You wouldn’t ask a violinist to conduct an orchestra. He may be an extraordinary musician, but what does he know about conducting or about how each section comes across to the audience? Will the audience come back? Chances are, probably not.
Similarly, your typical copywriter, while highly skilled in his area, won’t necessarily have an understanding of writing content for integrated digital marketing campaigns.
We touched on the subject of repurposing content before, but it's a subject I feel so passionate about, particularly in today's unforgiving economy. So I wanted to pull out specifically the great blogs we referenced from our content friends on the subject.
So I started out all those years ago in PR. Before long (4 years) I was bored of what was effectively a glorified sales job. I wanted the bigger picture. The full marketing mix. Fast forward ten years or so and I’ve done the ad agency, experienced the SEOs, the viral specialist, digital and now social media players. Fortunately I’ve mostly been on the inside.
But where does the in-house marketing manager focus its investment?