Kathleen Celmins is the CEO and co-founder of Amplified NOW. She sat down with Tyler Hakes, the strategy director, and principal at Optimist, to talk about how they are doing marketing differently.
What Optimist Does
Optimist is a full-service content marketing agency that works with many different companies such as technology, startup, B2B, and SaaS companies.
They pride themselves on being a strategic growth partner for the companies they work with. The team at Optimist provides a full range of content marketing services for their clients.
Their focus isn’t on churning out a bunch of content and hoping it works. Instead, they know that the companies they work with, particularly startups, need a proven strategy for driving predictable, sustainable growth.
They begin by understanding their client’s business and industry to decide how they can help achieve results.
They love to work with those companies who are already sold on using content marketing as a growth strategy and are committed to using it to help their company succeed.
A Strategy For Success
When Optimist first started, they focused on more traditional content marketing such as blogs and eBooks. But what they realized by working with more and more clients is that you can’t draw a clear line between content marketing and SEO. There is too much overlap.
So now, when they think about a strategy for their clients, they take some things into account, such as:
- What does the rest of their website look like?
- Is their homepage optimized for keywords?
- Do they have feature pages that explain what their product does and who it serves?
They try to think about strategy as a cohesive piece. They strive to provide their clients with a roadmap for how their website can work better, and work hard to create content that drives measurable business outcomes.
Based on years of content marketing and SEO expertise, their team dissects the industry and market to identify relevant keywords, content topics, audiences, and strategies. Then they build a comprehensive plan.
Their approach is to maximize the value of every piece of content that they create and have it serve a purpose.
First, they develop a plan to make the strategic content assets their clients need to achieve their goals. Then, each piece of content is created to work within that strategy and produce results.
The content that Optimist creates mainly focuses on the things that live on their client’s website such as, articles or blogs. They develop outreach and promotion strategies for each piece of content they create to make sure it works as hard as possible.
Top Of The Funnel
Another aspect of the work that Optimist is doing is their Slack group, Top of the Funnel.
Top of the Funnel is a free, premier growth community for the world’s best content marketers.
When Tyler and his team considered what was next for Optimist, they wanted to educate and build educational resources around content marketing. So, they decided to create a community of like-minded people.
This free Slack Community features actionable tips, strategies, and opportunities by world-class content marketers.
There are several aspects to this community including:
- Open Networking: This is a place to meet new and interesting people who will help you excel in your career.
- Job Opportunities: Top of the Funnel members actively share dozens of great work opportunities each week to help you find your next perfect project or long-term role.
- Top-Tier Talent Pool: Get personal recommendations and connect with expert content marketing talent.
- Expert Interview: Learn from live and recorded Q&As with content marketing industry experts and thought leaders.
This has always been a big part of what Tyler and his team wanted to do when they started Optimist, and they are excited to watch the Top of the Funnel community continue to grow.
If you want to learn more about Optimist, you can visit their website.
Doing Marketing Differently
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