I had the pleasure of sharing my marketing tips at a recent Canadian Association of Women Executives and Entrepreneurs (CAWEE) event. I was delighted to speak about how I maximize everything Impagination invests time, money and effort in for ourselves and our clients. I do this by focusing on creating marketing campaigns with “legs”. By “legs”, I mean marketing that is more than just a pretty face, it must have staying power, longevity and impact. It must work for you.


To illustrate this concept, I used the example of our recent 30th Anniversary. It began with establishing our strategy centered around the theme of Connect the Dots for Red-Hot Business Development. Our campaign hit the ground on social media where we focused on Instagram. The Instagram posts attracted buzz, and our social feeds grew as a result, expanding our reach. Next we designed a book with our favorite and most popular social media posts. We offered the limited-edition book to our best clients over the past 30 years and created an ebook to share with our friends and fans.


Over the last several months, the campaign made it into newsletters. Last year, it received an International Design Award — another reason to shine a light on the success of the work we’d done. This time we were able to share it with many new connections and relationships.


So when CAWEE asked me to speak, it was another opportunity to share our story and best practices to help others. See my tips below for creating and repurposing content with impact.


Content builds engagement, connection and trust when you follow these five principles:


Be Strategic: What’s your plan and purpose for your content, e.g. drive traffic to your website, attract leads, show leadership or innovation, sell or recover the costs? Include a call to action aligned with your strategy.


Write What You Know: You are an expert in your specific field with tremendous insight into the pitfalls an inexperienced audience encounters. Sharing your wisdom gives them support, guidance and ultimately builds trust.


Stay on Brand: Be sure whatever you produce fits your brand values and targets your audience.


Maximize Your Effort: Once you’ve decided to create content, think of all the ways you can use it immediately or down the road: blogs, social media, PR, published articles, presentations, events or a book.


Use Professionals: If getting your content out is intended to bring credibility and return on investment to your business, use professionals to ensure your voice is heard without the distractions of typos, weak imagery or design.


Following these simple principles will help you develop a system for creating content that resonates with your audience, enhances your brand, and continues to work for you.