technology marketing, sales, change management and everything else

Ben Bradley

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Over the past few months, we’ve been interviewing like crazy looking for the purple squirrel with content marketing, social media and marketing automation skills. If you’re not already familiar with the term, content marketing is the process of generating high-quality online content with the goal of building trust among your brand’s target audience, and to establish your brand as an industry thought leader.

There is no shortage of good writers. But we have found there is a big shortage of people that know how to promote content and use their outreach skills to make sure the content is shared across key social media networks and gets high-quality links and mentions on influential blogs and other publications.

In many ways, this is nothing has really changed with traditional PR. Once you write the story, you need to sell it. In the past, a PR professional would write a press release, send it to some big media outlets, and then reach out to the reporter to provide a write-up. Today, that same person makes calls, shares, tweets, “likes,” links and connects.

How Job Seekers Can Capitalize on Content Marketing

For anyone thinking about a career in marketing, here are a few suggestions from my friends over at Software

1. Directly reach your audience. Print publications and journalists are not the only way to reach your target audience, and nowadays may not even be the best way. PR professionals must learn how to directly reach their audiences through other avenues like, social media networks and blogs.

2. Build your toolbox. A PR specialist must know more than how to write a quick press release and pitch a reporter. You must learn increasingly valuable skills like: social media marketing, SEO, and graphic design.

3. Develop your own narrative. Use your expertise and storytelling abilities to develop your own content strategies, such a blogs and digital social profiles.

4. Be ready to respond quickly. With the growth of real-time platforms like Twitter and Facebook, PR professionals must be ready to respond immediately. We recommend you develop “post-ready” material before you reach out.

5. Don’t rely on traditional PR. The days of firing off a press release and pitching a reporter and expecting high-quality coverage may be nearing an end soon. Figure out ways to engage your audience in different ways, like through Twitter, Facebook, or blog.

Content marketing is here, and the age of digital media is upon us. Graduates and career changers, make sure you are ready!

The post Advice for job hunters appeared first on Macon Raine.

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Known for wearing plaid and sweater vests before they were popular, Ben Bradley is managing director of Macon Raine, Inc. ( - a management consulting, marketing and demand generation firm for technology organizations. He is a graduate of the University of Iowa and was a member of the undergraduate Iowa Writer’s Workshop. His interests include the intersection of technology and marketing. Because he was never very good at sports and doesn’t have many hobbies, his primary interests include the role of marketing on internal technology adoption, micro-finance, military uses of technology and media, self-organizing networks, network and physical security, collaboration and groupware. He frequently lectures his children on a variety of topics. Bradley was raised in Wheaton, Illinois and currently resides in Glen Ellyn, Illinois with his wife, two children and a purebred Latvian Goathound named Stella.