Alyssa Alsheimer, VP of Marketing at Wellframe, talks with Jeremy about creating proactive content that anticipates your audience's needs and interests.
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"We develop an annual plan for content that has key pillars every quarter that are key tenants of our brand that we want to communicate to our target audience."
"We need to make sure we're using terms that are more action oriented and actually mean something to people, rather than something that's kind of become an industry buzzword. So when we look at our mission and vision, when we look at our content, we're always doing it through that critical eye. Does this sound like it could come from anyone else? If you put our competitor's name in front of this white paper, does it seem like it could come from them?"
"Understand what those key messages are that you want to get across. Build in some room for testing, build in some room for reactivity because stuff is really happening quickly nowadays. But by knowing your brand and understanding those key messages, you'll always have something to return to."
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