How To Organize + Create Engaging Content In A Niche Industry With Abby Boggs-Johnson From Discovery Benefits [AMP 029]
You might have the best product or service around, but if you don’t humanize your brand, you might not be as successful as you’d like to be.
With all of the focus on digital content, making your brand something that people will know, like, and trust can be a challenge.
Today we’re talking to Abby Boggs-Johnson, the director of content for Discovery Benefits, a third-party administrator for consumer-driven health care accounts and COBRA. She’s going to be talking to us about how she has been able to position Discovery Benefits as a thought leader and major player in its niche and how she has helps to humanize the brand.
Some of the highlights of the show include:
- Some of the core values of Discovery Benefits, as well as how those core values and processes impact the types of marketing projects that Abby will take on.
- Some projects that Abby and Discovery Benefits are involved in.
- Tips on planning ahead with an annual content calendar, as well as how Abby breaks down the overarching plan into months, weeks, and individual content pieces.
- How the small Discovery Benefits marketing team collaborates and what a content planning meeting looks like.
- How the workflow goes for a typical project.
- How the marketing team collaborates with the sales team and how CoSchedule helps with that.
- Abby’s best advice for marketers who are in a “dry” industry and want to humanize their brands and boost their marketing efforts.
Quotes by Abby:
- “When I say humanize, I mean making it obvious to people that there’s a human side to what we do, because it’s really easy to get caught up in the logistics.”
- “We definitely look and plan ahead about a month at a time. That way we have the general sense of what’s coming up ... but then we really get more nitty-gritty about two weeks out.”
- “I think the biggest thing is thinking of what you could do to get started and focus on what you have at your disposal that does make you different and interesting.”