At Outsider, I led all things “original content.” Basically, any content beyond news desk coverage fell under my wing. Much of this was video that could be used across platforms, with full episodes or longer clips landing on Youtube to push further monetization.

Other forms of content under my jurisdiction included marketing materials, SEO strategy, social media production, and some creator relationships.

Content on this page:

• Original Content Examples
• EComm Marketing Creative Content
• The Stats: Notable Social Media Metrics
• My Approach with Influencer & Content Creators
• Series Logos

Original Content Examples

Video content included new social series that targeted potential sponsors, content that supported ecomm efforts, interview-based long-form podcasts, and influencer collab posts to increase overall reach.

EComm Marketing Creative Content

As mentioned on the the Integrated Marketing page, the overall content strategy also included Outsider-owned product placement and positioning sponsorship opportunities. Here are a few examples of that promotional content:

The Stats: Notable Social Media Metrics

As a startup, Outsider frequently faced adjustments to content goals, organization structure and available resources. August 2022 is the best example of when original content was in its prime level of production. Let’s break it down:

My Approach with Influencer & Content Creators

My approach to influencers is a bit different than how some brands attack the concept. As media becomes more and more saturated, the influence that creators originally had is weakening – what began as an authentic content offering has turned into a product promotion machine that become less believable by the day.

The numbers prove it. When Outsider first entered the influencer space, the goal was posting our products without little direction on content or series creation. The lack of sales proved people quickly scroll past an Instagram story or simple promotion video. (It’s like skipping the ads in a podcast – sure it’s the host’s voice, but what you really care about is their content!)

When approaching the content strategy for SipOutsider, I went a new route. The people selected needed to be experts, who we could use as creators rather than sales machines. Their talent is their expertise and content – not just the follower count.

We arranged our relationship with Josh Mancuso in the same vein – our followers had overlapping interests and his sports content aligned with the brand. Sure, we mailed over some swag, but the true goal was expanding our content portfolio and brand reach, rather than cashing a (typically not very lucrative) e-comm check.

This helped overall content authority as well. At the time, Google was promoting an update that focused on E-E-A-T in content quality ratings. This is the Experience, Expertise, Authoritativeness, & Trustworthiness of any given writer or website. This changed the game on our editorial support approach: we wanted to use the experts on video as voices on our website too. This optional ghostwriting program added another form of content for creators while also benefitting our growing brand’s authority.

*Not all creators and influencers we worked with used the ghostwriter option*

Series Logos