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World Tea News
"As a digital marketing professional specializing in serving tea and coffee companies, I have a unique perspective into the challenges retail businesses face communicating their brand and differentiating their product line. After examining over 150 tea retailers’ sites, one crucial marketing issue in the tea industry is an abundance of weak, relatively homogeneous content. Recipes abound, but insightful, well-researched, credible content is scarce. This means that many tea brands miss the opportunity to connect with their audience on topics they are interested in, such as tea’s health benefits. However, this void is an opportunity for actors across the tea vertical - such as farms, wholesalers, associations, and retail brands - to capture traffic and grow the market and their bottom line by stepping forward to provide exceptional content to their audience."Read More
“About pages on websites usually speak about the founder's spark, which created the company. Two opportunities to further enrich such pages exist” advises Steeped Content’s, Mackenzie Bailey.“If a brand’s purpose and proposition are clear, it can be reduced to a single adjective; Steeped Content’s adjective is transformation.
- First, you want to define your brand’s adjective with draconian simplicity, then include that specific adjective in your About page.
- Second, you want to cement your brand in the eyes of consumers as instantly understandable. You can do this by incorporating a brand archetype and storytelling techniques on the About page. Steeped Content, for example, reflects the magician archetype. You want to ensure your unique adjective and archetype are reflected in the About page and aligned with your content marketing strategy.”
“The content of this tea sommelier is structured approachable for novices. Yet, some of the insights covered in the course content are valuable to those who consider themselves reasonably knowledgeable about tea. This is a strong program because it caters well to a broad audience.”Read More
“There are a few metrics that every content marketer knows to watch, such as time on site, bounce rate, and unique visitors,” says Mackenzie Bailey of Steeped Content.
“However, there are creative metrics to monitor your content magnetism. I build UTM parameters into blog links, which I tactically share on sites like Quora when responding to queries. Doing this lets me track the inflow of traffic in Google Analytics from different sources. It’s a great way to see how your content is being engaged on social sites.”Read More
“I have now started Steeped Content, a digital content marketing company serving businesses in various industries but specialising in the tea industry. This allowed me to remain closely connected to my tea community, where people like me hold a deep passion for tea.”Read More
“The word ‘steeped’ builds subtle, clear associations to tea. It also calls to mind depth and richness of thoughts and insights. That’s what I deliver clients, and what the Steeped Content is about.Read More
European Specialty Tea Association
"She's glad to be a European Specialty Tea Association member. Mackenzie joined the association because of its leading role in publishing content benefiting the tea industry. Mackenzie notes, "The European Specialty Tea Association does an excellent job creating value for members; their webinars share great knowledge and knit the tea community closer."Read More
World Tea Expo
Mackenzie is presenting "Intent-Based Advertising" on March 28 at the World Tea Expo 2023. Because this session will discuss each promotional tactic within the unique context of a brick-and-mortar and online tea business, it's relevant to all tea business owners.Read More
Tea And Herbal Association of Canada
Mackenzie presents "How to Approach Digital Marketing As a Tea Retailer on November 2 (12-1 pm ET), 2022. This session is perfect for owners of e-commerce and brick-and-mortar tea businesses.Read More
Brand Usage Guideline
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CEO and Founder
Mackenzie Bailey is the founder of Steeped Content, a marketing
service provider specializing in the tea and coffee industry.
She shows clients how they can grow their audience and
revenue with marketing while focusing on their business
Her MSc Marketing Strategy and Innovation, BCom, and Tea
Sommelier certification equip her with marketing, business, and
tea knowledge. And, with an agency background, Mackenzie's
proven marketing expertise in industries beyond tea and coffee.
Mackenzie brings integrity, insight, and energy to every event."
“Mackenzie was easily and effectively able to articulate her experience to the room.”
Founder and President of Tea Bazaar
Photos of Mackenzie
File Type: Zip