How Brands Are Built: Rob Goodman on Using Content to Drive Business Outcomes

Episode Release Date: March 6, 2024

In this compelling episode of How Brands Are Built, host Rob Meyerson engages in an in-depth conversation with content strategy expert Rob Goodman. Drawing from Rob's extensive experience with industry giants like Google, Wix, and Webflow, the discussion delves into the nuances of content strategy, its intersection with marketing, and its pivotal role in shaping successful brands. Below is a comprehensive summary of their insightful dialogue.

Introduction

Rob Meyerson kicks off the episode by reintroducing the podcast's focus on the practical aspects of branding, contrasting it with other branding podcasts that often remain at a high-level theoretical discussion. He highlights Rob Goodman's impressive background in content strategy and creative content production, noting his contributions to the sixth edition of "Designing Brand Identity." Meyerson also mentions Rob's own podcast, Making Ways, which explores the intersection of art and music.

Defining Content Strategy

Rob Meyerson [00:08]: Opens the discussion with a brief overview of Rob Goodman's credentials and his role in the new edition of "Designing Brand Identity."

Rob Goodman [02:41]: Defines content strategy succinctly:

"It's the approach by which a brand utilizes content to drive business outcomes." [02:51]

Content Strategy vs. Marketing

Meyerson probes the relationship between content strategy and marketing, sharing his perspective that content strategy is a subset of marketing.

Rob Goodman [03:19]: Agrees and elaborates:

"Content strategy sits under the umbrella of marketing. It fuels community, influencer, social, and campaign efforts... It's the conversations, the graphics, the narratives across campaigns, touchpoints, and channels." [03:59]

Distinguishing Content Strategy, Planning, and Production

The conversation shifts to the various facets of content work, clarifying the distinctions between strategy, planning, and production.

Rob Goodman [04:14]:

• Content Strategy: The "why" behind content.
• Content Planning: The "how" — planning cadence, channels, types.
• Content Production: The "what" — actual creation of content like videos, podcasts, ebooks.

Rob Meyerson [05:11]: Summarizes:

"Content strategy is the why, content planning is the how, and content production is the what." [05:25]

The Purpose of Content Strategy in Branding

Meyerson raises a critical question about the fundamental goals of content strategy for brands, seeking to understand whether it's primarily for building awareness, driving traffic, or other objectives.

Rob Goodman [06:10]: Offers a multifaceted explanation:

"Consumers have grown immune to sales and advertising. We've moved into a conversation and value-based economy. Content should enrich lives professionally or personally, avoiding corporate speak." [06:10]

He further explains that content can serve various stages of the marketing funnel, from awareness to lead generation, and ultimately to differentiating a brand in a crowded market.

Content Strategy vs. Advertising

The discussion explores the relationship between content and traditional advertising, questioning whether advertising is separate from content or a form of it.

Rob Goodman [09:33]: Provides a nuanced view:

"Advertising can range from direct sales pitches to content-rich advertisements that support the content journey, easing consumers into the funnel with value-based offerings." [09:33]

Developing a Content Strategy

Meyerson inquires about the practical steps involved when starting a content strategy project with a client.

Rob Goodman [11:39]: Breaks down the process into two parts:

1. Quick Action Go-to-Market: Leveraging existing strategy and research to deploy targeted content.
2. Methodical Content Strategy: Involves a multi-step process including understanding the business, audience, existing content, competition, and defining content missions and pillars.

He emphasizes the importance of a solid foundational strategy before moving into planning and production.

Maximizing Content Through Repurposing

Meyerson and Goodman discuss strategies for extending the lifespan and reach of content through repurposing.

Rob Goodman [22:56]: Advocates for:

"Repurposing content and creating franchises to maximize output and reinforce brand messages across different platforms and formats." [22:56]

Integrating User-Generated Content

The conversation highlights the significance of user-generated and curated content in building trust and community.

Rob Goodman [28:44]: Highlights:

"User-generated content allows brands to leverage the authenticity and influence of their community, creating heroes out of users and enriching the brand story." [28:44]

Meyerson shares Alina Wheeler's organic use of user-generated content to foster a global community among branding professionals.

Viral Content Strategies

Introducing Jonah Berger's "Six Steps to Viral Content," Goodman discusses key elements that make content shareable.

Six Steps:

1. Social Currency
2. Triggers
3. Emotion
4. Public
5. Practical Value
6. Stories

Rob Goodman [33:45]: Reflects on their importance, particularly emphasizing:

"Practical value and stories are crucial for emotional resonance and sharing." [35:14]

He cites examples from his work at Wix and Google where storytelling and practical content played pivotal roles in engaging audiences.

Building a Content Calendar

Meyerson seeks practical advice on creating and maintaining an effective content calendar.

Rob Goodman [21:16]: Suggests:

"Understand your audience's needs and preferences, invest in the right platforms, and focus on quality over quantity. Use repurposing to maximize content reach and maintain a consistent posting cadence tailored to your team's capacity." [22:56]

He recommends:

• Frequent social media posts to stay top-of-mind.
• Regularly scheduled podcasts and videos (weekly or bi-weekly).
• Utilizing email as a direct content channel.

Career Advice in Content Strategy

The episode concludes with Goodman offering guidance for aspiring content strategists.

Rob Goodman [41:57]: Advises:

"Start creating and experimenting. Utilize AI tools to learn and produce content efficiently. Maintain a strong editorial vision and prioritize research-driven, original content that stands out." [41:57]

He also recommends various courses and highlights the importance of hands-on experience.

Notable Quotes

• Content Strategy Definition:

  "It's the approach by which a brand utilizes content to drive business outcomes." [02:51]

• Content Strategy’s Role in Marketing:

  "Content strategy sits under the umbrella of marketing. It fuels community, influencer, social, and campaign efforts." [03:59]

• Repurposing Content:

  "Repurposing content and creating franchises to maximize output and reinforce brand messages across different platforms and formats." [22:56]

• User-Generated Content:

  "User-generated content allows brands to leverage the authenticity and influence of their community, creating heroes out of users and enriching the brand story." [28:44]

• Practical Value in Content:

  "Practical value and stories are crucial for emotional resonance and sharing." [35:14]

Closing Thoughts

Rob Meyerson wraps up the episode by thanking Rob Goodman for his valuable insights and promoting his work, including the Making Ways podcast and his contributions to Designing Brand Identity. Meyerson encourages listeners to explore Rob's content and apply the strategies discussed to build robust, value-driven content strategies that drive meaningful business outcomes.

For those interested in diving deeper into content strategy and its impact on brand building, this episode serves as an essential resource, offering both strategic frameworks and actionable advice from industry experts.