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An insight into content marketing with Powwownow

Jacqui Beel gives us an insight into Content Marketing and how she spends an average day as Head of Content Marketing at Powwownow. 


How did you become Head of Content Marketing at Powwownow

After a degree in Psychology from the University of Hertfordshire and ten years of working in different areas  of content, including Social Media, PR, PPC and SEO, I decided I’d like a new challenge and thought what an amazing opportunity to begin the adventure at Powwownow.

Here, I started out as a Senior Marketing Executive, and in just under four years I’d worked my way up to my existing role as Head of Content. 

What skills should you have to be Head of Content Marketing?

There are a variety of skills needed in the content marketing industry. A full mix of experience in all elements of content is crucial so you have a clear understanding of how it can all fit together. This would include a good awareness of SEO and how search engines work, social media trends, and creating content for different audiences and platforms.

A commercial understanding is also useful as you will then realise how content ties into the wider marketing and business objectives. Finally, you need to be a people person in order to drive your team to success, and be able to empower them to say no and push back; if you aren’t 100% sold on an idea, then it’s back to the drawing board. 

Above all, you must have a keen, creative eye. A lot of B2B marketing is lazy, bland and uninspired, but it doesn’t have to be like that. You must always look for ways to be inventive and never create content for contents sake.

Describe a normal day to us:

My day varies massively depending on what we have going on at the time. I can be speaking at a conference in the morning on the importance of creativity in B2B content, organising a PR stunt in the afternoon and then, later on, writing a thought leadership piece for LinkedIn. I also manage the social media team and agencies we employ to deliver our wider business objectives.

What’s the best thing about your job?

The best thing about my job is the variety of things I do. I know it may sound cliché but no day really is the same. 

Are there any downsides? 

The only downside to my job is that things can get a little manic at times, which again, means you must put in longer hours to ensure everything is done to a high standard. Days spent in back-to-back meetings can be especially challenging as it takes you away from doing all of your other work.

What advice would you give someone if they wanted to get into Content Marketing?

My advice to anyone wanting to go into content marketing is to get some broad marketing experience to start with, then start to refine where you want to go a few years into your career – this gives you the basis of what you need to understand how everything works together.

A variety of degrees lend themselves well to content marketing, so if you aren’t doing a marketing degree, don’t worry! Courses such as English, Journalism, Public Relations, Media Studies and Creative Writing are very applicable to this industry, and can help lead you into a starter role.

Blogging in your spare time is a great way for any keen content marketer to learn their craft, as you must utilise a broad spectrum of skills in order to make a success of it.  Internships and work experience are also key; again, this doesn’t strictly need to be in Content Marketing, as writing, editorial or publishing experience is entirely relevant.