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Before she was writing for financial institutions and owned her own media entity, Shondell Varcianna made a name for herself as a mortgage specialist and account manager. Today, Shondell serves as the CEO and founder of Varci Media, a content management agency that provides hassle-free professional blog content to financial institutions. 

On this episode of Marketing Trends, Shondell breaks down the game of content creation. She shares the tricks of the trade, including the importance of social groups, the critical need to understand your audience, and why some content resonates and others never will.

Key Takeaways:

  • Join the conversation. Facebook groups and forums are great ways to gain customer insights. Get in the habit of embedding your social teams in those conversations that are already being had between customers.
  • Consistency is key. In the fast-paced environment that is social media, standing out takes consistency. Social teams without regular posting habits won’t stay top-of-mind.
  • Create content that resonates with your customer. The type of content you like won’t necessarily be what relates with your customer. Keep your preferences out of it and focus on creating content that converts.
  • Engagement is not one-size-fits-all. Because type and amount of engagement vary depending on the target audience, each company has to set its own standards for how to measure success in terms of engagement. 
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Key Quotes:

“I don’t think you have to choose between quality and quantity. I think you can have quantity and high quality. Content should solve a problem. It should answer solutions.” 

“It’s important to be a part of the conversation that’s already happening. Nobody wakes-up and says, ‘I’m going to buy a house today.’ They’ve thought about that. They’ve checked out different neighborhoods. They’ve talked to friends and family, they did research online. You want to be a part of that conversation and that’s how you’ll be able to create great content for your customer.”

“People will consume your content if you’re solving a problem that they have.”

“Without knowing your customer. It doesn’t make sense to create any type of content, because then you’re just creating content that you may like, versus content that they like.”

Bio:

Based in Atlanta, Georgia, Shondell Varcianna is the founder and CEO of Varci Media, a content writing services company with a focus on financial institutions. Prior to starting Varci Media, Shondell spent eight years at Montreal Bank, climbing from the ranks of a Customer Service Representative to Sales Manager. After a short stint as a news anchor and On-air personality with iPower FM in Toronto, she worked for Canada Mortgage and Housing Corporation as an Account Manager.

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

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