“Brand voice is the company’s signature”
Vancouver, October 11th, 2017
Based in Vancouver, web design ad branding agency Studiothink gathers a team of designers, strategists and web developers and create powerful and effective websites, logos and brand experiences, helping companies who want to elevate their marketing or reinvent their online presence.
A key element of such team is Tori Thistlethwaite, the go-to expert for digital marketing at the agency. With an extensive educational background and experience in copywriting, SEO, social media, content marketing, Thistlethwaite welcomes the opportunity to be creative and to learn about each company in order to craft the best results.
In an interview with TIA, Thistlethwaite gives us an inside look at the agency’s daily work on content marketing and social media, explaining how content is created and social media networks managed.
“Social media is a platform for companies to showcase their expertise without selling, connect with their audience on a more personal level, and increase brand awareness. Don’t look for conversions and define your success using that metric,” Thistlethwaite said.
What has been your career path up to now and why did you choose to be part of StudioThink?
Throughout my career, I have always looked for opportunities to learn about new companies and ideas and at first that lead me to hold two occupations: one as a Marketing Coordinator, and one as a Freelance Writer. I was equally enchanted by both streams, and how they intersected, but found myself more drawn to the creative opportunities freelancing allowed me.
The constant challenge of learning about new companies, defining their voice, and producing content for them was utterly exciting, and I found myself looking for a company that offered this opportunity, but also cared about the technical aspects of marketing.
Studiothink offered me an opportunity to do this full-time, and drew me in with their creative culture, core values, and unlimited coffee refills—this, as you will know, is the lifeblood of writers.
Which aspect(s) of content marketing are the most important?
You need to understand your audience and create content for them. Find out what they want to know, what their problems are, and what topics they want to hear about. If you do this, you are on your way to creating content that will resonate with your audience.
How do you define the brand voice?
Brand voice is a company’s signature—it should be unique and reflect who they are. If you are trying to define what your brand voice is, you need to ask “what makes us different?” and start writing those things down. When you finish, you will have the beginning of what your brand voice could be, and from there, you can decide what blend of characteristics is right for each medium.
What makes for a remarkable piece of content?
The criteria changes depending on what type of content you are writing, but in general, a remarkable piece of content resonates with your intended audience by either solving one of their problems or by inspiring them.
How does your agency organize the work on Social Media?
Our strategists work with designers, and together we create custom posts for clients that position them as experts in their field. In addition to original content, we make sure our clients know what’s trending in their industry, and that their followers are kept up-to-date.
What should a client aim to achieve with social media?
Connection and awareness. Social media is a platform for companies to showcase their expertise without selling, connect with their audience on a more personal level, and increase brand awareness. Don’t look for conversions and define your success using that metric—if conversions happen, that’s great, but focus on using social media to define your brand and your brand voice.
Which social media brand strategy has inspired you lately and why?
I like companies who use social media to educate, and one of my favorite companies to follow and look to is Moz. They don’t hide their expertise behind sign-up forms and a hundred other obstacles. They give it to their audience and gain their trust, and to me, this is an excellent example of how to use social media to connect with an audience, as well as carve out that space as an expert in your field.
What are some apps or websites that you love?
Moz, Search Engine Land, Grammarly, Readable
What profession other than your own would you like to attempt?
I love what I do, but if I had to pick, I would try Publishing.