7 minutes with...Julia Wetzel
Our resident PR Dispatch content marketing and social media expert Julia Wetzel host regular calls for our members covering insightful topics outside of PR.
Here we get to know the marketing extraordinaire a little better. We chat brands that are nailing their marketing strategy, the joy of working with creative businesses, Instagram accounts to follow and Julia’s current reads.
A fellow South East-London resident, Julia is also sharing her best local tips, from cool eateries to quirky shops.
Tell us a little bit about yourself and your background - How did JDW come about?
My name is Julia, I am originally from Germany but have lived overseas for over ten years now. I spent five years in New Zealand which is where my husband is from. We now live in South East London with our two young kids.
I have always had this feeling inside me that I wanted to set up my own business at some point in my life. I’ve been surrounded by creativity through work and my private life for years; a lot of my friends are incredibly creative and some went out on their own before me, which has been a huge inspiration and drive to give it a go myself.
Before starting my own business, I worked for British design studio Tom Dixon. I learnt so much during my time there, surrounded by creativity and innovation. It left me with a real love for design and the creative industries.
JDW is a marketing consultancy for founders, creators and creative service providers wanting to be known for their ‘One Thing’. People come to me to learn about marketing themselves (or their brand) better and more effectively, but ultimately their goal is to gain recognition for their ‘One Thing’, to leave a mark in their industry and beyond. I help them get there.
What's the best thing about working with creative businesses? Have you had any favourite projects so far?
The best thing about working with creative businesses is that I always learn something new and get a burst of inspiration being around people who are truly passionate about what they do.
Most recently I worked with the team at Design District London, a new workspace for the creative industries. I loved being part of their team for a while, having the opportunity to make an impact and drive growth on their social media platforms.
Picking a favourite project is tough but if I had to name one person whose craft left a real impression on me it is Aiveen Daly. She is an amazing textile artist and an overall inspiring entrepreneur.
@designdistrictlondon
Any brands that you think are really nailing their content marketing - and why?
Bethany Rowntree, owner of Studio B Fashion is proof that visibility and consistency pay off. She is always posting on Stories and lives and breathes her brand in a real authentic way.
Both British brand Toast and Scandi brand Asket are great examples of brand storytelling and sharing content that goes beyond simply selling their products. Asket has a page on their website called ‘Stories’ featuring stories about their campaigns and products while Toast publishes an online ‘Magazine’ .
www.asket.com
The content on there is proof that they have a real understanding of their audience, their customers’ lifestyle and the things people are interested in and want to read about.
Hey Estrid is a relatively new brand selling razors. They aren’t just nailing their content on social media but across all of their touch points.
@maytahmi/@heyestrid
I ordered their product and the packaging is spot on and a great extension of their online content. Something that could be incredibly boring (it’s a razor after all) turns into an experience and leaves you feeling excited about using the product.
Content isn’t restricted to a post on social media, it feeds through all of your touch points, in this case the packaging. Keep this in mind when thinking about your own ideas and the ways in which you communicate with your customers.
What are your three key tips for brands who want to build an effective content strategy?
Before you do anything and go crazy with your creative ideas, I recommend starting with the foundations. Spending time on the basics will pay off in the long run, I promise!
Know your audience
While it’s helpful to have an understanding of your customer demographics, I encourage my clients to think about what it is that keeps their audience up at night? What are their concerns and worries?
Once you figure out their ‘Pains’, think about their ‘Gains’, the benefits your customers are looking for. What do they dream about? What are their wants and needs? What would make their lives easier?
The goal is to know exactly where your brand fits into all of that. How can you help your customers on their way to achieve their dreams? What role does your product or service play?
Build a content map
There are three key stages in the customer journey: awareness, consideration and decision. A simple way to look at it is to think about the content you publish before, during and after your customers engage with you.
Make a list of all the questions people might ask you during their customer journey and write down the answers. Can you identify existing content that answers those questions? Where are the gaps?
Create content pillars
Think of your content pillars as key themes, a subset of topics that form the foundation of what you share on social media. Most brands have between three to five pillars.
Content pillars can help with idea generation, lead to more efficient content planning and can be useful to target specific segments of your audience.
Do you have any Instagram accounts that you look to for inspiration?
@bonbride - I have been married for quite a while now but I wish I could turn back time (or renew my vows) just so that I could wear one of Pippa’s beautiful dresses. She has a great eye for detail and I love watching her Stories, filled with beautiful photography.
@monographdk - I am a stationery lover and also admirer of all things Scandinavian. Monograph satisfies both with their minimal but strong aesthetic.
@monographdk
@moroseta_villas - Anyone who has ever travelled to Puglia in Italy will appreciate this one. It makes me dream of a long Summer in a beautiful villa (without the children ;) )
@themodernhouse - My go to account for architectural inspiration
A few others I have currently saved on Instagram: @lluev_, @tinedaring and @eymnaturals.
A fellow South East Londoner, do you have any local brands, shops, or eateries that you'd recommend?
Grounds & Grapes in Honor Oak Park, for great coffee, lovely staff and the gorgeous floral displays decorating their building. That alone is worth the (Instagrammable visit)
I recently tried out Forza Wine - great for a delicious Italian inspired menu, bite sized portions to share and an afternoon Aperol with views of London city
Gently - my favourite local kids and homeware store run by the lovely Helen. They have four stores based in Crofton Park, Ladywell and two in Brockley.
@gentlyhomeandhouse
Melisa Dora is based in Honor Oak, designs and makes beautiful ceramics and runs pottery workshops.
Tracy runs Hello Flora, my go to for faux plants, I’ve got quite a few of hers in my house
Oh and I love the prints from Max Made Me Do It. Both my kids have one each in their room, I have given them away as presents and there’s one in our bedroom that inspires me daily.
@maxmademedoit
What are you currently reading or listening to?
For years I haven’t picked up books, always thinking I didn’t have time. Then I read ‘How to break up with your phone’ by Catherine Price and suddenly my bedside table is filled with real (not Kindle) books again.
Gently Currently on there is ‘The Money is Coming’ by Sarah Akwisombe, ‘The Hungover Games’ (GREAT book) by Sophie Heawood and ‘Tender’ by Penny Wincer (another SE local)
Favourite podcast is ‘How I Built This’ by Guy Raz, full of amazing advice and inspiration for anyone starting or running their own business.
Julia Wetzel works with founders, creators and creative service providers wanting to grow their brand and become known for their ‘One Thing’.
From social media platforms to your website, blog or email marketing. Julia guides you through the process of getting your business in front of your ideal client, changing and influencing how your audience thinks and feels about your brand and ultimately encouraging them to buy from you.
Learn more about what Julia does here.