Scene from a dinner party: “So, Josh, what do you do?” “I’m in marketing.” “Oh, like Mad Men ? Ad campaigns and stuff?” “No, it’s content marketing.” “Oh, like the Wendy’s Twitter account?” “...Sure... like that.” I’ve had variations on the above conversation more times than I can count. I’ll usually leave it at “ Wendy’s Twitter account ” in the interest of changing the subject. No one has the patience for, “I write business-to-business content designed to help people do their jobs better, which also builds affinity for a client brand, with the end goal of influencing purchase decisions.” So most people think I just write fun stuff all day, that it’s a purely creative job. But my fellow B2B marketers know better. Content marketing requires an incredibly diverse set of skills, and “innate writing ability” isn’t even the most important one. [bctt tweet="Most people think I just write fun stuff all day, that it’s a purely creative job. But as my fellow #B2B marketers know...
