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.

                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.

                 

                Why Your Marketing Isn’t Hitting the Mark (And How to Fix It)

                close up of hanging warm lit light bulb

                As a marketing agency, we have the opportunity to constantly meet business leaders who have questions about marketing or are curious about our work. Almost every conversation starts with a similar refrain: “Our marketing strategy isn’t working,” or “We’re investing in marketing, but we’re not sure it’s making a difference.”

                If you’re reading this and nodding along, you’re not alone. Many small and mid-size companies share this frustration. They’ve tried a bit of everything—social media, email marketing, paid ads—but nothing seems to move the needle. They’re left wondering why all that effort doesn’t seem to pay off.

                After working with businesses in various industries, we’ve discovered a common theme: Most companies struggling with their marketing are thinking about tactics instead of strategy. Without a solid strategy to guide your efforts—no matter how many tactics you try—your marketing will likely fall flat. So, let’s dive into why this happens and what you can do about it.

                The Misunderstanding That Might Be Holding You Back

                When most businesses say their “marketing strategy” isn’t working, they typically mean that the tactics they’re using aren’t effective. But marketing is about more than just tactics. It requires a step back to assess the overall strategy—the larger plan that ties everything together. In many cases, a specific marketing strategy isn’t working because there wasn’t a true strategy in place to begin with.

                So, what’s the difference between strategy and tactics?

                • Strategy: This is your overarching plan. It defines where your business chooses to engage and how it plans to win in the market. Your strategy focuses on long-term goals and sets the direction for all your marketing efforts.
                • Tactics: These are the tools and specific actions you use to execute your strategy. Tactics include things like email marketing, social media, account-based marketing, or running a Google Ads campaign.

                Think of it this way: A strategy is like a roadmap, guiding you towards your destination. Tactics are the vehicles you use to get there. If your roadmap is flawed or incomplete, no matter how fast or fancy your vehicle is, you’re unlikely to reach your destination.

                Stop Guessing: How to Develop a Marketing Strategy That Works

                At Green Apple, we’ve had the privilege of developing marketing strategies for dozens of B2B and B2C clients over the years. Based on our experience, we’ve identified several best practices that can help businesses resolve the issue of “marketing not working.”

                Here’s how to get started:

                1. Define Your Target Market and Buyer Personas

                One of the biggest reasons marketing efforts fail is because companies aren’t sure who they’re trying to reach. By identifying your target market and creating detailed buyer personas, you can ensure your marketing message is speaking to the right people. This clarity helps shape everything from the content you produce to the channels you focus on.

                2. Identify Your Unique Value Proposition

                What sets your business apart from the competition? Why should customers choose you over others? A strong marketing strategy starts with a clearly defined unique value proposition (UVP). If your marketing isn’t resonating, it may be because your UVP isn’t clear. Make sure your marketing communicates your strengths and tells customers why your business is the best solution for their needs.

                3. Align Marketing with Business Objectives

                An effective marketing strategy doesn’t operate in a vacuum. It should support your larger business goals. Whether you’re trying to increase revenue, enter new markets, or raise brand awareness, your marketing efforts should be aligned with these objectives. Without this connection, it’s easy for marketing to feel disjointed or irrelevant to your business’s overall success.

                4. Evaluate Your Marketing Funnel

                It’s easy to focus on driving traffic or engagement, but what happens once potential customers are in the funnel? An effective strategy considers every stage of the buyer’s journey. Take time to assess each part of your marketing funnel. Are there areas where leads are getting stuck or falling off? Are there opportunities to strengthen the bridge between your marketing and sales efforts?

                5. Pivot Without Starting Over

                If your marketing isn’t delivering results, don’t panic and throw out everything. Instead, look for ways to pivot without abandoning your approach entirely. Maybe it’s time to refine your messaging or shift focus to a different channel. Adjusting your tactics can help you course-correct while still building on the strategy you’ve established.

                6. Equip Your Team for Success

                Even the best strategy will fall short if your team doesn’t have the tools and skills to execute it effectively. Are you confident in your team’s ability to manage your marketing efforts? If not, it might be time to reconsider your expectations, hire additional staff, or bring in an external agency for support.

                7. Create a Marketing Sandbox

                Marketing is constantly evolving, and it’s important to leave room for experimentation. A “marketing sandbox” allows you to test new ideas and explore emerging trends in a controlled environment. This could involve experimenting with a new social media platform, trying out a different content format, or testing innovative ad strategies. The key is to learn what works without overhauling your entire marketing plan.

                Ready to Refine Your Marketing Strategy?

                If your marketing efforts aren’t delivering the results you want, don’t worry—you’re not alone. The good news is that by taking a step back and focusing on strategy rather than just tactics, you can turn things around.

                At Green Apple, we’re passionate about helping businesses build effective marketing strategies that lead to real, measurable results. If you’d like to learn more about how we can help your business succeed, connect with our team today. We’d love to help you create a marketing strategy that works for you.

                 

                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!

                PR 2.0: The AI Revolution for Strategic Communications

                AI is quickly becoming embedded in our work and our lives. There’s a lot to keep up with as new developments are coming out almost every day. In the final days of 2023, the New York Times sued OpenAI and Microsoft, claiming millions of articles from the publication were used to train AI chatbot LLMs without authorization. This lawsuit is a clear sign that reform and regulation are coming for the AI market, but we’ll have to wait and see how the overall impact plays out.

                Despite the evolving landscape, AI technology remains a powerful tool for PR professionals. The technology has played an important role in public relations work for years in a variety of ways, including;

                • Earned media and social media monitoring
                • Up-to-date journalist and outlet databases
                • Determining brand sentiment in earned media 
                • Determining trending topics and types of content

                More recent AI advancements, like deep learning and text and image generation, are changing AI’s role in public relations, reflecting the type of disruption seen in many other industries. But its efficacy depends on our ability to use it strategically and cautiously.

                We sat down with Green Apple PR Strategist, Chris Song, to take a closer look at how AI is assisting PR professionals and why it will never replace them. 

                The Impact of AI on Strategy

                Data and output from AI are really helpful for PR teams, especially for the strategic process. A recent study released by Muck Rack shows a majority (61%) of PR professionals are already using AI or are interested in using it. That’s a 40% increase since March 2023. The report shows the most popular use of AI among PR professionals is for copywriting. But it’s also helping PR pros like Green Apple’s Chris Song brainstorm ideas, conduct research, and monitor brands.

                “AI is making it easier to keep track of our clients and their brands in real-time while also cutting out the “noise” produced by incorrect or duplicated results. Similarly, it helps us keep an eye on their partners, competitors, and industries as a whole, which can inform our marketing and PR efforts.”

                When prompted with appropriate inputs, AI can assist with the copywriting process by generating creative ideas and topics in the brainstorming phase of an earned media campaign. It can also sift through large amounts of earned media content (e.g., headlines, social media posts, bylines, etc.) to help PR professionals do what they’re already doing—identifying trending content and connecting with journalists (and audiences) interested in their clients’ products and services.

                The Human Element

                AI can help make your job easier, but it can’t do your job for you. When it comes to PR, there’s a foundational communication skill that will always need a human touch: relationship-building.

                “Good relationships are critical. A lot has changed over my time in PR—about 15 years—that makes that even more true today. More traditional news outlets have smaller staffs sharing the same workload as before, which means getting through to gatekeepers is a more complicated process. On the other hand, there are more media content generators and curators than ever, so the relationships we do have must deepen while we also pursue more contacts to build trust and credibility with new and emerging voices. That’s something that AI isn’t capable of doing.”

                AI has many other limitations. Having a wealth of knowledge at your fingertips doesn’t guarantee accuracy, timeliness, or the effective application of that knowledge. Publicizing incorrect data and outdated information could erode trust between PR pros and their audiences while making brands vulnerable to criticism. 

                Beyond what AI does know, there are many nuances that it cannot understand: the appropriate tone and voice for a particular situation, the timing of any given earned media effort, or highly localized sensitivities based on current events and politics. Writing and creating content for people isn’t the same as writing for a search engine algorithm, and quality, human-centered writing requires both heart and hand.

                Best Practices for Utilizing AI in Public Relations 

                The storytelling element of PR still requires an emotional intelligence that only humans can provide. AI can help us get away from blank stares at the screen, acting as a great brainstorming tool. We’ve outlined a few best practices to keep in mind when using AI for marketing in our recent blog and have listed a few more below.

                • Double-check everything.
                • Get specific. Just like a Google search, the more information and content you put in, the more you’ll get back.
                • Don’t copy and paste.
                • Don’t allow AI to write your press releases.
                • Don’t become overly reliant on AI for ideas.

                The Bottom Line

                Artificial intelligence is not something to fear. Instead, it’s an exciting opportunity to improve efficiency and creativity! The concept of AI “competing” with PR comes from a misunderstanding of one or both subjects. Even in the foreseeable future, AI can only supplement the work of a PR professional. Inevitably, some professionals will rely too heavily on it, while others will ignore its utility to the disadvantage of themselves and their clients. In the end, how ethically and effectively AI is used in PR work is up to you. 

                An Innovative Marketing and PR Agency

                Our team of experts at Green Apple are using the latest tools and innovative approaches to tailor the marketing we do for our clients. If your business could use an updated approach to branding, marketing, and PR, we can help. Reach out to us to discover more effective ways to connect with your audience.

                The Marketing Sandbox: How to Discover Your Next Best Marketing Tactic for 2024

                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 2024, 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.

                Harnessing AI in Marketing: How to Bridge the Gap Between Efficiency and Authenticity

                AI has recently been identified as a technology that will impact almost every industry. As a marketing agency, one of the most frequently asked questions we’ve received over the past year is, “How does AI fit into our marketing toolbox?”

                At Green Apple Strategy, we are continually exploring innovative tools and trends to bolster client success. Whether it’s tools like Canva, Airtable, or ChatGPT, we want to find tools that help us deliver exceptional results. The best way we can describe our approach to AI is that we use it as a tool that empowers our team to work smarter. It’s a helpful resource, but it doesn’t replace the human element of our work.

                One way to think about the rapid evolution of AI is to think back to the early days of search engines. Before Google, our primary sources of information were found in encyclopedias, phone books, or word-of-mouth recommendations. While Google revolutionized information access, we never copied and pasted information from the results page. Just like a Google search doesn’t replace dissecting a nuanced text, AI alone can’t create impactful marketing. The magic lies in human interpretation, crafting engaging narratives from data, injecting the right voice, and ensuring factual accuracy. 

                 

                3 Benefits of AI in Marketing 

                When it comes to utilizing AI in marketing, here are three benefits we’ve noticed: 

                Information Architect

                Imagine having a tireless research assistant who scours the internet, analyzes trends, and uncovers hidden insights. That’s the power of AI in information gathering. It gathers mountains of data and gives our team a solid foundation to build strategies. Like Google, AI becomes a starting point and a research partner that we can use to shape the informational content we gather into strategy.

                 

                Inspiration Igniter

                Stuck in a creative rut? AI can be a secret weapon. Its ability to generate different creative formats and ideas can spark unexpected insights and take you down untrod paths. Think of it as a digital brainstorming partner. You might not always use its exact suggestions, but it’ll get those creative juices flowing, helping you break free from the blank page and land on something truly unique and engaging.

                 

                Efficiency Engine

                Marketing agencies wear many hats. AI can be an efficiency guru, automating tedious tasks like scheduling social media posts and generating basic design elements. This frees us up to focus on the human touch—crafting compelling brand narratives, building genuine connections, and injecting your brand with that unique personality that only you can bring.

                 

                How to Harness AI for Marketing

                As you think about incorporating AI into your marketing efforts, here are a few essential “dos and don’ts” to consider: 

                Do: Use AI as a tool for ideation and brainstorming. 

                Its ability to process vast amounts of data can spark innovative ideas and strategies you might not have considered.

                 

                Don’t: Blindly use AI-generated content for critical platforms like your website. 

                Always ensure that human oversight refines and enhances the content to resonate authentically with your audience.

                 

                Do: Be specific and detailed in your AI requests. 

                Much like a Google search, the more context and information you provide in an AI prompt, the more tailored and relevant the AI-generated results will be.

                 

                Don’t: Neglect the human element. 

                While AI can streamline processes, always contextualize and modify the content based on a deep understanding of your audience and industry nuances.

                 

                Do: Embrace AI’s analytical capabilities to glean insights from data. 

                Utilize these insights to refine your marketing strategies and make informed decisions.

                 

                Don’t: Solely rely on AI to understand your audience. 

                Engage directly with your audience, gather feedback, and use AI as a complementary tool to enhance your understanding, not replace it.

                 

                The Future of AI in Marketing 

                In marketing, AI presents a promising blend of efficiency and innovation. At Green Apple Strategy, we recognize its transformative potential for small businesses. AI can’t replace your marketing team, but it can empower and enhance it. While AI streamlines processes, the essence of authentic connection remains a human touchstone. As you consider how to harness AI’s strengths for your marketing efforts, we hope to bridge the gap between efficiency and authenticity and find a more effective way to capture your audience’s attention and achieve your marketing goals.