Podcast Summary
Marketing content creation and expansion: Effective marketing involves creating remarkable content organically and expanding to the consumer market requires dedication, hard work, and humility.
Creating remarkable content organically and then amplifying it through influencers or paid media is the key to success in marketing. Each piece of content is an individual ad in itself, and it's not about throwing things against the wall to see what sticks. Instead, it's about putting in the effort every day. The speaker, who has previously achieved success in e-commerce distribution, now aims to expand the company's reach to the consumer market. This is a significant shift, as the consumer world is like going from high school football to the national football league. It's a whole new ball game, and humility is essential in making decisions. The speaker recognizes that it will be challenging but is determined to make it happen. In summary, creating effective marketing content and expanding to the consumer market requires dedication, hard work, and humility.
Patient Revolution, Retail Business Strategy: The speaker is transforming their retail business strategy by focusing on organic social media marketing, rebranding, cohort building, and direct-to-consumer sales, while emphasizing control over product distribution and assortment.
The speaker has been inspired by the book "Sick: The Real Story of What's Happening Inside the Patient Revolution" and is implementing several changes to their retail business strategy. They are focusing on organic social media marketing, redoing their brand book, developing cohorts, and building their business directly with consumers. The speaker also emphasizes the importance of having control over their product distribution and assortment, with a full refresh of their consumer product section including packaging. They are also considering the allocation of marketing budgets for the first year. The speaker has had past experiences with distribution where they had little control, and they want to build their business directly with consumers first. The book served as a major ignition for these changes, leading to several light bulb moments for the speaker.
Consumer content strategy shift: A successful consumer content strategy requires a substantial investment in paid media and a strong organic social media presence to identify audience preferences for effective amplification.
Transitioning from a completely professional content strategy to a consumer-focused one, while maintaining a significant presence in paid media, requires careful planning and investment. The budget for paid media, which includes advertising costs but not salaries or production expenses, is currently substantial and will likely need to increase as the consumer content strategy scales up. The team responsible for creating organic social content in-house is crucial to the success of this strategy, as they lay the groundwork for effective paid amplification. The ultimate goal is to have 80% consumer content and 20% professional content by around 2025. The key to success lies in mastering organic social media and using it to identify what resonates with the audience, which can then be amplified through targeted paid media.
Content production strategy: Start with low production value content to test market and gather data, then develop high production value content based on findings. Partner with influencers strategically to expand reach and discover new opportunities.
Creating effective content involves a blend of low and high production value pieces. Start with fast turnaround, low production content to test the market and gather data. Use this data to inform the development of higher production, longer form content. Don't make large investments until you have affirmation from the data. Additionally, partnering with influencers can be beneficial, but it's important to time the collaboration correctly. Wait until you have developed cohorts and created content before partnering with an influencer. Using an influencer who is not a natural fit for your brand could also be a worthwhile experiment to discover new opportunities. Overall, the goal is to make informed decisions and avoid unnecessary spending.
Persian female influencers in Canada: Identify successful content with Persian female influencers in Canada and scale production by focusing on what works and increasing production value
The Persian community in Canada is growing rapidly, and there is a significant opportunity to engage with young Persian female influencers to create content that resonates with this demographic. This cohort, which consists of half Persian, half English, and half French individuals, presents a unique opportunity for content creation. Once the target audience and content genres are identified, it's essential to scale production by focusing on what works and increasing the production value for the most successful content. The key is to identify the content that over-indexes and build on its success. Additionally, having a strong network in the consumer world can help in finding the right resources to create high-quality content.
Organic vs Paid Content: Every piece of content, regardless of production value, can organically perform well and potentially lead to higher production content. Algorithms determine which content resonates and warrants further investment.
Every piece of content, regardless of production value, is essential and should be treated as an individual ad. These low-fi ads can organically perform well and potentially lead to higher production content. This approach is not a shotgun method, but rather a strategic one that utilizes algorithms to determine which content resonates and warrants further investment. The process of creating content and allowing it to organically gain traction before investing in it is a logical and beautiful way to build a marketing strategy. Additionally, even high-production content can benefit from storytelling elements, and the line between organic and paid content is becoming increasingly blurred. In the past, separate accounts may have been necessary for different types of content, but now, a single account can effectively handle all forms of content. So, the next organic post could be about the male nail polish movement, and we should see what happens.