Local Resident Turned Author, Andi Robinson, Releases First Book
Writer / Renee Larr
Photography Provided by???
Small business owners have a lot on their plates. Whether it be figuring out what products to stock, staffing their stores, or covering their expenses. How they market their products can be a daunting task to add to this list. Center Grove resident, Andi Robinson, helps local businesses navigate the nuances of marketing to their intended audiences. Currently the Global Content Leader for Corteva Agriscience, Andi has also owned a marketing consultancy, Hijinx Marketing, since 2009.
In her roles in several large companies and working with small businesses, Andi has gained a wide range of experience and knowledge across the spectrum of marketing activities. To share this knowledge, she recently authored a book called The Content Puzzle…and the Missing Piece. In the book, she not only writes about all of the parts of a content marketing strategy but how the psychology of the audience should play a part in your marketing.
When asked why she decided to write a book, she says, “I have wanted to write a book for a while now – sort of a bucket list item. During the pandemic, I decided I had a lot to say about content and content marketing, so I sat down and started writing.”
The entire process took about a year.
The Content Puzzle is meant for new marketers or small business owners who want to learn more about how content and marketing strategy interplay with each other. In Section I of the book, you will learn about all the pieces of the marketing strategy puzzle. This includes creating meaningful goals, understanding your audience, determining what distribution channels and content formats to choose from, and measuring your content. In Section II, you will learn about the “missing piece.” That piece of marketing strategy that most people don’t think about is the psychology of your audience. Between personality types to how people react to colors and fonts, you can use common principles of psychology to improve your marketing strategy. According to Andi, how people react to different types of visuals and text has a lot to do with their past experiences and psychological makeup.
While most large companies have in-house marketing teams and a wide range of resources, most small businesses don’t place an emphasis on marketing strategy.
“Small businesses can benefit from thinking more strategically about their marketing,” Andi says. “They don’t need a lot of money to do it, but it can positively impact their profits.”
In Section III of The Content Puzzle, Andi describes how marketing strategy can and should differ depending on the size of the business.
And she uses the same tactics that she describes in the book with her clients.
“The Center Grove area is growing so fast, and I love to help local businesses take advantage of that growth,” she says.
She works with businesses to determine their specific needs, the audience they are trying to reach, and their business goals. She then takes this information to help develop a strategy – a roadmap, if you will – for what content needs to be created, what messages need to be paired with which visuals, and where and when that content should be shared.
Andi and her husband, Rick, have been residents of Center Grove since 1998 and their sons, Camron and Cody, grew up in Center Grove schools.
The Content Puzzle is now available for pre-order on the publisher’s website (store.bookbaby.com), Amazon, Barnes & Noble, and other bookseller websites. The full launch is September 20. You can find Andi across all social media sites, including LinkedIn, Twitter, Facebook, Instagram and TikTok. Just search for Hijinx Marketing. You can also visit her website, hijinxmarketing.com.