Jenessa Stark
Join our host and industry experts on “The One Marketing Thing Podcast – Powered by Propel” as they share one powerful insight with an inspiring story for new digital marketers. In this episode, Jenessa Stark reveals the secrets to building a strong online presence on a shoestring budget.
Jenessa specializes in helping purpose-driven startups and small businesses with custom content strategies for resourceful distribution. She has experience working with various industries such as fashion, skin care, furniture, food, and infrastructure, providing a multi-sector perspective on sustainable and ethically-minded audiences.
The secret to building a strong online presence on a shoestring budget is to avoid common mistakes in content creation. One mistake is creating brand new content for every channel, which can be expensive and time-consuming. Instead, content should be a cohesive, standalone experience that falls under one umbrella of the brand. Another mistake is creating content without a clear goal, which can lead to content FOMO and wasting budget on hiring freelancers or agencies without a clear expectation. Focusing solely on one area can also alienate an audience, so it’s important to consider where the audience is active and create content accordingly.
To build a strong online presence, it’s important to focus on owned content, which is content that’s not at the mercy of an algorithm and can be distributed any way the brand likes. Pillar content is a popular concept in content creation, where a piece of content serves as a central theme that can be repurposed into different formats for different platforms. It’s also important to optimize content for each network rather than just pushing it out without considering the platform’s specific requirements.
Overall, a strong online presence requires a clear content strategy with goals and objectives in mind, a focus on owned content, and optimization for each platform. By avoiding common mistakes and following these best practices, brands can build a strong online presence on a shoestring budget.
