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Consuming Outside Your Niche with Brittany Berger from Work Brighter [#AtomicFeature:010]


What is your niche? What drives you?

Do you consume content within that niche? 

One of the most knowledgeable content marketing influencers out there, Brittany Berger, explains how important it is to consume content outside of your niche.

Brittany Berger is the Founder of Work Brighter, Work Brighter is a digital media company that helps productive unicorns go beyond working smarter to a version of productivity that makes room for “unproductive” things like rest, self-care, and fun.


For almost a decade, she has helped startups and small businesses create and manage their content.

Because of the limited resources that can come with smaller companies, Berger learned how important the skills of repurposing and content optimization is to effective content management.

She has been named as one of Search Engine Journal’s “50 Incredible Women in Marketing,” and also recognized by Outbrain as one of “50 Content Marketing Influencers to Follow in 2017.”.

Dive into her insights on content marketing and more below:


1. What are the elements of a successful Content Marketing program?

The main elements a successful content program/strategy needs to have nowadays are an audience targeting plan, an editorial strategy, a content promotion or distribution strategy, and a strong content workflow.

The workflow aspect is important and underrated - when you have multiple marketers working together, it won't go smoothly unless you take the time to intentionally make it so.



2. What are the most common mistakes you have noticed marketers make with their Content Marketing?

The biggest mistake I see is marketers equating content marketing with creating content.

Creation is such a small part of success, and you don't need as much content as you think you do. Instead, you should be focusing on using the content you have.

3. In your opinion, which brand does Content Marketing really well? Why?

The personal finance and budgeting app You Need a Budget has amazing content and uses it well.

For example, I think they've put much more effort than most companies into the experience behind their bottom-of-funnel content.

Their knowledge library and user tutorials are just presented in such a friendly way that I haven't seen much.



4. What is your favourite content marketing tool (or hack or resource)?

Airtable is my favourite tool for organizing content these days, since it combines the functionalities of spreadsheets and more creative tools like kanban boards so well.



5. What are your predictions for Content Marketing in 2019 and beyond?

Content creators will need to get more creative with their promotion and distribution strategies as content marketing gets even more competitive.

The focus on standing out is normally placed on the content itself, but you can't forget ways to get it discovered by the people who need it.


6. What advice would you give to a Content Marketing newbie?

Make sure you're consuming content outside your own niche or industry.

Most of my best ideas come from things totally unrelated to the topic at hand, often the entertainment and wellness industries.


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Published on March 29, 2019

Topics Content Marketing Trends Content Marketing Influencers