Monthly Archives

January 2019

San Diego marketing agency welcomes Tory Patterson as its new Digital Marketing Strategist.

Wayward Kind Welcomes Tory Patterson to the Team

By | Team Wayward Kind

New year, new hire! Meet Tory Patterson, Wayward Kind’s new Digital Marketing Strategist

Tory Patterson headshotWayward Kind has expanded its team with the addition of Tory Patterson as Digital Marketing Strategist.

As Digital Marketing Strategist, Tory will develop comprehensive and integrated marketing strategies for our clients and come up with innovative ideas for relationship-driven campaigns.

PR Pro Makes Marketing Moves 

Tory is a former PR person turned digital marketer. With the constantly evolving media landscape, she has always kept her finger on the pulse of the many ways brands can digitally communicate with their audiences.

Prior to Wayward Kind, Tory worked at notable PR agencies where she developed, managed, and executed strategic PR and content marketing campaigns for companies ranging from small startups to major corporate brands helping to “consumerize” their message while maintaining relevancy. Her experience runs the gamut, having worked in a multitude of industries with companies like SunEdison, Edmunds.com, NRG Energy, ZTE USA, thinkThin, Thermo Fisher, CryptoCake TV, Parchment.com, and Slacker Radio, among others.

Tory is a San Diego native and a proud alum of San Diego State University where she earned her bachelor’s degree in Communications. During a brief stint in Los Angeles, she earned a Master of Arts in Strategic Public Relations from the University of Southern California.

Lightning Round

There is so much to love about Tory, it’s hard to narrow it down to just three questions, but here goes.

Wayward Kind: What’s your favorite way to start the day?

Tory: With a cup of coconut flavored coffee and a walk around the block with my dogs!

Wayward Kind: What’s something on your bucket list that you plan to tackle this year?

Tory: I want to complete various marketing certifications on Hubspot so that I can practice what I learn in my new role at Wayward Kind.

Wayward Kind: If your life was made into a movie, who would play you? Why?

Tory: Drew Barrymore because I think she’s one of few actors that could capture my ball-of-energy personality with aplomb!

 

Please help us welcome Tory to the team!

There’s no time like the present to begin developing an effective content marketing strategy for your small business. Schedule a free strategy review with our team so we can help you make 2019 the year that your content marketing strategy produces results!

Generate more qualified leads through a personalized content marketing strategy.

Personalized Content Marketing Strategy for Greater ROI

By | Content Development, Marketing Strategy

Consumers in the United States spend about as much time sleeping––about 7.8 hours––every day as they do engaging with online content. (Source: Adobe) The time you spend on content marketing strategy is well worth it.

2019 is officially here, bringing opportunities for new beginnings and a fresh start for your content marketing strategy. With email, search, and social continuing to dominate the content landscape, it’s easy to get scattered and try to do a little bit of everything to connect with your clients online. Before you dip a toe in too many digital channels, start with a solid plan.

The bulk of your marketing budget should not be spent on ad campaigns and promotional marketing. Instead, spend that time creating meaningful, customized content that helps your clients solve a challenge. They will thank you for your efforts with their trust.  

The most effective content is tailored for the industry your business is in, as well as with a specific person––and a specific challenge–– in mind. The content should offer your audience a solution to their problem. For instance, a cost analysis tool might help customers understand how you help them save money. A white paper or infographic could explain how your services will help streamline a potential client’s business operations.

Here are a few of the most important steps that should be taken when developing a content marketing strategy for your business.

Personalize your content marketing strategy

Content personalization will continue to be a major content marketing trend in 2019. This not only means that your content needs to be customized for each target audience, but you also need to develop the right strategy for each platform you use to distribute your content.

In a survey of 190 marketing influencers worldwide conducted by Ascend2, 63 percent of respondents said that developing personalized content is a difficult tactic to execute. Instead of thinking of it as if you need to create custom content for each person who interacts with your brand, approach personalization as an opportunity to create relevant and useful information and understanding your clients’ core challenges.

Valuable content is a powerful element to your content marketing strategy. Your clients can tell the difference between meaningful content and content that was developed just to fill space or provide click-bait.

If you spend the time developing meaningful content, you’re likely to generate more qualified leads. As you build out your content schedule for 2019, identify what your audience wants to learn about, not what you want to sell. That will help to eliminate content ideas that are just space-fillers, or overly self-serving without providing real value.

Distribute content effectively

The way your content reaches your audience is crucial for a small business’s content marketing strategy.

Social media is one way to distribute your personalized, segmented content, but your efforts shouldn’t stop there. A segmented email marketing strategy will also be helpful. When you really know who your audience is and what they’re most interested in, you will be able to create even more valuable content––videos, infographics, webinars, gifs, blog posts, etc.––and know exactly where to share it to get the right message in front of the right audience at the right time.

Once you have a handle on which content should be distributed through email marketing and social media, you can extend this knowledge to your website and personalize content for the traffic you drive from other channels.

Power in numbers

Prospective clients rarely make a purchase decision based on one piece of content. It takes time and repetition to build trust. Rather than putting all of your time and effort into creating one piece of content, plan to develop a series of content that will provide ongoing value over time. This will help your audience understand your expertise and how you can help them solve their challenges.

There’s no time like the present to begin developing an effective content marketing strategy for your small business. Schedule a free strategy review with our team so we can help you make 2019 the year that your content marketing strategy produces results!