If your brand has more than one SKU, you’ll want to tell the story of each specific product. What I call a Reason for Being Story. You can use it in product descriptions, media pitches, or anywhere else you need to get more specific about your products (vs your overall brand)

Here we’re talking Brand Values - often these end up as bullet points on a PowerPoint slide, framed in the break room, or just shoved in the back of your head. BUT sharing your brand values with your customers can be incredibly powerful for creating connection with your audience, and building brand loyalty!

There are four types of stories you’ll want to reference or point back to in different ways in your content marketing. This is Part One: Your Brand History

Merchandise isn’t just a revenue stream, it’s a strategy for promotion. Museums, Breweries, and Theme Parks don’t make a majority of their revenue from merchandise (even Disney’s merchandise only makes up 6% of it’s total revenue in 2022) but it is a powerful tool, and can be for small businesses as well.

I remember the commercials for the Disney Vault vividly (hopefully I’m not showing my age too much). In case you aren’t familiar, here’s the gist thanks to Wikipedia: "The Disney Vault was a term formerly used by the company for its policy of regularly imposing sales moratoria on home video releases of it’s films. It really was a stellar marketing campaign, and one that a lot of us can learn from.

I had the opportunity to complete UGA Innovation District’s Innovation Bootcamp back in the fall of 2022, and have loved staying involved in the program as a workshop facilitator talking about marketing for budding entrepreneurs and those looking to grow their business!

In the workshop we explore how to identify creative marketing, content, collaboration opportunities using the concept of brand themes [continued]

There are two main ways that people talk about their marketing in relation to getting their audience to buy, but I use a third - especially with consumer goods and brands that are trying to create pull through retailers they have less control over (and less data).

Content Marketing is focused on brand-lead and distributed content that is valuable and relevant to your target audience to increase brand awareness, consideration, and conversion. I want to highlight a few benefits that I believe in most strongly, and that you’ll see when you get your content marketing right.