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Creating remarkable content through authentic storytelling with Nancy Boas

Taking an audience-centric approach to content marketing focused on unique perspectives and human stories is the best way to set your brand apart.

Tom Amitay - Organic marketing & SEO expert
By Tom Amitay
Colin Nass
Edited by Colin Nass
Romi Hector
Fact-check by Romi Hector

Published March 13, 2024.

a woman with long blonde hair and a black top smiles at the camera with the

Your content is the key to unlocking connections and engaging with your audience. By understanding your audience, you can tailor your messaging and content to develop interest. This interest can then be leveraged to generate conversions.

I had the opportunity to discuss content-driven strategy with Nancy Boas, the director of product marketing at Sparta Science, where we uncovered some valuable approaches to developing a robust content marketing and brand strategy.

Nancy emphasized the importance of editorial thinking, authentic executive thought leadership, and creating content tailored to how audiences actually consume information. The age of keyword stuffing SEO content is gone, and marketers need to adjust to the evolving needs of consumers in order to stand out.

Listen along as Nancy and I discuss the need for a strategic audience-centric content approach to differentiate in the market.

I think really trying to build that muscle internally of thinking like editors thinking about the headlines, thinking about sizzling content that's going to bring your buyers to you is really important.

Nancy's deep understanding of content marketing as the driving force for growing your brand gave us significant insights that you can use to amplify your content approach:

  • Focus on benefits: Define clear benefit statements rather than just listing product features when positioning and messaging a product or launch. Focus the messaging on how it solves customer pain points.
  • Vary your content offerings: Create different content formats (videos, infographics, blogs, etc.) by repurposing substantive pillar content like ebooks or research reports. Tailor content to different platforms and persona preferences.
  • Thought leadership is a must: Content from executives and subject matter experts is valuable for building brand trust and authenticity.
  • Taking a paid approach: For paid content distribution, options include testing with small budgets, partnering with industry publishers/experts with the right audiences, and guaranteed lead programs.
  • Unique stories connect and engage: Focus content creation on telling engaging stories and sharing unique perspectives rather than just optimizing for SEO. High-quality, authentic content performs better, especially on social platforms.

» More from the podcast: Amy Tobin delivers key insights on AI, authenticity, and content creation.

If you want to differentiate yourself in your industry, you need to start with your content strategy and how you want to convey your brand. The future of effective content is the value derived from uniquely human stories, executive authenticity, and adapting to audience consumption habits rather than just gaming algorithms.