Laura Busche

“Make sure you test your brand story’s recipe with whomever you’re cooking it for.”

“Everyone is either building an audience or being an audience these days. Someone, somewhere in the world is thinking up content that will appeal to you as you read this. You are someone’s target audience.”

“I would love to tell you that being a content manager is easy. Straightforward. That you will be able to focus on what is most important and leave everything else aside. But a lot of it is learning to create something compelling in the middle of an absolute whirlwind. Learning to use a huge list of tools that need to be sharpened every day. It is about zooming out when you need big picture thinking, and zooming in when the details need to be ironed out. Managing content, business expectations, and human beings: all at once.”

“People change, and so do their aspirations, and so should brands.”

“Your brand story’s “happily ever after” involves open wallets.”

“What is the “Once upon a time” of your brand story? Ask yourself this: “How does what I’m building help consumers close the gap between who they are today and who they want to be tomorrow?”

“We are faced with the incredible challenge of creating high quality content for a crowd of skimmers. The faster you understand this, the more effective your content tactics will become.”

“Brand and product don’t compete. Brand is product, and everything else conforming to the unique story that consumers create when they think of you.”

“You can practice your grumpy face a million times, you can make a dog surf, you can explode in laughter like Chewbacca mom, and still not “go viral”. You can, however, secure incredibly valuable exposure by spending more time on distribution.”

“I cannot stress this enough: content creators need to stop comparing their work with that of total strangers. Furthermore, we need to stop seeing ourselves as content consumers and realize that, as producers, we need time and distance from what is already out there in order to create truly innovative work. If you are always exposing your mind to others’ work, when will you gain the strength to create your own? Find a balance between inspiration and creation, and make sure that the first is indeed inspiring. What might start as a journey to gather ideas can quickly become a shortcut to discouragement. Know when to stop.”

“People relate to people, and if your brand feels like people, they’ll relate to you, too.”