From writer to content marketing strategist: one Braftonite gives his take. But John wanted to get his hands even dirtier by developing content marketing strategies, and when a spot opened up on Brafton’s SMB account management team, he made the move. I studied on the weekends to get Google Analytics certified so I could read the reports the account managers shared with me. We caught up with John to get his thoughts on his experiences at Brafton, the content marketing industry and what his childhood career aspirations were (among other fun facts). As a former writer, I knew exactly what the blog post creation process was like and what practices has direct benefits for SEO. What are some common challenges that arise when developing a new client content strategy? Getting a solid goal post is pivotal for judging our success. Before we create anything, we should consider where the content will be published and why. Where do you see the content marketing industry heading as we move toward the end of the year and into 2017? I worked in a casino for two years.
life as a writer turned content marketing strategist and where he
sees the industry going
While he’s rarely seen – if ever – wearing an actual hat in the
office, the fact is John King has a closet full of proverbial hats
that he’s worn during his time at Brafton. Throughout his two and a
half year tenure in our Boston office, John has gone from editorial
writer to a content marketing strategist for small- and
medium-sized businesses to strategizing for enterprise clients. So
what has fueled John’s various transitions? Read on to find
out.
From quality content writing to extraordinary content strategy
creation
John spent his time as a content writer on the Health,
Lifestyles & Education team, creating exciting blog posts like “Is
your Christmas tree plotting to kill you?” and articles detailing
the similarities between Spain’s best vineyards (based on
client-provided, proprietary data rather than first-hand research,
unfortunately).
But John wanted to get his hands even dirtier by developing
content marketing strategies, and when a spot opened up on
Brafton’s SMB account management team, he made the move.
“I wanted more control in client strategies, and I was
obsessed with collecting the data behind my work. I studied on the
weekends to get Google Analytics certified so I could read the
reports the account managers shared with me. [Account management]
became a natural progression after that.”
For about a year, John worked exclusively on SMB accounts, and
when the opportunity arose to work with larger brands, he took it.
Now John continues to spend his days lending his expertise on
content marketing to a diverse set of clients and explaining how
their strategies can become successful in an ever-changing digital
field.
We caught up with John to get his thoughts on his experiences at
Brafton, the content marketing industry and what his childhood
career aspirations were (among other fun facts).
What skills did you gain while working in editorial that
have helped you in your current CMS role?
Knowing the content writing experience is insanely valuable when
tempering client expectations and being realistic about deadlines
and production schedules. As a former writer, I knew exactly what
the…
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