Wallflower Sessions: Recent Episodes
Wallflower Studios
Join Sandra and Helene, co-founders of Wallflower Studios, a boutique creative content marketing agency, as they dive into the world of content marketing, digital marketing, SEO, influencers, and content creators in their weekly podcast, Wallflower Sessions. Each episode, airing on Wednesdays, will be a concise and informative 30 minutes or less of straight-to-the-point discussions on the latest trends and strategies in the industry. Whether you're a seasoned marketer or just starting out, Wallflower Sessions has something for everyone looking to up their content game.
This week, Sandra shares why she hates Instagram's latest feature and Helene gets psyched for Perspectives in Google as we dig into the latest industry news. From Google's new Generative Search Experience to TikTok's search widget, we share our hopes, dreams, and terrifying fears when it comes to changes in search and how users find content.
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Helene's Links
- Wandering Helene (travel blog)
Sandra's Links
- Puzzle of Sandra's Life (blog)
Back after a two week break, our latest episode digs into the transferable marketing skills we all have as marketers. Whether you are in social, SEO, or PR, the same principles apply when creating and executing a strategy. With a rapidly changing future in how users interact with content across platforms the key to marketers success is learning and adapting. Your hosts, Sandra and Helene, share their personal experiences working in content creation and marketing and how many of the skills learned in the first jobs transferred throughout their careers.
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- Wandering Helene (travel blog)
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- Puzzle of Sandra's Life (blog)
This week's episode is jam packed with tips exclusively for influencers and content creators who want to work with brands and build sustainable relationships. Sandra, an influencer marketing manager and expert shares the entire process from briefs to posting; what brands are looking for in their content, how to respond to PR emails, what aspects of the job you should definitely follow through with, and how to protect yourself as a creator.
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- Wandering Helene (travel blog)
Sandra's Links
- Puzzle of Sandra's Life (blog)
To celebrate our 15th episode we invited our first guest, Laura James, a Senior SEO Consultant at Flow SEO to talk with us about how to optimize your YouTube videos for maximum impact. We cover everything from thumbnail design and video length to keyword research and analytics. It's important to understand your audience and their preferences, as well as use data to continually iterate and improve your content. We also delve into the differences between optimizing long-form videos and shorts, and share examples of brands that are successfully using YouTube for content marketing. This episode is packed with practical tips and insights for anyone looking to take their YouTube channel to the next level.
Give our lovely guest of honor a follow! ๐
- Laura James on LinkedIn
- Her article about moving your podcast to YouTube
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- Puzzle of Sandra's Life (blog)
Everyone and their mother is on TikTok. It is an inescapable truth and the hottest marketing medium around. Today we dig into brands that are absolutely killing it on TikTok and share why it works and how you can implement various content styles to grow your audience and brand. From secret menu hacks to sassy comment threads to documentary style vlogs, there is space for all industries and perspectives.ย
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- Wandering Helene (travel blog)
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- Puzzle of Sandra's Life (blog)
Reactive marketing, or newsjacking, is one of our favorite topics...EVER. This episode is packed with our favorite examples, diving in the strategy, the emotions we felt when seeing the ads for the first time, and how you can leverage current events to gain viral exposure for your brand. Listen in to learn how to do (and not do) reactive marketing.ย
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- Puzzle of Sandra's Life (blog)
This week we launch a new re-occuring segment around reviewing content marketing campaigns and we kick it off with discussing inclusive campaigns. Who are we celebrating? Who are we eye-rolling? Also in this jam-packed episode we share advice that we would give a client looking to do an inclusive campaign and how to do them right with brand alignment, sparking conversations, building community, and educating or celebrating with your audience.
Campaigns Discussed
- Ford Explorer Men's Only Edition
- Miller Lite: Bad $#!t to Good $#!t
- Interflora's International Women's Day 2021
- CPB London's Imagine.. campaign
- Lancome Hapta Motorized Makeup Application Device
- Nike's BE TRUE campaign
- Procter & Gamble: The Talk
- Adidas x Ramadan
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- Wandering Helene (travel blog)
Sandra's Links
- Puzzle of Sandra's Life (blog)
The current economic climate is not looking too good right now. Many businesses are struggling to adapt to rising costs and often times marketing is the first place the money gets cut.
Today we wanted to share some of our favorite...let's call them, lemonade marketing tricks. These are strategies and tips to keep your website and social media looking fresh and holding onto momentum even without a team. One of Helene's favorite topics, she shares the doโs and donโts of pruning content on your website and socials and how to maximize the content you already have to generate more leads and sales.
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- Puzzle of Sandra's Life (blog)
Tuning in from Prague this week, we decided to share a personal passion around marketing for music artists. From TikTok to hot sauces, live streaming events to content creation becoming noticed as a new music artist can be tough these days. We discuss how important it is to build a personal brand that is authentic and how to leverage that across platforms to grow and nurture a community. Sharing examples from the pros; Taylor Swift, Lewis Capaldi, and Ed Sheeran. This is an info packed episode full of amazing content ideas for any musician.
Timestamps
[00:00:15] Music marketing
[00:02:50] Building a personal brand as an artist
[00:05:45] How Taylor Swift built an unbreakable fandom
[00:11:00] TikTok is changing the game for music artists
[00:20:00] Releasing variations of songs for wider reach
[00:23:30] The valuable newsletter
[00:26:30] Offline brand and product collaborations
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- Wandering Helene (travel blog)
Sandra's Links
- Puzzle of Sandra's Life (blog)
This weekโs episode we dig into bias and discrimination in the marketing industry, tech, and campaigns. Sharing our personal experiences as women in creative spaces, we dig into sexist algorithms, male-dominated content, and geo-based discrimination in content marketing tools. To end things on a positive note, we also share how we can create a more equitable and inclusive environment in search, content, and marketing.
Read the full study referenced in this episode: Give Us Features, Not Flowers
Helene's SEJ article about Google Search Bias
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In this week's episode we chat about why we think customer personas suck as they are rooted in a shallow understanding of the human experience and stereotypes. Studying and connecting with your target audience is a more authentic and organic strategy. We also discuss the difference between B2B and B2C personas, the difficulties of understanding cultural nuances and references, as well as the emotional aspect of making a purchase.
[00:00:30] What are customer personas
[00:03:00] Why customer personas can be superficial
[00:08:23] Where is the culture?!
[00:11:35] The high cost of meaningful research
[00:15:00] B2B vs B2C customer personas
[00:16:30] The irrational reasons we have purchased things
Read the full study referenced in this episode: Give Us Features, Not Flowers
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Sandra's Links
- Puzzle of Sandra's Life (blog)
As digital marketers, is it better to generalize or specialize our skills? As business owners, when should you hire a generalist or a specialist? In this week's episode of Wallflower Sessions, we share our experiences of being "jack of all trades" marketers and how to niche within that spectrum. We believe that having a broader view of the field can be beneficial when it comes to creating strategies and understanding how to bring alignment across teams.
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Many marketing teams and agencies have been experiencing cuts to their budgets this year, while at the same time, expected to produce the same results. We have all been there.
This is why we are obsessed with content repurposing. With all of the various platforms available today, there is no reason why this shouldnโt be a part of your marketing strategy. Blog posts can be turned into Tweets or videos, long form YouTube videos can be altered for TikTok, Reels, or Shorts, and so on, and so on.
In this weeks episode, we share some of our favorite examples of content repurposing and how one creator took a single YouTube video (that amassed 4 million views at that time) and repurposed it across platforms to receive over 28 million views.
Listen in to hear our tips on how to implement this sustainable marketing strategy today.
[00:00:15] Introduction to repurposing content and getting creative with content creation in light of budget cuts.
[00:11:03] Importance of creating different forms of content for different platforms [00:12:13] Utilizing short video content on TikTok, Instagram reels, and YouTube shorts
[00:13:08] No one will remember you posted that post 3 months ago!
[00:14:02] The benefits of updating and repurposing seasonal content
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- Puzzle of Sandra's Life (blog)
This week's episodes is a total watercooler style chat around ChatGPT and why we firmly believe AI (at this moment in time) will not replace us. We share our experiences working in international settings for content and marketing and how important nuance is when connecting with audiences from different cultures.
We also dig into ethical consumption and business practices referring to a Time article around poor labor practices from an OpenAI contractor and to Microsoft investing $10 billion into it, while laying off 10,000 employees.
Mentioned in this episode:
Episode 002: Let's E-E-A-T! (Google's Quality Rater Guidelines Update)
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In this episode of Wallflower Sessions, your hosts (Sandra and Helene) discuss the importance of long-form content in the age of short-form content, especially short videos on social media platforms like Instagram and TikTok. We discuss how long-form content has the ability to capture more attention, build a stronger community, and be monetized more effectively. We also share our experiences and thoughts on how brands can consider a long-term strategy that includes long-form content when creating content.
Timestamps
[00:00:25] interruption versus decision in content creation
[00:04:30] how long-form content can benefit your brand
[00:08:37] content strategy for a brand new business recommendations
[00:13:40] how does live-streaming fit between these strategies
[00:17:24] integrating video and live-shopping with ecommerce brands
Check out the previous episode where we discussed the ethics and strategies behind UGC and influencer marketing campaigns.
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In this episode we chat about the difference between UGC (User Generated Content) and influencer marketing, when is it the best time to use each one, which is more authentic, and how to them ethically. We share our personal experiences working as creators, microinfluencers, and influencer managers and discuss the strategies behind them, when ethical lines are blurred, and how to get the most authentic content for these campaigns.
Timestamps:
[00:00:35] Difference between influencer marketing vs UGC
[00:02:40] The blurred line between the two strategies
[00:05:30] Inauthentic UGC content and encouraging clients to creat authentic UGC
[00:08:15] Google Quality Guidelines + UGC/Influencer Marketing
[00:9:45] How influencers became too mainstream and ingenuine
[00:11:10] How UGC can be unethical and disclosures
[00:14:55] Children in UGC/Influencer content
[00:19:51] How brands can decide between a UGC or Influencer campaign
Check out the previous episode ๐ธ Let's E-E-A-T (Google's Quality Rater Guidelines Update)
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Helene's Links
* LinkedIn
* Twitter
* Wandering Helene (travel blog)
Sandra's Links
* LinkedIn
* Instagram
* Puzzle of Sandra's Life (blog)
In this episode of Wallflower Sessions, your hosts (Sandra and Helene), co-founders of a boutique creative content marketing agency, discuss the latest updates to Google's Quality Rater Guidelines, specifically the addition of "experience" to the existing E-A-T criteria (expertise, authoritativeness, trustworthiness) and how it may affect content creators, content, and businesses. We also dive into why this is the most exciting update and gives us hope for the future of content.
[00:01:15] What is Googleโs E-E-A-T?
[00:02:50] Using AI in copywriting
[00:05:00] Content about real life experiences
[00:06:27] Google wants to know who you are!
[00:09:21] Infinite scrolling comes to Google
[00:11:00] Authentic content in the travel space
[00:13:09] Structured data for EEAT
Google's Quality Rater Guidelines
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In the first episode of Wallflower Sessions, your hosts (Helene and Sandra) discuss the use and optimization of TikTok for search. We share our personal experiences between using TikTok or Google for search as well as the dangers of both. Are we trading misinformation for authenticity on TikTok or trading diversity of content for trustworthiness on Google? Listen in to learn which platform suits which type of content best and how to leverage them in 2023.
[00:00:00] Using TikTok vs Google for search
[00:05:00] Optimizing content on TikTok
[00:12:00] Our 2023 TikTok wishlist
New York Times article "For Gen Z, TikTok Is the New Search Engine"
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- Puzzle of Sandra's Life (blog)