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November 2020

Wayward Kind is Hiring an SEM & PPC Specialist

By | Team Wayward Kind

Wayward Kind is looking for an outstanding SEM & PPC Specialist to join our team of marketing experts. 

The right person will assist in planning, implementation, QA, and optimization of paid search campaigns for the best results possible. The person in this role will support advertising efforts for our clients that are primarily B2B brands. 

Are you who we are looking for? Let’s find out!

We want to meet you if:

  • You’re fascinated by figuring out why people buy. You are curious about what makes people hover, read, click and buy. You love that you have the power to ethically shape buyer behavior through your work. 
  • You have an analysis on social justice issues. We work with companies who are making significant changes in race, class and gender equity. You share this commitment and enjoy working in the equity space. 
  • You’re proactive. You are always monitoring performance and are quick to recommend changes and improvements whenever you uncover them. You know that when it comes to ads, time is money and you’re a very good steward of clients’ resources. 
  • You test and iterate in a calculated way. You love to test new ideas to see how you can improve outcomes for clients, but it never feels like trial and error. You have run enough ads in your day and managed enough budgets that when you try new things, you’ve got a pretty good idea of the outcome before you dive in.
  • You’ve got receipts. This ain’t your first rodeo. You’ve got a lot of campaigns under your belt and you know what works. You make smart recommendations to clients and the rest of the team by drawing on past experience. You’ve got examples of your work and you’re proud to show off what you’ve accomplished. 

You’ll like working here if:

  • You like to lead. We’ll be looking to you to bring your best ideas and know how to execute them.
  • You thrive on variety.We manage about 40 clients at a time. If you like creating strategies related to several industries and working with lots of great humans, you’ll like working with us.
  • You’re ready to learn. If you see feedback as an opportunity to grow and improve, you’ll fit right in.
  • You’re a “details” person. You’re meticulously organized and like to go into meetings over-prepared. People tell you that you set the bar high for getting the details juuuuuuust right. 
  • You like people. We want to work with you if you have a knack for building healthy and mutually beneficial client and team relationships.

What You’ll Be Doing

  • Researching and defining keyword strategy for paid search initiatives
  • Writing optimized ad copy
  • Setting up and launching campaigns in platforms including but not limited to Google AdWords (including Google Display Network), Facebook, Instagram, LinkedIn and Twitter. 
  • Monitoring and optimizing campaigns to maximize results, ensuring budgets and timelines are met.
  • Compiling, analyzing and presenting paid advertising reports
  • Managing timelines and expectations, and delivering effective results
  • Working well under pressure; meeting multiple, and sometimes competing, deadlines
  • Staying up to date on industry news and trends
  • Identifying opportunities to test new strategies that will help our clients grow. 

What You Need

  • A Bachelor’s degree (preferred)
  • 1-2 years of demonstrated, hands on SEM & PPC experience (required)
  • Google Ads certification (required)
  • Samples of campaigns you’ve run and the results you’ve achieved for clients
  • Previous digital agency experience is very much preferred, including direct communication with clients
  • Professional proficiency in the English language (required)
  • Strong knowledge of Google Suite
  • High level of integrity, autonomy, and self-motivation

Who We Are

Wayward Kind is a digital marketing agency that works with challenger brands who are creating forward thinking and necessary social change, particularly in the areas of race, class and gender equity. 

What We Believe In

As a marketing firm, we are messengers. Our clients trust us to tell their stories and amplify their voices. We have the great pleasure––as well as the significant responsibility––of helping our clients communicate what they believe in.

Our work is more creative and far more effective by being inclusive of different viewpoints, backgrounds and cultures. We choose clients, collaborators and partners who share this core value. 

A few more details

  • Location: We are working remotely temporarily. Once it’s safe, we’ll be back in our offices located in San Diego, CA, at least a portion of the week. 
  • Job Type: Full time, Exempt
  • Job Title: SEM & PPC Specialist
  • Manager: SEO Strategist
  • Salary Range: $50,000-$55,000 per year, commensurate with skills and experience
  • Benefits: We provide comprehensive benefits including health insurance, flexible paid time off, a continuing education stipend, paid maternity/paternity leave, and a family friendly workplace. 
  • Business Hours: Our office is open 8:00 am to 5:00 pm, Monday through Friday. Working hours are flexible, but generally during office hours. 

To apply, please send a cover letter and resume to hello@waywardkind.com. 

 

3 ways of repurposing content

3 Ways of Repurposing Content

By | Marketing Strategy

Creating quality content is time consuming. But what if we told you there was a way to transform your existing content into something new? Or new-ish?

Repurposing content is the perfect way to utilize existing content and get new eyes on it. The goal of content is to be seen, and recycling content is an opportunity to reach a wider audience or reach out to a target audience. Repurposed content helps you to reap the benefits of incoming traffic by expanding the reach of your content.

When we say repurpose, there are a few ways to interpret this. One is to amend a piece of content, like updating it with new information, or re-specify the initial audience. The second way is to transform the medium, such as taking blog content and making it into an infographic or a video, or vice versa, video content into a downloadable white paper.

When you can extend the use of your existing content, you’re working smarter instead of harder. Check out three ways of repurposing content

3 ways to repurpose content 

Before you repurpose all your content, we recommend reviewing your metrics to tell you which posts get the most traffic and most engagement. Secondly, seeing which posts have the most translatable content, like best tips or best insights, or can have a fresh take. Thirdly, content should help your readers get closer to making a decision, so prioritize content that drives decision making.

The goal here is to produce better results for your business, revenue driving, viewership, engagement. Knowing which posts are the most valuable content ensures that your audience will still find it to have value and be interested in your repurposed content. With that in mind, let’s get started on ways to repurpose content! 

Amend it 

One way to amend blog posts is to update it with new and target keywords. This would give you a secondary SEO boost. Include long-tail keywords in your piece. They are indicators that tell search engines what your content is about and how helpful it is to readers.  

Change headlines

Another way to vamp up your blog content is to change headlines, update the picture, and refresh the content with any new information of value to your audience. Because marketing is constantly evolving, focus on creating evergreen content

Create Evergreen Content

Evergreen content is the content that keeps on giving. It is content with a long shelf life because it continues to be valuable and relevant to your audience over time. This looks like “how-to” pieces and consistency in search, not seasonal or period pieces because those lead to temporary spikes not consistent readership.

Finding the evergreen topics for your audience can be found in the search volume of keyword research. This will provide you insight on potential new audiences, and how to position your content to those audiences. 

To do this, think of a few topics you’d like to explore on your blog and enter those into a keyword tool. What you are looking for here are search volumes. Is there enough search on your given topic to increase your search traffic? Also check in with Google Trends to see if your chosen topics are gaining or losing popularity. You’ll want content that continues to grow in popularity and relevance for it to be solid evergreen content.

This is great content to invest in creating because it ensures that relevance. A refresh and amendment here and there will give you the opportunities to garner new audiences. 

Refine target audience

And lastly, you could amend existing content for a broad audience to a singular, target audience. Take your broad piece “How Social Media can Help Your Business,” and target it to an audience, for example creatives, by adding information relevant to that audience.

Change your headline to, “How Social Media Can Help Creatives,” and add the information relevant to this audience, and viola! New content from your content repertoire.

This targeted content creation helps cultivate your authority on the matter. Building continued readership is important to your business, and being an authoritative figure in the industry will keep readers perpetually interested. 

Change the content format 

So much of your existing content is translatable into a new content format, it can be condensed, expanded, shareable and downloadable. There are so many possibilities awaiting you.

If your content is primarily blog posts, they can be recycled into whatever type of content best resonates with your audience. An infographic is a visual representation of your written content, and incredibly easy to share.

Maybe you have a couple blogs or videos on a particular topic, turn that into an email marketing campaign where you are condensing that content into four to six emails of knowledge and action. Maybe you’ve participated in or held a webinar, create a downloadable paper of take away tips.

Go from written content to visual content with social media posts or stories, graphics, webinars and videos. Go from visual content to written content with email marketing campaigns, downloadable and interactive content from your website. Changing the content format is taking existing information and inputting it into a new format to reach new audiences. 

Upload it to a new platform 

Reaching new audiences is the goal of this repurposing endeavor. Reformatting your content for different mediums allows you to appeal to more audiences and extend your reach into these audiences.

One place you can share your content is on LinkedIn. Change the image from your initial post, tweak the headline, include the most important aspects of your post and a link to your website to bring readers to your website to continue reading. Republishing content to LinkedIn puts your content in front of 364 million potential clients and connections.

Another great place to republish your content is on Medium because of its large viewership and subscribed audience. Wait to publish on Medium until your content has had a long enough lifespan on your own blog so it can be solidified as the primary source. Using the Import tool to publish your content will automatically set the canonical URL to your original post on your website. And at the end of the blog post on Medium, always state the original article source and link to your website.

Repurposing content is all about extending your content’s life and reaching new audiences. It also has the opportunity to provide additional value to your existing audience and cultivate authority on your realm of content.

Need help repurposing your content? We can help you develop your content and digital marketing strategy, and help you implement those strategies. Talk to us.