Getting the Most Out of Your Content

video editor working on a laptop

Content marketing might be evolving, but it’s not going away anytime soon. According to the latest research, 82% of marketers report actively using content marketing in 2021, up 70% from 2020. Yet, the constant demand for content can be exhausting for businesses. Finding creative ways to get the most out of your content marketing is often one of the biggest challenges companies face in today’s marketing world.

Recently, our senior content strategist, Skylar Wooden, had an opportunity to educate our team on the latest trends in content marketing. She highlighted specific ways our clients can continue to get more out of their content marketing efforts. We wanted to take a few minutes to share her key insights and takeaways in this post. 

How Today’s Audiences Are Consuming Content 

Businesses need to know the variety of formats that are driving most of today’s content marketing. A decade ago, most marketers focused primarily on written content, whether online or in print. Today’s businesses must consider the way content marketing has evolved. Here are the three primary ways today’s audiences are consuming content based on statistics  from a 2021 Hubspot report: 

1. Written Content — This includes content like blogs, e-books, and articles. 61% of marketers are paying more attention to writing these. Of the written content formats, the top 3 content types are social media content (95%), blog posts (89%), and email newsletters (81%).

2. Audio Content — Many businesses have turned to podcasts as a way to reach their audience in recent years and for good reason! In under three years, podcast listening in the United States has increased by more than 60%. The podcast market is expected to reach more than 2 billion by 2023, meaning that marketers are preparing to devote significant time and money to the channel.

3. Video Content — Video is now the primary form of media used within any content strategy. According to the report, video was the most commonly used form of content marketing in 2021, overtaking blogs and infographics. So, how do you get more out of your content marketing efforts in 2021 based on these statistics? Here are a few important insights we encourage clients to consider:

  • Consider Your Audience’s Preferences — Meet your audiences where they are, not where you want them to be. This is the most important principle to keep in mind when developing content. An estimated 68% of Baby Boomers prefer traditional content formats such as news articles, research reports, blogs, e-books, and email content from commercial brands. If you want your content marketing to make the biggest impact, you need to meet your audience in the channels they use (social, email, etc.) with the types of content they prefer (written, audio, video). 
  • Remember that Video Covers All Three Content Types — One unique aspect of video is that it allows you to diversify your content into all three formats. You can start by posting the video, pulling the audio for a podcast or recording, and formatting the transcript to create a blog post or infographic. As video becomes increasingly important, this is an easy way to reach your audience by repurposing and reformatting.  
  • Know that the Future of B2B Marketing is Audio — While video might be the most popular format of content today, businesses should pay attention to the increased interest in audio content. According to statistics shared at the 2021 Inbound Conference, 57% of the American population listened to podcasts last year and weekly listenership doubled from 2020 to 2021. Additionally, more than half of consumers say they consider buying from brands they hear on podcasts.  

How to Diversify and Maximize the Content You Create 

With these trends in mind, it’s important to consider all three formats of content in 2022. We also recognize that creating a new piece of content from scratch can be time-consuming. So, how do you diversify and maximize your content? 

  • Supplement Blogs with Audio & Visual Content — Is there a way to include a video or audio podcast into the blog posts you create to maximize content? Find ways to integrate audio and visual content into the online content you’re creating.
  • Maximize the Reach of Podcasts through Show Notes & Additional Resources — If you’re creating podcasts, leveraging the show notes is a great way to maximize your content and drive your audience deeper into your content marketing funnel. Providing a way for your audience to download additional resources can also supplement your podcast efforts and increase engagement with your brand. 
  • Repurpose Resources into Shorter Audio or Social Content — You can easily repurpose, repackage or expand every piece of content that you produce to get the most out of your investment. For example, if you’ve created a piece of long-form content such as a video or e-book, consider how you can repurpose key ideas and concepts for other channels such as social media or email. 

As content marketing continues to evolve,  brands need to stay nimble. Remember, the most important way you can get the most out of your content marketing efforts is to ensure you’re meeting your audience where they are. Taking these tips into consideration will help you stay ahead of the trends when it comes to creating content that impacts your bottom line. 

Need Help With Content Creation? 

Our strategic, full-service marketing firm can help you plan and deploy an innovative content marketing approach to court customers and build brand loyalty. Contact Green Apple Strategy today to schedule a consultation. Our team is happy to sit down with you to discuss your marketing goals and how we can help you achieve each and every one of them.

5 Tools to Manage Your Social Media Marketing Strategy

In the B2B world, social media is a powerful tool for building authority, connecting with customers, and driving revenue. But with the ever-evolving landscape of platforms, algorithms, and user behaviors, staying on top of the trends is overwhelming. You also have to balance content that’s helpful with content that’s sales-oriented. The good news? There are dozens of social media marketing tools that can help you organize ideas, strategize, create images, post content, and measure results. The challenge is identifying the right mix of tools without wasting time or resources.

At Green Apple Strategy, we believe part of our responsibility is to equip you with the essential information you should know. We’ve asked a member of the Green Apple Orchard, Kristina Iaccarino, a global social media strategist, to share her insights on the essential tools and trends shaping the industry in 2025 and beyond.

The New Social Media Toolbox: Essential Tools for 2025 and Beyond

I’ve seen firsthand how much the social media landscape has changed in the past couple of years. Now, posting is centered around strategy, data, and efficiency. Today, almost every platform has AI integrations, and our clients should understand that AI is not just a “nice to have” anymore. It’s a standard expectation for efficiency and personalization. 

Here are five categories of tools you need to know about in 2025:

1. All-in-One Social Media Management: Build Your Social Command Center 

These platforms streamline your workflow by combining scheduling, publishing, community management, and analytics into a single dashboard. 

  • Agorapulse: This is my platform of choice at Green Apple. It’s popular with agencies and mid-sized teams because of its intuitive scheduling and publishing, unified social inbox, and advanced analytics. It lets me plan, create, and schedule content across platforms, saving time and ensuring consistent messaging.
  • Sprout Social and Sprinklr: For larger organizations, these platforms offer enterprise-level features and global-scale collaboration. I personally love Sprinklr because it allows me to analyze audience behavior by gauging their mood or identifying specific user traits through their emojis, keywords, and other signals. 
  • Airtable: Airtable is another platform for campaign planning. It’s now enhanced with AI-driven automations, content brief generation, and performance summaries.
  • Later: Later is also one of my favorite social media management tools because of its user-friendly interface and easily accessible analytics. It’s especially popular with B2C brands that utilize influencer marketing.  

While Sprout Social is still a great option, many teams, including our own, now rely on tools like Agorapulse and Sprinklr.

2. AI-Powered Content Creation and Design: Simple Tools for Making Stunning Content 

Images and visuals have become increasingly important in social media content. Luckily, AI is making it easier than ever to create professional and compelling graphics and videos.

  • ChatGPT: ChatGPT has become one of the most popular AI tools for marketers. When it comes to social media management, we’ve found it can be particularly helpful for idea generation, tone adjustments, and drafting customer response ideas.
  • Canva: This remains my go-to for design. Its vast library of templates, graphics, and fonts allows our team to create professional visuals quickly. Now, with AI video templates, instant resizing, and content generation, it’s a powerful tool for maintaining consistent branding without a professional designer on staff.
  • CapCut: As a leading short-form video editor, CapCut is a great tool for creating engaging videos. It now offers AI captioning, trend-based templates, and automated editing features. The Pro account also includes commercial sounds and music, making it easy to create videos for brands without worrying about copyright issues.

3. SEO and Discovery: Mastering the Art of Social Searching

Social platforms like Instagram, TikTok, and YouTube also function as discovery engines. Users now find content through searches in addition to algorithms. It is no longer enough to rely solely on hashtags. With that in mind, tools like Semrush and Flick are crucial for maximizing your social content’s organic reach.

  • Semrush: Originally an SEO tool, Semrush has evolved into a vital resource for social media. It helps me with keyword research, trend analysis, and understanding how audiences discover content. It helps bridge the gap between social strategy and long-term organic visibility.
  • Flick: Flick is my favorite tool for social media hashtag and keyword strategy. It also provides AI-powered content ideas and caption suggestions, making it a double win for increased reach and faster execution.

4. Influencer Vetting and Partnerships: Choosing Partners That Deliver Real Results

Influencer marketing continues to grow, with authenticity playing an increasingly important role. It’s important to make sure partnerships are both creative and supported by reliable data.

  • HypeAuditor: This tool provides detailed analysis of influencer accounts, including audience demographics, engagement quality, and potential fraud detection. HypeAuditor’s insights help brands and agencies ensure they’re working with the right influencers and getting the most out of their partnerships.

5. AI Video Generators: Making Videos on Demand

AI video generators enable the conversion of scripts into polished videos within minutes. These tools can save production time and reduce costs.

  • Synthesia and Runway: These platforms can transform a script into a professional-looking video with an AI-generated avatar. This technology can be a huge time-saver for producing educational content, explainers, or internal videos. But as I always tell our clients, “It’s important to remember that some platforms, like YouTube, prioritize authentic native videos. Heavily relying on AI video generators has a downside.” 

How to Choose the Right Social Media Tools for Your Business

The sheer number of available tools can be overwhelming. But at Green Apple Strategy, we believe the right approach is to choose a tool stack that fits your specific business size, budget, and goals. Think of it like planting a garden: you need the right tools for your specific seeds, soil, and climate.

  • Define Your Needs: Do you need an all-in-one solution or specialized tools? Are you focused on brand awareness or lead generation? Your goals will determine which tools are best for you.
  • Consider Integration and Ecosystem: Brands are often overwhelmed by having too many tools, but the best tools work together seamlessly. For example, some management platforms integrate with design tools, and reporting dashboards pull data from a variety of sources. Building a streamlined stack instead of using tools in isolation can give you a better picture of your impact. 
  • Prioritize Performance: Tools should not just make your life easier; they should also help you prove a return on investment (ROI). Make sure the tools you choose offer strong analytics and reporting features that help you connect your social media efforts to specific outcomes.

Beyond the Post: A Guide to What’s Next for Your Brand

At Green Apple Strategy, we recognize you don’t have the time (or even the interest) to keep up-to-date on the latest marketing tools. Our responsibility as a marketing agency is to serve as a trusted guide. We can help you select the right tool stack for your business and build a social media strategy that delivers real results.

Ready to get smarter about your social media? Contact us today to learn how we can help.

 

Is Your Brand Still Working for You? Signs It’s Time for a Brand Refresh

transformation of butterfly emerging from cocoon and spreading wings

Your brand is more than just a logo or a set of colors. It’s the way people feel when they interact with your business. And let’s be honest: feelings can change.

Maybe you’ve noticed that your brand feels a little dated, or maybe your sales team is getting less traction than they used to. Your leadership team might be using phrases like, “It’s time for a new look.” As a marketing agency, this is one of the most common conversations we have with potential clients. Something feels “off,” but it’s hard to know whether to make a small shift or hit the full refresh button.

Here’s the truth: Not every business needs a brand refresh right this second. In fact, rebranding at the wrong time or without the right strategy can lead to confusion and costly missteps. At Green Apple, we don’t jump straight to design without taking the time to ask the right questions about why your marketing might not be working and think long-term about how branding impacts your business goals.

So how do you know if it’s time for a change?

5 Questions to Ask During a Brand Audit

1. Has your business changed?

If you’ve added new services, expanded into new markets, or shifted your business model, your brand might not reflect who you are today. A brand refresh can help you better align your marketing with your current direction and help customers understand what you do now.

2. Does your brand feel outdated?

Trends change. And while we never suggest chasing every new aesthetic, a brand that feels like it’s stuck in 2013 can quietly affect how customers perceive your relevance or expertise. If your visuals or messaging feel stale, it might be time for a modern upgrade.

3. Are you standing out or blending in?

In crowded industries, a generic brand is easy to overlook. If you’re saying the same things in the same way as your competitors, you’re missing an opportunity to differentiate. A brand refresh can help you clarify your voice and show off what makes you unique.

4. Is your team aligned on your brand story?

 If your sales, marketing, and leadership teams each tell a slightly different version of your “why,” your brand might need some tightening up. A strong brand creates clarity internally before it ever reaches your audience.

5. Are you attracting the right customers?

Sometimes the brand you created years ago worked for who you were, not who you want to be. If your leads aren’t the right fit, or if they’re surprised by your pricing, process, or value, your brand might be sending mixed messages. It may be time to step back and define your ideal customer.

Brand Refresh Checklist: How to Navigate the Process with Purpose

Thinking it might be time for a refresh? Before jumping into new fonts or color palettes, here are some key steps to think through first:

Clarify your business goals.

Your brand should support your business objectives. Are you trying to grow into a new market? Launch a new service? Strengthen loyalty? Get clear on why you’re conducting a brand refresh before you decide how to move forward.  

Involve the right voices.

A rebrand should never happen in a vacuum. Involve leadership, sales, customer service, and even a few trusted clients if possible. Their insights can reveal blind spots and spark better ideas.

Audit your current brand assets.

What’s working? What’s outdated? What feels inconsistent? Reviewing your website, social content, collateral, and pitch decks side-by-side can help you spot gaps and patterns so that you tell a unified brand story through your work.

Document your brand strategy.

This includes your brand story, messaging, voice and tone, visual identity, and usage guidelines. It doesn’t have to be 50 pages long, but it does need to be clear and consistent.

Create a rollout plan.

Whether you’re making small changes or launching something totally new, your brand refresh should be rolled out intentionally. That includes internal alignment, updating materials, and telling your audience why the brand is evolving.

Resources to Guide Your Brand Refresh

If you’re moving forward with a brand refresh, we’ve got you covered. Here are a few of our favorite guides to help you take your next step:

Each of these blog posts was created to help businesses like yours bring clarity and creativity to your brand from the first brainstorm to the final launch.

Let’s Make Sure Your Brand Works for You

At the end of the day, your brand should be a business tool. It should help you sell, connect, differentiate, and grow. If it’s not doing that anymore, it may be time for a reset.

Whether you’re feeling uncertain or ready to dive in, our team at Green Apple would love to help you explore your options. We want to help you build something that works now and in the long run.

Reach out today to learn more about our process and how we can help.

2026 Marketing Planning Starts Now: How to Build a Q4 Strategy That Sets You Up for Success

marketing planning with november calendar and pumpkin decorations

The final quarter of the year can feel like a marketing paradox. You’re trying to hit year-end goals and wrap up campaigns, while also building out next year’s marketing plan. Add the holidays, travel, and shifting schedules, and Q4 starts to feel like a blur of competing priorities.

But here’s the thing: Q4 is a launchpad for what’s next. The decisions you make now can shape your momentum and mindset heading into 2026. 

At Green Apple, we love helping clients think strategically this time of year, whether you’re aiming to grow your business, pivot your marketing efforts in a new direction, or simply optimize your digital marketing channels. We’ve gathered some practical ways to finish strong and build a smarter strategy for what’s ahead before you start feeling the year-end crunch.

What Marketers Should Know (and Do) to Maximize Q4

Here are five strategies to help you think big, maximize the remainder of the year, and get ready for what’s next: 

1. Start with an Honest Audit

Before you look ahead, take a good look back. What worked? What flopped? What’s still a big question mark? Auditing your marketing efforts now gives you enough time to identify gaps, find the best angle for your marketing campaigns, and build a stronger foundation for next year. 

2. Test Something You Might Scale in 2026

Think of Q4 as your built-in R&D lab to try something new. Consider testing a different type of content format, a fresh email strategy, or even a new ad platform. The stakes are often lower in Q4, which makes it a great time to experiment with new and creative marketing tactics. If it works, you’ve got a head start on something big for next year.

3. Align with 2026 Business Goals

Before you start mapping out your marketing plans for 2026, make sure you know where the business is headed. Are sales goals changing? Is the company exploring new markets or launching a new product or service? 

Use Q4 to schedule check-ins with your leadership or sales team. The clearer you are about where the business is headed, the more effective you’ll be at aligning your marketing goals with overall business objectives.

4. Focus on One Big Win

If you’re feeling the pressure of unmet goals, don’t try to fix everything at once. Zoom in. What’s one big win you can focus on between now and the end of the year? Maybe it’s revamping an email nurture sequence, launching a customer survey, or tightening the gap between marketing and sales. A single, meaningful win can generate the energy you need to carry momentum into Q1.

5. Don’t Ignore What’s Already Working

When things get busy, it’s easy to neglect the evergreen tactics that quietly bring in results month after month. Keep nurturing your high-performing channels, whether that’s your email list, top blog posts, or repeat customer campaigns. These steady wins can carry you through the chaos and give you something strong to build on in 2026.

Practical Tips to Wrap the Year with Purpose, Not Panic

Here are a few actionable ideas to make sure you and your team end the year on a high note: 

1. Schedule a Marketing Strategy Day (or Half-Day)

Block off dedicated time on your calendar to step out of the day-to-day and think big. Use that time to review data, brainstorm ideas, and sketch out rough goals for the year ahead. Bonus points if you do this with a team member or outside partner who can bring a fresh perspective.

2. Clean Up Your Email Lists and CRM

You don’t want to drag messy data into a new year. Take some time to conduct a digital audit, clean your email lists, organize your CRM, and archive outdated content. A little digital housekeeping now makes planning and executing next year’s campaigns 10x easier.

3. Build a “2026 Ideas” Parking Lot

Keep a running list of the ideas, content themes, or campaign concepts you want to explore in the new year. Don’t worry about polishing them. For now, just focus on capturing the inspiration while it’s fresh. That way, when you sit down to plan in January, you’re not starting from scratch.

Need some help finding fresh sources of inspiration? Here are some ways to get outside your comfort zone, leverage AI for marketing inspiration, and capture creative marketing ideas through mood boards.   

4. Review Your Analytics with Intention

Pull your website traffic, email stats, ad reports, and anything else you’re using to analyze your marketing efforts. Instead of just compiling the data, start to look for longitudinal patterns. What channels are bringing in leads? What content is driving engagement? Let the data drive your strategy for next year.

5. Touch Base with Sales (and Other Key Stakeholders)

Marketing doesn’t happen in a vacuum. Use Q4 to have a quick sync with your sales team, operations leader, or leadership team to make sure everyone’s rowing in the same direction. This helps you avoid misalignment and builds trust across departments.

6. Refresh Your Evergreen Content

Have a few blog posts or lead magnets that always perform well? Give them a quick content refresh to keep them relevant and ready to support your early 2026 campaigns. It’s a simple win that pays off big in the long run.

7. Celebrate What You’ve Accomplished

Don’t forget to look back and celebrate the progress you’ve made, whether it was growing your email list, launching a new campaign, or just staying consistent through a tough year. That celebration mindset is a powerful motivator heading into a new one.

Gather, Guide, and Grow with Green Apple

Q4 doesn’t have to feel like a frantic sprint to the finish. With a little strategy and a few intentional moves, it can be the most powerful quarter of the year. Whether you’re setting bold goals for 2026 or wrapping up a year of steady growth, our team is here to help.

At Green Apple, we’re not afraid to roll up our sleeves and dig in through marketing strategy sessions, content planning, or full campaign execution. If you need a partner to help you plan smarter and grow better, we’d love to connect.

Learn more about our approach to strategic planning or connect with our team for a quick consultation.