Content isn’t always about a brand’s products or services – it shouldn’t be a “sell, sell, sell”.

If you’ve worked in the digital space long enough, you’ve probably heard the phrase ‘content marketing’ pop up every now and then – and with good reason.

What is your current role and how long have you been in it?

As Content Editor in Trade Marketing, I manage our content marketing program and social media strategy. This includes managing our Sensis social media platforms as well as editing and writing articles, eBooks, infographics, and our Nutshell newsletter for Australian small businesses. I’ve been at Sensis for three years.

Have you undertaken any study or training to work towards this role?

I was a Journalist/Sub-Editor in Melbourne and the UK for more than 15 years, but it also helped to do a bit of corporate PR before moving into my current position.

What roles have you worked in in the past?

I started off as a cadet journalist on a country newspaper and then worked on lifestyle magazines in Melbourne before going into the finance sector covering financial services and general insurance news.

In the UK, I worked as a Journalist and Sub-Editor on lifestyle and trade magazines including Horse & Hound, Melody Maker, Marketing Week, PR Week, NME magazine and UNCUT. 

What initiatives are currently being driven in your area?

As part of the content marketing program, I regularly work with third party suppliers where we brainstorm content ideas and they supply articles for our use on the Sensis website. I also catch up with product specialists and colleagues across the business to research what content I can include in eBooks and videos.

We’re currently rolling out a video strategy with a variety of topics to help small businesses with their marketing needs. As with all of the content we publish, we regularly test and optimise it using insights and analysis so we can boost overall results.

What’s the most challenging part of your job?

Explaining that content isn’t always about a brand’s products or services – it shouldn’t be a “sell, sell, sell”. It’s all about providing small businesses with valuable information so they’re more likely to purchase Sensis products.

This content is also used to position Sensis as an expert on marketing services for small businesses in Australia. Nutshell newsletter is testament to this because customers value the information and are more likely to come back to us for advice as a result.

What’s the most rewarding part of your job?

It makes a huge difference to work in a fun environment with great people. I also love the variety of content we cover and the ability to make a difference with the information we supply. The education content we create is used in various channels, such as our Marketo sales campaigns, events, social media channels, internal sales websites, news distribution channels and also for PR. 

Do you have any great success stories in your area?

We've been trialling more personalised, targeted content on Sensis Facebook, Insta, Twitter and LinkedIn and as a result have achieved a reach of more than 3 million social media users and 30K unique visits to our Sensis.com.au website. One of our recent newsletter articles attracted more than 16,000 visits.  

What are your hobbies outside of work?

My five-year-old daughter and seven-year-old son keep my husband and I busy. When I’m not being coached on x-box by my kids, we enjoy catching up with friends. I also love distance running but need to get back into it in the new year. 

Do you have any advice for young people wanting to follow a similar career path to yours?

If it’s too tricky trying to get a cadetship in traditional media, then the branded journalism option, otherwise known as content marketing, is fantastic.

There are plenty of large companies who need writers to help craft their external communications, and many now have their own mini-newsrooms to rival traditional sources. ANZ, AFL, Telstra and plenty more do this with their own blogs and exclusives. 

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