
Welcome to toth shop trends, your monthly pulse on three big ideas we’re thinking about when it comes to copywriting, communications, storytelling, and brand strategy.
THIS MONTH’S WHY:
why you should organize your content calendar
Raise your hand if you said this last January: “I really want to have a content plan this year, so we can get our brand out there.” And then - you woke up on Memorial Day, and realized that the blog, social channels, the newsletter drafts, allofthis were STILL blank.
This January, we’re encouraging you to take a couple of hours - or tap toth shop, of course - to organize your content.
Here are six reasons why:
CONSISTENCY: In all honesty, this is just like putting in the daily miles if you’re training for a marathon. When your brand regularly publishes content, it builds trust and engagement; a calendar ensures a steady flow of material.
EFFICIENCY: How many times have you been caught in the “It’s ____ Day, and we haven’t taken a picture, written a caption or sent an email.”) Content calendars streamline planning and production, reducing your last-minute stress and time wasting.
AUDIENCE-CENTRIC APPROACH: Content calendar planning gets you and your team thinking about your audience NOW versus later because you’re planning tailored content for THEIR interests and preferences - not yours.
PERFORMANCE TRACKING: The old adage is true - the best time to plant a tree was either 20 years ago - or today. If you start using a calendar TODAY, it will make it easier to evaluate the effectiveness of past content and adjust strategies accordingly.
MAXIMIZE YOUR RESOURCES: You have all these great pictures, videos, graphics, and blogs you paid for that are sitting there collecting dust - USE THEM. Content calendars help you to optimize & repurpose brand assets you’ve already paid for.
STAY AHEAD OF COMPETITORS: If you don’t have time to create content or organize a calendar, do you think your competition does? No. So stay one step ahead of them. That well-designed email with valuable messaging might be your competitive advantage.
Struggling to think about this right now? Let’s chat.
THIS MONTH’S DATA:
the numbers that support showing up more human
We get it - we want you to use AI; I mean, even we use AI at times. BUT - we always want you to keep humans, humanity, human values in your brand and your brand messaging.
Brands & organizations that adopt a more human and authentic tone are better positioned to resonate with today’s consumer on an emotional level, a trust level, a relationship level, and a buying level.
Here’s some data to drive that point home:
Studies show that 86% of consumers value authenticity when deciding which brands to support.
According to a global study, about 70% of consumers purchase from brands that reflect their values. This alignment fosters trust and creates a sense of personal connection between the brand and the customer.
Consumers are more likely to engage with and recommend brands that feel genuine and "human," making this an effective strategy for building both immediate sales and long-term brand loyalty.
EASY WAY TO PRACTICE THIS APPROACH:
Use conversational language. Say what you mean. Don’t ‘fluff’ it up. Use words you would use or your team members speak or write every single day.
Keep it shorter. Write shorter, snappier, more tothepoint sentences that allow a human to pause and think between thoughts versus William Faulker-like sentences.
Acknowledge what people are going through. January is always a rough start. We’re in the dead of winter, post-holidays, with a long, new year/road ahead. Create content and messaging with that in mind. January is no time for what we call peacock language - the strikingly colorful, over the top show. We get it. Just ease into the year - give people some breathing room.
THIS MONTH’S DATA:
it's never too late for a 2024 impact report
It’s January 2025. The 2024 results are in. What do you want to share with your clients and community about your organization’s impact in 2024 - and where it’s taking you this year?
Despite what you might think, your "impact report" doesn’t need to focus solely on your organization’s commitment to Planet Earth. You can make it anything you want it to be. You just have to own your concept 100%. Your organization’s impact is YOURS - and however you’d like to define and highlight it. It can be a lot of different things that combine data and human storytelling, information and education, graphics and pictures, pieces that activate heads and hearts.
Some inspo: Did you catch toth shop’s 2024 impact report? If not, you can read it here.
A sneak peek into our approach: As you know, we’re all about human communication, so 99% of this report features humans in one way or another. We built around that idea knowing our impact is so much about people and your storytelling.
THIS MONTH’S TACTICAL MOVE:
plan storytelling opportunities in q1
We recommend you start planning for:
African American History Month (February)
Women’s History Month (March)
International Women’s Day (March 8th)
bonus challenge: Go beyond the copypaste staple social media post or lip service. Find people in and around your organization to highlight; find connections your mission and vision to these issues; find ways to show your support. The goal here is to create content that resonates with people - that stirs their souls, that peaks their interest in your work, that builds a relationship between you and your organization and them - whether they’re a current client or potential client.
THIS MONTH’S QUICK HITS:
plan storytelling opportunities in q1
FEATURED ON THE TOTH SHOP BLOG: High-Value SEO Strategies Brands Should Focus on in the Age of AI, By CR Rollyson, UX & Web Manager
A RECENT TOTH SHOP CASE STUDY: we love making the process of messaging easy for math & science brains; explore our work with blue trident group, a kansas city based insurance consulting firm who assists with mergers and acquisitions, actuarial consulting, and technology solutions.
KIND WORDS:
"toth shop nailed it with our new messaging. They got our vision, made the process easy, and the final product is spot-on. Highly recommend working with them if you want a team that delivers.”
- Alex McFarland, CEO, Persevus
Need a little extra help getting your 2025 content plan started?
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