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Should you hire your PR agency to also do content marketing for your #privateequity firm? While bundling all your marketing services into one nice package may seem nice, PR professionals are conditioned for journalism, not marketing. Written material in journalism is meant to be informative, not persuasive, which doesn't achieve the objectives of content marketing—a persuasive discipline. In addition, journalists rely on the strength of a publication's audience to distribute their work. But you're not a publication—you're a private equity firm with a minimal distribution network. A key aspect of content marketing is promoting the content, not just creating it. By hiring a content marketer instead of a PR agency, you get the dual benefit of someone who knows how to write persuasive content and knows how to distribute that content to your target audience. #contentmarketing

EDIT: SUBMISSIONS CLOSED 👋 , I am really excited to be working on two creative roles on a new team (one I have never supported before). Expedia Group’s Media Studio is our in-house agency serving the creative needs of our commercial partners - creating bespoke content, advertising, social and PR campaigns to run across our media network, and beyond. A majority of this team is US based so we are open to candidates in LA, NY, Austin, or Chicago. Of course please read ALL of the job description to find out more about each role but here is the sparknotes version for now: 🌟 Junior Creative Copywriter This role could be right for you if: ~You have 2+ years of experience in a digital, content or social-led advertising agency creative team. ~Have strong copywriting and storytelling skills with a keen eye for detail and passion for craft. ~Experience collaborating with Senior Creatives and Strategists to develop conceptual advertising. https://lnkd.in/gY4qZ-WE 🌟 Senior Creative This role could be right for you if: ~You have 5+ years of experience in a digital, content or social-led advertising agency or in-house creative team. ~Have great understanding of budgets, defining scopes of work and setting realistic creative deliverables. ~Have confidence pitching your ideas to internal and external audiences. ~Have a Copywriting background. https://lnkd.in/gBM8d4q4 One last thing, if your portfolio is password protected, please add your password to your CV. Unless it's abc123... that's the only one I will guess before moving on. 😊 Okay wait actually one more thing... I will be reviewing every application that comes through... no bots, no AI, just these 20/20 vision eyes (actually I should probably get them rechecked to confirm this, but you get the point).

Can you relate? 🧐 From strategy meetings to content creation, it can feel like there aren’t enough hours in the day. That's why hiring an external marketing firm can make all the difference! Let us handle the heavy lifting, while you focus on what you do best. 🌟 #inhousemarketing #digitalmarketingagency #hireanagency #marketingsupport

The Power of Good Questions:  Reflections on my first-ever focus group. Many moons ago, I was a very junior copywriter.  My first job offer was in Walnut Creek, California. Eager and anxious, I moved from Minne-snow-ta and took up residence. Our advertising agency was working with The Bay Area Subway Sandwich owners. We were exploring the preferences of local customers with several focus groups. Wanting to soak up everything, I got a spot in the observation room behind the infamous mirror. One of our agency staff was moderating. Being a newbie, I saw this account guy much like Creed (from The Office), an older, low-key staffer— I wasn't exactly sure what he did. He started by slowly questioning with subtlety, taking a methodical approach that was inviting without being overly friendly. He artfully managed the discussion, effortlessly gliding from simple to more complex questions without revealing the focus group's client, service, or purpose. He also reigned in the overbearing influencers to ensure everyone was heard and continually encouraged to contribute. He garnered goodwill, which revealed deep insights, and he navigated through it all using good questions. I realized this was much more than the journalistic skills of interviewing. This was a unique kind of customer discovery. An art of collaboration that was revealing and satisfying for all of us observing. Ever since that experience, I've been a fanatic about meeting with customers and prospects, always trying to ask those good questions. If you have questions about customer case studies, my new obsession, DM me. #casestudies #contentmarketing #copywriting

Dare I post this? 🫣 As a former government PR/communication professional, I thoroughly enjoy watching debates and news interviews and armchair quarterbacking from the privacy of my home. 😏 Don’t judge. I know you do it, too. 🤨 The recent presidential debate was…Well, I’ll just leave that there. ⚠️WITHOUT GETTING INTO POLITICS, I have 5 takeaways from my observations about *both candidates* that business owners can apply to their marketing messaging.  1. Focus on Your Audience, Not Yourself Your messaging should prioritize the client’s needs and how your service or product can solve their problems. It’s about your clients, not you. This is also true for your website’s About page. Share information about you and your business (experience, achievements, etc.) AND show how they benefit your clients.  2. Use Authentic Storytelling Storytelling is powerful in marketing because it creates an emotional connection between brands and customers. But make sure it’s a true story, not fiction, and don’t embellish or omit pertinent information to spin your story. 3. Be Transparent Transparency in marketing builds credibility. Always ensure that your claims—whether about product benefits or business practices—are accurate and backed by evidence. 4. Highlight What You Bring to the Table, Not What Your Competitors Lack Constantly bashing your competitors can come across as negative and unprofessional. Focus on what your company offers—your unique strengths, value, and benefits. Show clients why they should choose you based on the positive impact you can make rather than tearing down the competition. 5. It’s Okay to Defend Your Brand, But Do It with Tact Correcting misinformation or defending your brand is sometimes necessary, but how you do it matters. Respond with tact, professionalism, and facts rather than hostility. A measured, calm response preserves your brand’s integrity and shows confidence. Address concerns or misinformation in a way that reinforces trust rather than creating unnecessary conflict. - - - - - - - - -  👋Hey there! I’m Georgette, a freelance copywriter and marketing strategist for *service-based businesses* and *political candidates* 🎯I help my clients reach their target audiences and inspire action through strategic messaging. 👉🏻Visit my Featured section to schedule a virtual coffee chat and download my FREE Guide to DIY Copywriting. #copywritingtips #marketingtips #messagingmatters

Genuine questions here. 1. What is the job role of a 'Content Ninja' or a 'Marketing Maverick' ? 2. If your experience requirement for a Senior Copywriter is 0-2 years, then is your Junior Copywriter in school or in their mother's womb? 4. When you require your social media manager to know designing or copywriting are you paying them a double salary? 5. Where are you getting the data to justify a lower than market standards salary for a Brand Strategist with 10 years of work experience without checking their previous CTC? 6. How much more time will your company of 20 years need to become an organisation from a startup and get done with the unstructured hustle culture?

The editorial and content industry is a bit of a tailspin, no? That's why I'm compiling interesting (and fresh) job leads for my network. Please share, follow, and send me tips! This week: senior-level jobs for health content leaders. 🏥 Senior-level Jobs for Health Content Leaders All six figures and on-site 🚗 🏢 1. NYC: Content Engine Lead @ Pfizer My take: They need a fantastic content strategy person and process-minded people manager who's pretty much done it all. (https://lnkd.in/gCYmYr5d) 2. San Diego: External Comms Lead @ ResMed My take: Needs to be someone with plenty of PR experience, not a recent pivot out of editorial/journalism. "...fast-paced role is pivotal in driving ResMed’s day-to-day communications and public relations efforts." (https://lnkd.in/graDiyuB) 3. NYC: Creative/Content Lead @ Tonal My take: Best for folks with multimedia/visual content experience in addition to words. "Tonal seeks an entrepreneurial, collaborative, and creative leader to work cross-functionally on content and creative productions and oversee studio operations." (https://lnkd.in/gmg9J77J) (Related LI post: https://lnkd.in/gBQWwiAG) 🤔 WHY? I have a content job that enjoy, but I know too many talented copywriters, editors, and content leaders who are underemployed. This is a way to give back to an editorial and content community that has always been generous to me.

I've built 4 different Content Marketing teams from scratch in the last 15 years. Combined, we've generated well over $40M in revenue for like $8M spend. Here's how I put the pieces together: You need 3 divisions: 1. Strategy 2. Editorial 3. Outreach Strategy: This is where your SEO and your Content Director sit. They're responsible for figuring out what to publish, why to publish it, and how it all fits with the broader marketing strategy. They'll work cross functionally with Growth Product teams, BI, BD, Sales, Paid Media, and the Executives to build a strong business case, report on performance, and keep everyone moving towards your goals. Editorial: These are your creators and there are two sub-divisions: 1. Editors: hire ex-journalists who know how to conduct research and who know how to work with dozens of writers at a time. With a good team, each editor can publish 20 solid articles or guides per month (maybe more with AI support). You want them spending 100% of their time IN DRAFTS doing what they do best: telling stories and helping people. 2. Editorial Ops: these folks handle everything outside of that. - Interview scheduling - HTML formatting, - project management, - admin, etc. Hire an outstanding Editorial Ops Manager who manages 1099 Editorial Assistants. That keeps cost down but gives you the fire power to scale up over time. Your goal is to set an incredibly high standard for the content you produce and then make AS MUCH OF IT AS POSSIBLE! So, you hire editors and support them with ops so that you can scale up once it starts to click. Outreach: Too often relegated to the PR department, this is a CRITICAL function for your content team. PR's fine but they won't prioritize your own media. No one will see your amazing articles if you don't work hard to spread the word. This team is responsible for content-led PR, link building, and outreach on social media and email. Similar to Editorial Ops, I recommend hiring an outstanding Outreach & PR Manager who oversees a big team of offshore contractors. At one point, my Outreach team was doing well over 1,000 links per month and we were about 15 people. MISTAKES I SEE: 1. Hire a Staff Writer -> Wrong! Staff writers cap out at like 5 articles/month if you're lucky. But an Editor can scale AND help with strategic direction. 2. Give Outreach to PR -> Nope! PR is focused on big name press. They're great for fundraising rounds or to get your CEO on MSNBC — but they SUCK at block & tackle link building. 3. Chase brand awareness & clicks -> Don't. Your biggest impediment to your success here is your BUDGET. You need resources and time to get your content working. Money talks. Focus on high converting topics that drive REVENUE in the beginning so that you demonstrate the value of your work ASAP. You'll need to prove your worth every quarter. Show your executives how much money you're making them (or at least how much money you COULD make them.)

❗Great short-term contract❗ If you are available immediately, an expert when it comes to content marketing and can commit to an 8-week contract, get in touch with Rachael!! #contentmarketing #contractingtribe #findyourtribe

What does a content strategist do? Why is this role in high demand right now? What skills do you need to become a content strategist? And how can you launch a content strategist career? Get answers to all these questions in this post. https://bit.ly/4fBLEAM