Content Marketing Strategy with Leigh Baker and Ian Hopkinson

Leigh Baker and Ian Hopkinson talk about Content Marketing and the kinds of things that work for Leigh’s brand Balance 3. Social Media, Newsletters, and Story Telling.


Ian: Hello again, I’m Ian Hopkinson I’m here with special guest Leigh Baker.

Leigh: Hello.

Ian: We got a little bit involved in our last video, we were to talk about Leigh Baker and Balance 3, actually no we were talking about SEO and content marketing and we got a little bit carried away with Leigh Baker and Balance 3.

Leigh: Yeah, so lets talk about the marketing strategy.

Ian: That’s right.

Leigh: Around my concept.

Ian: That’s right. Let’s be on that track. So, like we did cover previously is obviously sustainability coaching, regenerative thinking, these kinds of terms are not necessarily terms that people will be searching for.

Leigh: No they’re not, they’re very new. So there aren’t many people that are going to go to a search and engine and say I want to know about regenerative thinking.

Ian: No. So…

Leigh: How do you search for what you don’t know?

Ian: Well that’s it, and I suppose one of the things we touched on was your regular delivery of your newsletter and that sort of loyal following or database that you’ve built up, energising them to keep in touch with you and on top of the content that you’re delivering and then I guess sharing with their friend is sort of one of the keys. Is it not?

Leigh: Well you’re the content marketing… Yeah I mean I do have a following and they stay with me.

Ian: Yes, and you’ve got a LinkedIn group?

Leigh: Yeah I run a regenerative business discussion group on LinkedIn, which for the people in my network it just puts that word in front of their eyes more.

Ian: Yes, and as we were saying before the different channels and distributing it in sort of a, or giving people the option to subscribe to something and not being intrusive and being regular with it is obviously a great thing because it goes along with by choice as opposed to throwing something down their throat all the time, which I think you do very well with the newsletter. If you could just go through again what those three core things are that you concentrate on in your newsletter because that seems to be very effective.

Leigh: So there are three themes, this is something that’s very new idea in the world. Number one, you’ve got to get the idea. Number two, you’ve got to be able to create action around the idea. And number three, it’s got to be fun.

Ian: That’s right.

Leigh: This is really new and this is really exciting, so get it, do it and thrive.

Ian: Absolutely, and telling a compelling story along the way. I’ve noticed businesses doing it quite well recently with creating a story arc with their information feeds that are going out, and I think thats quite a good way of doing it, just to kind of keep giving people little crumbs or little morsels to keep them interested. However, to do that well it takes a lot of planning. You’re lucky because you’re a planner, you’re a planner and a thinker and you can keep on a task or on a focus for a period of time. But I think a lot of business get caught up in the everyday whirlwind of having multiple things flying around and their digital marketing plan is almost a case of “oh, good morning everybody” and then just talk over coffee like “what are we going to do today?” Spray and pray if you like. If you know what you’re talking about and you’re on top of things you can probably get some interesting stuff that way, but I think we all know planning is instrumental in that. So how do you frame you’re planning as you go along with this? Is it week to week? Or is it a month? Ninety days? Or is it whatever’s on your mind?

Leigh: I aim for every two months, it doesn’t always work out but if its more than 60 days I feel like I’m really missing on the newsletter front. So the newsletter is the big frame.

Ian: That keeps you focussed I guess, doesn’t it?

Leigh: Yeah, so every two months a newsletter reminding people of my three themes as well as the articles on the three themes, it cross references back to my blog. So if they’re not in the blogosphere there still might be a title there that interests somebody. Still around the same themes and it also connects on the newsletter through to the LinkedIn group, so people can keep in touch that way.

Ian: See, so this is a good example I’ve been rabbiting on about for five years; a good example of complete integration. Because I mean, people get overwhelmed, I’ve got to a blog, I’ve got to do a newsletter, I’ve got to do Twitter and I’ve got to do LinkedIn. It doesn’t have to be all, and in fact they shouldn’t be different. They actually should, and this is one of those favourite words that gets overused; integrated. What we mean is that you’re creating the compelling content that gets your message across, and you’re tailor making it for the particular platform that you’re delivering it on. It might be very similar between your blog and LinkedIn what you put up there, but then it might be different again for say the micro blogging Twitter and some of the smaller forms.

Leigh: I don’t actually spend a lot of time on Twitter, but I have both the blog and LinkedIn connected through to Twitter automatically. The blog also goes through to Facebook, the newsletter goes through to Twitter and Facebook and LinkedIn.
Ian: Well, you can literally lose sleep over Twitter, because its just such a massive continuous conversation about so many things.

Leigh: So for me my target market is particularly professional people and business people, so my primary aim is LinkedIn. Okay the others, feed off that.

Ian: That’s another point which I’m always carrying on about; nobody says you have to be on all these platforms. You don’t have to just suddenly be on Facebook, Twitter, LinkedIn, Pinterest, you don’t have to be in on all this stuff. You’ve got to start with what your priorities are and where your customers or clients are, where the people are that you want to reach. In Leigh’s case it’s obviously LinkedIn because it’s more B2B relationships that you’re wanting to build, and that makes sense to dedicate time to that. But I think a lot of people get caught up in the fact that they feel like they have to be on Twitter. But again its about planning and doing your research and finding who your market is. Excellent, I think we’ve been a lot more focussed in this video this time.

Leigh: There is actually strategy behind all the big ideas and the exciting possibilities.
Ian: That’s it, and that’s what really sets people apart I think. You can come up with great ideas, you can come up with compelling content, but the way that you deliver it and the research that you do on platforms and how you get that across on those platforms is absolutely instrumental, and if you’re not looking at that aspect of your content marketing then it’s sort of a glass half full. Why create all this compelling story and content and it not be palatable for the particular platform that you’re dealing with. So, I think that’s a really important point for people to remember as well. Thank you Leigh.

Leigh: Thank you Ian.

Ian: We’ll see you all very soon. Once again, if you have any questions on content marketing, you want to contact Mad Scientist Digital or Leigh Baker on Balance 3. We’re going to talk more about Balance 3 and Leigh Baker coming up. We’re also working on some new materials for Leigh, some content marketing, so we’ll be able to talk about that along the way as well. Speak soon everybody, over and out.

Leigh: Bye.

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