Why aren’t I seeing results from my content marketing? What do I need to do to make my company’s brand shine?
In our new series, we speak to our Life Sizers to hear their insights and perspectives on all things PR, pitch decks, branding and marketing.
This time, we’re speaking to Paige, the mastermind behind all our brand and website projects. Since joining the team in 2023, she’s been responsible for Life Size’s brand and marketing, and develops and executes content marketing strategies for our clients.
Her extensive brand work includes a full brand development project for Mantle8, a startup coming out of stealth mode, and a rebrand for Oxyle that received a DPOK award nomination. In her work leading clients’ content marketing strategies, she recently helped Sixteen44, a methane abatement startup, exceed their fundraising target of £165,000.
Paige shares her secrets on how to master branding and content marketing…
What is one ‘invisible’ skill – that may not be obvious or something that you can list on a CV – that you’ve developed and that is critical to being an expert in content marketing?
Patience. It’s a vital part of working in content marketing. Success doesn’t come overnight, and you can’t create great content and then expect it to go viral or boost your followers right away. Consistency is key, and things take time.
The purpose of a strategy is to test it over a period of time. I usually advise three months. Then you gather data and make tweaks based on what has been working and what hasn’t. The goal is to see gradual progress rather than an instant transformation. Not to say that it can’t (and doesn’t) happen. But this isn’t the most effective way to work when it comes to content marketing.
You have to practice patience rather than chase instant gratification; otherwise, you will always be disheartened and never give your strategy or plan the time it needs to build results.
What is one common content or branding mistake that you see climate tech startups make, and how can this be avoided?
A big branding mistake that I often witness is playing it safe. I understand why climate tech startups stick to the same generic colour palettes – blue for the water sector, or oranges and yellows for the energy sector, for example. Or why they stick to the status quo when it comes to their logo and visual identity. They are often trying to appeal to traditional industries, so they don’t want to rock the boat.
But climate tech is all about innovation. Startups should be leaning into their bold ideas and exciting technology by supporting them with bold and exciting brands.
I wish more startups were willing to take more risks. Not doing so is a missed opportunity because the best way to stand out and make a statement is to be the brand that does things differently.
What is the most challenging lesson you have had to learn as a content marketing expert, particularly working in the climate tech space?
That a strong strategy and great content are no longer enough, especially when it comes to social media. We are saturated with content every day, and the examples that cut through the noise are not always the most well-written or thoughtful. Sometimes it is the most controversial, the one that plays the algorithm game, or the content that has a huge budget behind it.
This doesn’t mean that you shouldn’t take the time to craft a strategy and content that is compelling. It means that you also need to consider many other factors beyond the content itself. This takes more time and a lot more work, and it can mean that brilliant content gets lost, but again, it goes back to patience and perseverance.
If you are willing to place importance on communications and make the necessary time and financial investments, then you can essentially become an expert at playing the game – even when the rules continue to change so rapidly.
Is it time to build a content marketing strategy that actually gets results? Or develop a new brand with impact? Speak to Paige to discover how we can help you reach your commercial goals through strategic communications.
