, better late than never. Today's brain dump is a quick peek into how I think about the type of content brands should be producing. Today’s agenda:
🔦 The 4 Content Buckets You Can’t Live WithoutAudience. Sales funnel. Value proposition. Distribution channels. All of these are important to any agribusiness or agtech startup — and they’re usually the first high-level discussion points whenever I talk to a client about content strategy. But, eventually, we dive into the real nitty gritty: what type of content are we going to produce? And I don’t just mean asset types (blog posts, video breakdowns, long-form PDFs, etc). In these conversations, we’re talking about the core of the content: What are we actually communicating through the vehicle that is content? How are we making that content so delicious that readers/viewers will devour it … And then proceed to sign up for our newsletter, subscribe to our channel, follow our account, or do whatever they have to do so they don’t miss the next time you hit publish. Sounds intimidating, right? Here’s the good news: there are frameworks out there to help you nail your content and know exactly what to communicate to your audience. While I’ve seen lots of different content “types” work — and not work — in ag, I’ve never actually broken down the content categories. Luckily, the guys over at Ship30for30 have done a much better job than I can, so we’ll First, here's Dickie Bush's take on how all content pieces should strive to fall into one of four buckets: Dickie breaks down these content categories into specific ideas, but I think it’s worth zooming out and focusing on how these could apply in our industry. Actionable: What helpful information or tips can you bring to the table that your audience could use right now?
Analytical: How can you leverage your expertise to break down a complex topic within your sector of Ag? (One way to approach this is to think of common questions your audience asks or things your customers are often confused by)?
Aspirational: What are the lessons or inspirational customer stories that make up your company’s ethos? How can you communicate “what’s possible” to your audience using real-world experience and situations?
Anthropological: What’s something that your customers are always asking “why” about? How can you peel back the layers to help your audience understand how something became what it currently is?
So there you go: content doesn’t have to be so complicated. You don’t have to stare at a blank screen, scrounging around in your brain for ideas from scratch. Start filling your four buckets, and before you know it, people will be captivated, engaged, and eager for more. Imagine design a little bit differentlyDrowning in design needs? Underwhelmed by one-off freelance support? Looking for an all-things-ag resource that ‘gets it’? We gotchu. Imagine Content’s sister brand is now live: Imagine Content Design Studio. For a monthly fixed price, you get unlimited design requests from a 3-person design team. Facilitated through a simple project board and proof review platform, you can asynchronously fulfill all the design needs you have across your team. We still have one Q1 spot left (we only take on three per quarter!), so if you're interested, touch base and book a 15-minute chat to see how this can fit in your business. Digital content links worth sharing:
|
Check out my team's marketing musings every other week where we dive into different content creation strategies and audience-building tactics in agriculture and beyond.
Guten morgen! GIPHY Comin' at you live this morning from the suburbs of Frankfurt, Germany. It's that time of year again – our family trip to my wife's hometown. This trip is always special for many reasons: Watching Oma & Opa soak in every minute of their great-grandkids reminds me just how important family time is. The "traveler's mindset" always unlocks a host of creative content/project ideas for my clients (and myself!). So much good bread. So much good beer. Does life get any better?...
Hey there! Spring has sprung, kinda. Or maybe Mother Nature is faking us out in central Indiana only to dump 6” of snow the first week of April. GIPHY.com Wouldn’t be the first time… Either way, the extra Vitamin D has me feeling energized and ready to share some fresh insights with you all. Let’s chat digital content, shall we? On today’s docket: The top 3 AI tools I’m using for my content business *NEW* Ag marketing gigs Digital content tidbits 🤖 The 3 AI tools my ag content business uses...
Hey there, fellow marketers! I'm back from my (brief) hibernation, and I'm not gonna lie; last year's content schedule was a bit... sporadic. GIPHY This year, I'm doubling down on my commitment to delivering you the best damn content marketing resources out there each month. Think actionable strategies, thought-provoking insights, and a healthy dose of inspiration to fuel your creativity. Here’s to 2024 – let’s get it started right. Today’s agenda: Big Idea: The dark content funnel in ag...