Photographs on this page by Aaron Spicer
“Nobody wakes up in the morning and thinks, gee, I wonder how many ways I can incorporate Kraft® mayonnaise into my life today.”
Those are the words that flicked a switch in my brain and inspired me to begin creating content that made an impact on real human beings. The marketing executive who said it was tasked with driving growth for a specific product - in this case mayo - but struggled with creating compelling marketing around a polarizing condiment. Does she create a campaign around the all-natural ingredients? Does she highlight the price of the product versus competitors? Would any of those things actually resonate with the average person who just wants to make a sandwich? Of course not. I expand on this example in this blog post.
Sure, it’s important to optimize your point-of-purchase content for conversion. And of course you need to communicate the features and benefits of whatever you’re selling to those who need to hear them. But if you’re not putting in the work of relationship building with the people who haven’t realized they need to buy your product yet, it makes it that much more difficult to get them to the brink of purchase consideration. When faced with the vast sea of choices and options (thanks, Amazon), the only thing that will stand out in the consumer’s mind is the relationship they have with your brand.
That’s why I believe it is imperative for every brand/small business/startup to think like a media company. Because without a publishing mentality and without fresh, new content created constantly and in real-time, you are buried by competitors and other brands in your space who are fighting to win attention. Every year, month, day, or minute that goes by where you’re not broadcasting and optimizing your message is another year, month, day, or minute your competitor is.
Meet Matt Harrington
Matt is a forward-thinking and energetic communicator experienced in directing digital content strategy for global, national, and local brands.
Based in Richmond, Virginia, Matt works to creatively spark meaningful conversations and form authentic connections with consumers, retailers, bloggers, and media through engaging content marketing, public relations and social media.
A (Somewhat) Brief history
Hamilton Beach Brands: 2011-2019
Matt launched the Hamilton Beach in to the social media space in 2011 and eventually managed a booming content engine for their brands, overseeing talented writers, creators, and social media pros who’s number one goal was to grow consumer engagement and brand awareness. Staying on top of the ever-changing social and digital landscape, Matt consistently raised share of voice and beat engagement goals with organic and paid initiatives. Working in corporate communications, Matt also managed digital media outreach, from building influencer partnerships to pitching online editors, and routinely analyzed and communicated effectiveness citing metrics that matter.FlashBurst Media, LLC: 2009-2011
Matt caught the bug for helping companies big and small form and execute a much-needed social media strategy before they really knew they needed one. He helped clients create editorial calendars, social media accounts, blog posts and articles for SEO, and consulted on overall content strategy.
People’s Tax / The Income Tax School: 2010-2011
Matt conceptualized, developed, and maintained a social media strategy for a local tax preparation company, as well as executed website maintenance and updates. He also created videos, graphics, articles, and other marketing materials.Media General (MGFX): 2008-2010
Here’s where Matt honed his skills as a graphic artist, creating images and animations for a network of news media stations across the country.WWBT NBC12 Richmond: 2000-2008
After graduating from SUNY Cortland with a degree in communications, Matt set forth to become a journalist. It didn’t quite work out that way, and he instead began his career in television production where he could be close to journalists. Eventually, Matt became a director and supervisor of the production crew, controlling every aspect of a live news broadcast, and offered training and mentorship to team members. Matt also worked extra hours helping the commercial production and marketing teams with scriptwriting, shooting, and editing.