May 27 2021 50 mins
Kendall and Khadijah used to work together at Vidyard. Kendall is now a "boomerang" Hootsuite employee. For those who don't know, at the crux, Hootsuite is a social media management tool.
Kendall was originally there in 2015 on the blog team, working on SEO, content calendar, and generally more educational content. Now as a Campaign Content Manager, she's able to expand her skill set in content marketing, as well as repurpose content to get eyes on it.
She loves being part of a larger content team, and despite the pandemic-induced shift in collaboration, she and her team have found ways to have working sessions and informal coffee chats to build those connections that are similar to an in-office experience.
Biggest differentiators between Content Marketing management and Campaign Content management: Now more focused on outbound strategies that focus on brand, executing on larger campaigns, and compiling original data.
Predictions/hopes in marketing: Brands leading with purpose—policies, processes, actually starting at the top of the org and then all the way through. She wants to see companies being truly public about their stance on certain issues, rather than being performative.
Self-improvement: Kendall's a big fan of always learning and never assume you know everything. Since the start of the pandemic, she's been taking online courses to detract from Netflix after work in the areas of leadership and strategic copywriting. As someone that hopes to teach about content and be a people leader one day, these are incredibly useful things to hone in on.
Advice for folks looking to do campaign content: Don't underestimate how important project management skills are (planning, strategy).
General advice for creatives: Keep a "swipe file" to save all of the inspo you come across, and a "kudos" doc for positive feedback you've received.
LINKS
Company websites:
Hootsuite: hootsuite.com
Six & Flow: sixandflow.com
Socials:
Hootsuite on Twitter: https://twitter.com/hootsuite
Six & Flow on Twitter: https://twitter.com/sixandflow
Khadijah on Twitter: https://twitter.com/KPSixandFlow
Kendall on Instagram: https://www.instagram.com/kendallmlwalters/
Newsletters:
Ann Handley's Total Annarchy: https://annhandley.com/newsletter/
Animalz: https://www.animalz.co/newsletter/