This episode of Tech Club focuses on a topic close to my heart, content strategy. The occasion is the ongoing discovery into Aptera’s own digital marketing practice, which will culminate in a new online publication. (Tune in next week to hear more about The Forge.) The fuel that powers any digital marketing strategy is content, whether it be written, audio, visual, or video. But rather than simply writing a bunch of blog posts or recording a bunch of videos and hoping lots of people consume them, you first need to know which audiences you’re targeting, how you’re going to reach them, and what kind of messaging you want to deliver.
In our first episode posted to Facebook Live, James interviews Jen Booth (J. Boo) and me about what goes into the discovery process and what goes into the formulation of a content strategy. Jen is our Marketing Coordinator in charge of social media, and I’m trying to figure out if my title is going to be Content Strategist or Chief Editor. (The word strategist always makes me think of Will Ferrell doing his impression of George W. on SNL.)
James badgers us with questions about:
Why we’re conducting the discovery of our own company, or “eating our own dogfood” (and why we hate that metaphor)
What the discovery process has in common with The Power Rangers
Why it’s so difficult to do digital marketing for your digital marketing services
What some of the biggest surprises have been so far
Whether C-levels in the manufacturing and tech industries use social media
What type of content our interviewees said they like to see on platforms like Facebook
Why stories may be more impactful than listicles
How you know which social media channels will be the most effective for your business
How agile methodologies and little tests can help you formulate the most effective distribution strategy
What role metrics play in evaluating your efforts
Why setting goals is so important
What you do if some element of your strategy isn't showing results
We’ve been putting a lot of work into the discovery and we’re all really excited to finally see what the new publication looks like when we roll it out in August. So you’ll get a chance to get some insight into how digital marketing people approach digital marketing when it’s as close to home as it can get.
If you’ve got a strategy question we didn’t address—or if you just want to drop us a line—you can reach us at: email@example.com.
Or check out other content and digital marketing stuff:
I'm Aptera's Content Strategist. I've been writing about tech and marketing for 5 years and have certifications from HubSpot and The Content Marketing Institute. A big science and literature geek, I taught college rhetoric and composition while I was still busy going to school for way too long, earning bachelor's degrees in anthropology and psychology, along with a master's in British and American literature. Look me up on LinkedIn.