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waywardkind

rennel parino lead dev

MEET RENNEL PARINO, WAYWARD KIND’S LEAD DEVELOPER

By | Uncategorized

Since 2020, Rennel Parino has been dedicated to understanding our clients and delivering results that surpass their expectations. We are so excited to announce Rennel’s promotion to Lead Web Developer!

As a developer, Rennel has continued to refine his technical skills while taking on new challenges with an open mind. All while boosting awareness of positive values and interpersonal connections.

Check out our Founder Jules Taggart’s interview with him!

____________________________________________________________________________

Jules: Who has influenced your body of work? What did you learn from them?

Rennel: For me, that would be everyone on the team, but one member in particular is my supervisor, Omar Morales.

I’ve learned a lot from him, from knowing how to quickly identify problems based on our high standards when it comes to development quality, to being able to see opportunities in pre-development during our collaborative design process.

Jules: How are your personal values aligned with Wayward Kind’s core values? How does this impact your work?

Rennel: The core value I align with most would be human connection.

I always want to have an exact sense of what is needed from the client, so that I would have a firm understanding of how to approach requests and what solutions can be done to solve them.

Jules: What do you believe about yourself?

Rennel: I believe that I have a sense of diligence in order to accomplish most, if not everything that I am given.

I believe that even if a task is difficult, I can still find ways to accomplish the task piece by piece, and be able to ask for help wherever necessary.

Jules: In working from home, how do you balance home-life and work-life?

Rennel: I tend to take breaks as needed – specifically breaks that keep me away from the screen in order to prevent any form of eye strain. Once I clock out, I give myself a bit of rest before using the computer again.

 

LIGHTNING ROUND:

Jules: What are you nerding out on right now?

Rennel: One thing I’m nerding out on right now is motion graphics – there’s a lot of versatility in programs such as Adobe After Effects, so it’s nice to know that there is a lot of potential and possibility in such editing tools.

Jules: Do you have any rituals or routines?

Rennel: I like to do a brief exercise on the treadmill every morning in order to get the blood flowing and to keep my health in check.

Jules: What does your perfect day off look like?

Rennel: A perfect day off is one that ties right before or after the weekend. I’d get up early and plan out the activities for the day so I make the most of it.

____________________________________________________________________________

Congratulations, Rennel! We are so thankful you are part of our team.

Looking for a website update? A re-brand? Get in touch and see how Rennel and the rest of our Wayward team can help bring your ideas to life.

Wayward Kind

Are You Our New Digital Marketing Strategist?

By | Team Wayward Kind

Wayward Kind is a digital marketing agency that works with challenger brands who are solving complex social justice issues. Our role is to bring visibility to important issues around race, class and gender equity, and create sustainable growth opportunities for organizations that are doing good.

Wayward Kind is Hiring a Digital Marketing Strategist

We are looking for a Digital Marketing Strategist to join our team of marketing experts. 

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

What You’ll Be Doing:

  • Develop strategies and actionable marketing plans for clients that may include content strategy, UX recommendations, social media strategy, email marketing strategy, social media ads and paid search strategy, sales strategy. 
  • Goals – Establishing, tracking and reporting on  realistic, measurable goals for marketing campaigns. 
  • Audience development – Developing audience personas based on research you conduct
  • Brand positioning – Why/How/What, brand differentiation, brand level messaging
  • Social media strategy – Audience growth, engagement, content development for social media
  • Content strategy – Blogging strategy, content mapping to specific audience segments, outlining content strategy for a specific launch/offering, 
  • Email marketing strategy – Audience segmentation, mapping out email funnels  
  • Sales strategy – Developing marketing strategies that are optimized for conversion metrics, being able to problem-solve for a client when they need to solve a sales related problem
  • Manage your daily workflow while meeting deadlines and managing budgets.
  • Create measurable value and ROI for clients.

Why You’ll Like Working With Us:

  • You want to show up as yourself, every day. Black, Brown, queer, differently-abled—we believe a variety of voices and lived experiences brings a richness to our work, and we know that our results are better because of the diversity of our team. 
  • You like working with people who are changing the ways the world works. Our clients are pushing the envelope in the areas of race, class and gender equity, sustainable commerce, body positivity and other progressive agendas. If you have been looking for a way to create long-term societal impact through your work, this is the place. 
  • You’re curious and a life-long learner. You have a genuine interest in consumer behavior and digital psychology. You’ve got experience in growing sales through marketing channels, including social media, email marketing, SEO and content. You are a flexible and resourceful problem solver. 
  • You are an ethical marketer. We work with social innovators and change makers. Our clients look to us to develop new tools and methods to amplify their work without relying on manipulative marketing practices.

What You Need:

  • Bachelor’s Degree preferred, but may be supplemented/replaced with relevant experience
  • Agency experience strongly preferred
  • Professional proficiency in English

Desired Mindset:

  • Committed to anti-oppression work, both personally and professionally
  • Interested in learning about race, class and gender equity as it relates to marketing
  • High integrity and a personal commitment to liberatory practices
  • Able to balance task-oriented work without compromising relationship building and engaging with diverse people as whole humans

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 organizations communicate what they believe in.

We approach our work through a social justice lens, and we choose clients, team members, collaborators, and partners who share our core values.

A Few More Details:

  • Black, Latinx, Indigenous, and others who identify as nonwhite, people with disabilities, members of the LGBTQIA+ community, are encouraged to apply for this role.
  • Location: We are prioritizing candidates in the San Diego area at this time, but this role is fully remote. We’ll see you on Zoom! 
  • Job Type: Full Time, Exempt
  • Title: Digital Marketing Strategist
  • Compensation: $55,000 – $60,000 per year, commensurate with experience
  • Generous time off: 15 paid holidays, 10 days paid personal time off, 5 days of paid sick leave
  • Benefits: Health Insurance, retirement savings plan, stipend for continuing education, family friendly workplace.
  • Business Hours: We generally work from 8:00 am to 5:00 pm PST, Monday through Friday, but these times may fluctuate slightly based on your time zone.

How To Apply:

Does this sound like you? Send your resume and a cover letter to hello@waywardkind.com. In your cover letter, we’d love to hear how you align with our core values. 

Caiti Franscell

MEET CAITI FRANSCELL, WAYWARD KIND’S SENIOR PROJECT MANAGER

By | Uncategorized

We’re growing at Wayward Kind, which means our team of marketing experts is growing too! To start our year strong, we promoted Caiti Franscell to Senior Project Manager to ensure our clients had a direct line to promoting their impactful work. 

Caiti has the proven ability to take on complex projects, delegate tasks quickly and effectively, and achieve project deadlines with results that often surpass our clients’ expectations. All while leading with compassion and a keen understanding of their ultimate goal. 

Check out our Founder Jules Taggart’s interview with her! 

____________________________________________________________________________

Jules: Who has influenced your body of work? What did you learn from them? 

Caiti: My first boss Kelly Konis was the first mentor that I had in marketing that had a significant impact on me and my manager experience. I deeply admire the energy she brought into her work and how she lived outside of work. She was a very strategic and beautiful person, and I often approach new projects or challenges from her perspective. 

Kelly helped me to recognize my own leadership qualities at such a young age. She is why I love working in marketing and why I chose to dive deeper into this work. I learned how to manage my work tactfully, and apply a human-centered approach understanding that creating quality work depends on building relationships with people. 

Jules: As the Senior Project Manager at Wayward Kind, what opportunities do you see for our company’s growth? 

Caiti: I see Wayward Kind moving beyond the pandemic and into a space where we can foster greater team collaboration and connect more deeply with clients. I see us growing as a team, and continuing to propel purpose-driven companies forward on a much larger scale.  

Jules: How are your personal values aligned with Wayward Kind’s core values? How does this impact your work?

Caiti: The core value that I most align with is human connection. Wayward Kind is not just another marketing agency, but are real people who are passionate about the work we do. We show up every day with our hearts open, which allows us to have long-lasting relationships with clients. We care about the incredible work our clients are doing and we are determined to make the world a better place. 

Jules: What are you most excited about in 2022?

Caiti: I’m excited to see our team continue to grow and deliver great results for our incredible clients throughout the country. I look forward to learning new ways of fostering a creative environment. One of the things I look forward to the most is Wayward Kind becoming a B-Corp. This will allow us to be more people and culture-focused, which I will help to spearhead. I look forward to putting together different events for our team throughout the year that will allow us more opportunities to give back to our community. 

Jules: In working from home, how do you balance home-life and work-life?

Caiti: My morning routine is key. When I don’t follow it and dive right into work, it’s hard to sustain my energy throughout the day. I balance that by prioritizing myself in the morning and remembering to pause. My non-negotiables are: I take a walk, step away from the computer, and soak in some San Diego sunshine. I am grateful that our company allows us the opportunities to do these very important things. 

Jules: Your morning routine sounds key. Tell me more about that!

Caiti: The morning is my sacred time. I like to take care of myself first. I often ask myself, “what do I need in this moment?” I created a self-care menu from where I can choose different routines so that my mornings never feel mundane. I love to take time to center myself and ground myself. I light palo santo for meditating and have cacao for heart centering. I may take a walk around the block, or do some light stretching and yoga. I need to ground and center myself before taking the day on.

 

LIGHTNING ROUND: 

Jules: What does your perfect day off look like?  

Caiti: I love to explore San Diego so I would start with a morning walk at Sunset Cliffs with a vanilla latte. I’d join a yoga class, spend time with friends and family, and end my day at one of our city’s amazing restaurants. 

Jules: If you could get advice from any person, living or dead, who would it be? 

Caiti: It would have to be my grandma. She passed away when I was 12 or 13 and she was such a beautiful soul. She lived such a cool life, started her own tour company, used to travel the whole world. Tapping into her would be an amazing, life-changing experience. 

Jules: What do you believe about yourself?

Caiti: I believe that I can do anything I set my mind to, as long as it aligns with my heart. 

____________________________________________________________________________

Congratulations Caiti, we are so honored to work with you and we are SO excited to see you take on the Senior Project Manager role!

Looking to re-brand? A website update? Get in touch and let’s talk about what you’re working on.

Wayward Kind

ARE YOU OUR NEW VISUAL WEB DESIGNER?

By | Team Wayward Kind

Visual Web Designer // Job Description

Full Time, Exempt

We are a digital marketing agency working with purpose-driven companies. Our clients are making good by creating positive, forward-thinking, and necessary changes in their industry.

As marketing and branding experts, our work is rooted in bringing greater visibility to organizations that are solving complex social, environmental, and organizational justice issues. We partner with organizations that are leading systems-change efforts and contributing to a more just future.

We are looking to add a full-time Visual Web Designer to join our fully remote team. Are you the person we are looking for? Let’s find out!

What You’ll Be Doing:

  • Confidently creating delightful website designs and digital experiences that help our clients reach their goals and move their business forward.
  • Lead visual design throughout the entire project lifecycle, from initial concepts and explorations through final design deliverables.
  • Work closely with copywriters and developers as creative partners to concept original ideas.
  • Create website design style guides to ensure the design handoff is seamless, transparent, and stress-free.
  • Create and format all digital visual elements, including typography, layout, imagery, iconography, interactions, and functionality.
  • Support the design and development of high-impact presentation materials for external, internal, and client use.
  • Managing multiple clients/projects simultaneously.
  • Supporting the learning and work of other designers and developers.
  • Managing time well to ensure projects remain on schedule, within budget, and within scope.
  • Interacting with clients and our internal team to ensure client satisfaction.

Why You’ll Like Working With Us:

  • You want to show up as yourself, every day. Black, Brown, queer, differently-abled—we believe a variety of voices and lived experiences brings richness to our work, and we know that our results are better for it. 
  • You like working with people who are changing the ways the world works. Our clients are pushing the envelope in the areas of race, class and gender equity, sustainable commerce, body positivity, and other progressive agendas. If you have been looking for a way to create long-term societal impact through your work, this is the place. 
  • You’re curious and a life-long learner. You have a genuine interest in design, UX, and you have a user-first mindset. You are a flexible and resourceful problem solver. 

What You Need:

  • You must include a diverse portfolio of projects that demonstrate your skills in visual storytelling and concept-driven design work. Landing pages and mockups are nice but we love links to live websites you have designed.
  • Expert knowledge of branding, visual design principles, typography, and UX best practices.
  • Proficiency in one or all of the following user interface design apps: Sketch, Adobe XD, Figma, Invision Studio, Framer.
  • Proficiency or working knowledge of one or all of the following digital design apps: Adobe Photoshop, Illustrator, Affinity Designer/Photo.
  • Bachelor’s Degree preferred, but may be supplemented/replaced with relevant experience.
  • Agency experience strongly preferred.
  • Professional proficiency in English.

Things We’d Love to See:

  • A special interest in one or more of the following: illustration, photography, information design, presentation design, any UX disciplines.
  • An understanding of version control for dev or design: Git, Abstract, Plant, Kactus.
  • Experience with Agile, Kanban, Lean or Sprint frameworks.

Desired Mindset:

  • Committed to anti-oppression work, both personally and professionally
  • Interested in learning about race, class and gender equity as it relates to marketing
  • High integrity and a personal commitment to liberatory practices
  • Able to balance task-oriented work without compromising relationship building and engaging with diverse people as whole humans

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 organizations communicate what they believe in.

We approach our work through a social justice lens, and we choose clients, team members, collaborators, and partners who share our core values.

A Few More Details:

  • Black, Latinx, Indigenous, and others who identify as nonwhite, people with disabilities, members of the LGBTQIA+ community, are encouraged to apply for this role.
  • Location: Fully remote. We’ll see you on Zoom! If you’re in San Diego and want to work out of the office from time to time, you’re welcome to but it’s not required.
  • Job Type: Full Time, Exempt
  • Title: Visual Web Designer
  • Compensation: $60,000/year
  • Generous time off: 15 paid holidays, 10 days paid personal time off, 5 days of paid sick leave
  • Benefits: Health Insurance, retirement savings plan, stipend for continuing education, family friendly workplace
  • Business Hours: We generally work from 8:00 am to 5:00 pm PST, Monday through Friday, but these times may fluctuate slightly based on your time zone.

How To Apply:

Does this sound like you? Send your resume, portfolio, and cover letter to hello@waywardkind.com. In your cover letter, we’d love to hear how you align with our core values.

Wayward Kind

Are You Our New Project Manager?

By | Team Wayward Kind

Project Manager // Job Description

Full Time, Exempt

We are a digital marketing agency working with purpose-driven companies. Our clients are making good by creating positive, forward thinking, and necessary change in their industry.

As marketing and branding experts, our work is rooted in bringing greater visibility to organizations that are solving complex social, environmental and organizational justice issues. We partner with organizations that are leading systems-change efforts and contributing to a more just future.

We are looking for a Project Manager to join our team of marketing experts. Are you the person we are looking for? Let’s find out!

What You’ll Be Doing:

  • Managing the client journey from onboarding, strategy, planning, project execution, and performance reporting throughout the engagement––from kickoff call to through project completion.
  • Managing multiple clients/projects simultaneously.
  • Supporting the learning and work of other project managers.
  • Ensuring the profitability of each project by managing team resources and time effectively.
  • Selecting and collaborating with the right members of the team for each project, including copywriters, SEO specialists, content strategists, social media strategists, designers, developers, SEO strategist, ad specialists and other team members as needed 
  • Solving problems that arise throughout the project.
  • Providing status reports measuring ROI for clients
  • Reporting on personal and project-related KPIs
  • Building healthy and mutually beneficial team relationships

Why You’ll Like Working With Us:

  • You want to show up as yourself, every day. Black, Brown, queer, differently-abled—we believe a variety of voices and lived experiences brings a richness to our work, and we know that our results are better for it. 
  • You like working with people who are changing the ways the world works. Our clients are pushing the envelope in the areas of race, class and gender equity, sustainable commerce, body positivity and other progressive agendas. If you have been looking for a way to create long-term societal impact through your work, this is the place. 
  • You’re curious and a life-long learner. You have a genuine interest in consumer behavior and digital psychology. You’ve got experience in growing sales through marketing channels, including social media, email marketing, SEO and content. You are a flexible and resourceful problem solver. 
  • You are an ethical marketer. We work with social innovators and change makers. Our clients look to us to develop new tools and methods to amplify their work without relying on manipulative marketing practices.

What You Need:

  • Bachelor’s Degree preferred, but may be supplemented/replaced with relevant experience
  • Agency experience strongly preferred
  • Professional proficiency in English
  • A familiarity with and working knowledge of marketing strategy, branding strategy, blogging, social media marketing, email marketing, website design, website development, SEO and other marketing services. 

Desired Mindset:

  • Committed to anti-oppression work, both personally and professionally
  • Interested in learning about race, class and gender equity as it relates to marketing
  • High integrity and a personal commitment to liberatory practices
  • Able to balance task-oriented work without compromising relationship building and engaging with diverse people as whole humans

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 organizations communicate what they believe in.

We approach our work through a social justice lens, and we choose clients, team members, collaborators, and partners who share our core values.

A Few More Details:

  • Black, Latinx, Indigenous, and others who identify as nonwhite, people with disabilities, members of the LGBTQIA+ community, are encouraged to apply for this role.
  • Location: Fully remote. We’ll see you on Zoom! If you’re in San Diego and want to work out of the office from time to time, you’re welcome to but it’s not required.
  • Job Type: Full Time, Exempt
  • Title: Project Manager
  • Compensation: $50,000/year
  • Generous time off: 15 paid holidays, 10 days paid personal time off, 5 days of paid sick leave
  • Benefits: Health Insurance, retirement savings plan, stipend for continuing education, family friendly workplace
  • Business Hours: We generally work from 8:00 am to 5:00 pm PST, Monday through Friday, but these times may fluctuate slightly based on your time zone.

How To Apply:

Does this sound like you? Send your resume and a cover letter to hello@waywardkind.com. In your cover letter, we’d love to hear how you align with our core values.

How to practice ethical marketing

Build Brand Trust with These Ethical Marketing Campaigns

By | Marketing Strategy

Ethical marketing is the content you share about the intersection of your product or service and the impact it has or your business has in the world. It’s as much a digital marketing strategy as it is a philosophy. 

At Wayward Kind, ethical marketing is at the heart of our digital media. Our work is rooted in creating positive social change and we partner with companies and organizations that are aligned with our purpose. Ethical marketing is not just about what you do or how you do it, it’s about the values that are the heart of your business and living those values. 

Through ethical marketing practices, you are ensuring the customers that you are being honest and transparent about your product, your business, and your goals. This approach to marketing allows you to build trust and strong relationships with your consumers because you and they share a set of principles and ideas. 

Here are 4 ideas of how to start your ethical marketing campaign today. 

Show the work you’re putting in towards your social goals 

What is your business currently working on to be a better environmental steward or more equitable? Or if you are new to social impact, make a list of the areas your business could improve upon in terms of social and environmental causes, and create actionable goals to implement those values. Make sure your goals are actionable, achievable, measurable, and time-bound. 

From those goals, create content with your goals and where you are, what you need to do, and your timelines to implement your goals. Post on social media about your process, write a blog post or make a video about how you decided on your goals, write a guide, have an Instagram live on the reasons you wished to make a change and your commitments.

Check out this example. James Coffee Co. introduced at the beginning of 2021 their glass jar program. They replaced all of their single-use plastic cups and straws with glass jars.

Instagram: jamescoffeeco

In 2020 they sought to reduce the waste produced by their coffee shops, and the glass jar program was born. They created a cool video about it and wrote about how it works on their website. 

Show your customers and audience that you are socially responsible through your actions, not just through your marketing. It’s fine to share what you’re working on and your learning process, but don’t do it as a marketing tactic.

Build a campaign around awareness 

What is it about your issue of choice that matters? Educating people through an awareness campaign is a great way to get people involved and invested in your issue. It’s not about your company or your product, it is solely about the issue you are trying to educate people about. 

Patagonia is one of the best in the business at awareness campaigns. Their audience is people who like to be outdoors. Those same people share a certain set of beliefs and ideas with Patagonia. Patagonia says this, “We’re in business to save our home planet.” They write and feature content about the various facets of both the harms our planet is facing and the solutions.  

Patagonia Awareness Campaign Homepage

On their website and social media platforms are ways to get involved and extensive lists of organizations to donate to. When you engage with the brand on their platforms, you learn something, from the production process, to the recyclability of materials, to the environmental issues around outdoor recreation, to national policies conversations. Their brand’s content is geared to learn. 

Instagram: patagonia

Another brand using and sharing its platform to educate is Lesse Skincare. Their Instagram page is full of content about social justice work, ways to get involved politically, and the sustainability of their products. 



Share information on issues that align with your values. Your audience will have a chance to learn from you and grow with you. Moreover, sharing content about issues will cultivate brand trust because you are sharing parts of your values as a core part of your content. 

You aren’t selling anything, certainly not your product, you are raising awareness for something that matters to you. You’re inviting people who are like-minded to come sit by the fire. At some point might you do business together? Sure. But that’s not the point. For ethical marketers, values alignment comes first. 

You can raise money

Money is one of the most effective ways to implement change. Money allows for policy to be written, goods to be distributed, aid to reach the hands of people who need it, research to be conducted, and a continuation of work for a cause. 

One idea is to collaborate with an organization, and raise money for their work. In February of 2021, for every subscription to Dan Pfeffier’s Message Box, the first month’s cost of the subscription will be donated to the organization Run for Something. 

Another idea is to commit a certain percentage of your sales, monthly or annually, to donations to a cause you are invested in. During Pride Month in June 2020, Boy Smells created a whole line of candles for the month, and pledged 15% of proceeds from the PRIDE Collection from June-July, with a minimum donation of $26,500. The amount you pledge of sales should be what is feasible for your business. 

So many of the causes we care about are having research done on them to better understand how to rectify them. You can raise money for research projects as well, or start your own. 

In their work, Every Level Leadership kept seeing that Black womxn were not supported in workplace cultures. To understand why, they started Black Womxn Thriving the research project to “understand how Black womxn find joy, success, and stability at work; and how companies and organizations can recognize their responsibility to create a work environment where Black womxn thrive.”

If you are going to raise money for a cause, let your customers know that their purchase supports a cause. Profile the cause and market the campaign, and once the period of time is over for the donations, make sure you let people know how much was raised for the cause. Share the story of what the donation went to, maybe you can get the organization involved in telling that story.

Customers want to be involved in making changes and want to align their buying habits with their values.

Put your work on display

There are two ways to display the work you are doing for causes. One is to show the progress through data, and the other is through storytelling– who have you helped, what have you done. 

A San Diego small business, Home-Ec, in June of 2020 pledged to commit at least 15% of their cookbook inventory to Black-authored books. They created an Instagram post about their pledge, and in August 2020, updated their followers that they had fulfilled their pledge and demonstrated their demographics of cookbook authors through graphs. 

Instagram: home.ec.store

The founder is creating a culture of transparency and honesty in her business by saying here is where Home-Ec is and here’s where she wants Home-Ec to be. Once she reached her commitment, she displayed it so people knew that she had kept her word. 

If the work you are doing directly impacts people, share their stories, garner testimonials to distribute or feature on your platforms. People resonate with stories, so storytelling can be an effective way to bring people into the work you are doing. Maybe your work doesn’t have a direct impact on peoples’ lives but there are people doing incredible work for a cause or issue you care about, those are the stories you can share on your platform. 

Every Friday on Instagram Ellevest, a financial institution for women by women, does #FinancialFeministFridays where they feature women who are making strides in systems that are dominated by a history and presence of patriarchy. 

One Friday they featured the story of the U.S. Women’s Hockey team’s fight for equal pay to the men’s team. Another Friday they featured the story of Kima Jones, the founder of Jack Jones Literary Arts — a book publicity company promoting stories written by black women and women of color. Both of these stories are a different facet of creating financial equity for women. 

Another way they share their platform is through the hashtag, #ElleRaisersSpotlight, where they tell the story of women in business that are breaking glass ceilings. 

Instagram: ellevest

Here at Wayward Kind one of our core values is liberation. We actively seek out ways to use our platform as a tool for liberation. Our content features clients, collaborators, and partners who share this belief and are working in their sectors on envisioning and creating a more just world. We do work for real people, who work for real people on real issues. Their stories need to be told, and we use our platform for just that. 

Stories boost our trust and confidence, they motivate us to do something, they provide a window into what could be or what should be, allowing us to see ourselves in the work. The stories you tell will be an extension of your brand’s story. 

Get started! 

There are dos and don’ts to ethical marketing. Do be transparent and honest. Don’t lie or exaggerate. Don’t commit to values-based work because it’s a good marketing idea. Do work on issues that align with your core values. Don’t be fraudulent or disingenuous. There is so much power and force for good when businesses commit themselves to causes. 

Wayward Kind is a digital marketing agency focused on having digital conversations that matter. Our sweet spot is working with challenger brands who are making a significant impact in race, class, and gender equity and want to develop stronger relationships with their clients.

Want to create meaningful content and market what you care about? Let’s chat.

How to generate leads for the impact economy

How to Generate Leads in the Impact Economy

By | Lead Generation

As an organization, your business is committed to providing some social impact by virtue of your product or service. With a growing number of businesses adopting a form of social good or addressing social problems in their business, how do you stand out

This requires a solid understanding of your potential customers and reaching them through targeted marketing strategies

A marketing strategy is your business’ approach to reaching your desired customers. Before you embark on formulating that strategy, we have a couple of questions you should ask yourself.

  • Who is your customer? 
  • Who could be your customer? 
  • How can you serve their needs with your product or brand? 
  • What are some periphery needs that your product or service also solves? 

The answers to these questions will help you align your target audience with the right platforms. And from these answers you can begin to ask a few additional questions: 

  • How can you reach potential customers? 
  • What platforms might these customers be on? 
  • What content could supplement your product or service? 

The digital mediums you pursue, connect you to your target audience. We will cover four marketing mediums that will help you generate leads for your business.

How to generate leads for companies committed to social impact 

There are four areas that will help your company generate leads. 

  • A strong traditional digital marketing strategy, your email marketing, your blogging, your paid ads. 
  • A robust social media presence, and utilizing all that it offers. 
  • Trying out newer digital mediums like videos, podcasts, and webinars. 
  • Collaborative marketing 

Traditional marketing 

The traditional digital marketing outlets are still as important as ever. They are some of the most cost effective lead garnering methods out there. 

Blogging

Blogging is an opportunity to demonstrate your expertise, and capacity to solve your readers problems. Content that answers your customers’ questions and provides solutions will build trust with your brand and product. Moreover, your expertise becomes an added value to your product. 

Because blogs can be widely distributed on social media platforms, there is opportunity to reach wider audiences than just your targeted audience that you have already engaged with. Social media distribution can bring new traffic to your website and new engagements with your social accounts. It’s an amazing tool for building your brand, enhancing your visibility and leads. 

But you have to blog consistently. Google loves new content, so the more content you generate, the more your website will be crawled. And visitors that become your regular readers will spend more time on your content and coming back to your site. That increased time spent on your page and low bounce rate will improve your search engine ranking. All of this is important because it will help your business reach the top of the Google search results, therefore becoming more accessible to more people. 

Moreover, you are blogging to be an authority figure in your sector and to create a base of followers. Authority and loyalty are built. And inconsistency in your blogging stymies your ability to build either. If you have a blog but cannot make it a habit, partner with Wayward Kind! We will help you generate content ideas, a blogging strategy, and write and schedule your content. 

Email Newsletter 

Email marketing is one of the most effective conversion tools in the books. It’s comparatively inexpensive and can be very personal if done thoughtfully. Through email you can distribute your content, build brand awareness and community, and establish a relationship with your customer. 

One advantage email has over other digital marketing forms is personalization. Your emails can be personalized to a specific person’s desires and needs, promoting relevant content based on the data you have collected from their interactions with your website, media, and product.  

The nature of an email also is great for business. We are programmed to do something with the email, click on the link, reply, forward. So email can be a great way to drive traffic back to your website.

And best of all, data shows that every $1 spent on email marketing typically generates about $38 in return on investment (ROI). This can be a budget saver for small businesses. You can reach your entire audience with one email! 

Paid Ads

Paid ads are based on keywords. When you know your potential customer, you can use what they are searching for to position your ads to them. Knowing your customers means you can target them in a more direct way.

Paid ads allow you more control. You are placing the ads in certain demographics, geographical areas based on behavioral data. The benefits of paid advertising are that you have immediate visibility to your targeted audience and measured in real time. If an ad isn’t working in a specific area, retarget it. 

Utilize social media 

Social media is a visual representation of your brand and your product, and a space to interact with clients. The medium is a great opportunity to expand your reach. Almost half the world is on social media, of all ages and demographics, so it can help you build brand community with your established audience, and position yourself to those on the outer edges of your targeted audience. 

Moreover, social media isn’t just Instagram or Facebook, there are thousands of social media platforms, all for different purposes and audiences. So do research about the platforms your clients are regularly spending time on.

Optimize your profile 

Make sure everything is in order for leads to contact your place of business, online, in-store, socially. And match your call to action buttons with what you want them to do. Do you want them to email you? Call you? DM you? Like? Follow? 

Lastly, position links wherever you can. Provide various opportunities to direct traffic where you want traffic to be directed. 

Incentivize the share feature

Allow your existing customer base to share your social content to their audience. By incentivizing the share feature on social media, you can reach audiences that you may not have associated with your brand. Moreover, it’s free! 

And in reverse, share your customers’ images of your product! Social media is a way for potential customers to see themselves in or with your product. If they can identify themselves with it, you can convert a potential customer into a customer. Plus sharing your customers’ content is a free means of content creation! 

Use hashtags effectively 

Using hashtags allows customers to see your content without searching for it organically. Use your keywords as hashtags and when people are searching those keywords, your hashtag will pool your content with others using that hashtag. 

Another great use of the hashtag feature is to create a brand hashtag, maybe a memorable saying to associate with your brand or your business’ name (we like #kindcrew when talking about our team). 

People can use that hashtag on their posts of your product, and build a pool of images associated with your hashtag. From that pool, people can see your products’ popularity and brand community. People want to be a part of something, want what others have. A branded hashtag can create that sense of desire for potential customers. 

Explore newer digital mediums

Part of lead generation is finding the digital mediums your potential customers are using. Billions of people have email and social media, but where are the niche spots your customers are tuning into for content? The newer digital mediums we list below are some great spaces to start researching and generating content for. 

Podcasts 

Podcasts are regularly scheduled programming, and usually have a following. Going on an established podcast in your market can help you reach new audiences that already have some attraction to your product or service. It is space for you to communicate your business to others, and will then lead to some conversions in website traffic and social following. 

If you want to start your own podcast, you’ll have to build that following but they offer an awesome opportunity to repurpose content and bring in guests that can share your podcast and your brand. 

Webinars and Workshops 

If your business excels at something, holds special knowledge or useful knowledge, host a workshop or webinar! Choose topics that are relevant to your audience and advertise what attendees will gain from your teachings. During the webinar, position your product or service as a means to build on what they learned. 

You can host this on Instagram or Facebook live, over Zoom, in-person. And then make it into video content. 

Sharing knowledge is a way to attract potential customers, build community and trust with your brand. Moreover, having attendees register for the event with an email, provides continual access to a potential lead. 

Videos

Videos forge stronger bonds with consumers because they are spending more time with your brand and product, which, in turn, makes them more likely to purchase a product. 

The best videos you can create are how-to videos. ‘How to’ is one of the most evergreen sources of content. People will always need to know how to do something. Other video content you can produce is tutorials, client testimonials, sneak-peaks, behind the scenes, interviews. 

Video is also an opportunity to repurpose your existing content. Take a blog post and make it visual, or demonstrate in real time how to use your product or service

Collaborative marketing 

There are brands that are similar to yours, brands that also work on your social cause or local small businesses that would make great collaborators! 

Team up

With brands that are similar to yours, create opportunities to work together. Teaming up with organizations that work on your chosen social cause can help create awareness in your community, and get them involved in your social cause. If you are part of a local community, collaborate with other local stores! Other ideas include creating a group together, offering a joint opt-in piece to join both your mailing lists, discounts at one another’s businesses. 

This works best if whom you pair up with will run a collaborative marketing campaign. Highlighting your business on their social media, on their website, whatever platforms they use. 

You will reach more people and build long term relationships with enterprises which can lead to more events and cross pollination in the future! 

Form strategic partnerships

Find an adjacent business, someone with the same clientele but different services than you and form a partnership. Your clients need both services, so when the opportunity arises you both would present one another’s business as the solution to those services. 

By forming strategic and strong partnerships, you create an opportunity for collaborative success and consistent lead generation. Your partner will market your services and vice versa, and your work will help you, your partner, and your clients get the results they need! 

Get started! 

This was a lot of information! We know, but the best thing you can do for your business is allow for it to be seen. A marketing strategy is creating opportunities to be seen by potential customers. If you need help organizing the right marketing strategy for your business, reach out to us and we can get you started! 

Connect with us today.

 

How to Respond to Political Moments

How to Respond to Political Moments

By | Content Development, Marketing Strategy

On Wednesday, January 6th, 2021, Black and Brown organizers secured the victory for two historic Democratic candidates in Georgia, essentially saving American democracy once again from itself. Mere hours after this, in the midst of certifying the Electoral College vote, white, domestic terrorists descended onto the Capitol and attempted an insurrection. 

Just last year, in the same spot, the National Guard awaited people protesting the state-sponsored violence of police brutality against Black, Brown, and marginalized communities. Where was the National Guard or the police when white insurrectionists seized the Capitol building? 

We know why the police were not there. We know why insurrectionists’ bodies were not brutalized. White supremacy. 

What happened on January 6th isn’t the first time our collective consciousness has been activated. Not the first time we witnessed two Americas. Nor will it be the last time we both bear witness to the white supremacy that underpins our nation and, celebrate the communities of color that are, continuously, the beacons of progressivism and democracy in America. 

The question is: how do we respond as business owners? 

As business owners, you’ve probably been told to stay silent on political matters. But silence is contributing to the dominant forces of violence that we see play out in politics and society. 

And those forces of violence aren’t that far removed from our work. They live within us and show up in our workplaces. 

Responding in the moment

If you are new to this conversation, pause here and watch this video. Wayward Kind’s Director of Strategy, Jaz and Marketing Coordinator, Keishonda had a candid conversation about inclusivity in the workplace, being Black, working in marketing, and some steps businesses can take to back up their posts and hashtags with tangible action.

Then come back to this question: when events are unfolding what can I do as a business to respond and make space for them? 

Pause or stop your scheduled content

Every time something awful happens, companies that are relying too heavily on automated marketing efforts (like scheduled social media and email content) show how disconnected they are from their community. If you do nothing else, stop your scheduled content.

Show up, in real time, with a point of view. 

Don’t wait for things to blow over or hope that you don’t need to address it. If it’s impacting the people you serve, it’s the only thing on their mind. You are catering to your market, and by staying silent, you could lose your audience. 

Take a genuine position as a brand on those issues, and the issues that matter to you. The “issues” don’t need to be aligned with your work. 

As an example, accounting firms should be showing up and speaking up about BLM just as much as they are talking about PPP loans.

People want to align themselves with brands, especially ones about livelihood, that they trust. Trust is built by the alignment of a brand with a customer’s personal values.

What does showing up look like? 

There are a few unspoken rules to speaking up

  1. Timeliness matters. If you have a POV on a current event and it’s not shared in the moment when it matters, then it’s too little too late.
  2. Do not show up with hollow and disingenuous statements. Your comment on events should not only indicate a position but a subsequent action, an affirmation, a renewed commitment, an education. 
  3. These moments of civil unrest are not a “marketing moment”. It is not an opportune time to market your services unless you are a Diversity Equity and Inclusion consultant. 

These moments of civil unrest are not about what you do, it’s about who you are. Just because this is not a marketing moment, does not mean you do not show up. You absolutely need to show up with a message that centers people, the event, and action. 

In the wake of George Floyd’s murder, large corporations and small businesses alike raised money for local and large civil society organizations. Businesses pledged to have a certain percentage of their inventory made by BIPOC producers. After the attempted insurrection, companies took action and disassociated themselves with the factions that tried to stage a coup. Shopify and Amazon took down affiliated shops. Banks are suspending political contributions. The Professional Golf Association, Ben and Jerry’s, the National Beer Association, all made statements.  

Racism, white supremacy, violence, sexism don’t happen in a singular event, these are everyday realities for people, so your response to an event should be bolstered by an action that demonstrates a sustained commitment to actionable change. 

These are tips for the immediate reaction to a crisis, and following are some long term actions to start making a difference in your organization. 

Being crisis ready

Responding to a crisis isn’t just something you do for your customers. Responding to a crisis is something you do for your employees and the longevity of your work and culture. But preparing for a crisis when the world is in the middle of a fire is the worst time to respond. You need to invest in becoming crisis-ready. 

Create space for your employees

National events show up in your workplace in how they personally impact employees. Your employees may be tired, may be worried, may be reckoning for the first time with their power in the world, may be dealing with the loss of a loved one. As we know, events, like January 6th, like the murder of Breonna Taylor, are happening in the midst of a once-in-a-century pandemic. 

You employees are human before, during, and after work, and cannot and should not disassociate with their humanity during work hours. 

The way to prepare for these events with your employees in mind is to create safe space.

Collaborate on decision making, on matters like what does care look like especially for BIPOC employees? What are the automatic solutions that will be in place during times of crisis? What are the daily practices of well-being that you want to cultivate for your staff? Empower your employees to ask for what they need, and create a culture of accommodating those needs. 

Something we practice at Wayward Kind is debriefing an event. Ask people at the first meeting of the day, how they feel about the event and or how they feel about approaching their work that day, what headspace they are in. We follow up with assessing the capabilities of our team for that day, what needs to be done in that moment, what can wait, and how we can be of assistance to our other team members. 

If you are a leader of a team, you are responsible for modeling good practices, all the time, not just in moments of crisis. 

An idea Jennifer McClanahan-Flint, Founder of Leverage to Lead had, is having automatic responses to emails during crisis. On Wednesday and for subsequent days of that week, Jennifer and her team activated their automatic response to emails to provide space to recuperate and care for themselves. Furthermore, creating boundaries for themselves with their clients. 

This automatic response email can be formatted similarly to this: 

  1. Acknowledge their email,
  2. Tell them the duration you will be out of the office or when you will be checking your email again, 
  3. Assert the practice you are creating for yourself or the entire team, 
  4. And if you so are inclined, offer a secondary resource if it is incredibly important. That could be someone in the office that has offered to be a resource or a point of contact. 

Your approach to creating space for your employees should be based on accommodation, creativity, and well-being. Emergency preparedness is not a one size fits all matter, and not every emergency will require the same measures. The most important aspect of emergency preparedness is meeting the wellbeing needs of your employees; your goal is to take care of them.

Create Core Values 

Every company has a set of values, whether or not they are articulated. Articulating those values will create a strong company culture, a team foundation, and be your roadmap for how you respond to a crisis. 

Your values should be tenets you, your employees, and your work embody every single day. And the value itself should be paired with actions that manifest the value. 

One of our values at Wayward Kind is “liberation.” 

We recognize all types of diversity including ethnicity, race, sexual orientation, gender identity, age, religion and abilities. We actively seek out ways to use our platform as a tool for liberation because we know that’s what makes our work exceptional. And we carefully select clients, collaborators and partners who share this belief. 

The actions necessary to manifest liberation require socio-political consciousness of the employees and clients, and, moreover, honest introspection and evaluation of our work. 

Values are practices. They need to be well defined to include what it looks like when practiced, what if feels like, what it should yield. It serves as a blueprint for action. And if you live your values, it will make responding to a crisis instinctual because your values have allowed you to be proactive. 

If you are having some trouble developing a set of values, check out our blog post on how to develop your company’s core values

Do I have to do it alone? 

We’ve given you a lot to work with and a lot to think about. We know it can be hard to get started. There are so many incredible resources available to start this process, and there are excellent Diversity Equity and Inclusion consultants that can help you navigate this. Some that immediately come to mind are:

Equity in the Center

Every Level Leadership 

Inclusive Life

Leverage to Lead 

Molly Gordon 

Nicole Lee Consulting

The Adaway Group 

This work is important. Don’t get deterred by its difficulty. There are people inside your organization, and businesses to call in, to help you get started. 

If your business has questions about how to make your messaging consistent and authentic or make sure your messaging and marketing are aligned with your core values, we are here to help. Tell us your story, so we can go from here together.

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How To Develop Your Company’s Core Values

By | Content Development, Marketing Strategy

Every company has a set of values, whether or not they are codified or articulated. Having an expressed set of core values though creates a strong company culture, a team foundation, and sets your company apart from your competitors.

Coming up with a strong set of values and then living them out takes determination and commitment. If you are having trouble articulating your values, don’t worry, we have some fundamental questions to ask yourself to help you, and follow up with key ways to start living out your values. 

How to develop your company’s core values

 

Identify your values

To begin identifying your company’s core values, ask some of these foundational questions:

  • Why do you do what you do? 
  • Why does your company exist? What is your purpose? 
  • How is the world different with your company in it? What legacy are you leaving behind with your work?
  • Who does your company serve? 
  • What does your brand believe in? What are you willing to go to the mat for?
  • Are there certain fundamentals that are not up for compromise? What is non-negotiable for you?

These questions ask you to think critically about your foundations and aspirations. Both of which are bedrocks to values. The next set of questions asks you to think about what you presently have in terms of values, ideals, characters, ethics, in your team members: 

  • What do you admire about your team? What do you want more of from your team? 
  • What drives your decision making? 
  • What are key qualities that every person a part of your company must possess and demonstrate? 
  • What behaviors and attributes do you think best demonstrate your company? 

These questions are intended to see where you are working from and working with––and what is missing. That balance of what you have and don’t have will be a determining factor in what kind of training and transformation your company has to do to begin living out your values and your purpose. 

This next set of questions ask you to look outside of your organization for inspiration: 

  • What are some sources of inspiration for your company?
  • Who are exemplars of values, ethics, and purpose you wish to embody and emulate? 
  • What do you have at your company that a competitor does not? 

A notable set of core values will differentiate your company from others in your marketplace. And looking outward at other organizations, companies, workplaces, can help you identify what you like about your existing work environment and present skills, what don’t you want to incorporate into your workplace, and or what you’d like to see in your company’s values. 

Your core values should explain these five points: 

  1. Why does your company exist? 
  2. Who you strive to be and what do you strive to do? 
  3. How will you do that? 
  4. What is so important to you, your organization, your employees there is no sacrificing this element? 
  5. What makes your work valuable? 

You’ll probably have a lot of values that come from this exercise. So you’ll want to prioritize, condense, and eliminate. After you have narrowed down your core values into a few words, phrases, or statements, it’s time to define them. 

Define your values 

Your core values should be more than just words, they have to be a way of life in your office. Defining your core values with clear definitions will help your organization carry them out. 

Katie Douthwaite Wolf was working at a startup company and helped develop a process to articulate a set of core values. One of their core values was “ownership mentality.” But what that meant and how that was implemented, they found to be varied and difficult. At face value, ownership mentality, like most values, is vague. 

Defining what it meant and what it looked like in practice provided clarity on how employees should incorporate this value into their work and what it should feel like when practiced:

“We’re not just employees—we’re truly invested in the company. Our ideas are heard; moreover, they are taken into serious consideration, and often, implemented company-wide. Because we know that we are a vital part of the company, we consistently act with the company’s best interest in mind. We confidently make quick decisions on the job because we’re completely in line with the company’s mission and purpose. As employees, we have the authority to make decisions that are in the best interest of the company and the power to improve the way we run our business.”

What makes this definition great is that it gives employees a precise understanding of what it means and entails. It not only is a function of their work but a function of feeling by being an employee with this company. Definitions should serve as a blueprint for behavior and mentality.

Values only work if they are attainable in every day work, and are going to serve as a push towards your form of excellence. What you’ve set out as your core values has to work for you and have to be lived. 

Live your values 

You can have beautifully crafted value statements, but values are practices, they have to be lived. If you have strong values, they will present themselves in every dimension of your company’s day to day operation. Here are three ways to exemplify your company’s values. 

Hire the right people

One of Ajay Pattani’s, of Perfect Search Media, go-to interview questions is: “describe an experience in your last role where you took initiative and created or implemented a process.” The answer to this type of question is an indicator of their alignment with your company’s values. Do they actively practice your values in their work? 

Teach your values 

It’s unreasonable to think people can just read a document with expressed values and start implementing them. People learn by seeing cause and effect, and consistent and formal training will help your team learn how to utilize your company’s values in their work and understand how much you value your values. 

Leverage your company values in company communications by shouting out a team member that demonstrated a core value with tremendous success or talk about how a problem can be addressed by a behavior implicit in a core value. 

Offer consistent training on core values. There may be new ways to operationalize your core values, or better ways to act out a core value. Training allows your values to evolve and deepen within your company’s workplace. 

Make values a conversation

It’s vital that your values have checks and balances to ensure they are being lived and are not just statements. A feedback loop allows your company to listen, address missteps or lackluster application of values, and celebrate values when they are lived. 

This requires that at every level of your organization, there are regular conversations about the execution of values. Is the work behavior emblematic of your values? Are your clients best representing your values? Who in your company is exemplifying your values? Shout them out in your company wide meetings. 

Because your values are so integral to your organization’s core, they should grow with you as your company inevitably evolves. This can look like an annual conversation about the nature of your company culture or the evolution of your work, your clients, the marketplace you operate in. 

Messaging your values 

Being intentional with your chosen values and how you demonstrate them externally, interacting with clients, the work you produce for them are all factors of why clients choose your brand and not another. People buy with their values, so how you message your values is an incredibly important part of marketing yourself. 

We know you’re busy running a company and living your values, so if you need help articulating how your values align with your brand– that’s what we’re here for. Contact us today. 

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.