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Content Development

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.

ow-to-develop-your-company’s-core-values.jpg

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. 

Copywriting Vs. Content Writer

Copywriter vs Content Writer: Which Do You Need?

By | Content Development

Copywriter, content writer—tomayto, tomahto. Same thing, right? 

Actually not at all. 

You wouldn’t go to the dentist when you have a stomach ache just because they are a doctor, right? You’d probably visit your primary care doctor, because you know they specialize in stomach aches and can make you feel better faster than a root canal expert can.

The same thing goes for content writers and copywriters. For B2B businesses, it’s important to know the difference between the two, because there are distinct goals and challenges for both types of writing. 

Let’s break down what makes a content writer different from a copywriter, and how each one serves businesses to increase audience engagement and action.

What is Copywriting?

Copywriting is a profession where people write sales promotions and other marketing materials in a persuasive tone to sell a service. Copy is plastered on hundreds of thousands of marketing materials 24/7, 7 days a week. Your business needs these skilled writers in some aspects when it comes to marketing. There are no days off when it comes to providing free and interesting material.

Whether you’re a law firm or a consulting firm the idea remains the same: you want people to know about your services. Copywriters relay your vision in a clear and interesting way that current and prospective clients will understand. 

In all, they perfect your brand and save you time so you can get back to running your business.

Copywriting is Unique

Copywriting also differs from content writing in where it can be found. Since copywriting is aimed at getting its reader to take action, it does best on sales pages, ads, direct mail, sales emails, and landing pages. 

Basecamp’s landing page does a great job of identifying their audience’s pain points right away, adding social proof, and of course, ending it with a strong call to action. This is what good copywriting looks like!

copywriter vs content writer

The writing on these types of marketing materials provides compelling content that uses the same language as your clients, depletes fear and objections, and reveals solutions.

Here is an example of content writing. Notice this is a social media page, and it is not guiding you to purchase an item. The post is simply informing you about some neat spring products in short bite-sized visuals.

copywriter vs content writer

Notice the difference between the two examples? Copywriting tends to be direct and to the point, focusing more on short term gains then prolonged relationship building. 

Overall, copywriting taps into your audience’s desires through persuasion and language that stirs up an emotional reaction. Good copywriting satisfies your audience’s needs and increases sales.

What Is Content Writing?

Content writing produces digestible content that creates engagement between businesses, clients, and prospective clients. If your business wants to build authentic relationships online, then you need a content writer. 

Content writing helps B2B businesses by sensationalizing otherwise boring topics like IRA’s and Trust Accounts. They inform the reader through stimulating text that keeps things fresh.

What sets content writing apart from copywriting is that it’s geared towards showing your audience why your services are better than your competitor without the sales tactics. The content writer focuses on strengthening relationships for future selling opportunities, not closing a sale on the spot. The content writer not only enhances your features and benefits but they also create impactful engagement, so over time your audience will trust your brand and pick your services. Storytelling is one way content writers create impactful engagement. It is filled with emotion and knowledge that pulls at your audience’s heartstrings and gives them messages they remember.

Content writing is applied to blogs, articles, social media posts, emails, white paper, and other clever pieces of marketing materials. 

Keep In Mind

You can have your cake and eat it too by combining content writing and copywriting, for the perfect blend of value and information. Good content comes in all different forms—what’s most important is the quality of content, its effectiveness, and its ability to reflect your brand at maximum capacity.

Wayward Kind specializes in shaping your brand to connect with your audience on a deeper level. Let’s work together to make sure your copy reflects your vision.

I want to improve my brand identity.

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

Copywriting for services that sell

Copywriting For Services. Here’s how it’s done.

By | Content Development, Marketing Strategy

Copywriting is more than just fluff on a page to make a product sound nice. It’s when you create content that persuades and informs your reader through an in-depth and straightforward description of services in less than 1200 words or less; Give or take.

Copywriting for services is not an easy task as it strives to gain your attention, which we know is fleeting and breakdown sometimes complex services into words they can understand.

How is Selling Services Different from Selling Products?

Services Take Work

Let’s start with services. Now the textbook definition will tell you services are intangible, and here are a few other aspects of service.

  • They are built on trust and relationships
  • Typically don’t come in bulk
  • Can’t take a service back

Services require watering the grass. People tend to buy from someone who is credible or, who reflects the same values and beliefs they do, mainly because we love what is familiar.

To sell a service, you must take on your audience’s fears and make them feel comforted in their decision to come to you. No one person is the same, so, the service you provide may fluctuate depending on your audience. What works for Molly may need to be tweaked to fit the needs of Amy.

That ties into effectively gauging your audience. You aren’t here to appeal to everyone, but you are writing to a specific group of people. Be sure to use a universal language, and not jargon that your viewers won’t relate to. When you’re in an industry that is more diverse it can be a little tricky.

Some tips to conquering a diverse audience are to always keep it simple, avoid offensive language and comments, and focus on benefits more than demographics. Being an open-minded copywriter helps your content come across as genuine and understanding.

Be versatile and let that shine through in your copy. This will allow both types of audiences to know the services they want is readily available.

There typically is no refund line for a service, and the resell value is non-existent. Services are presented to your audience as is, and it’s challenging to redo that same service the second time around. This means that you need to be prepared to satisfy their needs from the very beginning.

When copywriting for services, understanding your audience, and marketing copy with care will make your services priceless. People will wait in long lines, sign up for email newsletters, and follow your social platforms, just to stay informed on what you have to offer. 

Why? Because you have what they want and show that to them constantly. Give them takeaways.

Nobody likes people selling to them, who don’t know why they are doing it. More than likely your audience expects you to know what they want before they look for it, so guide them to your services using your expertise, and that starts with a strong copy.

Be Mindful of Placement

Let’s move on to positioning. Making sure that you angle your copy correctly will help you to navigate the curvy pain points of your audience. How can you do that?

Start by seeing how you can be of service to your audience. Let that consume you and then get to writing. Your copy needs to be diligent and consistent while giving the minds of your audience a happy experience.

Another way to be mindful of placement is using descriptive and scannable copy will allow them to quickly pinpoint the benefits and drive that item into their cart.

Different Ways to Use Copy

Blogs Create Community

Blogs are pieces of copy where you can share your opinions on different subjects with others. These forms of copy can be used to sell services, but there are a few things you need to establish first. 

Write about something you’re passionate about, that not only lets your audience connect to your writing but it allows your content to be exciting. Your audience will likely be reading your copy because they share the same ideas or want to learn something different. Produce valuable content that is informative and flows so well they have to share it.

Establish who your audience is, and begin writing about something you love, and you will become a trusted expert in your industry. This is the perfect time to sell services in your copy. 

When selling services write copy that is relevant to the subjects in your blog posts. You don’t want to sell kitchenware if you are writing about fashion and makeup on your blogs. It just doesn’t make sense! Let your personality shine through your writing and the audience will do the rest.

Video Builds Trust

Video marketing is becoming one of the most sought out forms of delivering content and selling services. In fact, over half the people in the world 55 percent watch videos online every day.

Why is that? Because humans are visual beings and watching someone talk is far more interesting than reading words on a page. Start your videos with purpose and lead to a clear objective. 

Including copy in your video that will allow you to amuse and inform them. Strive to be the most informed person in your field. You can do this by creating several different videos on the same topic and putting them in a playlist. This will be easily accessible, build trust, and make you credible among your audience. 

When you sell services, show them how you can help them instead of talking about it. One way to do that is by creating “how-to” videos that reveal benefits. People love visual guidance and of course some social proof. So get some testimonials together and showcase your helpful talents to your audience 

Service Pages Lead to Value

The hint is in the name. This is the page where you show your audience what you can do for them, how awesome you are at your job, and that you are the answer to their problems.

Use that elevator speech you’ve been practicing for months now, and personalize your message to make your possibly diverse audience feel valued. This means uncovering your unique audience’s different needs. Your copy to sell services has to unhinge them from their pain points in a way that resonates with them.

For instance, if you are a gym, you’ll cater to athletes, who need little or no guidance, the elderly, and the newcomer who has never stepped foot in a gym, and needs assurance this is the right choice for them. Being detail-driven in your copy and not overloading information will strengthen your audience’s belief that your services are right for them. This covers all your bases and makes sure everyone feels comfortable and cared for.

Don’t Get Spammed

Emails are meant to be short and sweet, so it’s essential to create content that engages and guides them to something right away. This starts with a catchy headline. You won’t get far if your email doesn’t get opened, so get creative with your headline

Get personal. Most of the time your audience is feeling the same frustrations as you. Letting them know you have problems too helps personalize the email and make it interesting. Remember emails give you a short amount of time to create a conversation that sells. 

What else can you utilize in emails to sell services? Give them takeaways. 

What will they remember when they leave your site? Will it be the service, the copy, or the prices?

Clarify it. If the copy is too wordy, your audience will lose interest and leave the page before they get to the good stuff. Go for short and punchy but don’t shout, use your inside voice.

Be conclusive. Don’t leave your audience confused. Utilize the last portion to reiterate the benefit and, of course, have a fantastic call to action. Let your copy sell your service for you.

Still unsure how to make your emails stand out? Read our blog on email marketing best practices for more insight.

Create Solutions They Crave

Whether it’s your website, email, blog, or other forms of copy your content needs to be simple. Audiences can explore your services more in-depth when it’s simplistic. Simplicity means less clutter and more facts.

Give them takeaways. 

What will they remember when they leave your site? Will it be the service, the copy, or the prices?

Clarify it. If the copy is too wordy, your audience will lose interest and leave the page before they get to the good stuff. Go for short and punchy but don’t shout, use your inside voice.

Be conclusive. Don’t leave your audience confused. Utilize the last portion to reiterate the benefit and, of course, have a fantastic call to action. Let your copy sell your service for you.

Looks matter, especially with website layouts. You don’t want to have amazing content and a lackluster website. Check out our blog on the top website designs for 2020 to see how you can revamp your website so your copy can shine bright.

Be The Expert

Your audience is looking for someone who has all the answers to their questions. You can show them you have the service designed for them through your copy. To establish expertise without giving everything away takes patience and lots of teases. 

Keeping your audience on their toes, but still engaged takes skill. To keep them engaged, start by learning your writing style. Study how you can incorporate that into your service pages. Copywriting is a way to connect with the audience using their jargon and writing style.

Educate yourself on your services. You can not go into greater detail and entice the reader, knowing the bare minimum. Becoming an expert helps you highlight the benefit to the audience in a unique way, which is essential when copywriting for services.

In a Nutshell

Write with a sense of urgency. Be passionate and focus on the benefits. When you can uncover a need through copy, the audience doesn’t need a sales pitch because your writing confirmed how your service could enrich their lives.

Wayward Kind is consistent in our mission to write compelling and meaningful copy for humans by humans. Let’s uncover your audience’s needs together.  Tap in with us here.

We can help you master your digital marketing strategy with content marketing & copywriting tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

The Right Way to Repurpose Content

The Right Way to Repurpose Content

By | Content Development

We know what you’re thinking: carving out time to create content for blog posts is already difficult enough, but now I also have to create new content to put that content other places, too?

Yes. While a lot of people like to learn through reading blog posts, not every one of your target audience consumes content that way. That’s why B2B businesses have started repurposing content from their blogs into other mediums, like podcasts and social media posts. Some of your audience may prefer a downloadable guide or whitepaper that they can share with their colleagues, or simply an easier way to catch up on your content.

The Benefits of Repurposing Content

There are two major reasons why businesses repurpose their content: to reach a new audience and to target new keywords for an SEO boost.

Repurposed content helps businesses continue to reap the benefits of incoming traffic by expanding the reach of their blog posts. It also helps eliminate the need for continually creating new content and coming up with an endless stream of ideas, and instead expands traffic sources; The goal of repurposed content is to get your content into more hands.

Another big benefit that businesses discover when repurposing content is that they can target new keywords that give them a boost from search engines. Rather than focusing solely on primary keywords, these long-tail keywords help search engines understand that your content provides a lot of information.

How to Repurpose Content from Blog Posts

The thing about repurposing blog posts is that blog posts can be recycled into whatever type of content best resonates with your audience, depending on their needs.

Discover Which Content Is the Best to Share

To develop a solid action plan, we recommend reviewing your insights:

  • Which posts get the most traffic?
  • Which get the most comments or questions?
  • Which have the best tips?

Asking yourself questions like these ensures that your audience will find value and be interested in your repurposed content.

Decide on the Best Platform for That Content

Once you know what kind of content you want to repurpose, this next step will be easier.

There are a variety of platforms and ways to repurpose content: here are our five favorites.

LinkedIn Pulse

LinkedIn Pulse is a newer feature on LinkedIn that allows thought leaders and experts to share content. The majority of our clients address decision makers or other small business owners directly as one of their audience segments, making LinkedIn Pulse a great platform for them to use. Republishing content to LinkedIn also puts your content in front of 364 million potential clients and connections—that’s a lot of potential traffic!

Medium

Medium is a popular place for businesses and content creators to share content that they’ve created because of its large viewership. With 60 million monthly readers, Medium’s established audience offers companies the opportunity to increase exposure for their brand.

Email Newsletters or Series

Email newsletters or series are great for addressing any questions and comments you’ve received in response to your blog posts, or even re-sharing the best tips out of old blog posts. Questions and comments can also be added into existing email newsletters to provide your audience with more value.

Whitepapers

Typically speaking, a whitepaper is a document that walks readers through common complex issues or problems that they may be having. Offer your audience solutions to their pain points, increase your brand awareness, and improve your SEO with a whitepaper.

Infographics

Infographics are an easy way to directly transform blog posts into visually digestible pieces of content. The busier that people get, the more they lean toward the use of infographics, making this kind of repurposed content the easiest to share.

Podcasts

Podcasts have become increasingly popular among a variety of niches, as people can listen to them while commuting, working, and doing other things. Your existing blog content can be used to generate episode ideas, as well as help structure podcast themes.

Work Smarter, Not Harder.

Reach a new audience and provide value to your existing audience at the same time. When you can extend the use of your existing content, you’re working smarter instead of harder.

What’s your favorite piece of content on your website? Do you have any ideas for repurposing it?

Wayward Kind is a digital marketing agency built on the belief that effective marketing is rooted in human connection. We specialize in content development and strategy, social media, website design and development, and SEO. Need help repurposing your content? Let’s chat.

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

Brand Voice Guidelines

Brand Voice Guidelines: Your Messaging is Key

By | Content Development

In the same way that people speak in their own way, so do brands.

And brands desperately need a unique voice. Why is that? Mostly because in order for a brand to be memorable enough to stand out from its competitors, and recognizable in the sea of other businesses, that brand needs to resonate with its audience.

The Importance of Brand Voice for Small Businesses

When it comes to communicating with clients and promoting your services, it may seem like the last thing you have time for is a brand voice. But developing a brand voice can aid business growth by making sure all the content you share is consistent with your brand and easily recognizable by your audience.

Brand Voice Guidelines

Statistic source

Developing a consistent brand voice helps businesses and organizations build connections with their audience and improve reach across channels, from social media to email newsletters to messaging on the website.

How to Create Brand Voice Guidelines

In order to create your brand voice, the two most important areas to focus on are your values and your audience.

Focus on Your Values

By crafting your voice to be consistent with your values, you’re ensuring that your messaging remains consistent and has purpose. So before you decide how to message your brand, you should focus on why you’re communicating in the first place.

Enter core values. Identifying these values is important to the way your brand is shaped because they create a consistent reference point that helps to communicate messages effectively.

A Quick Brand Voice Quiz

A great starting point to defining your core values is to ask yourself questions like:

  • “What does my business believe in?”
  • “Why did I start my business?”
  • “What frustrates me about my industry?” 
  • “What kind of impact do I want to have on my industry?”

Understand Your Audience

In order to create messaging that’s relevant to your audience, you need to research their personas properly. A persona is a fictional character that represents a segment of your target audience; personas are created from data and market research as a way to create better content.

Hopefully, if you’re already outlining your brand messaging, your audience research has been completed. If not, check out this post we wrote on why psychographics are the new demographics, and how they help businesses get inside the heads of their target audience. 

Understanding your audience will help inform the way you communicate with them. What do they respond best to? What’s most important to them?

The Top Three Elements of a Brand Voice

When it comes to brand voice, there are a few things at play. While you don’t have to be a copywriter to define your business’ voice, you should keep the following in mind:

Character

Your brand voice’s character is how the appearance and personality of your brand come together. This character is usually conceptual, or personified as an individual or a spokesperson. 

For example, businesses that focus on financial services tend to select a character that is a representation of themselves because it makes the most sense for their audience to interact directly with the advisor’s public persona.

Tone

Think of the tone of your brand voice as the tone of one of your friends in different situations. For example, your friend will speak differently in a movie theatre or at brunch than they would speak at work. 

Your brand should do the same, mainly because different parts of your audience follow you on each platform. Your audience on LinkedIn will be more likely to engage with different content than your audience on Instagram.

Language

Language helps to describe your purpose and illustrate the character that makes up your brand voice’s tone.

  • How formal is your tone? For example, financial advisors and law firms will lean toward more formal language, which can be expressed with longer and more complex sentences, including more industry terms and buzzwords, and using higher-level vocabulary.
  • Are you humorous? If so, is it subtle or eccentric? Smart? Work that in!
  • What about straightforward? Do you use metaphors or appeal to emotions?

Combining it All

Hopefully, you’ve got a better understanding of the main areas to consider when starting to build out your brand voice. We could go on and on about the nuances of messaging, audience, and strategy, but we’re strong believers in turning information into action. If you’re curious about what your messaging could look like, give us a shout!

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

Holiday Marketing Tips for Small Businesses

Holiday Marketing Tips for Small Businesses

By | Content Development

It’s the noisiest time of the year…

The last two months of the year can be overwhelming for small businesses that are trying to stand out from all the white noise that happens in marketing.

Rather than adding to the noise, smart businesses create campaigns centered around a different kind of purpose: delighting clients and customers.

Clients and customers can be delighted in a variety of ways, but during the holidays it’s important to focus more on the emotions of connection and sharing, and the spirit of giving. The best way to develop a great strategy for your holiday marketing is to determine which strategies fit most naturally with your business.

Let’s take a look at three different ways to make a positive impact on your target audience this holiday season.

Three Holiday Marketing Tips to Delight Your Target Audience

Appreciate Your Existing Clients

One way small business owners can encourage clients to return is to make them feel appreciated. Thank your clients for their business this year!

A great opportunity to show them your appreciation is through an eCard, special email newsletter, or a holiday video. If you really want to go the extra mile, a holiday card sent via snail mail makes a great impression.

This marketing tip works well because it shows your existing clients that instead of trying to sell them something, you’re taking the time to thank them. Not only does it make them feel appreciated, but it also gives them a breather and in turn, they appreciate you!

Make An Exclusive Offer

Small bonuses, like exclusive downloads, work well for B2B businesses who want to solidify themselves as value-providers during the holiday season.

Offering downloadables, like guides, worksheets, or any other kind of download you normally charge for, as a bonus when signing up with your company during this short period of time.

Tell Great Stories

An easy way to make your brand more relatable during the Holidays is to share the inner workings of your business with your audience.

There are a couple of different ways you can infuse your holiday marketing with storytelling, all great for your social media accounts or blog:

  • Celebrate your employees
  • Share your behind-the-scenes

While every nut and bolt of your business may not seem so exciting to an outsider, prospective and existing clients often appreciate the transparency and getting to know their service providers better.

That’s a Wrap!

The holiday season is your chance to show your existing clients that you appreciate them, and your prospective clients that you’re full of holiday cheer! Our list of holiday marketing tips could go on, and on, and on…so we stopped at three.

What’s your favorite way to show your clients appreciation?

While it may be too late to start marketing for November, you’ve still got plenty of opportunities in December and beyond! And we’re here for guidance, year-round.

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

Content Marketing Plan success

Get the Party Started with a Content Marketing Plan

By | Content Development

Have you ever planned a big party? One with catering, and rentals, and A/V, and games, and invitations, and…the list goes on. It can be overwhelming. You start with this big idea, but sometimes, it’s easy to get lost in the details and lose sight of what your goal was to begin with: to throw a fabulous party.

Your small business has many goals, too. Perhaps not to throw a party (although, that’s not a bad idea come the holidays!). But to increase leads, convert followers into engaged users and buyers, and grow your business. That last one is definitely a worthy goal, but trying to do that all without some kind of plan is going to get crazy fast.

Enter in a content marketing plan. While each plan will look and feel different, the point is that as you’re working to scale your business, you’re doing it with intention. You’re not just saying you want to generate more leads—you’re making a plan for how to get them. Same can be true of any digital marketing goal you have.

Whether you’re partnering with a digital marketing agency, or getting your marketing juices flowing in-house, we’re offering up some tried and true tips to develop a successful content marketing plan.

A Content Marketing Plan Starts with Your Audience

You’ve probably heard the phrase “read the room” from comedians. It’s the idea that you can immediately get a sense for the vibe of your audience and tailor your material and tone to them. The same can be true for digital marketing strategy.

Harkening back to our party analogy, if you’re planning a party for a teenager, but you offer them goody bags filled with kazoos and crayons, your audience of snarky teens may revolt. You’ve got to know your audience well enough to speak to their needs, pain points, and the value you bring. You may even shift your goal from making more sales or generating more leads to making better connections with your audience.

To develop those connections and build your content marketing plan, start by breaking your audience up into segments. There are many different ways to segment, but to keep it simple, consider demographics and psychographics.

Demographics are things like age, gender, location—the real tangible stuff of who your audience is. Psychographics are things like buying habits, values, and hobbies—the why behind your audience’s actions. Using only one of those segments can lead to a marketing campaign that’s too broad and never truly connects with any one audience. 

Getting all this information is a great place to start building your strategy. And how do you do that? Here are a few simple ways:

  • Get to know your current clients: Engage in some small talk and learn more about who they are and what they’re into. As the relationship develops, you’ll be able to get more information about why they chose your company and what they love about your services. Don’t be afraid to ask some questions and show you care.
  • Analytics: If you don’t already have some sort of metrics for what your audience is doing online, start with that. With tools like Google Analytics you can easily assess behavior and engagement.
  • CRM Tools: Organize, prioritize, and catalogue relationships with your audience using CRM software. CRM tools are a great way to build your audience segments, too. 

How Are You Talking to Your Audience?

Putting together a solid content marketing plan means that you’re going to be using a variety of channels to talk to your audience. Emails, blogs, website copy, social media, ads—they’re all ways of communicating. But how you communicate will change depending on which channel you’re using.

For instance, let’s say you’re setting up an email campaign: five emails that target an audience of brand new users who you want to introduce to your business. First off, can we just say how important these email nurture series can be to cultivating new relationships? SO important!

Each email in that series will share a bit of information about what you do, pointing back to your website blogs, services, or a guide of some kind. But you have to consider the intention of your communication channel (email): to point your audience back to your website so they can engage more. 

These emails aren’t blogs. You’re not trying to educate readers on one specific topic with lots of relevant information. Yes, you want to show your value and credibility, but you have to do it succinctly and with your target audience in mind. Once they click on a link in your email, they’ll get back to your website and clearly see how awesome and credible you are.

The bottom line is that when you’re creating a content marketing plan, you have to seriously consider the type of content you’re producing and how it’s being delivered. It’s a game-changer for connecting with your audience, but also for your marketing ROI

Show Your Value

Finally, don’t forget how great you are. People tend to be uncomfortable talking about themselves, but remember, you are an expert in your field. That’s why you’ve built an entire business around your zone-of-genius. Be confident in that.

Part of that confidence is understanding what problems your business solves. What are the pain points your audience has? Why are they searching things like, “Best screen repair in San Diego?” What are they feeling when they’re searching or sending you an email?

Answering those questions on a macro level can help to get your content marketing plan started by identifying general industry pain points. Answering them on a micro level can help you develop specific, targeted campaigns that address how your different products or services solve a user’s unique problem. 

So, there you have it—some content marketing essentials. Know your audience, assess your communication channels, and know and show your value. With this foundation, you’re sure to avoid a dud content party

Don’t get lost in the details of your content marketing party. Let Wayward Kind help you develop a strategic content marketing plan that takes the stress of trying to wrangle digital marketing off your plate, so you have more time to focus on growing a thriving business. Contact us today!

branded playlists

The Sound of Music: Connect with Your Audience with Branded Playlists

By | Content Development

Who doesn’t love music? We all have some favorite artists and genres, and probably a few guilty pleasures. But have you ever thought about your business as a source for some great musical content? 

Maybe not, but we think it’s time to tap into your own rhythmic spirit and consider making a branded playlist.

What is that? Basically, they’re just curated playlists that are unique to your business. They could be curated by event, holiday, or even by your team members (as we’ve started doing here at Wayward Kind!). You could even create playlists that are targeted to certain segments of your audience. The options are limitless, but the point is, tapping into your musical side is just one more way to build relationships with your clients and customers, and show them a bit more of who your business is.

What Do I Do With Branded Playlists?

Your playlists are content. Learning where and when to use them is all about digital strategy. Thankfully, once you have a playlist or two under your belt, you can repurpose them in a number of fun, engaging ways.

Opt-In Offer

Something we’ve been talking about a lot is how to give our clients valuable content that really helps them or gives them something interesting to chew on, so to speak. One way to do that is by creating opt-in offers.

Your opt-ins are simple offers that give your audience something of value. When they sign up, their email gets added to your list so that you can continue to send them valuable content. With permission, of course!

Creating branded playlists are a great way to build quick and fun opt-in offers that can be featured as content across digital platforms. 

Newsletter Feature

You’ve probably already got a solid email list going (if not, then you’ve got to read this post!), so why not include your branded playlists in your newsletters? Remember, emails are all about educating, informing, and helping your readers. Sending some good tunes straight to their inbox shows that you care about more than just selling—you’re sharing something personal and creating a connection with readers. And who knows what fun feedback and conversations may start as a result of your playlists!

Social Media

If you’re looking to elevate your social media strategy, offering something beyond just a typical daily post could really intrigue your audience. Perhaps once a month you have a day where you give them a branded playlist, curated just for your social media segment. They’ll start to look forward to your posts and eagerly await every month when you have fresh tunes for them.

The Science Behind Music and Memory

We can talk all day about digital marketing strategy, but when it comes to music, strategy and science marry together to create a unique, memorable experience that makes your brand stand out. 

Think about it: your favorite song pops on the radio and suddenly you’re whisked away to a special moment from years ago. The scent in the air, the person you were with, and the place you were sitting all come flooding back. That’s because music and rhythm induce memory. Music is essentially an oral tradition that was invented to aid in memorizing stories before writing was even a thing. 

Now, we write more than ever, but tend to think less about music as it pertains to memory. The thing is, music is still a highly effective tool for helping people remember your brand. Just think about one of those annoyingly memorable jingles from a commercial. Hopefully, your branded playlists doesn’t annoy anyone. But the songs you choose can create positive associations with your brand, and we’re all about that!

We all want to be memorable, whether it’s for that special someone, or a potential client. Wayward Kind loves helping small businesses increase their digital presence with expert strategy and content development that can’t help but induce some positive memories. Want help with your branded playlists and strategy? Contact us today to get started!

microcopy matters

Microcopy Matters: How to Motivate in a Few Words

By | Content Development

It’s the little things that count. Like a butterfly fluttering across your path, a child’s smile, or a snail-mail thank you note. Seriously though, don’t you just love a good old fashioned thank you?! In digital marketing, those little things can come in the form of tiny bits of copy. Which is why we’re here to tell you, microcopy matters

Microcopy is the little bits of copy that help users find what they need with ease. Yes, this copy may guide them towards a shopping cart or a signup page, but ultimately, microcopy is about the user, not a sales pitch. It’s about keeping the digital conversation going—taking it to the next level.

Your website copy, blogs, social content, and emails are all important. Don’t abandon those. But for this post, pull out your glasses, binoculars, and microscopes, and let’s explore the details.

So, What Are Examples of Microcopy?

We’re so glad you asked. Truth be told, it sounds like teeny-tiny letters, which it could be, but that would make the user experience (UX) more cumbersome. Think of microcopy like the opposite of long-form copy, like a blog post. It’s the short, concise bits of copy that are like signposts for readers. 

Calls-to-Action (CTAs)

It’s right there in the name: ACTION. You’re telling them to do something—like a director. A good CTA is like a strong, confident handshake. You’re not shying away from telling readers what to do because you know what you’ve got to offer is valuable. You can even make the CTA fun, playful, and engaging, just as long as it’s clearly pointing them in the right direction.

Check out our very own Wayward Kind “Story” page. We give readers snippet of what we do, with focus on cultivating digital conversations. So, what’s our CTA button? “Let’s Talk.” Our conversations aren’t just with existing clients, or their audience, they’re with everyone and we make that clear by telling them we want to talk to them.

Microcopy CTAOpt-In Forms

People are often a bit skeptical about signing up for things. So, if they’ve gotten to the point where they’re ready to sign-up for a newsletter, a service, or anything really, GREAT! Microcopy matters here—it’s used as a way to quickly explain something or direct users to further information. Essentially, it helps them feel more confident about the choice they’re making.

Check out the MailChimp sign-up form below. It tells you the benefits (“Find your people. Engage your customers…”), where to go if you already have a log-in, and clearly explains what your password needs to be valid. We’ve all had those frustrating moments where our passwords don’t work, right? It’s simple, yet informative, and it’s all because of some good microcopy. 

opt-in offer microcopy

Image: MailChimp

Helpful Reminders

Did you abandon your shopping cart? Forget to check out related products? Well, microcopy will remind you. These tidbits of copy can not only guide users to make their purchase, but also create a playful conversation that will make them feel encouraged, even excited to take action.

Knowing what your users like can also help to create microcopy that will guide them to other useful products and services. Remember, your helping them. You’re the tour guide through the website. Consider what’s going to help them do that with ease and interest. 

What Should Microcopy Do?

We touched on this above, but it’s worth diving a bit deeper into the intention of microcopy. So here’s a few key things to think about when getting your writing juices flowing.

Microcopy Should:

  • Set expectations: Where users are headed, what they should do and why
  • Speak the customer’s language: Align language and tone with your brand. If you’re fun, be fun in your microcopy. If your audience is made up of professionals seeking clear information, keep it simple and direct. You know your audience best.
  • Be Informative: It’s not just there to look good—it explains, very briefly, something that’s important to the user
  • Be Timely: This is huge. Consider when you want users to do something, and add the micropy in there. For example, on the homepage of your website. You probably want to get them to more of your services or “About” page quickly. So, put your CTA at the top, not the bottom. The chances of them getting to the bottom of the page and seeing the CTA button is minimal. Time it right, and you’ll probably give them more of what they need, when they need it. 

Big or small, your copy matters and tells a story—and we love telling the stories of our clients. If you’re ready to get your digital conversations going, contact us today. We can’t wait to talk to you!