Herd Content?

Content: noun.

something that is to be expressed through some medium, as speech, writing, or any of various arts: a poetic form adequate to a poetic content; significance or profundity; (meaning).

Herd: verb.

(with reference to a group of people or animals) move in a particular direction. Keep or look after (livestock).

Denotatively speaking, herding content means to successfully get your brands moving in a particular (ideally, the right) direction, to reach your ideal customers/clients/patrons who would benefit the most from your product, service and mission.

And that’s what G.B.B. Creative does for you.

Wait, are you saying my communications and marketing are livestock? I just need someone to edit my website for my consumer goods product.

Copy that! How you communicate your category positioning and UVP is so important in what is becoming a crowded field.

I’ve spent the past few years working with consumer good brands from food and beverage to social enterprise as a copywriter and copythinker. Check out my portfolio to see some of the brands in market that I’ve partnered with.

Copythinker? What the heck is that? (Does that charge extra??)

Ah yes, My “superpower” as it were is to solve creative problems for businesses and brands I care about. A big part of that is thoroughly looking at why you communicate what you do. It is BOTH what you say and how you say it.

In an increasingly AI-driven world, you’re going to find a lot of copy everywhere. And a good chunk of it is usable and good. What’s different is that it lacks context. Nuance. Emotion. Really, any sort of humanity.

Copythinking is solving for badly generated copy and content writing (by either human or robot). It is working together to understand what words are going to work best. It’s 75% strategy (and I can definitely help you with your brand and marketing strategies), 20% journalistic style interviewing and 5% therapy.

Okay, cool. But I have to create a video in 10 days and need someone to write a script, pre-interview and suggest b-roll. Can you help?

Yep! I love working on videos. FYI: Brand narrative videos are a great way to tell the story of your company, not just announce a new venture. It doesn’t matter if only 100 people will view it on YouTube…it’s having the right 100 people that’s key.

And that’s what I mean about getting your stories moving in the right direction. You can have all the videos and content in the world but if it’s not working for you, it’s as they say in Texas, “All Content, No Cattle.”

That is not how the saying goes and I’m still stuck on you calling my branding a cow.  Anyway, I just need someone who can kindly tell me what the heckfire is wrong with my branding before we launch this new initiative. 

Ah, initiative! Sounds educational. You’ve come to the right place. I’ve been heavily involved in crafting and executing branding. You name it: brand foundations, UVPs, messaging, tone and voice and public-facing collateral. I went to the Annenberg School of Communication and Journalism at USC (Fight On!) and I’ve worked with great companies and agencies, so I learned from the best.

Hire me and we can use your branding to herd your business toward success.

Who are you exactly? Did you grow up on a farm?

Nope, city boy through and through. Originally from L.A., lived in D.C. for a long time and now in Tucson, AZ. I love great stories and sharing them with the world and my career 15+ years in journalism, communications and marketing is built on that.

I’m a former journalist turned copywriter and copythinker. All that to say: your company is important to you, you value excellence, and you should partner with someone who gets that.

Okay, I scrolled all the way down to see photos of Bentley. What gives?

Happy to oblige!

And while you’re corgi-stalking…