Tag Archives: marketing consultant

Why Content Writers Create Great Marketing Strategy

 

I was speaking recentlyMagnet with the owner of an agency who helps companies with the creation and implementation of corporate marketing plans. We were discussing the possibilities of using my services to manage some of his marketing projects. As we discussed ideas, he said something I had never heard verbalized before: “You know, content writers make the best program managers,” he said.

I knew exactly what he meant.  Yet I had never put it that way myself. Then after thinking about it, I decided to think it through and it makes perfect sense. Why?

Content writers are all about the message.  Let’s face it, if you are creating a marketing communications piece, you want to send the right marketing messaging to the right audience. You can put out all the blogs, videos, etc. you want but if they don’t speak to your audience, nothing will happen. Content writers understand this, and it is the bread and butter of what we do. We craft the messages that get your audience to do something…and now!

Content is at the root of many a marketing program. When I started my business four years ago, I strictly sought editorial, content writing, editing and proofreading jobs. Now, at the request of my clients, I manage marketing programs that feature content like blogs, Eblast campaigns, social media campaigns and more. Content is at the heart of these efforts so a content writer should be too! This is especially key when a client has a need to broadcast one message across multiple communication  channels, like website content, printed collateral pieces, video content and social media. I personally do this by partnering with exceptional professionals who share my passion for creative communication. Seems like program management is a natural extension of my skills!

Good content writers can also spin a message on a dime. If the first headline isn’t working, we’ve got more waiting in the wings. Again, who decides if you need a change in, say, the headline? Probably your success metrics, as analyzed by the program manager. And if your program manager is also your content writer, well…you eliminate the middle man. How’s that for efficiency? Good content writers are a fount of creativity, flexibility and versatility.

Content Writers think conceptually. We content writers do more than write. We consider the effect our words have on others. We explore options of communication to get our point across, like different media channels, graphic design or sensory experiences. All that big sky thinking is essential for the success of an integrated campaign. And we’ve got it down pat!

I agree that content writers make the best marketers. Maybe that’s why I’ve grown comfortable in my role as the content writer-program manager. If you’re looking for a content writer with a flair for marketing strategy, let’s talk. Contact me today!

Five Hidden Values of a Marketing Consultant

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Marketing consultants are an amazing tool for small or medium sized businesses that need to expand their media exposure, reach a new audience, promote an award they have received, or accomplish other marketing goals. When companies have a need for marketing, they have two choices. They can use their internal marketing department (or even establish one) or they can hire an outside marketing expert. The decision usually depends on budget and resources, human and otherwise. Both internal and external marketing professionals can do a smashing job for a company. In general, however, marketing consultants, by virtue of their external perspective, can bring something even more valuable to the table, without charging an extra cent!

1. Creative Solutions Born of Experience. An external marketing consultant may have experience in yours and other industries that can come in handy in unconventional ways. They may have seen marketing strategies before that have helped other clients. They may have tried a strategy in another industry that may work in yours too. They may have experience with technology and tools that can bring results, like electronic press release distribution systems and SEO keyword planners. Let their experience enrich yours!

2. A New Perspective. Employees in an internal marketing department are employed by the company and often see everything from the company perspective. They may be there to grow their career and become a lifelong employee or just as likely be there for the paycheck and be biding their time for a better opportunity. An outside force like a marketing consultant sees things objectively, and from a different angle. In their position, they’ve had access to many different types of corporate cultures, leadership styles and marketing strategies. They’ve seen what works and what doesn’t. Don’t be surprised if they propose something completely different to you that you’ve never considered before. It’s part of the hidden value of a consultant!

3. Resources. One reason you hire an outside marketing consultant is because you don’t have the time, experience, or manpower to handle the marketing for your company. Marketing experts have all three for your business, as well as access to marketing resources that you might not know about and knowledge of many different resources for promoting a business. There are always new ways that a business can use social media, networking, and promotional material that a business owner might need.  As a marketing consultant, I have connections with specialists who can produce e-blasts, search optimization, and other tools to help businesses reach a wider audience.

4. Publicity opportunities. Marketing consultants are always on the lookout for publicity opportunities. Everything promotional tool that crosses a good marketing consultant’s path is a possibility for their client. Awards programs, for example, are a great way to put your business in the spotlight while participating in the community. As a marketing consultant, I do a variety of work for clients, but I always keep an eye out for opportunities to do even more. Sometimes I am called in to proofread a website or write content for a whitepaper, but if I find other ways that a business can make itself more accessible, I’ll let my client know! A good marketing consultant knows that their client’s success equals their own.

5. Business Consulting. Being an entrepreneur can be lonely. Sometimes the entrepreneur may feel like they are the only one in the business who truly cares about the company’s success. It’s helpful to have someone to bounce ideas off of and talk to about other, non-marketing related issues. As a marketing consultant, clients often ask me about human resources, pricing, sourcing, etc. I always try to have the answer for them and hope that my advice has saved them hours of googling for information!

So when you need a helping hand with your marketing, remember that a good consultant brings more with them than just what it says on their business card. If you need an example of what that might be, feel free to contact me.