Content is king—and so is Spencer. When it comes to the whirlwind of all the things that fall under the content label (social media posts, blogs, newsletters…the list goes on), he is at the eye of the storm.

We asked him about his approach to content and how he ensures each element reaches the right audience, at the right time, and in the right way.

What makes content meaningful to an audience?

Content is meaningful to an audience when it’s relevant to them. One of the things I always ask myself when I’m creating a content strategy is, “What is this audience looking for?”

Depending on the type of business or non-profit we’re working with, this could be anything from step-by-step instructions for using a product to behind-the-scenes content that focuses on informing, entertaining and engaging the audience.

Above all, the content needs to resonate with the audience, meet them where they are, and contribute to the overall relationship they have with the organization.

What is the most important thing to consider about social media presence and digital content?

I think the most important thing to remember about social media and digital content as a whole is that it takes a consistent and adaptive approach to be successful in the long run.

Everything on the internet is constantly changing. What might’ve been really effective and popular on social media a year ago (or even a week ago) may not work today.

The same goes for SEO and web content. Google releases algorithm updates periodically throughout the year, and while many of them are minor, they can still make an impact on how well your website is ranking.

But, as is the case with many things in life, there are no magic bullets when it comes to increasing and maintaining your digital presence. The best way to get a good return on your marketing plan is to consistently post relevant and engaging content on the right channels, and to make the most of new opportunities when they come your way.

How do you see digital media and traditional media complementing each other? 

Digital media and traditional media can work really well together when a proper plan is in place.

Depending on your audience, people are going to interact with your brand across different channels, in a wide variety of locations at different times of the day (e.g. morning commutes, midday lines at the coffee shop, family streaming nights).

What we like to do is find a way to engage with the audience across all of these touchpoints to drive conversions and accomplish our goals. We can tailor our creative executions to fit each of the mediums while reinforcing the “one thing” we want everyone to hold on to.

If you can reach someone at multiple points throughout the day through different means, there’s a good chance they’ll remember you.

You and your wife love animals and the outdoors. Does knowing a lot about the environment help you with your work?

Yes, sort of.

Within the world of ecology and wildlife, diversity is really important for the natural order of ecosystems. Everything balances itself out so the biome can thrive as a whole and last for a very long time, despite challenges like diseases and natural disasters.

For example, you wouldn’t want your local forest to just have a singular species of tree or animal in it. As soon as a disease or disaster affects that species, the ecosystem is going to collapse on itself.

Having the right marketing mix is a similar phenomenon. You should strive to have a variety of tactics within your marketing plan so you are reaching your audience in multiple ways that will resonate with them.

By focusing on one singular tactic, you’re not giving yourself a chance to create a long-lasting impression and you’ll come up short on moving your targets down the funnel.

This mix is going to be different for each organization, and there’s no one-size-fits-all approach. Once you know your audience, you’ll be able to create a diverse marketing plan that will flourish and thrive to create a stable ecosystem.

What are you Crazy Obsessed about?

Well, obviously I’m Crazy Obsessed about the great outdoors (and marketing).

My wife and I like to go on long hikes with our dog, and we always get super excited about spotting different species of plants and animals.

We recently came across a bunch of Yellow Warblers at Good Earth State Park, which was awesome–and honestly, we’re thrilled whenever a crow lands in our yard.