Brand & ICA Creation Combine for High-Converting Content

10/19/23 • 28 min

We look at Brand and ICA Creation Combine for High-Converting Content. My guest is Cari O’Brien, a content marketing expert and the founder and “chief word nerd” at Custom Content Solutions.

Cari is a former attorney who shifted to digital marketing 15 years ago. She’s the president of MN search marketing association and a fixture on conference stages.

In this episode we cover how to create high converting content thanks to brand and your ideal customer avatar. First, define your key brand elements - and thats not your logo and colors. Your brand story, values, SUPERPOWERS, and personality. Once defined, it's all about communicating your brand values. Cari also dives into creating your Ideal Customer Avatar (ICA) via it's core elements. Once you connect your brand with your ICA, you content is ready to convert at a high level!

Links:

Cari is a former attorney who shifted to digital marketing 15 years ago. She’s the president of MN search marketing association and a fixture on conference stages.

Links:

Previous Episode

AI Powered Content Creation at Scale

This episode: AI Powered Content Creation at Scale. My guest is Andrew Shotland - founder and CEO of LSG SEO.

In this episode we cover how AI can scale content creation for SEO and conversion wins. Hear about Andrew and his agency's process and experience using AI for content projects with clients for great results.

Andrew is a highly experienced and trusted SEO with a knack for tackling large scale SEO challenges like multi-locations, marketplaces and b2b SaaS. LSG has bolstered results for Walmart, Rotten Tomatoes, Crunchbase, Adobe, and many other businesses large and small.

Andrew is a regular contributor to SearchEngineLand and co-founder of BayAreaSearch.org, the association of Bay Area search marketing professionals.

Important links:

Andrew on LinkedIn and Twitter/X
His agency: LSG SEO

Next Episode

Content Marketing & Distribution Masterclass

My guest is Ross Simmonds, the founder and CEO of Foundation Marketing. It's a great dive into what makes content marketing work ... and that's MARKETING. Learn how to approach distribution once your content is created and repeat again and again to maximize your reach. It's a quick masterclass on content marketing and distribution.

Ross is a marketer I greatly admire. His social channels are inspiring, helpful and on point. That’s because he’s helped companies like Canva, MailChimp, Unbounce, and many others with content marketing. Get ready to learn from a master.