Hitting you with a pre-PS because I've got some important housekeeping to share with you:

• I'm currently booking new Social Strategy clients (start date as early as November!), and these spots are already filling up! If you've been eyeing my social media marketing services, I recommend reaching out sooner rather than later so you don't miss out.
• I'm speaking about content repurposing at the upcoming Creative Growth Summit, a free, virtual 2-day event for creative entrepreneurs next week. Get in on the action.​
• If you missed the latest podcast episode on why you need to get better at articulating your decision-making processes, tap in - it's a must-listen!

Okay, now that we've got that covered! I need you to remember that NO MATTER WHAT, your content shapes your audience's perception of your brand and supports their decision-making process...

But whether that perception shaping is helping or hurting you is a different story. 😅

Whether it's a reel, a blog, a podcast episode, or a weekly email like this...every single content touchpoint is doing one of two things.

1. Building trust between you and your audience
2. Or introducing another layer of confusion, adding friction to the customer experience

If you're breaking out into a sweat wondering if your content is doing the latter, here's how you can tell:

Have you taken time to understand the platform you are creating content for?

Not just in the sense of functionality like "I can post videos on Instagram and write lengthy articles on my blog." Because, like, duh. You should understand what is or isn't possible for the platforms you're choosing to use.

But more so, do you understand where that platform and the content you're creating for that platform fit within your larger marketing ecosystem?

Can you clearly say what the content on that platform's job is? And if you can identify the job it's doing, can you clearly measure whether or not it's doing said job effectively?

Have you taken time to understand the person you're trying to communicate with?

Because if you can clearly say, "I'm creating this piece of content for this specific reason," and I can clearly see when something is or isn't working, then you'll have a better chance of being able to modify the voice, verbiage, and visuals in those pieces of content so that you're communicating more effectively to the people you're trying to reach.

If you haven't already seen my new series on Instagram, let me introduce you to the 3 C's that go into every brand-led content strategy I build.

1. Character: Who you are, what you stand for, and how you’re uniquely positioned (gotta know yourself really damn well to create powerful content).
2. Context: Who you’re speaking to and how they make buying decisions (this is where consumer psych comes into play because I’d rather not “guess” about what works).
3. Consistency: Keeping your voice, visuals, and verbiage consistent across platforms over time (so your brand becomes recognizable and memorable).

They’re the three things that shape how your brand shows up, how your content sounds, and why the right people actually recognize themselves in what you publish.

When those three are working in lockstep?

You never have to worry that your content is accidentally introducing a layer of confusion or adding friction to your customer experience.

Catch ya next week,

Marissa

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