016 - Discovering your PERFECT Content Strategy with JT Barnett.
Feb 20, 2024
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Former pro hockey player turned content creator JT Barnett discusses sustainability, scalability, authenticity in content, and winning content playbook. Explore building creative teams, scaling content production, and building relationships with influencers for brand collaborations. Learn about challenges and evolution in content creation, audience engagement strategies, and current interests in creators and brands.
Authenticity is crucial in content creation, focus on personal style over trends.
Developing content series enhances engagement and builds community involvement.
Nostalgia in content creation evokes emotional connections and resonates with audiences.
Balancing performance-based metrics and brand association is key in influencer partnerships.
Deep dives
Importance of Creating Content and Building a Brand
Creating content and building a brand are crucial steps towards developing a successful online presence. By sharing personal stories and engaging with short-form or video content, individuals like JT Barnett transitioned from a professional hockey player to a content creator and influencer in the health and wellness space. JT's journey exemplifies the significance of storytelling, content creation, and the business aspects of content marketing. This evolution led him to establish a consulting firm teaching brands how to create content and collaborate with talent, highlighting the essential role of content creation in modern marketing strategies.
The Power of Series in Content Creation
Developing content series provides audiences with a continuous and engaging narrative to follow. Implementing series, like the 'Cold Hard Truth' interviews in a cold plunge or Kevin Hart's 'Coldest Balls,' not only keeps viewers hooked but also allows for easy scalability and repeatability in content creation. By offering familiar content structures and cultural context, series content captures audience attention, increasing retention rates and fostering a sense of community involvement and anticipation for subsequent episodes.
Nostalgia and Future Marketing Trends
Nostalgia plays a significant role in content creation and marketing strategies, evoking emotional connections and resonating with audiences of various generations. Brands like Poppy leverage nostalgia through vintage aesthetics and brighter colors to appeal to consumer sentiments. Integrating nostalgic elements in content production can enhance engagement and create a sense of familiarity and relatability, contributing to the overall success of marketing campaigns.
Future of Brand Deals and Performance-Based Marketing
The future of brand deals may see a shift towards more performance-based arrangements, but traditional partnerships based on association and brand visibility remain relevant. While some creators may charge substantial upfront fees for brand collaborations, the value lies not only in conversions but in brand association and visibility through influencer partnerships. Balancing performance-based metrics with the inherent benefits of brand exposure and association is key to optimizing the impact of influencer marketing strategies.
Potential Evolution of Content Creation and Marketing Strategies
The dynamic landscape of content creation and marketing strategies continues to evolve, prompting creators and brands to adapt to emerging platforms and trends. As technologies like Apple Vision Pro and AR experiences advance, opportunities for innovative content creation and immersive storytelling expand. Aligning content production with audience preferences, authenticity, and strategic series development remains essential for sustained audience engagement and brand growth.
Authenticity Over Trends
The podcast emphasizes the importance of authenticity in content creation over following trends. It discusses how focusing on creating content that truly reflects oneself rather than chasing the latest trends can have a more lasting impact. The conversation highlights the significance of staying true to one's own style and narrative, suggesting that genuine, personal content is what resonates with audiences amid changing content formats and trends.
Building Genuine Relationships
Another key point discussed is the value of fostering genuine relationships and human connections in content creation. The podcast underscores the importance of community engagement and personalized interactions. It emphasizes the role of dedicated individuals within companies to build emotional connections with customers and audiences. By prioritizing authentic community building and loyalty, brands can create lasting impact beyond surface-level marketing strategies.
JT Barnett - pro hockey player turned content creator and entrepreneur - sits down with Alex and Brian to talk about the parts of content creation that nobody thinks about. Sustainability, scalability, the importance of authenticity in content and creator partnerships, and how to find your winning content playbook. If you're interested in creating content, or are a content creator looking to partner with brands, this episode is for you.
Follow JT on everything:
TikTok: www.tiktok.com/@jtbarnett
IG: www.instagram.com/jtbarnett/
YouTube: https://www.youtube.com/@jtbarnett.
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