5 Questions to Evaluate & Enhance Your Content Marketing

video editor working on a laptop

When Green Apple launched back in 2012, content marketing was a buzzy new trend. The goal was simple: crank out content to generate leads. Fast forward to today, and the content marketing game has completely changed.

The challenge for many marketers, especially those on a small team, is figuring out if all that effort is actually worth it. Are you just writing into the void? Or is your content a valuable asset that’s making a real impact on your bottom line? You’re not alone if you’re asking these questions.

At Green Apple Strategy, we’ve been helping clients navigate these content challenges for years. We believe a strong content strategy can be one of your most powerful tools for bridging the gap between marketing and sales. A successful strategy starts by asking a few key questions to make sure your inbound marketing is actually worth the effort.

Here are five questions to help you tighten the link between content marketing and sales, along with some practical tips we’ve learned from working alongside our clients. 

5 Questions to Evaluate and Enhance Your Content Marketing

1. What are the biggest gaps in your current sales and marketing process?

Everything you do with content should enhance your sales and marketing process. Are leads going cold after a meeting? Does your sales team need better resources to close deals? Taking time to identify these gaps will help you find ways to use content marketing to overcome them. 

Ready to find your biggest gaps? Check out our free guide on how to identify and fix the broken parts of your sales funnel.

2. What questions do people have in different stages of the buying cycle?

The entire goal of content marketing is to address your prospective customers’ questions at the appropriate time. You must think through the journey a prospective customer takes from learning about your brand to becoming a loyal customer. What questions are they asking throughout that process? What problem are they trying to solve? Knowing the answer to these questions is essential. Your potential customers may be searching on Google, asking ChatGPT, or exploring social media to find these answers. The more often your content appears on different platforms, the better chance you have of connecting with your audience.  

Once you know their questions, you need to meet them where they are. Learn how to connect with your audience through omni-channel communication.

3. What type of content can you create to answer those questions and give your prospects confidence in your company?

Knowing what questions your prospective customers are asking is only half the equation. Today, choosing the right format is an equally important part of getting the most out of your content. For example, new prospective buyers might be looking for helpful videos on social media or infographics. Prospective clients who are exploring your business might need a detailed case study or a product spec sheet to make a decision.

Creating the right content starts with knowing your customer. Our recent blog post can help you turn customer personas into impactful marketing strategies.

4. How can you help your sales team promote your content marketing resources?

Your content is a powerful tool for your sales team. By encouraging your team to use your content resources, you’re able to kill two birds with one stone. You can generate new leads and equip your sales team with resources to convert. It doesn’t have to be complicated. There are dozens of ways your sales and marketing teams can collaborate, like providing a list of resources in a shared document, creating email scripts with links to case studies, or sharing social media posts they can use.

Looking for a way to empower your sales team with better assets? Here are five effective ways to equip your sales team with content marketing.

5. How can you give people a reason to stay interested in your business, even if they’re not ready to buy?

Your content should always demonstrate an understanding of your audience’s needs and challenges. Don’t just think about what you want to tell prospects. Think about what they want to know. Your goal is to become a trusted voice that they turn to for information, not just another brand trying to sell them something.

One of the best ways to stay top of mind is with a newsletter. Check out our recent article on how to start (and scale) a newsletter to keep your prospects warm.

Work Smarter, Not Harder: How to Maximize Your Content Marketing 

We know what it’s like to be a marketing team that’s under a lot of pressure. You’re juggling a dozen different tasks, and the idea of adding more to your plate can feel overwhelming. At Green Apple, we believe the key to success for smaller teams isn’t necessarily about working harder—it’s about working smarter. 

Here are some of the ways we help our clients maximize their efforts and drive better results, even if they’re a small team or working with constrained budgets:

  • Repurpose Your Content: You don’t have to reinvent the wheel every time. We help clients get the most out of their content by thinking more strategically. You can extract short video clips for social media, create an infographic with key stats, or pull compelling quotes for email marketing. This helps you get more out of every piece of content you create without a ton of extra work.
  • Focus on Quality Over Quantity: You don’t have to post every day to be effective. It’s better to produce one high-quality, in-depth resource a month than to post low-quality content daily. Quality builds authority and trust with your audience. We work with our clients to identify their most valuable content needs and focus their energy there.
  • Leverage AI Strategically: AI is a powerful tool, not a replacement for human creativity. We help our clients use AI tools to brainstorm ideas, summarize research, or draft outlines. This saves time and resources. But we never skip the human touch. The best content still comes from people who understand your brand’s unique voice and your audience’s needs.
  • Maximize the Power of Visual Content: In 2025, creating content that catches your audience’s attention requires a combination of strategy, creativity, and adaptability. We help clients think through how to create visuals that stand out. This includes everything from custom photography and video to engaging infographics and social-first graphics.
  • Write for the Future of Content: The rules of content are changing. Today, we write not only for people but also for the future of search, including Large Language Models (LLMs) and other AI tools. We work with clients to structure their content for clarity and authority, ensuring their valuable insights are discoverable and cited by AI-powered search engines.

Ready to Align Your Content Marketing with Your Overall Business Goals?

At Green Apple Strategy, we help companies create marketing strategies that actually support their larger business objectives, not just fill a calendar. Whether you’re looking to stand out in a competitive industry or build out sales resources and toolkits, we specialize in finding the best way to make sure your marketing efforts resonate with your audience and align with your business objectives.

Learn more about our strategic planning services or start a conversation with our team.

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.

Maximize Your Content Marketing: How to Align Your Strategy with Today’s Audience

Business people laughing at a table with their laptops

Content marketing isn’t what it used to be. What worked a few years ago might not be enough to capture your audience’s attention today. Thanks to AI, the way we create and consume content is changing. For B2B marketers, it’s no longer just about churning out blog posts or social content. It’s about knowing where your audience engages the most, how they want to learn, and what actually gets them to take action.

At Green Apple, we help clients get the most out of the content they’re already creating. Whether you want to connect more deeply with your audience or stretch your content further, here are some trends and a few strategic tips to help you level up.

How Today’s Audiences Are Consuming Content

You don’t have to guess what’s working anymore. Data tells us exactly how people are engaging with content, especially in the B2B realm. Here are a few of the trends we’re watching closely as audience preferences continue to evolve:

1. People still read blogs, but they want them to be skimmable.

According to this article from Inc., 81% of people only skim the content they read online. We know that blog content is effective when you can find ways to create eye-catching content that converts. Readers want short paragraphs, bold headlines, and clear takeaways. No fluff.

2. Video is growing, even in B2B.

The Content Marketing Institute found that 75% of B2B marketers use video, and it’s one of the top-performing formats. Brief, shareable videos on platforms like TikTok or YouTube shorts are especially popular.

3. Email is a powerful tool when used well.

Email marketing is still one of the most effective channels for driving conversions, with a 2.8% conversion rate for B2C brands and a 2.4% conversion rate for B2Bs according to FirstPageSage. But the most effective emails are personalized, value-driven, and brief. People are reading emails on their phones, not desktops.

4. Repurposing content is a must.

According to Digital Marketing Today, content marketers who repurpose content across multiple formats see better ROI and enhanced SEO results. That might mean turning a blog post into a social post, an email campaign, or even a podcast episode. Using high-performing content more than once is a proven strategy for amplifying your reach.

5. Podcasts are still reaching audiences.

HubSpot’s 2025 State of Marketing Report found 91% of marketers plan to maintain or increase their investment in podcasts and audio content. Launching your own podcast isn’t the only way to get in on the trend. Partnering with a micro-influencer that fits your brand is a smart way to tap into their audience and share your expertise without taking on the full production load yourself.

6. AI is a growing part of the creative process.

More than half of B2B marketers are using AI for idea generation, keyword research, and content outlines. According to Orbit Media, 54% of content marketers report using AI to generate ideas, but just 6% use it to write entire articles. 

AI doesn’t replace human insight or strategy, but it can streamline parts of the process and free up time for creativity.

How to Adapt Your Content Strategy to Maximize Your Efforts

So, what should small and mid-size businesses actually do with all this information? Here are some simple, smart strategies to help your content work harder for you:

1. Turn one idea into many assets.

Let’s say you write a blog post about industry trends. That one piece of content could become:

Start with one strong idea, then spin it out across channels. This saves time and gets more eyeballs on your message.

2. Use AI as a brainstorming partner.

Need headline ideas? Want to build out an outline? AI-powered tools like ChatGPT or HubSpot’s AI content assistant can help you generate ideas even faster. Use them to get started, but make sure a human brings the strategy, voice, and final polish.

3. Audit your content before creating more.

Look at what you’ve already published this year. What’s gotten the most views or engagement? Could it be updated or repurposed? You don’t always need new content. Sometimes, you just need to optimize what’s already there.

4. Focus on one platform first.

If you’re overwhelmed by all the options—email, LinkedIn, blogs, video—choose the one where your audience already is. Nail your message there. Then expand.

5. Pair content with a goal.

Don’t just post for the sake of posting. Tie your content to a specific marketing objective: driving traffic, growing your email list, warming up leads, or supporting your sales team. That way, you can measure its success and see what’s working.

6. Make it mobile-friendly.

From emails to blog posts, assume your audience is reading on their phones. Keep things simple with short headlines, clean layouts, and clear calls to action.

7. Revisit your strategy quarterly.

Audience behavior changes fast. Instead of setting a content plan once a year and hoping for the best, build in regular check-ins to refine your topics, formats, and goals. Planning to pivot is an important part of being more strategic with your content calendar. 

Content That Connects (and Converts)

If you’re feeling stuck, you’re not alone. Even the best content creators are rethinking how to reach their audience right now.

At Green Apple, we work with clients every day to create content strategies that actually work. We can help you identify your audience, define clear goals, and build content that connects across channels.

Need a fresh perspective? Let’s talk. Our team is ready to help you turn your content into material that makes an impact.

Stop the Scroll: How to Create Eye-Catching Content That Converts

colorful eye-catching umbrellas hanging on display

The internet in 2025 is not just a vast sea of information. It’s more like a roaring ocean of data, opinions, facts, media, and more. Your audience isn’t just swimming in content; they’re being bombarded by a relentless tidal wave. Think about it:

  • On average, Americans consume about six hours of content per day. (Source) 
  • Brands have mere seconds—often less than 10 seconds—to capture a user’s attention online before they move on. (Source) 

So, how do you make your content the lighthouse in that storm or the signal that cuts through the noise? Grabbing attention is the price of entry in today’s digital landscape.

At Green Apple Strategy, we get it. You’re busy running your business, and the thought of creating truly scroll-stopping content can feel like another overwhelming task. But it doesn’t have to be! We’ve helped countless small to mid-sized businesses cut through the clutter and connect with their audiences in meaningful ways. Consider this your guide to crafting content that captures attention AND drives action.

The 7 Essential Elements of Eye-Catching Content

So what makes content eye-catching in 2025? Here are seven essential elements to keep in mind:

1. Be Ruthlessly Concise

    Time is the ultimate currency online. Your audience is likely multitasking, scrolling on their phone during a coffee break, or quickly scanning headlines. Get straight to the point. Cut the fluff, eliminate jargon, and deliver your message with laser-like focus. Think short paragraphs, impactful sentences, and a clear takeaway.

    2. Structure for Skimmers (and Deep Divers)

      Imagine your content as a choose-your-own-adventure book. Users want to be able to quickly scan headings and subheadings to find the information they need now. But for those who are truly interested, don’t forget to provide the depth and detail they crave. Use clear sub-headers, bullet points, numbered lists, or even a table of contents for longer pieces. Make it easy to navigate at a glance and rewarding for a deeper dive.

      3. Focus Your Topic

        In a world of endless information, specificity is your superpower. General content gets lost in the noise. The more targeted your topic, the more likely you are to attract an audience actively searching for that exact solution or information. Think niche, think problem-specific, think providing an answer to a very specific question.”

        4. Become a Multi-Platform Maestro

          Content isn’t confined to your blog anymore. Think of it as adaptable building blocks. That well-written blog post can become a series of engaging social media snippets, a compelling email newsletter, a thought-provoking podcast episode, or the foundation for a webinar. Diversify your content to meet your audience where they are and in the format they prefer.

          5. Visuals That Pop (and Inform)

            In 2025, visuals are often the first thing people notice. High-quality images, captivating videos, informative infographics, and even animated GIFs can stop the scroll and make complex information digestible. Think beyond stock photos and invest in visuals that are authentic to your brand and enhance your message.

            6. Meet Your Audience Where They Live (Digitally)

              Your amazing content is useless if your audience can’t find it. Understand their preferred platforms and make your content readily available there. Is your B2B audience on LinkedIn? Is your B2C audience glued to Instagram or TikTok? Optimize your content for each platform and ensure it’s easy to access and share.

              7. Find the Fresh Angle

                Originality is the ultimate attention-grabber. Look for unique perspectives, challenge conventional wisdom, and find creative ways to approach familiar topics. Tap into your daily experiences, client interactions, and industry trends for fresh inspiration. Think about how you can solve problems in a new way or offer insights others haven’t considered.

                Putting Eye-Catching Content into Action: Key Marketing Areas

                Understanding the elements of great content is one thing. Knowing how to apply them across your marketing strategy is what drives results. Here’s how you can use these principles in your day-to-day marketing:

                Your Website

                • Home page and landing pages: Keep messaging clear and benefit-focused. Use strong visuals and short paragraphs to guide visitors.
                • Resource libraries or blogs: Break content into scannable sections. Use tags and filters to make articles easy to find.
                • Calls to action: Be direct and persuasive. Make it clear what the visitor should do next.

                Thought Leadership and Blog Content

                Social Media

                • Use short-form videos, reels, or carousel posts to stop the scroll.
                • Mix educational content with behind-the-scenes, human-centric posts.
                • Keep captions concise. Lead with a hook.
                • Use branded visuals consistently to build recognition.

                Advertisements

                • Focus on one clear message per ad.
                • Test visuals that capture attention and communicate value fast.
                • Use platform-specific best practices (e.g., vertical video for Instagram stories).
                • Link directly to highly relevant landing pages to reduce friction.

                Make Your Content Work Harder

                Creating content that catches your audience’s eye in 2025 takes a combination of strategy, creativity, and adaptability. By using these seven elements and applying them across your core marketing channels, you can increase engagement, build trust, and drive measurable results.

                Need help creating content that actually works? Let’s talk. At Green Apple Strategy, we help businesses like yours turn big ideas into meaningful marketing. 

                Contact us today to schedule a consultation.

                The Marketing Sandbox: How to Discover Your Next Best Marketing Tactic for 2025

                The beginning of the year is always an exciting time to dream about future possibilities. It seems like the marketing world is buzzing with the latest trends and promising strategies this time of year. However, the flurry of new marketing trends can often be overwhelming, making it challenging for businesses to decide where to invest their resources. With a constant influx of new tools and ideas, it’s easy to feel paralyzed by the decision of which new tactics to implement. 

                But what if there was a space where you could experiment, innovate, and stumble without jeopardizing your entire marketing campaign for the year? At Green Apple Strategy, we’ve started referring to this as the “marketing sandbox.”

                What is a Marketing Sandbox?

                Remember the childhood joy of building sand castles and digging for buried treasure in a sandbox on the playground? Children enjoy a sense of endless possibilities and the freedom to experiment and create without fear of consequences—that’s the essence of the marketing sandbox.

                Just like the childhood toy, a marketing sandbox provides a controlled environment to test new ideas, explore emerging trends, and discover what truly resonates with your audience. It’s not about reinventing your entire marketing strategy; it’s about calculated exploration within a defined framework to find your next great marketing idea.

                Tips for Incorporating the Marketing Sandbox Concept

                At Green Apple, this is a concept we’ve incorporated numerous times over the year—for our own marketing efforts and our clients. In order to introduce a specific marketing strategy or test a new social media platform, we incorporate one or two new ideas each year to stretch our thinking and enhance our marketing efforts. 

                So, how do you build your marketing sandbox? Here are a few tips to get you started:

                Explore Emerging Trends in Marketing

                The first step to finding your next great marketing tactic is to be aware of the latest trends and technologies shaping the marketing landscape. Whether you’re learning about user-generated content, social commerce, or social listening, staying informed will equip your team with the insights needed to innovate effectively.

                Allocate a Portion of the Budget for Experimentation

                One benefit of this approach is that it doesn’t require a massive investment. We often encourage businesses to set aside a dedicated budget for sandbox initiatives as they think strategically about their marketing budget for the year. Companies can mitigate risks by earmarking funds specifically for experimentation while fostering a culture that encourages innovation.

                Encourage Cross-Collaboration Across Departments 

                To ensure your marketing tactics are aligned with your overall business objectives, you’ll want to break down silos and encourage collaboration across different departments. By fostering an environment where teams can share ideas, you can leverage diverse perspectives to drive innovation and create cohesive marketing strategies.

                Fire Bullets, Not Cannonballs

                This is a principle from popular leadership author Jim Collins. Instead of investing significant time, energy, and resources into large-scale initiatives, start by launching smaller, low-risk experiments within the marketing sandbox. By firing “bullets” (targeted, low-cost tests), businesses can gauge the effectiveness of new tactics, gather valuable insights, and refine strategies based on real-world feedback before they invest in sweeping changes.

                Marketing Sandbox Ideas for Various Industries

                Now that you have an understanding of the best practices, let’s see how the sandbox can work in action across different industries:

                Affiliate Marketing for E-Commerce:

                By leveraging the trusted voices of affiliates, e-commerce businesses can unlock exponential reach, ignite audience passion, and fuel a sales engine that hums long after traditional campaigns fade. As you look at the year ahead, consider how to partner with influencers or niche websites to promote your products. 

                Educational Content Marketing for Healthcare Brands:

                Empowering patients with educational content marketing builds trust, fosters brand loyalty, and positions healthcare brands as valuable partners in proactive health journeys. As an expert, put your knowledge to good use by creating informative content that addresses common health concerns or topics relevant to your specialty. Share this content on your website and social media platforms to position your practice as a trusted source of valuable information.

                User-Generated Content for B2C Businesses:

                User-generated content empowers B2C businesses to foster authentic connections and drive engagement by showcasing real-life experiences and testimonials from satisfied customers. Encourage customers to share their experiences and use this content on your platforms to showcase authentic testimonials and attract potential customers.

                Text Marketing for Local Restaurants: 

                Customer loyalty is the lifeblood of many local restaurants. With an impressive open rate and the ability to deliver timely, targeted messages, text marketing offers a low-cost yet impactful solution for hospitality businesses looking to connect with their guests.

                By exploring these low-cost marketing tactics, businesses can effectively engage their target audience, drive growth, and achieve their marketing objectives without breaking the bank.

                Unlocking Potential: Harnessing the Power of Innovation and Creativity

                The “marketing sandbox” offers a refreshing approach to innovation and experimentation in a complex marketing landscape. By embracing this concept, businesses can foster a culture that values creativity, rewards innovation and drives meaningful results. As we venture into 2025, let’s encourage businesses to step out of their comfort zones, embrace the potential of the marketing sandbox, and discover their next best marketing tactic. 

                Let Green Apple Strategy be your partner in turning your marketing ideas into reality! You can learn more about our approach to building a marketing strategy or contact us today.

                Plan with Purpose: How to Build a More Strategic Content Marketing Calendar

                woman-working-on-calendars

                A well-crafted content calendar is the backbone of any annual marketing plan. By strategically planning and executing your content, you can effectively reach your target audience, build brand awareness, and drive business growth.

                At Green Apple Strategy, we believe a content calendar should be more than just a list of topics. It should be a strategic roadmap that aligns with your overall business objectives. By taking a thoughtful, data-driven approach, you can create content that resonates with your audience and impacts your bottom line.

                Key Steps to Building a More Strategic Content Calendar

                 

                Key 1: Define Clear, Strategic Goals

                As with any marketing tactic, it’s essential to understand why you’re investing in it. Are you looking to raise brand awareness, drive sales, or build stronger customer relationships? Knowing your goals upfront makes it easier to create content that directly supports them. And don’t forget to consider your target audience—understanding who they are and what they care about helps you create content that resonates with them.

                Key 2: Audit Your Content with a Strategic Perspective

                Before creating new content, look at what you already have. What’s working well, and what’s not? Are there any gaps you need to fill? A quick audit of your content helps you focus on what’s driving results and repurpose top-performing pieces into new formats—like turning a blog post into a video. It’s a smart way to build on what you’ve already done rather than starting from scratch every time.

                Key 3: Identify New Opportunities to Address Audience Pain Points 

                Getting to the heart of your audience’s daily life is essential for creating content that adds value. What challenges are they facing? What questions are they asking? When you focus on their pain points, you can create content that offers solutions and shows your brand as a helpful resource. 

                Keep in mind that your customers’ needs may change over time. Stay aware of those shifts and update your content accordingly—this keeps your messaging fresh and relevant.

                Key 4: Make Keywords Work for You

                Keywords are more than just a way to improve your search rankings—they help you strategically connect with the right people. Use tools like Google Keyword Planner or SEMrush to find terms your audience is searching for, and use those words naturally in your content. But don’t overdo it—focus on quality content that answers your audience’s needs. This will improve your visibility and ability to engage with the right people.

                Key 5: Plan Ahead and Stay Organized

                The purpose of a content calendar is to help you stay organized and productive. Prioritize topics that align with your business goals and schedule them in a way that makes sense for your audience. 

                A consistent publishing schedule and process-oriented approach will keep you organized. By planning in advance, you are setting the stage for smoother execution and reduced stress in the future.

                Key 6: Think About How You’ll Promote it, Not Just What You’ll Share

                Great content is only effective if people see it. Share it across the forms your audience consumes—social media, email, blogs, videos, and more. Don’t just post it and hope for the best. Instead, use data-driven strategies to boost engagement! You may even consider using paid ads to extend your reach and make sure your content is reaching the right people at the right time.

                Key 7: Pre-Determine How You’ll Measure and Adjust

                Once your content is out there, don’t forget to measure how it’s performing. Track metrics like traffic, engagement, and conversions. Analytics will give you a clear picture of what’s working and what isn’t. Use these insights to adjust your strategy. Maybe you’ll want to double down on topics that are resonating or tweak areas that need improvement. Keeping an eye on your results lets you stay flexible and responsive to what your audience wants.

                Your Roadmap to Content Success Starts Here

                Building an effective content calendar is about more than filling up a schedule. It’s a way to ensure that every piece of content you create is working toward your business objectives. 

                If you’re ready to take your content planning to the next level, Green Apple Strategy is here to help. Contact us today to see how our strategic planning services can help you create an approach that drives meaningful results.

                 

                5 Affordable Marketing Tools Every Small Business Should Be Using

                “Work smarter, not harder.”

                This adage has never been more relevant than in today’s fast-paced digital landscape. Small business owners and marketers are constantly being pulled in different directions. Trying to manage everything, from content creation and email marketing to customer feedback and social media, can feel overwhelming. Fortunately, you can level the playing field and achieve great results without breaking the bank.

                At Green Apple Strategy, we believe that effective marketing doesn’t have to be complicated or expensive.  In fact, some of the most powerful tools are surprisingly affordable. That’s why we’ve compiled a list of our favorite marketing tools that can help you streamline your efforts, collaborate more effectively, and, ultimately, work smarter—not harder.

                5 Affordable Marketing Tools for Small Businesses

                1. Canva — Graphic Design Made Simple

                Canva has revolutionized graphic design, making it easy for anyone to create professional-looking visuals. If you need to design social media posts, marketing materials, or presentations, Canva has a wide range of templates and elements to choose from.

                Why we love it:

                • User-Friendly Interface: Canva is incredibly intuitive, even for those with no design experience.
                • Vast Library of Templates: Find templates for almost any occasion, from social media posts to business cards.
                • Affordable Pricing: Canva offers a free plan with limited features, but the paid plans are still very affordable.
                2. Airtable — Collaborative Workflows for Everything 

                Airtable is a versatile tool that can be used for anything from project management to operational collaboration. It’s essentially a spreadsheet on steroids, with features like customizable views, attachments, and integrations with other tools.

                Why we love it:

                • Visual Organization: Airtable helps you organize everything from social media calendars to marketing campaigns in a visually appealing, easy-to-navigate layout.
                • Collaboration-Friendly: Airtable allows your entire team to contribute and stay aligned on project goals, deadlines, and deliverables.
                • Customizable Workflows: Whether you’re tracking content ideas, product launches, or customer feedback, Airtable adapts to your needs with customizable templates.
                3. Campaign Monitor — Email Marketing that Works 

                Email marketing is still one of the most effective ways to reach your target audience. Campaign Monitor is a powerful tool that makes it easy to create and send professional-looking email campaigns.

                Why we love it:

                • Simple, Elegant Templates: Campaign Monitor offers a variety of ready-to-use templates that look polished and professional, making it easy to create beautiful emails in minutes.
                • Powerful Automation: You can set up automated emails to welcome new subscribers, celebrate milestones, or follow up after purchases—saving time while maintaining customer engagement.
                • Actionable Insights: The detailed analytics provide clear data on open rates, click-through rates, and other key metrics, helping you optimize future campaigns.
                4. LoyaltyLoop — Capitalize on Customer Reviews and Feedback

                Customer reviews and feedback are essential for building trust and credibility. Whether you’re requesting testimonials, looking to improve your services, or trying to boost your online reputation, LoyaltyLoop collects reviews and feedback, empowering you to take action where it matters most.

                Why we love it:

                • Real-Time Feedback: LoyaltyLoop makes it easy to send surveys and request feedback, allowing you to gather insights quickly and efficiently.
                • Boosts Online Reputation: By encouraging satisfied customers to leave positive reviews, LoyaltyLoop helps improve your business’s online presence and attract new customers.
                • Improves Customer Retention: Use the feedback to identify areas for improvement, keeping your customers happy and coming back.
                5. AI Tools — Marketing with More Efficiency 

                AI-powered tools like ChatGPT and Claude are game-changers for content creation, research, and analytics. They can help you generate unique content ideas, conduct in-depth research, or provide valuable insights that you can use to improve your marketing strategies.

                Why we love it:

                • Efficient Content Generation: From article recaps to social media captions, AI tools can help you repurpose content and create high-quality insights quickly.
                • Research Powerhouses: Need to dive deep into a topic? AI tools can pull in relevant information and provide valuable insights in seconds, making research a breeze.
                • Data-Driven Decisions: AI tools can analyze customer feedback, market trends, and campaign performance, helping you make more informed marketing decisions.

                Maximize Your Marketing Impact

                Managing the marketing efforts for small businesses can be challenging, but with the right tools, it doesn’t have to be. By incorporating these affordable marketing tools into your workflow, you can save time, streamline your efforts, and produce professional-quality results without a hefty price tag.

                At Green Apple Strategy, we’re here to help our clients succeed in the most efficient and effective way possible. If you’re looking for more tips, tools, or insights on how to grow your business, subscribe to The Core—our monthly newsletter. Each issue delivers timely marketing trends and relevant insights designed to help small and mid-size businesses thrive.

                5 Proven Steps to Create Your Content Marketing Strategy

                Content marketing has become a cornerstone of effective marketing strategies. According to the Content Marketing Institute, 91% of B2B marketers now use content marketing to reach customers. Furthermore, research by HubSpot found that companies that prioritize blogging see a 13x increase in ROI. These statistics highlight how integral content marketing has become to driving business success.

                As consumers increasingly rely on content to make informed purchasing decisions, businesses are investing more heavily in content marketing. However, creating a successful content strategy requires more than just producing high-quality content; it involves careful planning, execution, and measurement.

                At Green Apple Strategy, we launched our agency just as content marketing began to gain traction. Over the past decade, we’ve partnered with our clients to help them navigate this dynamic landscape, developing content marketing strategies that elevate their brands, generate leads, and support their overall business goals.

                A Proven Path: 5 Essential Steps to a Winning Content Strategy

                 In this article, we’re pulling back the curtain to offer a behind-the-scenes look at our process and sharing some of the best practices we’ve learned along the way.

                Step One: Establish the Foundation for Your Content Strategy

                Businesses often jump straight into content creation before they fully consider their broader business objectives. But it’s essential to think strategically about your overall business goals before diving into content creation. What are you hoping to achieve this year? Are you launching a new product or aiming to increase customers in a particular area of your business? These goals should be at the core of your content strategy.

                For example, we’ve recently worked with clients to pivot their content strategies toward supporting hiring and recruitment efforts—a shift that required coordination with operations, HR, and sales.

                Checklist: Align Your Content Strategy with Your Business Goals

                • Identify your top business goals for the year.
                • Consider how content marketing can support each goal.
                • Ensure alignment between marketing, sales, HR, and operations.
                • Prioritize content topics that directly contribute to achieving your goals.
                Step Two: Know Your Audience and Build Out Detailed Target Personas

                Before deciding what you want to say, you need to figure out who you’re trying to reach. Developing detailed audience personas is a critical step in ensuring that your content resonates with your target audience. When we onboard a new client, we invest time in understanding exactly who their target audiences are and create detailed audience personas that guide our content strategy.

                Getting “inside the mind” of your audience allows you to craft messages that speak directly to their needs, pain points, and desires. This level of understanding is crucial for creating content that captures attention and drives action.

                Checklist: Creating Audience Personas

                • Conduct research to identify key demographics, behaviors, and preferences.
                • Develop personas for each primary audience segment.
                • Define the challenges, goals, and motivations of each persona.
                • Tailor content topics and messaging to address each persona’s specific needs.
                Step Three: Build Your Content Calendar with Strategic Timing

                Timing is everything in content marketing. A well-thought-out content calendar ensures that your messaging aligns with your audience’s needs and your marketing efforts. When building a content calendar, consider the questions your audience is asking and the best times to engage them. Additionally, factor in your business cycle—when do you need to generate interest or close sales? Your content should align with your sales process and be timed to support their critical conversations.

                For instance, if you offer a service that clients typically utilize in the fall, and you need sales conversations to close by August, you should back up your content calendar so that potential clients are thinking about that service and reaching out in early summer.

                Checklist: Strategic Content Calendar Planning

                • Map out your business cycle and key marketing moments.
                • Identify the optimal times to engage your audience with specific content.
                • Plan content topics that build momentum toward key business objectives.
                • Allow ample lead time for content creation, review, and distribution.
                Step Four: Maximize Your Content Investment by Repurposing and Amplifying It

                One of our favorite aspects of developing content strategy is helping clients think creatively about how to extend the life of their content and reach a broader audience. After all, creating high-quality content takes time and effort, so it’s important to maximize its impact. This includes repurposing content across different formats and channels.

                For example, you can take a video and break it down into short clips for Instagram or transform a blog post into an infographic for social media. By thinking strategically about how to diversify your content, you can create multiple touchpoints with your audience, reinforcing your message and increasing engagement.

                Checklist: Content Repurposing Strategies

                • Identify key content pieces that can be repurposed into different formats.
                • Ensure that each repurposed content piece aligns with your brand messaging.
                • Plan how to distribute repurposed content across multiple channels.
                • Track the performance of repurposed content to refine future strategies.
                Step Five: Define How You’re Going to Measure What Matters

                Measuring the effectiveness of your content marketing efforts is essential for continuous improvement. However, many businesses struggle with evaluating content marketing because the results can be anecdotal or difficult to quantify. That’s why it’s crucial to adopt a data-driven approach and set clear metrics for success.

                For those just starting out, begin by setting some initial goals, such as increasing website traffic, generating more leads, or improving social media engagement. For businesses with established content marketing strategies, consider adopting an agile approach, allowing you to pivot and adapt based on real-time data and insights.

                Checklist: Measuring Content Marketing Success

                • Set specific, measurable goals for your content marketing efforts.
                • Identify key performance indicators (KPIs) that align with your goals.
                • Use analytics tools to track the performance of your content.
                • Regularly review and adjust your strategy based on data insights.

                Let’s Get Strategic: Transforming Your Content Approach

                Creating a content marketing strategy that drives results is a journey, and we’re here to help. Whether you’re just getting started or looking to refine your approach, Green Apple Strategy has the experience and expertise to guide you every step of the way. We love partnering with our clients to think strategically about content marketing and develop strategies that generate the best possible outcomes for their business.

                Reel Talk: Video Marketing for Maximum Brand Impact

                Video marketing is revolutionizing how brands engage with their target audiences, allowing unique opportunities for connection that print and images alone can’t match. With video content 50 times more likely to drive organic search results than plain text, it’s essential for marketers to learn the ins and outs of creating effective, on-brand video marketing.

                Fortunately, our team at Green Apple has first-hand experience in capturing audience attention with compelling videos that drive results. We’ll also share some common mistakes that can easily be avoided for maximum results.

                 

                Video Marketing for Maximum Brand Impact

                While we are 100 percent pro video marketing, there are some key insights to consider when getting started.

                Define Goals and Objectives

                Our team does not take action until we carefully define and set achievable marketing goals—where we want to go and how we plan to get there—and neither should you. Talk in detail with your team about why you are creating videos as part of your marketing plan and the results you need to see to call it a success.

                 

                Get the Right Tools

                Smartphones allow us to do more with them now than ever before, including recording some fantastic footage. However, you may need additional gear for truly professional-looking material. Consider investing in a camera, tripod, lighting, computer software for editing, and talent like screenwriters, actors, or paid influencers.

                 

                Stay Consistent

                Your customers already know and love your brand, so let your marketing videos be an extension of the business they trust. If your brand is known for being an industry leader, keep your videos polished and professional. Be sure to follow your own brand guidelines and incorporate the right font, logo and colors for instant recognition by your customers.

                 

                Consider Your Content

                Carefully choosing the best content for your brand will also help ensure consistency. Innovative brands may share product experiments, fun brands may share staff birthday parties, and trailblazer brands may share their teams’ latest adventures. What makes sense for one brand may or may not make sense for another. This goes for trending content, too! We are all for participating in a good social media trend, but only if it aligns with your brand and what it stands for.

                 

                Video Marketing Mistakes

                Even the best videos will not perform well if certain key mistakes are made. We’ve outlined some of the most common problems so you can be sure to avoid them!

                 

                Forgetting to Optimize for Mobile Viewing

                Most video marketing will be posted to social media, and most social media is viewed on smartphones. If your content is not optimized for these platforms, your intended audience will not be able to enjoy it. 

                 

                Not Setting Up Captions

                More and more social media videos are viewed without the sound turned on. Enabling captions and using an app that lets you correct any misspelled words and spacing in the captions will increase your views and make your content accessible for those with hearing impairments.

                 

                Ignoring Analytics

                We know it’s hard to change directions after pouring time, energy, and other resources into a marketing video. But numbers don’t lie. If your analytics show that your video is not performing well, it’s okay to pivot and test new ideas until you get the results you are looking for.

                 

                Not Being Authentic

                This can take a couple of different paths. Inauthenticity can look like participating in social media trends or challenges that do not make sense for your brand or brand story, being overly promotional and too focused on sales, and even using language, topics, colors, and themes that are inconsistent with the rest of your online presence.

                 

                Creating a Video Marketing Strategy

                Creating a strategy is a key step in implementing any new marketing plan. Green Apple can help you determine your brand’s overall goals and how brand video marketing can help you reach them. Contact us today to get started on connecting with your target audience in new and meaningful ways.

                How Video Marketing Works to Capture Your Audience’s Attention 

                Capturing and keeping your audience’s attention is a constant battle. You pour your heart into crafting compelling messages, but sometimes words just don’t cut it. That’s where video marketing comes in—a potent force that can capture attention and forge a deeper connection with your viewers.

                We’re passionate about helping businesses harness the power of video marketing, and we’ve seen how it transforms brands from faceless entities to relatable, engaging forces. Ready to get started? First, let’s look at why video is so valuable.

                The Value of Video Marketing

                Why is video marketing such a game-changer? The stats speak for themselves:

                • People retain 95% of a message they watch in a video, compared to 10% when reading text. (Source)
                • Incorporating videos on landing pages can result in a staggering 80% boost in conversion rates. (Source)
                • Videos are shared 12 times more often than text and image content combined. (Source)
                • 92% of video marketers in 2023 say video gives them a good ROI. (Source)

                These numbers paint a clear picture: video is more engaging, memorable, and effective at driving conversions than traditional marketing tactics. But what makes it tick? Here’s the magic behind the curtain:

                • Emotional connection: Videos tap into our emotions, allowing us to connect with brands on a personal level. A well-crafted video can evoke laughter, tears, or awe, instantly forging a bond with your audience.
                • Storytelling power: Videos let you subtly weave in your brand narrative, showcasing your values, mission, and the people behind the scenes.
                • Visual impact: Let’s face it, words can be dry, and it takes work to read them. Videos bring your brand to life with vibrant visuals, dynamic motion, and engaging design. This multi-sensory experience leaves a lasting impression on viewers.
                • Versatility: There is an incredible range of styles and formats you can pull from: explainer animations, product demos, live streams, and customer testimonials.  The possibilities are endless with video. There’s an approach for every message and every audience.

                Captivating Video Marketing Ideas to Capture Attention

                We’ve successfully filmed and edited many different types of videos to cater to the diverse needs of our clients. If you’re not sure where to begin, consider one of the following videos to jump in and start creating. (And if you need a little more guidance, we’re always here to ideate, plan, and execute a comprehensive video marketing strategy for you!)

                 

                Company Overview Videos 

                Embedding videos on your website is a game-changer. It allows you to convey information in a visually appealing manner. To understand how, take a look at one of the videos we created for The Gardner School, providing a glimpse into their ethos and environment. 

                 

                Client Testimonial Videos

                Let your satisfied customers do the talking! A video testimonial builds trust by showcasing real people’s positive experiences with your brand. This video we created for Crain Construction shares clients expressing their satisfaction with the projects they completed with Crain.

                 

                Campaign or Brand Videos

                Videos for specific campaigns or initiatives can be tailored to add a personalized touch. The video we crafted for United’s Project UNITE initiative is a prime example, effectively conveying a message and generating enthusiasm for their efforts to bridge the digital divide in Middle Tennessee.

                 

                Thought Leadership Videos

                Videos are a great way to share your knowledge and build credibility. You can establish yourself as an industry expert with video masterclasses, Q&A sessions, or insightful interviews. Our master-class style video for textLIVING positions the brand as an authority in its domain, fostering trust and credibility.

                 

                Lights, Camera, Connection: Leverage the Power of Video Marketing

                In a world saturated with content, video marketing emerges as a powerful way to capture the hearts of your audience. If you’re seeking a way to stand out and forge meaningful connections, don’t underestimate the power of video—because, after all, it might just be love at first watch for your audience.

                Ready to take your marketing to the next level with video? Contact Green Apple Strategy to start creating your marketing masterpiece!