Episode 24
Brand Story Podcast

Creating Content with Purpose

featuring Andy Crestodina

Chief Marketing Officer and Co-Founder, Orbit Media Studios, Inc.

Andy Crestodina, Chief Marketing Officer and Co-Founder of Orbit Media Studios, Inc., shares tips on creating content for different mediums in his conversation with our president, Steve Gilman.

Back in the early 2000s website era of skip intro buttons and weird animations, Andy Crestodina was breaking into the world of content marketing. With the founding of Orbit Media Studios Inc. he began his journey in the world of digital strategy, search engine optimization, and content creation.

So many businesses still fail to understand the importance of giving their content purpose and answering the simple question, “what’s in it for the visitor?” Introducing basic empathy into your content creation can help visitors become customers.

In this episode, Andy breaks down some of the common misconceptions about content creation. We discuss the impacts of buying emotionally and the benefits of sharing quality content with your audience. Because as Andy likes to say, “content marketing is a contest of generosity”.

About the Guest

Andy Crestodina

Chief Marketing Officer and Co-Founder, Orbit Media Studios, Inc.

Andy has been working in the digital marketing space for over 20 years and has provided digital strategy to more than a thousand businesses. He’s a top-rated speaker at national conferences and was previously named one of the ‘Top 10 Online Marketing Experts to Watch’ by Forbes, among many other notable accolades. His published work can be found on numerous top marketing websites and in his book, Content Chemistry.

Quickfire Q&A

Why is producing quality content so important?

A website without content is an online brochure. It’s really just an ad. There’s no reason to come back twice. You are ceding massive battlegrounds to everyone else by excluding yourself from this critical part of the sales cycle, which is the prospect educating themselves.

What do you think is the second most important skill for content creation?

It’s gotta be the visuals, planning and designing the visuals, at least making the drafts for things like charts and diagrams. I once tracked the time I spent creating an article and it was around the same amount of time. It was about 30% writing and about 30% creation of visuals.

If you could go back and give your younger self some advice, what would it be?

I should have been on social two years earlier. I should’ve published long-form content two years earlier. I should’ve started doing video two years earlier. Befriending and co-creating things with influencers much sooner and doing original research. It is such a differentiated format, publishing surveys and studies and results of experiments. It’s what’s missing from most content programs.

About The Host

Steve Gilman

As the President of Gravity Group, Steve is passionate about helping brands reach their goals through honest, creative marketing and powerful brand stories.