#707 What Does Content Strategy Really Mean and Are You Doing it Properly? With Araminta Robertson & Fiona Brennan

In this episode we’re joined by industry experts Araminta Robertson & Fiona Brennan to discuss all things content strategy. Together we look at the potential impact of AI in content creation, including ethical concerns and the practical applications of AI tools; share valuable insights into narrative structure and storytelling, plus, the key to getting your subject expert on board for more impactful results.

In this episode:

04:27 Research, writing, and personal qualities in learning.

11:51 Understanding customer emotions for effective content strategy.

15:28 Involving interviewees, preparing questions, showing impact.

20:42 AI's potential and ethical concerns.

27:22 The impact of unconventional inspiration.


Resources mentioned in this episode:


Into The Woods by John Yorke

They Ask You Answer by Marcus Sherridan


More about our guests:

Araminta is the Managing Director at Mint Studios, a content marketing agency that helps fintech companies turn their website blog into a customer acquisition channel. She also co-manages the 1,500+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and Edinburgh's Fintech Mixers.

Connect with Araminta here:




Fiona is a content strategy consultant and founder of Indi Essentials. She supports Brand Managers, Marketing Managers and founders to make the most of their content and specialises in ethical businesses.


Connect with Fiona here:





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