I’m learning what I can about current events surrounding content production. I want to ensure the viability of my content strategy-as-a-service offering.
Additionally, I still have the nagging feeling that digital marketing needs to change.
The Lead Up
I recently had a successful meeting with a former colleague. We discussed the traditional digital marketing methods, which involve heavy data analysis.
However, I want to stay on the cutting edge. I want to help my clients connect with their audience in new ways, not by copying what others have already done.
That’s a touchy subject.
Every SMB wants a return on their investment, which means proving to them that my ideas will work.
I do that by showing them data from previous successes, testimonials, case studies, etc…
But that’s all based on previous practices.
I’m not saying that I want to be able to predict what audiences will be grateful for, but I would like to help create trends, whether in pop culture or industry.
Luckily, I had a meeting with a fascinating person named David Rosenberg of Woosh Marketing scheduled the next day…
Whoosh Marketing Consultants
David Rosenberg founded Whoosh Marketing Consultants, a firm specializing in comprehensive market research designed to validate the viability of products or services and ensure they resonate with the right audience.
David’s approach to market research isn’t just about numbers—it’s about deeply understanding customer alignment and brand positioning.
This approach aligns closely with my ongoing efforts to position Penpixel Creative and our content-strategy-as-a-service packages better.
One thing I’ve noticed about SEO and content companies is that they (we) tend to ask the client to tell us about their voice and tone.
But trusting they know their voice and tone can cause a few issues because:
- The client doesn’t always understand the difference between their voice and tone or how to communicate this.
- We waste months (and dollars) during a “calibration phase” where content teams try to understand and create content in the client’s voice and tone.
This period causes stress and anxiety, and the client loses confidence in the content agency’s abilities when we deliver content that doesn’t meet our client’s expectations.
You see how this is an issue, right?
Not blaming the client, but if they’re unclear about their voice and tone from the outset, the content team has a very slim chance of ever really “nailing it.”
The Meeting Insights
How much of a difference could I make if I help guide the client in this process? How much more valuable would I make myself?
During our conversation, David outlined his meticulous process for identifying ideal customers.
First, he collaborates with clients to define who they believe their ideal customer is. Often, this perceived ideal customer doesn’t align perfectly with reality. David’s method involves challenging these initial assumptions to uncover the actual ideal customer.
Next, he works closely with clients to understand precisely how they want customers to feel when using their product or service and how the client wants their brand to be perceived.
This nuanced understanding allows businesses to position themselves by discovering and highlighting their quirks and turning them into unique selling points (USPs).
I foresee this being one of many USPs for Penpixel Creative and me.
Few content agencies help the client discover its voice and tone.
Instead, they begin work believing that the client understands what it wants and needs.
Leveraging LinkedIn for Personal Branding
Another significant insight from our discussion was the power of LinkedIn as a personal branding tool.
You may or may not know, but I have a love hate relationship with LinkedIn. I’m always unhappy with LinkedIn’s algorithm and what appears in my feed.
But, I’m willing to admit that I may not use it to its fullest potential.
David recommended using LinkedIn Premium to carefully build a target client list, emphasizing consistent daily interactions.
He tells me that, by strategically connecting with prospective clients, you begin organically appearing in each other’s feeds, fostering visibility and familiarity over time.
Interestingly, this simple strategy was new to me despite its apparent simplicity.
IDK…help me out here…y’all know I’m online a lot, know how to do research, and have looked into this…why does something seem so obvious, feeling innovative?
David also emphasized the effectiveness of video content and direct engagement through comments and interactions.
This approach enhances visibility and builds genuine relationships, ensuring potential clients regularly encounter your insights and updates.
It’s also what Mitchell Keller told me during our meetings.
Still Learning Where Content is Going
I was fortunate and appreciative that David gave me some of his time today.
It was invaluable in providing more clarity and direction as I brainstormed where the internet, content strategy, and marketing are going in the AI age.
I’m 1000% positive you have questions, so feel free to comment or DM me at all the places and platforms.
Deven Bhagwandin 