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Content Discovery, Brand Everything, and Stacking Marketing Strategies

Content Discovery, Brand Everything, and Stacking Marketing Strategies

This week on Fresh Salmon, I discuss why you should brand everything, content discovery channels, and stacking marketing strategies.

October 11, 2022

The Eagles are the only undefeated team (5-0) in this season of the NFL…..What?? Those of you living in the US will understand what I mean.

This week on Fresh Salmon, I discuss why you should brand everything, content discovery channels, and stacking marketing strategies.

Let's dive right in. . . .

1) Brand Everything

I'm going to let you in on a little branding secret. You can thank me later.

No matter what you do, you won't be able to make it stick unless you brand it.

Branding is the process of giving a name. Give it an identity. It’s the simplest market hack that you can deploy at no cost.

Podcasts, webinars, partnership meetings, frameworks you created, categories you are trying to create. Without a name, whatever you do people won’t remember.

If done right, a brand name can create a unique identity, create an association in people's minds, and sometimes even differentiate you in the marketplace.

Here is a real world example for you -

We ran two podcasts at one of the previous companies I worked for, both had unique names -

Content Components
Titans of Tech Comm

In our case, Titans of Tech Comm was well differentiated as the name implied that it was for people involved in Technical Communications (Tech Comm), which was our core target audience.

Folks loved that name, and quickly associated it with. Win-Win!

The name increases the chance that people will remember your work.

It's hard to talk about something without a name, so why not give it a name?

Thus, I urge you to brand everything!!

2) What Are Your Top Content Discovery Channels?

Content discovery is how customers and online users find and engage with your content. Depending on the person, some people are avid content seekers, while others are passive, waiting for great content to come to them.

You should understand how your target audience discovers content. Getting to know your audience is the first step to engaging them, and this is the key to successful content marketing.

It might help to create consumer personas that outline how each consumer encounters your brilliant content.

You may find your high-intent enterprise buyer searching through a search engine, while others may come across assets on social media.

There has been a dramatic change in content discovery in the last decade, especially with the evolution of Web 1 to Web 3 and the adoption of mobile technologies.

There was literally only one dimension to content discovery a decade ago: SEO (Search Engine Optimization). That's no longer enough today.

The framework to building a successful content strategy is a 4 step process:

Step 1: Understanding your customers and the channels where they hang out.

Step 2: Select the content format that's native to the channel where your prospective customers are.

Step 3: Create content relevant to your target audience in the format native to channels where your prospective customers are.

Step 4: Publish content on the respective channels for maximum exposure, either organically or through paid ads.

The bottom line is - understand your audience and find the channels first, and then create the content that will get maximum exposure.

Invest your time and money in channels where you get the most engagement from your audience.

What are your top content distribution channels?

3) Stacking Marketing Strategies to Increase Revenue

It is common for people in marketing to think about each channel independently. Taking this perspective limits your worldview.

It is common for those who invest in SEO to look only at the results of SEO. Likewise, paid social, paid search, email, and content.

In reality the channels don't matter.

Every smart marketer has asked themselves this question:

Can I exponentially increase my deal flow with demand generation strategies that work together (spread across multiple channels)?

Many people seem to think of customer acquisition as a channel-specific journey rather than an omnichannel journey.

The truth is investing in paid advertising will also raise your brand awareness, and when a person does a search for one of the queries you rank for, they're likely to remember your brand name - a very common scenario but not directly measurable via attribution software.

An extremely common, directly measurable example is sending paid traffic to a blog post with the intention of raising awareness, but optimizing the internal linking to build buyer readiness, which results in an increase in paid conversions - this is extremely common.

The best marketers stack strategies to increase deal flow incrementally.

Interesting Thing That I Read Last Week

Elena Verna showed up in my LinkedIn feed a few days ago, and since then I have been fascinated by all the great content she shares.

Elena is a growth enthusiast, an advisor, an operator, an investor, and a board member. She is a B2B SaaS Product-Led Growth Guru. She currently serves as Interim Head of Growth at Amplitude.

This is one of the best analogies I have seen after a long time -