I’ve been writing a lot of employment related copy recently.
It is particularly perfect for me because I am at a crossroads that many of us come to in our lives – a big birthday where people tell you life begins. Funny people also tell you that your life is half over – but where would we be creatively if the world wasn’t a little glass half empty at times?
So here it is, I find myself well placed to understand issues of career breaks, parental leave, ageism, career changes and employee engagement, for starters. And as a freelancer, I’ve met a lot of employers.
Plus, as a brand marketer, I understand businesses and the demands on their time as well as the conundrums they face in the marketplace.
How can you stay agile? Where are the next opportunities? What does the future hold?
One thing’s for sure, like any industry, marketing is changing at a rate of knots. Take content marketing, for example. Content agencies have been popping up across the board. The term ‘copywriter’ is being stretched to say the least. Something professional copywriters will have mixed feelings about.
Everyone can write copy, even robots!
You can write by the word or by the blog post. You can write to deliver. A constant stream of words, trickling towards one end goal: SEO.
But what then of quality? Of consistency? Of engaging tone? How long has it been since anyone mentioned the word ‘craft’? Oh precious ageing writer! What frets thou so!
The less interesting fact is, there’s a knack to blogs, regardless of creative talent. A strong eye for detail and good research skills help. It’s editorial, ultimately. So, bank those similes, remember those analogies and make sure you’re up to date on latest lingo your audience might like. Social media sets the tone but it doesn’t always have the intellect to follow through with anything worth remembering – yet ignore it at your peril.
Unless, of course, you’re a business operator.
The death of social media?
When JD Wetherspoon announced they were no longer investing in social media marketing, a long sigh drifted out of ad land.
Perhaps, thought the Creative Directors of the UK’s finest marketing agencies, perhaps now is the time the content explosion will settle down. Like the outspoken teenager in the marketing family, perhaps content will become more accepted for what it is. Maybe we can get back to the big idea!
Or perhaps we are simply entering a new phase in the marketing landscape. You know, the landscape where nothing stays the same for very long – or at least, that’s what you’re led to believe.
Because of course, there are business aspects that do stay the same, regardless of changes to the marketplace or innovations or trends. Like, if you want quality work, you have to find quality people.
Marketing trends may come and go. But the bankable fact of business is that talent is what drives brand success. As with the thinking behind the Wetherspoon decision, if you don’t make the right connections, you’re not going to make inroads anywhere.
It’s a sobering fact. Personally, I can’t wait to see what happens next.