Mina Mesbahi, Content Marketing Strategist and Consultant, joins hosts Dallion Durán-Ballén and Baylee Gunnell on this episode of Content Logistics to discuss building a unified content strategy. Mina emphasizes a methodical approach, drawing from her engineering background.
She introduces her DDA framework: Direction, Differentiation, and Amplification. This approach helps businesses create a minimum effective content strategy by first identifying core messages and goals before choosing platforms or formats. Mina encourages listeners to ditch the “spaghetti at the wall” method and focus on amplifying what resonates.
Mina also challenges traditional content marketing notions like forced consistency and arbitrary content ratios. Instead, she champions a flexible, data-driven approach that prioritizes quality, valuable content that drives real business outcomes.
Featured Guest
Name: Mina Mesbahi
What she does: Content Marketing Strategist and Consultant
Company: Digichapter
Noteworthy: Content marketing strategist making strategy simple and profitable for B2B businesses.
Featured Guest
Key Insights
Ditch Filler Content, Embrace Minimum Effective Strategy
Creating content for the sake of consistency or arbitrary deadlines leads to low-value “filler content.” Instead, Mina advocates for a minimum effective content strategy. This approach emphasizes quality over quantity and focuses on identifying your core message, target audience, and goals before deciding on content formats and posting schedules. This strategic approach ensures that every piece of content serves a purpose and provides value to both your audience and your business.
Don’t Just Double Down – Revisit Your Hidden Treasures
While it’s wise to amplify high-performing content, don’t ignore content that underperformed despite having strong potential. These “hidden treasures” might have resonated with your audience if the delivery, format, or call to action had been different. Revisiting these pieces allows you to learn from past “failures” and identify areas for improvement, ultimately maximizing your content’s impact and reach.
Repetition is Key for Driving Change with Content
Content marketing isn’t about overnight transformations. Instead, aim to spark micro-shifts in your audience’s thinking through consistent, thoughtful content. Repeating core messages in creative and engaging ways is essential for solidifying those shifts and prompting action. Remember, each piece of content plays a role in guiding your audience toward a larger understanding and ultimately, a desired outcome.
Episode Highlights
The Importance of a Methodical Approach to Content Strategy
Mina discusses how her engineering background informs her content strategy work. She emphasizes the need for a structured and action-based approach rather than relying solely on creativity. Mina highlights the importance of breaking down abstract strategic concepts into tangible milestones and layers for clarity and effective execution.
“I have a very methodical approach when it comes to strategy. I’m very action-based. That’s how my brain works.”
Why Most Businesses Struggle with Creating a Unified Content Experience
Mina explains that many businesses lack a unified content strategy because they are unsure about their core message and how to effectively communicate it. Often, different teams or agencies handle various content channels in isolation, leading to a disjointed experience for the audience. Companies might also struggle to define their unique perspective or try to cater to everyone, hindering their ability to create impactful, targeted content.
“They think, okay, we need to have a blog. It doesn’t start with the things you need to do. It starts with the core messages, your perspective as a brand and the things you want to continuously reinforce with your audience.”
Moving Beyond Consistency for the Sake of Consistency
Mina, Dallion, and Baylee discuss the limitations of prioritizing content consistency above all else. While a regular cadence can be beneficial, publishing low-effort content just to “check the box” is ultimately unproductive. They emphasize that true consistency lies in delivering valuable content that aligns with your audience’s needs and interests.
“Consistency is great when you have valuable pieces of content to be consistent with. You got to have something to be consistent with.” – Dallion Duran-Ballen
Actionable Tips for Getting Started with Content Repurposing
Mina provides practical advice for teams looking to improve their content strategy. She recommends starting by identifying content gaps and leveraging existing assets. This includes amplifying already successful pieces through repurposing and revisiting hidden treasures—content that showed potential but underperformed. Mina encourages listeners to view content creation through a lens of resource amplification and to document everything for improved organization and insights.
“Look at your gaps first. I’m a huge fan of not starting from scratch. You see, I’m a strategist, maybe because I’m a bit lazy with it. I always like to say a lazy strategic marketer. Don’t start from scratch. Look at your gaps first and see where those gaps are based on this layer.”
