By Melanie Boylan
In episode 162 of the podcast, Melanie and Esther sat down with Jade Halsted to explore the intricate world of content creation. Jade, best described as an enthusiastic advocate for leveraging human psychology and neuroscience in marketing, shared invaluable insights on how businesses can create impactful content that resonates with their audiences.
Understanding Your Customer Is Key
Jade emphasised that content marketing is not just about creating pretty visuals or catchy captions—it’s about understanding your audience on a deep, emotional level. “Content is the first port of call where people find you,” Jade explained, noting that organic, well-crafted content can often end the need for hefty advertising budgets.
Her advice? Start by finding the problems your product or service solves. Instead of promoting features, focus on the benefits and solutions your offering provides. For example, instead of saying, "This mug keeps your tea warm," you could create a narrative like, "Imagine sipping a warm cup of tea after a long hike, where every sip brings comfort on a cold day."
The Power of Customer Conversations
One of Jade's standout tips was the importance of interviewing customers. Even just one in-depth conversation can offer more insights than a thousand surveys. Understanding the language, pain points, and buyer journey of your audience allows you to create relatable and compelling content. Jade shared her own experience of searching for a hair care product, highlighting how her pain points—like brittle hair and frustration with hair care solutions—drove her decisions.
For businesses just starting out, Jade recommended using even a single customer interview. This approach ensures you’re speaking directly to the audience's needs and emotions, which can transform your messaging and marketing strategy.
Quality Over Quantity in Social Media
When discussing social media content, Jade encouraged businesses to focus on value. “Post because it adds value,” she said, emphasizing the importance of solving problems and educating audiences rather than just selling. She acknowledged the temptation to constantly push products but warned that over-promotion often drives followers away. Instead, she recommended the 80/20 rule: 80% of your content should educate and nurture your audience, while only 20% should promote your offerings.
Repurposing Content Is a Must
Jade also highlighted the importance of repurposing content. She shared practical tips, like transforming a single piece of content into various formats—reels, tweets, carousels, and more—to ensure it reaches different segments of your audience. This approach not only saves time but also maximizes the value of every piece of content you create.
As the conversation wrapped up, Jade left listeners with a crucial reminder: interview your customers and create content for every stage of the buyer journey—not just the final purchase stage. By doing so, you’ll build a connection with your audience, nurture trust, and ultimately drive conversions.
This episode was packed with actionable insights for businesses of all sizes. Whether you're a solopreneur or managing a larger team, the principles Jade shared will help you craft a content strategy that truly resonates.
Did you miss the episode? Catch up on The Monday Morning Marketing Podcast and hear Jade’s full conversation. Until next time, happy marketing!