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 stories and messages 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 develop a pillar page strategy for my HealthTech startup.

I got you covered on that pillar page and SEO-optimized articles. Here’s a few examples to wet your whistle, as it were.

But hang on! This metaphor does work. Sell sheets, social media posts, press releases, blog posts, videos all of these tell the story of who you are and what you’re about. 

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 marketing a cow.  Anyway, I just need someone who can kindly tell me what the heckfire is wrong with my comm plan 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 integrated marketing and communications plans. I went to the Annenberg School of Communication and Journalism at USC (Fight On!), so I learned from the best.

Comm plans are meant to support your business goals. If you have clear ROI and other metrics for success in your initiative, your marketing strategies will naturally flow from your goals. Hire me and we can use your comm plan to herd your comm plan 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 Kansas City, Mo. 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 know the power of education. I was the first in my family to complete college and get a master’s degree and I’ve worked in higher ed. Our challenges in society can be traced back to what defines a great education and who has access to it. 

Health and health care became important when I changed my life and took up running. It led to significant benefits, including the great fortune to write about health and wellness for The Washington Post. From there, I wrote about the “big pictures” of health: social determinants, regulatory changes, psychology and behavior change, and incredible advances in tech. I still commit acts of journalism, as the newsroom gods allow.

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…