This week, the Marketeer rolls out a new list in the vein of our “50 brands and marketers to watch” campaigns. Each day, we’ll debut five interviews from our list of 25 Journalists in Content Marketing before releasing the entire package as one slideshow on Monday, September 17.
Today’s group includes Sympoz Inc.’s Lisa Greim, Paul Conley of Paul Conley Consulting, Monetate’s Rob Yoegel, Kuno Creative’s Brianne Carlon, and Kevin Hunt of General Mills.
Click through to read their responses to our questions about the roles they play in their organizations’ content marketing efforts; their information diets; the content they’re most proud of creating; their favorite tech and software tools; where they find inspiration for content; and their advice on content marketing.
Lisa GreimEditorial content manager, Sympoz Inc.
Her journalism chops: Business reporter and editor for dailies, weeklies, and trade magazines, including the San Francisco Business Times, the Peninsula Times Tribune (Palo Alto), and the Rocky Mountain News (formerly in Denver). M.A. in journalism from the University of Colorado, Boulder.
Her gig: "It’s a weird, hybrid job. I’m part of the online course production team. My group creates content in and around the videos that are our core product. We write onscreen graphics, create downloadable class materials, pull all the parts together, plug everything into the site, and check it before it goes out. It’s a lot like line editing a daily section and requires many of the same habits of mind."
How she got there: "I showed up a year ago in response to a Craigslist ad for a freelance copy editor who could knit, and then people discovered that I could write marketing copy, keep a bunch of balls in the air, spot random errors, make pasta necklaces.... I know a tiny bit about a lot of things. It comes in handy at a startup where tasks need doing that aren’t in anybody’s job description."
Her info diet: "I get my news on the run these days from NYTimes.com, public radio, Media Bistro’s daily news, and the dead-tree, home-delivered Denver Post. I love my Facebook news feed, which is like the world’s most random clipping service, and my longtime online hangout, The Well (well.com). Also, my 17-year-old daughter, arbiter of everything cool."
Her pride: "We launched a free Craftsy Block of the Month (BOTM) quilting class on New Year’s Eve, as a registration driver and sampling vehicle. We had to kill ourselves over the holidays to get it done, and I was just cranky about the whole idea. I thought people would sign up and then refuse to pay for anything else, a lesson we learned the hard way in the news business.
"At that time, we were happy if we sold a few hundred units of a new class on its first weekend. We flipped the switch on BOTM at 9 p.m. Friday night, and by the time I woke up on Saturday, 10,000 people had signed up. In two weeks it quadrupled. It blew up like the Stay-Puft Marshmallow Man. Last I checked, we had more than 80,000 BOTM quilters, the Meadowlands full of quilters, and if I told you the conversion rate to e-commerce customers and paid course takers, I would have to kill you.
"I’m pleased to admit that I was wrong."
Her fave tech tools: "Evernote, Google Docs, Dropbox, InVision—anything that lets us keep projects moving and get stuff done together. The cloud is a miracle as far as I’m concerned. Personally, I love Flipboard and Spotify and all the apps that keep my financial life paperless and on autopilot."
Her creative inspiration: "I don’t like the word 'creative.' My best teachers and bosses beat into me that writing is a craft, dammit. You show up, you sit in the chair, you select the right words to build the work, and you don’t waltz around talking about yourself."
Her content marketing advice: "People will pay for content if it’s relevant to their lives, unique in the marketplace, and provably better than what they can get for free. Information wants to be liberated."