In this edition of Digging Deeper, we interviewed Dorian, our Content Creator and member of the marketing department, and got him to tell us what’s it like to work in an in-house marketing team at an IT company.
Let’s get straight to the point. You’re a content creator – what does that mean?
If you want the TL;DR version – it means that I write stuff. And by stuff, I mean different types of blogs, case studies, web content, various types of ads, scripts for videos and social media posts. Yeah, I think I covered the majority with it.
Now, if you want the full answer – it gets a little bit more complex. The thing is, if a content creator wants to be great, its work needs to extend beyond just writing. My work involves doing quite a lot of research about various industries and user personas we target with our content, and ideating different types of marketing campaigns we could launch. It also revolves around creating various concepts for different types of content we could create as well as experimenting with new platforms that could be used for promotion.
I always say that this is a great position for those ‘creative’ types who want to try out everything and learn how to do a vast variety of different things, but still want a clear focus on what they need to achieve with everything they create. I’d say that’s one of the key elements of being a content creator in an in-house marketing team.
So, what do you do on a daily basis?
That mostly depends on the day, but as you might imagine, it involves a lot of writing. I usually start by taking a look at our content plan for the day and prioritizing the tasks I need to complete. Then I usually check out our official social media profiles (we currently use Facebook, Instagram, LinkedIn, YouTube, Twitter and Vimeo) to check out how our published posts are performing and to add some new content for our followers. After that, you’ll usually find me exploring the analytics of our pages to see what works well and what can be improved. This is something I do at the start of every day, while the rest of the day depends on the tasks I added to my plan.
You can see me constantly working on new blogs or case studies, because we try to post a regular stream of those on a weekly basis. This is quite straightforward – quality is key, but consistency is also extremely important when it comes to content marketing. As we’re always looking for ways to simplify and streamline the creation of new content, I’ll also conduct a couple of interviews with different members of the team – interviews speed up the process of creating new content by 10 times. It’s really amazing.
In addition to that, you can also find me behind the mic when we’re doing a podcast, or if we’re shooting a video, you’ll see me beside it – channeling my inner Michael Bay. Or Wes Anderson if I’m feeling extremely artsy.
You’re in the marketing team. Tell me more about it…
There’s a lot to talk about, but I’ll try to keep it brief or we’ll stay here for days. Here’s the gist of it – we’re a small, in-house marketing team, and that means we don’t work for clients, but only for Bornfight. You could say that we are our own client.
There’s three of us in the team. Petra leads the team and handles the strategic part of marketing, as well as the aspects related to advertising and overall organization. She’s the one in the photo above. Hrvoje is a designer, so he handles that visual aspect of content creation – he’s our go-to guy when we need some fresh new concepts. You can see him in one of the photos below – the one with Beats. And then there’s me – as I said, I write stuff.
Now that you know who’s who in the team, it’s time to see what do we actually do. Well, as a marketing team, we’re responsible for maintaining the overall image of the brand (both internally and externally), as well as promoting our projects and expertise, the work of our people and making sure the story of the brand keeps on spreading as fast as it can. If I’d use some official terms, I could say that we create content, strategies and campaigns that boost lead generation and employer branding.
Lead generation? Employer branding?
Yeah, you’re right, I might explain this part a little better. The lead generation part of our work revolves around creating strategies, campaigns and content with the goal of showcasing the work and expertise of Bornfight. The ultimate goal of these lead generation activities is attracting new partners and clients. In order to do these activities as best as possible, we work closely with the members of our Strategic Partnerships team (they are the ones who work with clients the most), who provide us with various insights about clients and industries.
Employer branding is all about attracting new employees. This part revolves around showing how great Bornfight really is, showing what different members of our team do and building up a brand as one of the top employers. Since this aspect is closely connected to showcasing the culture of Bornfight, our values, mindset, mission, vision and the overall story behind the brand, we work with our Human Resources team to get this part just right.
Who do you work with the most?
As I said in the previous question, we mostly work with the Human Resources and the Strategic Partnerships departments, but that’s just one part. As a marketing team, it’s kind of our job to cooperate with every single person at Bornfight as they are our primary source of info on different projects we as a company are working on, new innovations we implemented, new processes we’re developing… Bornfight is quite a large company that simultaneously works on dozens of projects both for clients and internal, and if we want to make sure we’re properly covering and promoting all of them, we can’t limit ourselves in any way when it comes to cooperation with others.
Let’s get back to the marketing team. What would best describe this team?
I’d say it’s a continuous cycle of experimentation, implementation, analysis and iteration. Everything we do and create is never final – yes, we may launch a campaign or post a blog, but that’s not the final step. It’s the first one. After we launch something new, we analyze it, we see how it performs, we try to pinpoint elements that work and those that don’t – and we try to deduct why.
Why always ask why because it helps us in gathering deeper insight and ultimately guides us in all of our future activities. That’s the crucial element of building and positioning a new brand – you can never be fully content with what you’ve launched, you always need to look for things that can be better. Why? Because it helps all of us grow both professionally and personally as we upgrade our skills, but it also helps the company grow much faster. It’s that old story of being 1% better every day for 100 days – after those 100 days pass, you won’t see a 100% improvement, but much, much more.
So yeah, that’s why I say it’s all about experiment – implement – analyze – iterate – experiment – implement – analyze – iterate – experiment – implement – analyze…
OK, got it. So what kind of mindset are you looking for in new people?
You know that Apple’s ‘Think Different’ campaign? If you don’t, stop reading, go to YouTube and watch it.
The TV spot that spearheaded the campaign had this voice over in it: “Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”
That sums up the mindset of our team quite nicely. And it’s something we look for in others who’d like to join our team. If you want to constantly push thing forward, improve, experiment, grow… If you see something that can be made better, and you don’t ignore it, but come with solutions and arguments why and how to do it, you’d be a great addition to our team.
What can someone expect when they join the team?
They can expect a working atmosphere that’ll push them to work, play, grow, learn, share knowledge, experiment, hang out, make friends, network, upgrade processes, push boundaries, change things, make mistakes, learn from those mistakes, experience success, reap rewards of hard work, have fun and constantly create progress…
I know this sentence is fully subjective, and I’m not even denying it. I’ve been here for so long that I’ve embraced that you just can’t be objective when you’re talking about Bornfight. You know what’ll happen? You’ll get here and we’ll give you everything you need to succeed. We’ll start as coworkers, colleagues if you will, and we’ll end up as family. That’s what’ll happen, that’s what people can expect!
Time for the last one. What would you say to people who’d like to join the marketing team?
Here’s the deal, if you have no respect for the status quo like the VO in that Apple spot says, if you want to constantly progress and you’re willing to experiment with different approaches, mindsets, platforms… the decision to join our team should be a no-brainer. As one wise man said – don’t let your dreams be dreams, just do it!
And that’s a wrap. So, off the record – was this self-interview as weird to you as it was to me?
Dude, I’m sitting solo in a meeting room, and I’m talking to myself. What do you think?
Yeah. Let’s not do it again…
That’s been all for this edition of Digging Deeper. If you’d like to join our team, send us your application.