Content Creation Philosophy

The process begins with the creation of a comprehensive blog post that serves as the foundation for both organic and promotional advertising strategies. Independent of promotion, the blog stands as a well-researched and SEO-driven article intended to be organically competitive. In conjunction with the promotion, the article should capture, educate, and resolve. Meaning, the article should capture the audience's attention with a compelling narrative or language, educate the audience on an opportunity or issue, and offer to resolve the newly founded desire or need with a specific product or service.

By starting with a blog, this process establishes a central piece of content that can be referenced and repurposed across multiple channels. The blog sets the tone, narrative, and key messaging points, ensuring consistency across all subsequent content.

Example: This blog describes the launch of a newly designed, limited-edition tin created to honor members of the U.S. Armed Forces. The blog detailed the patriotic importance of the tin, its reason for redesign, who would enjoy the tin and why, then concluded with the tin's limited availability highlighting the urgency of purchase.

Once the blog is live, the next step is to craft an email mirroring the key takeaways highlighted in the content. The email's language should encourage action—reading the blog to learn more, donating to a cause, or ordering an item. It's important to note, the messaging and call to action (CTA) should align with the email segments' communication preferences. By ensuring this, brands can successfully directly engage their audiences by offering a personalized touchpoint that guides them further down the marketing funnel and through to the brand's site. By linking back to the blog, the email helps maintain the flow of information and keeps the content interconnected.

Once the blog has been well-featured in the primary email spot, it can be repositioned to additional content sections. This assures the messaging is reinforced, providing click-through opportunities for those who have not yet read the blog and supplying past readers with an additional interaction touchpoint, all while avoiding redundancy.

Example: The blog featured in this email was used several times, alternating between the primary content and additional content spots and always sitting opposite a product feature. This oscillation maintained maximum blog exposure while ensuring email content remained fresh and providing ample incentive for website clickthroughs.

To further solidify the blog’s message, complementary content should be added on branded websites and mobile platforms. Areas that should be considered include homepage banners, special banners, pop-ups, product page tiles, and global position messages (GPMs). Based on the extent of the associated promotion, careful consideration should be given to the potential creation of a dedicated landing page. All page elements should align with the blog's theme and direct visitors to it or related content. This step is crucial as it reinforces the blog's message and ensures that anyone visiting your website or mobile app encounters a unified narrative. It also helps to capture the attention of those who might have missed the email or social posts but instead, landed on the page organically or by referral.

Example: The blog featured on this brand's homepage was advertised in conjunction with military-based holidays and leaned heavily into customer's feelings of patriotism. Additionally, copy was leveraged advertising how a portion of sales associated with the featured product was to be donated to A-rated military charities, further incentivizing purchase.