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In the spotlight… Content

June 3, 2016

Simon Franks
Simon is CandidSky's Client Services Manager with a wealth of expertise gained through managing digital projects for FMCG, sports brands, sponsorships and governing bodies.

In the latest edition of our ‘In the spotlight’ series, we talk to Dan Jones about his role as a Content Marketing Executive and how he can help your business.

What do you do?

I’m a Content Marketing Executive, which means I’m largely responsible for all aspects of content research, creation and strategy for clients across a wide range of industries.

This role is all about adaptability. Content marketers have to be versatile enough to tackle any subject in whatever tone or timbre is required.

It suits a person who enjoys exploring new ideas and translating them into content of all shapes and sizes, tailor-made with a specific audience in mind.


How does that help clients’ businesses grow?

Whether it’s the tagline on your website, the shared videos on social media or the whitepapers at your next conference, content is effectively how a business presents themselves and their USPs to the world.

Successful businesses communicate with their market in a number of ways and how they do so often determines public perception of quality, purpose and brand appeal.

A solid content strategy that nails key messages and defines exactly why a business is different or superior is powerful ammo for PR, social media, getting in the press and generating warm leads. And let’s not forget that well-crafted digital content is also essential for building trust with both customers and search engines.

What do you consider to be the best results you’ve produced at CandidSky so far?

I’ve really enjoyed creating content that translates across all digital channels, producing video content in-house and working closely with several large clients to form a strategic approach to thought leadership content.

Call me weird but I’ve also developed a strange and slightly worrying satisfaction when completing full-scale content inventories and audits!

If you could give a business leader one bit of advice about your discipline what would it be?

Content is everything! There really is no end to how businesses can use content to transform their customers into loyal fans.

Your core identity may not change that much over time but don’t be afraid to inject a bit of personality into those messages and experiment with new ways of reaching your target market. People like people and a personal touch can go a long way.

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