And here it is… a little blog about how I transitioned from being a Traditional Marketer to a Content Marketer, or so I thought!
First I’ll address why I’m writing this post. Quite simply, it’s because while I’ve been working as a marketing professional for over a decade a majority of my career has been focused on traditional marketing tactics as opposed to digital, and I’m guessing that I’m not alone in this rapidly changing techy world. A majority of my marketing career was centered around print advertising, television and radio ads, events, public relations, consumer packaged goods, and some viral tactics via branded items such as t-shirts and stickers with catchy taglines and campaign ties – depending on the industry.
Digital marketing came into my picture around 2004, and for several years we still weren’t sure what our exact strategy should be in this sector. Websites and search engines were in the awkward learning stages, and slow internet connections honestly made digital marketing feel a little cumbersome.
Come 2006 and social media comes onto the scene. Game changer! But uh… we didn’t know it yet. In fact I don’t even think it was deemed said term ‘social media’. We were somewhat hesitant to accept it, and that’s putting it mildly. I recall setting up a Twitter account while working for a marketing agency and presenting it to my team as something we should keep on our radar [insert a record scratch and cricket sounds] – needless to say it was less than well-received. Why? Because not only did we have no idea what in the heck it was, we didn’t have a clue how on earth could we use it from a marketing perspective. In hindsight I should’ve done more research before presenting it, but I knew it was going to be big, I just didn’t know how or why.
Since that time my superiors at various jobs were equally focused on the traditional tactics that they knew and understood. Social media was considered, for lack of a better phrase, ‘a waste of time’, so my efforts to incorporate it into our marketing strategies were typically ignored and only a small percentage of our time/budget could be dedicated to it.
But here’s the deal my fellow marketing professionals, (and I know that you know this) it’s our job to stay progressive and convincing in our pitches and practices. We’re not supposed to sit on the sidelines and wait for the next big thing. We need to research and utilize the up and coming resources that are available to us and get really creative in our approach in our utilization of them and how we bring brands, products, etc, to market! And that’s just what’s happened in the digital marketing space… marketers and the like have reached above and beyond in their creative tactics to use these exciting new digital marketing tools. From social media, to blogging, to website content, SEO, adwords, remarketing/retargeting, and online videos.
So I tripped and fell into a world where my job is now centered around content and how to creatively implement it in the digital marketing sphere. I’ve learned that content is not just about writing, it’s so much more strategic than that. Quality content as it pertains to a specific brand and the goals of that brand are of the utmost importance if you want it to be effective. I could go on for days about this alone, but I’ll stick to the topic of my transition into becoming a content marketer.
So how did I fair when it came to the transition? I won’t lie, it was a little awkward at first. It felt a little like I was starting over in my marketing career. Then I had a not so shocking epiphany, Content Marketing isn’t really anything all that new. Think about it. Radio ads and television ads are mostly content related because someone had to generate content for the script. Packaged products (i.e. toys and food) all have catchy titles, taglines, and sometimes even a story. Magazines and promotional ads are all content driven, the list goes on and on. Content is everywhere and has been everywhere, for years. The goal of quality content is meant to drive awareness of a specific product, brand, or even topic.
As with any marketing campaign you need to define your objectives and build your content around them to effectively speak to your intended audience. Once I wrapped my head around this, I realized Content Marketing had actually been a key part of my career all along.
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