Humanize
Content,
Magnetize Audiences

Your content has to convey "humanized" messages that resonate in order to stand out from the content clutter, stop skimmers and scrollers, make connections and meet the demands of modern audiences.

"Scott is such a great resource for any business that needs a smart and clear marketing strategy. He is super knowledgeable about all things content marketing, but really shines when it comes to developing content that builds a following. Highly recommend!"

Clint Mally

Director of Marketing

How do you actually create "authentic" and "humanized" content? Communication is key.

If you've searched for modern marketing strategies or wondered how to evolve your content in the humanized, authentic and empathetic ways experts talk about today - look no further. I'm here to tell you that the principles, strategies and values of communication provide the right formula for it.

The Content-Communication Connection

All Content Communicates With an Audience

Everything we know about the communication process applies to content - the messages, impressions, interpretations, emotional responses, logical responses, experiences, behaviors and more. Content can convey a message before a content consumer fully engages with it.

Brand and Consumer Psychology are Key

Just like in other communication situations the messenger (the content creator) needs a strong sense of self-awareness and has to make considerations about the receiver (the content consumer) before creating any content - blog, social media, podcast, video, website, email, etc.

Content Strategy Has to Evolve

One of the biggest changes digital marketing made to content was evolving it from a one-way communication tool (commercials with captive audiences) to a two-way communication (social media and relationship building) process.

Optimizing Content For Modern Audiences

Communication-focused frameworks provide the necessary depth to content strategies by covering audience psychology, consumer behaviors, meaningful language and more.

If you broke them into three areas of focus, it would look like this:

Emotional Intelligence

Putting yourself in the right mindset to produce content that resonates with people.

Audience Interpretations

Considering the experiences and behaviors of people to help shape content communications.

Message Structures

Choosing the right words to differentiate your brand and generate meaningful connections.

The STAMP Framework

I developed a framework to help organizations evolve and humanize their content in ways that align with their business and resonate with their audiences.

Prove to Your Audience That You're Different

It's not enough to write copy or create content today. With modern tools and new AI technology, that could be considered the easy part.

It also means your audience sees more and more content every day. They approach it with a combination of instant judgements, brand cynicism and defensive barriers.

A communication-focused approach to content strategy is specifically designed to address those challenges and more by conveying messages of empathy, transparency, value and good intention.

This has been especially true in the last 12 years of my career, and it will only become more critical in the future.

Inspiring Ideas and Tremendous Results

"I'm such a fan of Scott Murray. He's a creative at heart and brings new and inspiring ideas at any opportunity he can. He's hands down a tremendous content producer."

Kathleen Atkins

VP, Marketing

Answering Content Questions

What makes your content marketing expertise unique from other experts?

A powerful combination of extensive communication expertise and 20 years of content marketing experience. Some of my work in the non-profit content marketing space has also been an advantage since they've always had to communicate humanized messages. I continue to keep up with content marketing trends and expand my communication education - earning a master's degree in 2022 and will earn another one in 2026.

What specific areas do you focus on, and what is not a core part of your expertise?

Basically, I help solve the challenges related to the creative and messaging elements of content strategy. Specifically, strategies, frameworks, formats and messaging designed to help companies stand out in their industries, adapt to modern content trends and resonate with audiences. I help add context to the calls for content to be empathetic, authentic and humanized. I don't deal as much in the more technical aspects of marketing.

Is your approach better for B2B or B2C marketing?

Both because both sides are creating content that will be seen and heard by humans.

What types of content have you applied a communication-focused strategy?

Blogs, websites, emails, video scripts, podcasts, social media, newsletters and more.

What are a couple of ways your approach helped organizations?

I led a full revamp fundraising messaging and content for a not-for-profit that resulted in record-setting fundraising results. I helped a global tech company improve social media results by humanizing their highly-technical content. I've helped SMBs improve blog quality, social media messaging and content reach.

Strategies That Strengthen Relationships

"Scott has a great sense of his market and an ability to formulate creative strategies in order to reach his audience. His empathy for the consumer helps strengthen the relationship between themselves and the product."

Eric Vincent

Lead Experience Designer