Better Strategy, Better Content, Better Brand

Nick Westergaard, Chief Brand Strategist of Brand Driven Digital, joins the Content Pros Podcast to give guidance and business hacks on creating an effective, realistic, and engaging brand strategy.

In This Episode:

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Full Episode Details

Nick Westergaard - InstagramFraming, Simplifying, and Getting Clarity

When the word “strategy” is said out loud to someone in person, you’ll often see a slow fade backwards as they suddenly think of something they absolutely must do immediately.

Many conjure up the terrifying image of a dusty binder on a shelf (usually one of many) filled with multi-colored tabs and diagrams that have not seen the light of day in many moons.

Too many bad things have been done in the name of strategy and Nick Westergaard is here to loudly proclaim that it doesn’t need to be that way anymore!

Nick has helped build better brands at organizations of all sizes—from small businesses to Fortune 500 companies. Sadly, strategizing is experiencing a negative trend among marketers in spite of its proven effectiveness at building content that breaks through the noise.

His straightforward approach to simplifying the daunting task of building a strategy is breathing new life into this important foundation for building a successful brand.

In This Episode

  • How a well-documented content strategy plan leads to effective content, brand buy-in, and advocate recruitment
  • Why a strategic plan does not mean a big, awful, multiple tabbed binder that collects dust
  • How combing through non-digital archives can lead to easy content that fascinates
  • Why a successful strategy can result in having a literal paper map in your pocket

 

Quotes From This Episode

“A documented content strategy helps make sure that we’re producing content that actually does something.” —@NickWestergaard

“If all of us marketers simply turn our content marketing up to 11, we’re going to exceed the eyeballs there are to consume all of this content.” —@NickWestergaard

“You have to be grounded with a strategy that is both business centric and customer aware.” —@NickWestergaard

“If we answer the simple prompts of what, why, when, how, where, and who… we’ll be on our way to having more of a documented strategy than we think.” —@NickWestergaard

“Too many of us pivot to ‘more content is better.'” —@NickWestergaard

“There’s a pretty significant gap between the marketers who can take a business objective—a true business goal—and map their strategy to that and those who cannot.” —@cnmoody

“Think of strategy as a map that gets you from point A to point B, where point B is accomplishing your business objective.” —@NickWestergaard

“If you know where you’re going and can share that with others, it’s easier for them to get on the same page and help you get there.” —@NickWestergaard

“Better content may not always be more content.” —@NickWestergaard

Resources

 

What did you want to be when you grew up?

Nick spent a good portion of his childhood drawing, cartooning, and being visually creative, so it’s no surprise he wanted to be an artist when he grew up. While he doesn’t have much time for drawing these days—with a bustling career and kids at home—he finds ways to integrate his passion into his work, most recently by drawing the illustrations for his “Get Scrappy” book and even designing the cover.

What Great Brands Do That Good Brands Don't in Content Marketing

Okay content is easy. Killer content is hard. This nifty eBook shows you the difference, based on our real-world work with dozens of brands. A must-read!

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