Maddie Gray

What Marketers Can Learn from Taylor Swift…Ready for It?

by Maddie Gray | Feb 21, 2023 | Relationship Marketing

Content Lead

What Marketers Can Learn from Taylor Swift…Ready for It?

Taylor Swift makes her fans feel like her friends. Marketers everywhere should take a page from her book—or a verse from her song, if you will.

I hesitate to use absolutes, but for this topic, I’ll make an exception. Everyone reading this post has heard of Taylor Swift. Whether you’re in the “eh, not my kind of music” camp, or the self-proclaimed Swiftie camp, you know that her reach and fanbase is something to be envied. Her Instagram posts garner millions of interactions, her email list alone sells out stadiums, and these days, her fans do a lot of marketing leg work on her behalf, turning her songs into TikTok trends and posting endless speculative theories about song meanings, about easter eggs in music videos, about old celebrity flames.

Swift’s Secret Sauce

I talk a lot about knowing your audience being the secret sauce in copywriting, in design, in marketing—but I think Taylor Swift shows us another kind of sauce. She has transcended genres, moving from country music to pop and everywhere in the pop fringes. So, what is it? What has made her fan base stick with her from genre to genre and skyrocket from there? I can’t speak to the intricacies of the music industry, but as a marketer, I think it comes down to this:

Taylor Swift’s marketing succeeds not because she knows her audience, but because she makes her audience feel like they know her.

These days, Taylor obviously has a brilliant marketing team behind her, but this strategy has been with her from the release of her very first album. When the earliest Swifties cracked into that CD case back in 2006, when they popped their CDs into their boom boxes and leafed through the included lyric booklet—they found something interesting.

All her lyrics were typed out in lowercase—no capitalized sentences or proper nouns. Instead, the only capitalized letters could be found in the middle of random words. And when savvy Swifties wrote down each capital letter, they found messages.

In Picture to Burn, Taylor advises her fans to “DATE NICE BOYS.” In Teardrops on My Guitar, she tells her fans that she never revealed her crush to “Drew,” saying “HE WILL NEVER KNOW.”

From this small marketing move, Taylor’s fans learned something: if they put in a little work, their fandom would be rewarded. It felt like they had been let in on a secret—like they were part of a community.

Since then, Taylor’s albums and music videos have been riddled with easter eggs and hidden meanings—puzzles for her devoted fans to solve. And in turn, they became more invested in Taylor Swift and her brand.

No matter how big she gets, Taylor maintains an acute ability to make each of her fans feel important to her journey and success. She almost makes her fans feel like friends—in fact, if you look back to that first album—she signed off in that same lyric booklet by saying this:

“…All you have to do to be my friend is like me… and listen.” So, like I said, if her fans listen, if they put in just a little bit of work, they’ll be rewarded.

What Marketers Should Take Away

So how do you implement Taylor’s strategy in your own marketing? Clearly the specifics of the lyric example only work in that one use case—but it all boils down to this:

Create interaction for your audience and reward them for participating.

We see this in Instagram giveaways and quizzes that will reveal which product is best suited to the potential customer, but if that interaction and reward can also create a sense of community, if, in interacting the audience learns all that there is to love about your brand, if you can make them feel like the brand loves them back?

You’ve cracked it.

Jason’s Take

There’s no doubt in my mind that Taylor Swift is a “brand.” Maddie points out that Taylor expects a little something from her fans in return. Similarly, as marketers, we don’t just give it all away. An important ingredient in the secret sauce is an “equal value exchange” between product and customer. Getting your audience to put a bit of skin in the game makes you memorable—even remarkable. This level of engagement even goes one step further; it creates a perpetual feedback loop. A slice of that value exchange comes in the form of criticism and guidance from customer back to you and your product. This is a hundred fold more valuable to you than clever headlines, marketing incentives, or even competitive research. And I’m certain that Taylor Swift listens intently to the feedback from her tribe of Swifties.

Reflecting on Inktober 2022

by Maddie Gray | Nov 15, 2022 | Creative Exercises

Maddie Gray

Content Lead

Reflecting on Inktober 2022

As often as I’ve had a blank canvas in front of me, I always feel a bit intimidated to make the first marks. Then I remind myself: “It’s the journey, not the destination.” – Jason Steed

Bat

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M_Bat-Maddie-Targa Media-Inktober-Creative

R_Bat-Rachel-Targa Media-Inktober-Creative

Trip

R_Trip-Rachel-Targa Media-Inktober-Creative

My goal was to make my team laugh at my art skills and reassure them of their job security. – Taleen Ericksen

Gargoyle

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Crabby

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I usually only draw people, so Inktober is a good excuse to work on other areas of my art. – Maddie Gray

Bluff

Bouquet

I started Inktober strong, but then I bought a house and hosted a family reunion. But it was fun while it lasted! – Rachel Klein

Match

JS_Match-Jason-Steed-Targa Media-Inktober-Creative

Bad Dog

Inktober is a great chance to get my creative ink flowing, and I like that the prompts are things I wouldn’t pick, because that stretches me. – Heather Steed

Snack

I loved Inktober as a creative challenge. I’d never used a fountain pen before, and the old world writing instrument added another dimension. Ink stained fingers became the norm for a month. I look forward to next Inktober! – Alison Hayes

Is SEO a Temporary Fix to a Permanent Problem?

by Maddie Gray | Oct 19, 2022 | Content Advice

Maddie Gray

Content Lead

Is SEO a Temporary Fix to a Permanent Problem?

SEO on the Chopping Block

There’s no questioning the necessity of search engines—nor the built-in opportunity they give to marketers. If you can help your clients show up at the top of that first page, they’re going to get a lot more visibility, and with that, the inherent potential for more customers. Instead, I’m calling into question SEO practices. The way we optimize for search engines just won’t cut it in the long run.

All Hail the Algorithm

The problem comes into play when we write for the search engine instead of our audience. If you pick your topics to meet keyword requirements and highjack searches that don’t even relate to the brand, the people who click that link at the top of the search results page won’t be the same people who would buy the product.

So, would you see your page views increase? Yes. Would your client base increase? Maybe.

Write for People, Not Computers

“Maybe” is still better than “no,” I grant you, but there’s another catch. The SEO rules that some advertising firms live and die by are based on the current algorithms of search engines. Yes, there are people who study those algorithms and update SEO strategies, but here’s the thing—search engine AI is constantly updated to think like people. Like your audience. To serve up the things that people are looking for—so in the long run, doesn’t it make more sense not to game the algorithm, but to write for the people you’re trying to reach? After all, the algorithms will catch up eventually.

Off with SEO’s Head?

So, what’s my call to action here? Am I telling you to throw out the SEO rulebook completely? No. Keep doing your keyword research and formatting to support H1 tag use, but never do so at the expense of your content. If you write blogs and website blurbs that will engage your audience, you can jump through all the extra SEO hoops you want. Just make sure that you don’t let short term page views overshadow long term customer gain and satisfaction.

“Here’s the thing—search engine AI is constantly updated to think like people. Like your audience!”

Jason’s Take

Thanks to the ever-growing ease of dictating search queries, search engines are shifting toward a human message and experience. We’ve made a giant leap from our typed “farmers market saturdays boulder co” to our spoken “Where’s the nearest farmer’s market to me, and what are their hours?” But more importantly, my main takeaway is that there’s an inherent improvement to SEO experience and effectiveness when we start with an authentic online conversation. From there, we can slog through technical semantics such as keyword density to appease the bits and bytes that are working hard to catch up with authentic human experiences.

Tips for Writing Every Day – an Update

by Maddie Gray | Sep 16, 2022 | Content Advice

Maddie Gray

Content Lead

Tips for Writing Every Day – an Update

Two and a half years have passed since my last “Writing Every Day” post. I still don’t write every day, but I’ve gotten a lot better! So, do the tips I gave you last time hold up? Is that how I cracked the code? Well, yes and no. Read on to find out what’s worked for me, and what hasn’t.

Outlining: It works!

My definition of outlining has changed a little over the years, but it’s still an important part of my daily writing. Sometimes I’ll put together a bulleted list to guide my writing sessions, but more importantly, I always know what I’m going to write before I sit down at my keyboard. This helps me prevent the panic and dread that goes with blank page syndrome. For me, this means when I’m making a to-do list, I don’t just put “Write” with an empty check box staring me down—I would say “Write list of blog post topics” or “Write ‘Tips for Writing Every Day’ Blog” or “Edit chapter four.”

Accountability: It doesn’t work!

Okay, okay, clarifying statement: it doesn’t work for me. I’ve tried buddy systems, I’ve done social media posts, I’ve kept track of streaks—and none of it helped me write any more frequently. I’m a perfectionist, so any time I had to tell a friend that I fell off the wagon, any time I missed an update, any time I broke a streak, I felt like a failure. The idea behind this one is that you’ll run from that feeling, but that’s not what happens for me. I just shut down. If I’m going to fail anyway, why try? That kind of motivation just doesn’t work for me.

Picturing your desired outcome: It doesn’t work!

Now, there’s nothing wrong with spending a little time getting excited about what you’re working toward, but on days when I don’t feel motivated, this doesn’t quite do the trick. When I’m not feeling it, I’m just not feeling it, and daydreaming about potential outcomes doesn’t solve the problem.

Don’t be too hard on yourself: This is essential!

I cannot stress this one enough. As you’re trying to build up your writing habit, you will fall off the wagon. You’ll have days that are too busy, days where you can’t work up the gumption, and a dozen other days where you just don’t write. That is okay. That is part of the process. You’re looking for a net gain of productivity, not perfection. If you missed a day, or a week, or a month, that is not a failure, that is just part of the process. Every day is a fresh start. After I stopped keeping track of every day I missed, I missed a lot less.

The real secret sauce

This simple step made all the difference for me: find your time. Forming habits really is all about routine. Write within the same time block every day. The block that works best for me is in the morning between 5 a.m. and 8 a.m. I usually only write for an hour or two, but I leave a little buffer, so I can still get my writing in even if something comes up. I honestly couldn’t tell you why this works so well. Maybe it’s because it’s too early for interruptions from friends or family. Maybe it’s because I don’t have time to build up excuses. Maybe it’s because the type-A, planner in me finds satisfaction in knowing exactly what I’ll do when I wake up. Whatever the reason, this is it, this is the TL;DR. Find your time.

In the last two years, I’ve finished the biggest writing project I’ve ever started, I’ve participated in writing competitions, and I’ve written a handful of blog posts here, too. I am very proud of the progress I’ve made and the goals I’ve achieved thanks to this little habit-building exercise. If you want to start writing every day, do it. Start today and be kind to yourself if you fall off the wagon tomorrow. I know you can get back up.

Jason’s Take

I was just talking this morning to my 13-year-old about the cold and unforgiving nature of streaks. Maddie mentions that tracking writing streaks won’t work for her with consistent writing. Forgiveness and acceptance are tools that help to fuel creativity.

I still work every day to embrace the “crudeness” of the creative process. It’s not very linear for me. Approaching creativity doesn’t follow the same formula each time. This feels counterintuitive to our human nature as creatures of habit, but look how Maddie reconciles these rigid facts so effectively: She has created a window of time—early mornings—to allow her unpredictable creative process to take form and shape. She adds that “this has made all the difference” for her. So I guess our commitment of time is one predictable “constant” that the creative process affords us.

The Pets Behind the Targa Team

by Maddie Gray | Aug 15, 2022 | Targa Team

Maddie Gray

Content Lead

The Pets Behind the Targa Team

Our new space has helped us to expand our team. It also means we can bring our pets into the office from time to time. Meet the animals behind the Targa Team—maybe you’ll learn a little something about us too:

Jason + Pepper

Pepper is our 7-yr-old labradoodle. She has decided that I’m the Alpha, and as such, she awaits a morning scratching then heads outside to leave the main floor all to me. She will not go to the basement while I’m there, unless Heather or one of our kids joins in. She will not eat her breakfast or dinner unless somebody else is also in the kitchen (sometimes we pretend to eat to help encourage her). Pepper is my running buddy…and hiking and wrestling and paddle boarding and snow shoveling and lawn mowing buddy. Our family absolutely loves her!

Taleen + Ginger, Otis, and Dragon

Ginger and Otis are my mini doxies. Ginger is my red-coated queen of the world—don’t even think about telling her otherwise. She’s sassy, and NO ONE else is allowed to dig in her holes in the yard. Otis is my black and tan struggle bus. He’s afraid of his own shadow and allergic to life. They love to squish into a one-dog sized bed together under my desk while I’m working. I’ve tried getting them bigger beds, but they reject them. Dragon is my adopted Russian Blue cat. She likes to bring me live mice for breakfast and walk across my keyboard when I am in a rush.

Taleena and her two black+tan and brown mini dachshunds

Maddie + Xena

Xena is my (assumed) border collie/aussie mix. I got her at a free adoption event at the Park Silly Market during a bachelorette party, so you know, pretty standard pet adoption story. If a normal dog’s shedding is a light spring shower, Xena’s shedding is a hurricane. She loves walks and runs, pup cups from Dutch Bros, and absolutely obliterating every dog toy she encounters. Her current list of fears includes car rides, cardboard boxes, and home improvement projects (regardless of power tool involvement). Oh, and I’m obsessed with her.

Rachel + Boo Cat

Boo Cat, aka Butthead, is old, cranky, and my bestest bud. He came to me last year from a bad situation. I never wanted a cat, but his 11-year-old energy is a perfect fit. He loves being an only child and will fight other cats to the death if they step onto his porch. The neighborhood cats no longer even test it. His ears are torn up and scarred from early life as an alley cat, but he demands running water and the softest of beds now. Boo has become so cuddly and talkative over the last year. Lucky we found each other.

Nate + Oogie Boogie

This is my best bud Oogie Boogie. Oogie was an alley kitten that was abandoned by his mother at a VERY young age due to a sinus infection. Most kittens in this circumstance would become feral. Oogie did not. After nursing him back to health, he became one of the most loving and energetic cats I’ve ever met. He spends his days climbing around the house, watching the squirrels out the window, playing with all of his toys (I spoil him a bit), and cuddling up on me for big naps. Oogie is very vocal and if you’re anywhere near him you’ll hear him purring. He’s my favorite work from home buddy.