“What separates good content from great content is a willingness to take risks and push the envelope.” – Brian Halligan
Amanda Jones is a forward-thinking individual, she is full of forward tilt and has been all of her life, but was she always that way?
Little Amanda was curious and wanted to do everything, she was about to transfer to a four-year university and one of her areas of interest was engineering. Although she later realized that that really isn’t what she wanted to do, she just didn’t know what she wanted to do. Now she sees that she wanted to be an engineer because she thought space was super cool and she wanted to be a space scientist -which she still thinks would be pretty awesome. It was more the romance and sentiment behind the industry that drew her towards it. Another area that she wanted to go into was communications but she didn’t want to go to a four-year college for it because honestly, she found it a bit dumb.
She stumbled upon Praxis at a conference someone on a panel really briefly talked about it and she actually found someone who did Praxis at the conference. She considers herself lucky that she found it in an unconventional way. It was through Praxis and her love of writing and storytelling that lead her towards her marketing apprenticeship.
Her Marketing Experience
Amanda’s experience in marketing was heavily focused on paid ads and copywriting, so she’d have images, text, or an email chain and have to edit it and then put it through different channels. During her apprenticeship she learned how a business ticked, gaining an intimate knowledge of how important marketing is for a company to succeed.
Often when people think of marketing they picture a bunch of people sitting in a room just being creative, but there is an extremely technical side to marketing as well. You must be able to pull and then look through the analytics of a bunch of different channels, see the differences, what worked what didn’t, how to improve and so much more. Then if you take an even bigger behind the scenes look at marketing you will see that the digital foundations are mostly marketing as well, making sure that you are set up online correctly, being found for keywords, and that the website is running at a good speed. If people can’t find you then there is no point in making good content, or you won’t be optimized for them to share your content.
There are a plethora of hard skills that are useful in marketing. It is such a broad position and can differ depending on your rank and company. When considering the amount of software that is available the number only increases. A few universal skills that everyone should know are copywriting, social media, the ability to test things quickly, and something along the lines of MailChimp. These are all skills that will be beneficial as an entry-level, and you can carry them throughout your career whether you continue in marketing or not.
She mentioned that the main difference between personal marketing and company marketing is you have to be specific in a company, you must know your customer and be realistic about it. When doing personal branding you have all the freedom in the world and you can be as broad as you want. The small crossover occurs when you consider the element of persuading, in personal branding this means getting people to want to work with you in a company setting it is getting the customer to want your product.
As of now, Amanda is working remotely as a digital marketing consultant in Virginia. She is loving the freedom it gives her, to do more marketing-focused stuff on the side, and she has made it her goal to learn something new every day.
Amanda is very grateful for her previous experience since it taught her so much. She is already envisioning a much broader scope for what she wants to do with her life and has more tools and resources for how to do that. Currently, she is doing an online course to learn more about email marketing and is excited to be building a new skillset. She strives to contentiously diversify her work and try new things.
Treat your life as an apprenticeship, there will always be more out there for you to learn.