I’m Jim Thornton. These days I identify as a data-driven content strategist, currently in a process of recovering from generalist marketer-designer-developer to focusing on the problems associated with having lots of content on a website.
I also work with my wife, Ann Thornton, at Inbound Found, a boutique digital marketing duo based in Philly. Established circa 2014, we’ve worked with in-house marketing and dev teams in a range of industries to execute web design and traffic strategies that users and search engines alike love.
Over the course of 2019-2020, Ann is taking more of an active role there while I ramp up focusing on Content Audience.
Ann was kind of enough to marry me (Jim) in the summer of 2018, so we’re also partners in life (heart emoji).
What is Content Audience?
I work with audience-first businesses that sell information products. This site is a summary of services, thinking, research findings, and assets that result from my journey to specialize in one problem for a market.
Clients are subject matter experts with piles of content, a following (email lists), and typically a few online courses around life skills subjects (work, entrepreneurship, relationships, social skills, productivity, health and wellness).
If you can figure out a more succinct and clear way to say that, I will buy you a cheesesteak the next time you’re in Philly.
Why info products?
They certainly get a bad wrap. It’s hard not to imagine get rich quick schemes or kids with fly by night Facebook funnels.
To me though, they’re important. Some of the most important things in life aren’t taught in school (yet). The average American hasn’t even taken a basic personal finance course.
With some exceptions, access to this type of personally relevant education and transferable skills building is really only available online or in one to one settings.
Strong frameworks exist that can help us change behavior and develop practical skills to improve overall well-being at a one to many level. And I believe we’re just scratching the surface on what web-based learning can do.
Subject matter experts that have dedicated their lives to a specific aspect of human development are, by definition, on the cutting edge of positively influencing people.
At the risk of sounding cliche, I believe they should be able to get their solutions in front of those that need it most and make (very) good money in the process.
Do you have any credentials?
I have a BS in Psychology (research), with minors in Business Administration and East Asian studies. Years ago, I did training through Google, Luna Metrics on Google Analytics and Google Ads, but those are long expired.
I put more stock in our past results (references available upon request), experience (about five years of experience for Ann and eight years for Jim), and love for the game.