23. How writers fit into a greater marketing strategy
I had a good question from Taylor, who does content marketing and copywriting.
He asks :
When I was in the PR world, I understood exactly the relationship between myself, the ad agencies, the media buyers, etc. And even though there was some (aka a ton) of overlap and grey area, I understood how to approach it as far as which aspects should really be handled by me even though the others technically had the capabilities to do it. And I understood how to craft a strategy that encompassed all of us and how we all fit together.
I feel like doing the "content" side of things, I don't have that same understanding of exactly where/how I fit into the mix of existing marketing partners, if you know what I mean. So, I gotta learn a lot of that through research etc. but any wisdom you have woujld be helpful too!
Well, Taylor, I have some answers for you.
It revolves around how you position yourself within the organization. It means trying to "own" the entire job of written communication, whether that means doing the strategy, overseeing anything being produced, or doing the actual writing yourself.
I'll cover more on how I approach the creation of a digital strategy (and how that's involved) but I also touched on it in this recording to give you a better sense of where you might fit into the big picture.
Yours,
—k
