authentic content strategy to inspire curiosity

Content Strategy • Commercials • Product Launches • Customer Testimonials • Website Content • Blogs • Research

Today's customers can smell bull sh*T from miles away

 

Sell a man a PRODUCT, he'll use for a day.

Sell a man an IDEA, he'll believe for a lifetime.

 

Selling today is harder than ever. The average consumer is overwhelmed by companies shouting for their attention, and the natural response is to tune out everything.  But this market also creates opportunity for staunch loyalty.  If you can show people what you stand for, what you believe in, the "Why" of your company -- you'll gain lifelong customers and your best referral engine.

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Start with Content strategy

Create content that has authenticity at its core, supported by high-quality production and thoughtful over-arching strategy.

 

powerful Branding - Show your personality

If you try to sell to everyone, you won't sell to anyone.

 

 

 

 

authentic  - Capture real moments

Pete tears up as he talks about how Realtor Keith Duble helped find their dream home. Image from Customer Testimonial video for Keith Duble, 2015.

Pete tears up as he talks about how Realtor Keith Duble helped find their dream home.

Image from Customer Testimonial video for Keith Duble, 2015.

Beauty - Give 'em the old razzle dazzle

Visual eye candy. A feast for the eyes. Beautiful shots stir emotions.

 

Even a circuit board is beautiful with some soft focus magic. Image from "How LifeSize is Made" documentary filmed in the Malaysian factory, 2012.

Even a circuit board is beautiful with some soft focus magic.

Image from "How LifeSize is Made" documentary filmed in the Malaysian factory, 2012.

 

Content strategy

My goal is to help you create content that positively affects your bottom line.  

 

Traditional training methods either trap bored employees in a classroom all day or provide mountains of reading materials. These 'cramming' methods are scientifically proven as NOT how the human brain learns! How do you build knowledge while inspiring curiosity and motivation to learn more?

- On-demand video-based training. Self-directed and self-motivated training are much more effective for modern adults. On-demand e-learning means that your employees and customers can learn whenever and wherever.   And video plays a big role! According to Forrester, Employees are 75% more likely to watch a video than to read documents, emails or web articles. And as millennials (myself included) begin to dominate the work force, the demand will increase for high-quality video content and ongoing learning opportunities (If you haven't heard, us millennials are obsessed with learning.)

- Teach in small chunks. Have you ever left a conference overwhelmed with knowledge, only to forget everything a week later? That's because our human brains are really, really bad at retaining knowledge crammed into our brains all at once.  We do much better with small focused chunks of knowledge spread out over time, and interspersed with recalling that knowledge.

- Testing. Ugh, there's a test? School has ingrained this hatred of being quizzed on our knowledge. However, 'Recall' is a vital aspect of any learning program.  How can you possibly expect to remember product details when face-to-face with the customer if you've never recalled it since you first read the information?

- Demonstrate application and relevancy. Adult learners need to see how the information applies to their personal goals and day-to-day lives.  The more specific and relevant you can make the new knowledge, the more likely the student will absorb and retain. 

- Make it fun! Wouldn't it be great if your team was actually excited about your training materials? You want to not only educate, but to stimulate a desire to keep learning and growing as your business inevitably evolves.

 

What's Next?

Let's Talk about your business.

Time for you to inspire my curiosity about your business.  There's no 'one size fits all' solution, so our conversation will start with a TON of questions from me about your business.  What are your business goals? Where are you losing leads/revenue? Where are you spending a ton of time/energy/money? 

So many possibilities.

Here are some examples of what we can do together:

Content Strategy

If you don't have any documentation, that'll be our first step!  I can help you figure out where the Knowledge Base lives, how to divide up instructional points, and all the steps to a great learning experience for your users.

If you already have a knowledge base, I can give you a fresh perspective on what's confusing or missing.  When I started writing user documentation for BlackLocus, the Innovation Lab for The Home Depot, they had one product manager who'd

 

 
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Videos: Commercials & Promos

If you don't have any documentation, that'll be our first step!  I can help you figure out where the Knowledge Base lives, how to divide up instructional points, and all the steps to a great learning experience for your users.

If you already have a knowledge base, I can give you a fresh perspective on what's confusing or missing.  When I started writing user documentation for BlackLocus, the Innovation Lab for The Home Depot, they had one product manager who'd

 

Writing: Website Content, Blogs, Social Media

Do you have a few scattered training videos and documentation, but need something more cohesive? I can build upon what you've already created.  When I worked at LifeSize, the sales and support teams would often create their quick-and-dirty videos to educate customers. I would take that great content and integrate it into our wider curriculum, sometimes just adding bullet points to recap at the end!

Or are you still following an expensive classroom-based training model?  You'll get a much better ROI with on-demand training! Your trainees can watch (and re-watch) whenever and wherever they are!  And no worries about the expense already invested in the classroom model: We can work together to transform that material into effective online content! In 2013, I helped Genesys start digitizing their classroom training as on-demand video training. Leverage the knowledge and charisma of your current instructors but in a video series that you can deploy much cheaper than classroom resources.

 

Strategic Training Program

How do you on-board new team members quickly? Can your sales and support teams confidently answer every question? Are you losing customers because they don't understand your product?

Education is an often overlooked yet extremely vital piece of any successful business. An effective training program will increase sales, cut costs, and retain customers. Knowledgeable employees are better equipped to market, support, and sell your product. Informed customers are happy customers, not drowning in product confusion or apathy. 

 

Let's Get Creative!

I'm an experienced video producer and writer, and I love experimenting with new and beautiful Marketing ideas. If you have a half-idea that you want to flesh out, or a problem that you can't quite work out, send me a message! I love creative troubleshooting and strategizing, and I have a history of being pretty good at it too!