Summary

Rebecca Whitlocke, founder of Antibes Yachting, discusses her journey in the yachting and luxury industry and the importance of effective marketing and storytelling. She emphasizes the need for authentic and relatable content that resonates with the target audience. Rebecca also highlights the significance of local content and understanding cultural nuances when marketing to a global audience. She advises businesses to focus on the entire content strategy, including distribution and promotion, rather than just creating content. Additionally, she emphasizes the importance of simplifying processes and trusting the expertise of professionals in the industry. In this conversation, Becks and Steve discuss the importance of aligning brand messaging with brand personality, the value of bringing in experts who understand the industry, and the impact of AI on marketing. They also touch on the need for businesses to adapt and stay open to new technologies and trends. Becks shares a memorable career moment when her articles were published in a major yacht show magazine, boosting her confidence and credibility. They also discuss the misconceptions about the yachting industry and the importance of being passionate about your work.

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Connect With Steve Govel

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Connect With Rebecca Whitlocke

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Takeaways

• A holistic content strategy should include distribution and promotion to ensure the content reaches the target audience.
• Simplifying processes and trusting the expertise of professionals can lead to more efficient and effective marketing.
• Understanding cultural nuances is essential when marketing to a global audience. Aligning brand messaging with brand personality is crucial for effective communication.
• Bringing in experts who understand the industry can have a significant impact on the quality and impact of content.
• AI is a powerful tool in marketing, but human creativity and expertise are still essential.
• The yachting industry can benefit from looking at other industries for inspiration and best practices.
• Being passionate about your work and genuinely wanting to help clients can set you apart in the industry.
• Misconceptions about the yachting industry include pretentiousness and snobbery, while in reality, many people are down-to-earth and focused on positive news stories.

Sound Bites

"The world won't stop turning if you publish content that's not 100% polished every single time."

"Research your audience and what will appeal to them. Don't just create content, but also think about its distribution and promotion."

"It's so important that if I'm writing something on behalf of a brand or creating content on behalf of them, that it's so tuned into their brand personality."

Chapters

00:00 The Art of Storytelling in Yachting Marketing

08:26 Launching Antibes Yachting: A Pandemic Opportunity

14:59 Becoming a Resource for Small Businesses

22:06 The Importance of Local Content in Global Marketing

30:44 Simplifying Marketing Strategies for Small Businesses

31:44 Building Effective Marketing Systems

34:06 The Importance of Trusting Experts

38:45 Fresh Perspectives in Yachting

41:10 Personal Growth and Career Milestones

45:50 Embracing AI in Marketing

53:32 Rapid Fire Insights and Reflections