#272 Leadership Marketing with Lacy Boggs
In the world of e-commerce, content is king. But how do you design a content marketing strategy that fits your brand, draws in your customers, and stands out in a saturated industry?
Lacy Boggs is here to tell you.
Lacy is a content strategist, author of the bestselling Kindle ebook, “Make a Killing With Content,” and the director of The Content Direction Agency.
On her long and winding road to becoming a content-genius-for-hire, she gained experience in film, PR, journalism, and blogging.
Now she helps personality-driven brands create and implement content marketing strategies tailor-made to support their customers and reach their goals.
Planning, creating, and promoting content successfully is a challenge for every business owner.
Lacy breaks it down into three simple questions that will help you better understand what Leadership Marketing will look like for your brand.
What’s right for your brand?
Product-based businesses don’t know what to talk about other than their product. But there’s a lot more to it than that.
Think about your content marketing as a journey for your customers.
Every product meets a need. It’s your job to tell a story that helps your customers understand what they need from you and how your brand can meet it.
The biggest mistake business owners make with their content marketing is not thinking strategically about it. Make a plan, and understand the “why” behind what you’re posting.
What do your customers want?
Curate your content marketing to what your customers want to see. It’s a simple concept, but hard to get right.
A great example to think about is Dove soap. Sure, they sell soap, but their content isn’t really about that. They’ve made a brand around body positivity.
Lacy calls it thinking sideways. What else are your ideal customers interested that you can talk about? What can you give to your audience?
When you figure that out, it’s up to you to learn more about that topic or hire the right people to help you with the marketing.
It all comes down to who you want to reach.
What is the industry doing?
Lacy coined the term Leadership Marketing when she noticed that even business owners who were leaders in their niche were not being leaders with their marketing.
You can’t do what everybody else is doing and expect to stand out. But being different just for the sake of being different won’t necessarily help you, either.
When you look at what leaders in the industry are doing, you should be looking for what you can do to both standouts and play to your strengths.
That’s the sweet spot.
If you want to hear Lacy Boggs dive deeper into Leadership Marketing and talk about the biggest mistakes she sees small businesses make, listen to the full episode above!