Today’s promotional channels are starved for information. Companies that promote themselves through social media such as Facebook, Twitter, YouTube and LinkedIn need fresh content almost daily.
People on these channels don’t necessarily want to be sold to, even if they become a fan of your company’s page. Everything that you write for these media should be keyword-rich, and filled with useful and timely information. It should not be focused so much on your product’s features and benefits as it should be on drawing people into your sales process.
Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.”
Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.”
An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”
