Hi, my name is Jess and I’m new to the Anthology team…
Introducing yourself is always a weird experience. Say too much and you come across smug. Say too little and you seem guarded. So, when one of my first tasks after joining the Anthology team was to write an intro about myself and talk about what I’m bringing to this amazing group, I had no idea what to say.
Not only am I the newest member of the team, I’m also a transplant from the world of marketing. I got my Master’s in professional writing a few years ago and have worked in several agency and in-house roles since. I’ve worked on web redesigns, social media management, email marketing, and have written more blogs and whitepapers than I can keep track of.
When you’re the content writer for a company, in many ways you’re responsible for their voice. It’s a responsibility that I love and take very seriously. But a lot of times in the marketing world, that voice ends up being incomplete.
Marketing and Communications Work Best Together – Like Milk and Cookies
Marketing done right is about an overall brand. That means you focus on every single detail of what your company is communicating online, in-person, internally, externally, etc. through any print and visual materials. But far too often the marketing team (or lone in-house person drowning in way too much work) is siloed off on their own.
This model is what led me here. As a writer, I always want to get as much context as possible to craft the best representation of a brand that I can. But in my experience, companies want one-off things like a shiny new site or posts on social media without thinking of these as small pieces of an overall message.
I can write you a blog with my eyes closed (ok, not literally, but you know what I mean). But if I don’t know the goals of your company, where this blog is going to be shared, the audience you’re targeting, and so on, that blog isn’t going to be very useful.
Marketing, communications, and PR often get separated out, both in educational paths and in some schools of professional thought. But they work best when they’re blended together to create a cohesive brand and message for your company. When I made the “leap” into this new field of communications and PR, it wasn’t much of a leap at all in my mind. Marketing and communications are integral pieces of this holistic branding and messaging exercise.
Stop Silo-ing Your Marketing
I’ve worked in enough positions where marketing is separated from the overall messaging to tell you that it doesn’t work. For your message to be effective, it needs to be promoted – i.e. marketed. But your marketing can’t be effective without clear, concise, and consistent messaging. My point is that these pieces are incredibly co-dependent, so stop breaking them up!
To my fellow marketers, I probably don’t need to tell you that being siloed doesn’t work well. It’s hard to prove your value and impact if you’re working in the dark, right? Coming up with flashy, gimmicky marketing isn’t worth the effort if you have unclear messaging. If you feel like you’re always on the defense and/or playing a guessing game on what your marketing should say, maybe it’s time to take a step back and look at the communications foundation of your brand.
And, of course, if you can’t get your company to invest in this bigger picture, it might be time to make the leap into something new. Trust me, it’s a lot easier than you think!