a trip to Walt Disney World should be a legit biz expense for creative communications/content types…because they do what everyone wants to do better than anyone does. http://www.huffingtonpost.com/amanda-feinberg/content-marketing-disney_b_3563404.html
How much does your title define you?
I was thinking about that while reading the Content Marketing Institute’s CCO magazine — for Chief Content Officers. Great publication–but it made me ponder if a one-woman creative content company with a tiny, but solid and growing client list, really needs C-suite titles. I’m thinking no. I’ve worked for design firms and agencies so small we didn’t put titles on our biz cards; that way we could assume any role in a meeting or proposal that was required. Recently in a meeting, I heard a fairly senior executive refer to the very visible and highly placed head of his corporation as “Grand Poobah.” I’m betting he doesn’t call him that to his face.
During the heady new days of the dot coms, all sorts of strange and quite wonderful titles began appearing–Chief Humour Officer, Director of Originality, Brainy Guy (that was my title at a hip agency I wrote for because I was the only one who could decipher what the new tech clients were actually trying to sell), Corporate Jester–but when the VC money dried up, so did the cute monikers. I guess I could call myself Chief Content Diva or The Goddess of Words, but those titles aren’t really on brand — and just a tad too fey for me. Word Grower? Brand Story Gardener? Copy Pruner (that would be for editing, I guess). Nope, too cute and they’d all require additional explanations–clients are busy people, no need to burden them with something else to figure out. The bank likes me to be “president” so I can be responsible for the money, but I prefer “senior writer” (and the “senior” part comes from doing this job for more than a quarter century, not because I have a few “juniors” on staff).
So what’s your title? Does it bear any relationship to what you actually do? Like it or not, we are what we are called. That’s why it’s always better to name yourself. If you could make up your own title, what would it be?
If this much focus is ever put on content marketing and communicating with clients — just imagine the job market for writers and other creative talents. It boogles the mind!
Love this infographic from Joe Pulizzi and the Content Marketing Institute depicting that content marketing isn’t new at all. But we do seem to be in the Golden Age.
If you have even a passing interesting in content marketing, you’ll gain a great deal from Chief Content Officer. The latest issue is out. It’s info to make you a better content creator. Or a better content client.http://contentmarketinginstitute.com/chief-content-officer/
According to my mother, when I was quite young, I would cut photos of detergent or face powder or toys out of magazines and catalogues, paste them to a piece of paper, write a story about why they were good things to have and make a presentation to the dolls and stuffed toys I had assembled around my kiddy table. When I watched “Bewitched,” it wasn’t Samantha and her magic family that interested me, it was Darren’s work at McMann and Tate that held my attention.
These were obviously signs of things to come.
Despite what the writers of Mad Men would have you believe, little girls who wanted to be advertising creatives (and when I look around at agency biz events, I’m thinking there were more of us than one would have expected) had our role models. There was Shirley Polykoff, creator of the famous “Does she…or doesn’t she?” campaign. There was Mary Lawrence Wells, who took the idea of branded content to new levels when her agency not only did a campaign for Braniff Airlines, but also decided on the décor of the planes and the outfits for the flight attendants. And there was my personal fav, Jane Trahey, who set a new standard for fashion content in the years when she was a force in Neiman-Marcus’ advertising and later opened her own New York shop where she won clients like Elizabeth Arden and created the famous Blackglama Furs campaign. In addition, she wrote plays and a handful of books, one being On Women & Power, that was pretty much an early roadmap on how women could get and keep high-powered jobs. I’ve given a half dozen copies away to women I thought could use the moral support—and I continue to seek out copies in used bookstores.
These days I’m reading people like George Lois, Lee Clow and others—plus the content “specialists” like Joe Pulizzi or David Meerman Scott (whom I liked even more when I found his book World Wide Rave free on Kobo. How generous.)
Perhaps some of you didn’t start planning your career while preparing for first grade, but I’m thinking if they would have made a line of collectible cards featuring advertising executives (the kind that used to come with that stick of pink powdery gum with the consistency of Bristol board), I would have collected the whole set.
Hummm…there’s a product idea.
Everyone needs a hero. And whether you get ideas or the courage or the strength to stay focused from someone writing about the industry or elsewhere, it doesn’t matter. What matters is that you make an effort to find the motivation that keeps you raising your personal bar and going after what you want.
Wasn’t aware until now that content marketing had haters (really folks, you can’t come up with anything else more deserving of your contempt?). But I love the way Velocity Partners’ Doug Kessler goes on the defensive with “Why the content marketing backlash is getting it wrong.”