Before she was writing for financial institutions, and before she owned her own media entity, Shondell Varcianna made a name for herself by paying off mortgages. 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. And she understands 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.

Main Takeaways:

• Facebook groups and forums are great ways to gain customer insights and to embed social teams in the conversation that’s already being had with customers.
• Consistency is key. Social teams lacking consistent posts prevent companies from remaining top-of-mind
• Create content that resonates with your customer. Creating content you like won’t relate to the customer.
• Engagement cannot be determined with a one-size-fits-all approach. Engagement can only be measured by the standards a company sets

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