Say goodbye to the stereotypical ideas you have of witches and hello to a little content strategy magic.
A spiritual smoothie of sorts, a new, somewhat secular iteration of witchcraft has emerged over the last decade, especially among American women. Instead of following one specific discipline, these syncretic witches select elements of ancient traditions and blend them into a personalized practice.
People who follow this “new” witchcraft often see it as a means of expressing feminine power, of seeking clarity through manifestation or divination, and of developing a stronger sense of empowerment and instinct.
As I’ve watched the movement unfold — and explored my own place in it — I’ve discovered a few ways these practices help me better serve our clients, in addition to myself.
And it turns out, without even casting a spell, you can use witchcraft to improve your content marketing strategy.
What you seek is in the cards
Since I first started studying it a few years ago, I’ve noticed the practice of reading tarot — and the stories the cards tell — dramatically shaped how I approach some of the foundational elements of content marketing.
Whether you’re conducting audience research and developing user personas or working out your brand voice and style, the archetypes presented within the tarot framework can serve as useful stand-ins for your personas or the character you select to represent your brand.
Let’s say one of your personas is someone who is devoted to family, at the height of his career, is a great leader, and makes decisions through clear, rational thought. In this case, you might look to the King of Swords to represent him.
Or maybe you’re working through your brand voice — you want to be playful and quirky, showing off your creativity and highlighting the big dreams your company has for itself and for your customers. The Page of Cups is your guy.
While some people view tarot as a way of predicting the future, I treat it as more of a thought experiment. Familiarizing yourself with the cards and their meanings (or keeping super-useful sites like Biddy Tarot or Labrynthios Academy in your bookmarks) will add another set of tools to your content process.
Identify your phases
For many people interested in witchcraft (new and old), paying attention to the phases of the moon is essential to their practice. And it’s not just witchcraft — moon phases play a key role in the spiritual practices and rituals of people across faiths and even professions.
Whether you believe the moon influences behavior or not, there’s something you can learn from understanding the cycle of the moon: how to develop a natural publishing cadence that reinforces your messaging and ensures you’re distributing the right messages at the right times.
As we’ve mentioned before, cadence is an absolutely necessary element of effective communication. Setting your content in motion — and selecting a rhythm that matches its course, cyclical or no — will provide opportunities for you to work key moments into your cadence and will make planning and distribution even easier.
This can be as simple as deciding you’ll create one YouTube video each month or as complex as establishing a process for auditing your content each quarter. You don’t necessarily need to follow the moon itself — but following the model of a regular cadence, broken into meaningful phases, will make your content more effective (and will help save you from burnout).
To help you plan, we recommend our clients use editorial calendars to manage the big-picture, conceptual planning and content calendars to break each idea into specific parts.
Summon ideas with what’s around you
I’m not big on spells, but I can appreciate the power of a ritual — especially if it helps bring about some mental clarity. I received the book Basic Witches as a gift; as I flipped through its pages, I noticed several pages dedicated to spells with intended effects ranging from figuring out which colors look best on you to feeling comfortable seeing the doctor, I noticed several of the “recipes” for the spells included items I already had in my apartment: small figurines, candles, a mirror, a tube of red lipstick.
There’s plenty of discourse about contemporary witchcraft serving as just another vector for consumerism: you have to buy the right crystals, the trendiest tarot decks, the freshest palo santo. It can get real overwhelming, real quick.
But exploring the concepts associated with various practices — spells included — doesn’t cost a thing (other than your internet subscription, I guess). You can use items you have around the house, and free resources for better understanding them abound online.
Similarly, we often work with clients who feel overwhelmed trying to plan their content marketing programs, because they think they have to come up with fifty different ideas for fifty different posts.
Instead, we advise them to take stock of their existing content, establish a publishing framework, and build a long-term plan that includes adapting content for multiple platforms. You wouldn’t go out and buy a new mirror if you already had one in your bathroom, would you?
By leveraging the content you already have and optimizing your distribution strategy, you’ll be able to take one idea and transfigure it into several pieces of content you can spread across properties and over time. It’s almost like magic.
As part of our Brand Recharge program, you’ll spend six weeks working with our team developing your brand voice, establishing a cadence for your content, and uncovering opportunities to optimize the content you already have so you can better connect with your community. Schedule your Discovery Interview today to learn how we can put our process to work for your business.
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