Marketers may be great at talking about their brands, but many of us falter when it comes to selling ourselves. With that in mind, this week’s #ContentChat was a working session designed to walk participants through crafting an effective bio, following the procedures I use with my marketing career coaching clients. The questions will walk you through the process, and the community Tweets will give you the inspiration you need.
Q1: Give us your best elevator pitch, i.e. your one-sentence reply to the perennial question “Who are you and what do you do?”
A1: I’m Erika Heald and I consult with food & tech startups define and execute their content marketing strategies. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) June 25, 2018
A1: I am a mental health advocate with social media savvy to get the word out! #ContentChat
— 🎙JMatt (@JMattMke) June 25, 2018
A1: I blend perfumes based around the idea of geeky characters or themes and then pair them with a matching design. #contentchat
— A. B. England (@A_B_England) June 25, 2018
A1: Hi! I’m Caitlin and I focus on using social media and other digital platforms to share information, create connections and build communities. #ContentChat
— Caitlin Kinser (@caitlinmarie89) June 25, 2018
A1: Maureen Jann is the Founder of SuperDeluxe Marketing, an agency focused on helping businesses finding and reaching their most profitable customers. #contentchat
— Maureen Jann (@SuperDeluxeMo) June 25, 2018
A1 I’m a problem solver – I dig in, figure out what people in an organization are trying to accomplish then research and map out strategies that show them how to achieve those goals and ways to measure their progress toward them. #ContentChat
— Derek Pillie (@derekpillie) June 25, 2018
A1 I’m a marketing strategist. I teach SMBs and NPOs how to strategically plan, deliver and measure their marketing communciations. #marketing #communications #SmallBiz #nonprofit #strategy #contentmarketing #ContentChat
— Bill Skowronski (@BillSkowronski) June 25, 2018
I need to clearly revise mine hahah!
A1 I am Shruti, copywriter and content lady. I help plan and deliver marketing campaigns that drive value. #ContentChat— Shruti Deshpande (@shruti12d) June 25, 2018
A1: I’m a travel writer hoping to inspire more Americans to get off the couch and on the road by showing them how to travel on a small budget. #ContentChat
— Stephanie Withers (@humblelifeblog) June 25, 2018
Moving from elevator pitch to bio.
We can all consider our A1 to be our baseline/starting point. For the rest of the Qs, we’ll work through further definition then put it all otgether. And if you get stuck along the way, you’ve got all your #ContentChat friends here to help. Crowd-sourced bios FTW. pic.twitter.com/QgyWBepgJr
— Erika Heald | Marketing Consultant (@SFerika) June 25, 2018
Q2: Now, let’s work on moving from your elevator pitch to a great short bio. Let’s start with the audience for your bio. Who is your ideal client or employer? How would you briefly describe them?
A2: I work primarily with funded startups in the enterprise technology or specialty food space. #ContentChat https://t.co/XZVlcvJhhy
— Erika Heald | Marketing Consultant (@SFerika) June 25, 2018
A2: I work with profitable SMBs who are interested in taking their business to the next level. #contentchat
— Maureen Jann (@SuperDeluxeMo) June 25, 2018
Q2 My target audience is understaffed (in number of employees or level of expertise) small businesses and/or nonprofit organizations. #ContentChat
— Bill Skowronski (@BillSkowronski) June 25, 2018
A2 B2B companies that want to execute marketing campaigns successfully and bring personality to their #SocialMedia ..#ContentChat
— Shruti Deshpande (@shruti12d) June 25, 2018
A2: I specialize in enterprise tech B2B content marketing. Databases, data management, analytics, storage. Basically content marketing for any enterprise technology company that sells tech to other companies. #contentchat
— Dominic Garcia (@dominicgarcia) June 25, 2018
A2: I generally work with individuals who have a passion for all things #scifi, #fantasy, or anything in between. Every now and again, I get lucky and partner with other small businesses like @aardvarktees #contentchat
— A. B. England (@A_B_England) June 25, 2018
A2: Ideal audience would be people who want to travel but don’t believe that it’s financially viable. #ContentChat
— Stephanie Withers (@humblelifeblog) June 25, 2018
A2: In the context of mental health advocacy, my target audience includes anyone that needs to feel supported or wants to learn more about mental health; secondary audience would be other advocates. #ContentChat
— 🎙JMatt (@JMattMke) June 25, 2018
A2: A fashion retailer or hospital in need of clever, concise copy to further their goals of raising their game, connecting with & serving their customers. #ContentChat
— Michele Meyer (@Meyer_Michele) June 25, 2018
A2: My ideal employer/client is focused on people, as opposed to a bottom line. Getting things into the world that makes someone’s world a little better. #ContentChat
— Alan Fleming (@alan_fleming) June 25, 2018
A2: Our audience includes adults that would like to become foster parents and anyone that would like to become #TraumaInformed! #ContentChat
— SaintA (@SaintAorg) June 25, 2018
A2b Also interested in working with people who are doing the right thing in a complex world. They don’t need to be saving whales but they do need to be treating their employees well, trying to help customers do better, and support causes that are important to them. #contentchat
— Maureen Jann (@SuperDeluxeMo) June 25, 2018
Audience definition tip.
If you are struggline to answer Q2, turn the question on its head. What kind of companies do you NOT wwant to work for/with? #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) June 25, 2018
Q3: Now let’s talk about what you can do for your audience. What specific need of theirs can you fulfill?
A3 Plan their marketing campaigns customised to their audience and ensure successful delivery while bringing personality to their brand voice . #ContentChat
— Shruti Deshpande (@shruti12d) June 25, 2018
A3: I can show them ways to budget, save, and make extra money to put toward a small travel fund as well as lead them to resources to help them save money on their trip. #ContentChat
— Stephanie Withers (@humblelifeblog) June 25, 2018
A3: We bring big-company expertise to companies looking to grow. We offer practical, creative solutions that get companies noticed. #contentchat
— Maureen Jann (@SuperDeluxeMo) June 25, 2018
A3: I define and document content marketing and social media strategies as well as create process and content to put the strategies into action. #ContentChat https://t.co/kxzIqf4NvY
— Erika Heald | Marketing Consultant (@SFerika) June 25, 2018
A3: For now, sharing advice, experience and best practices. At some point in the future offering full-blown consulting services. #ContentChat
— Caitlin Kinser (@caitlinmarie89) June 25, 2018
A3: In addition to providing unique gift options, I take custom orders. So I can blend a scent unique to them or customize existing products to perfectly fit what they want. #contentchat
— A. B. England (@A_B_England) June 25, 2018
A3 I can help folks I’m seeking with my experience and the perspective of a “startup” operation – I’m the 1st person to have this specific responsibility for our booster organization. I also have the benefit of six years of digital marketing and strategy development. #ContentChat
— Derek Pillie (@derekpillie) June 25, 2018
Q3: Medicine/Health: Help consumers make informed choices, address their medical concerns & improve their health/lifestyle. Retail: Help retailers improve their packaging, branding & display, to appeal to consumers. #ContentChat
— Michele Meyer (@Meyer_Michele) June 25, 2018
A3 Turn complicated, technical material into digestible content suited to the right audience with supporting marketing activity #contentchat
— Dan Goldberg (@Jonas419) June 25, 2018
A3: I can provide insights into my experiences with mental health in an open way. Sharing thoughts on sensitive topics that not many are comfortable talking about. #ContentChat
— 🎙JMatt (@JMattMke) June 25, 2018
A3: I write and edit engaging, SEO-friendly content with a branded voice, and a specific targeted audience in mind. #ContentChat
— Emilie Moreland (@writtenbyemilie) June 25, 2018
A3: We can provide training to both foster parents and individuals looking to become #TraumaInformed. After the training, we continue to support their needs through coaching and resources! #ContentChat
— SaintA (@SaintAorg) June 25, 2018
Q4: What are 2-3 words, in context with the need you identified in Q4, that describes who you are in relation to what you can do for them?
A4 Experienced problem-solver (hyphenated words count as one, right?) #ContentChat
— Derek Pillie (@derekpillie) June 25, 2018
A4: Perfumer, soaper, artisan #contentchat
— A. B. England (@A_B_England) June 25, 2018
A4: Consultant, marketer, content creator, project manager, editor-in-chief. #ContentChat https://t.co/NKzXYF0dAG
— Erika Heald | Marketing Consultant (@SFerika) June 25, 2018
A4 Strategist, change-agent, leader #ContentChat
— Bill Skowronski (@BillSkowronski) June 25, 2018
A4: Solid researcher, creative thinker, entertaining (I don’t mean to brag but I once fit an “it has its ups and downs” into a piece for robotics in elevator machinery) #contentchat
— Alan Fleming (@alan_fleming) June 25, 2018
A4: Content creator; strategic planner; forward-thinker #contentchat
— Caitlin Kinser (@caitlinmarie89) June 25, 2018
A4 learner, journalist, writer, editor, marketer #contentchat
— Dan Goldberg (@Jonas419) June 25, 2018
Budget travel expert, fellow broke @$$ traver? #ContentChat
— Stephanie Withers (@humblelifeblog) June 25, 2018
Writer, editor, SEO expert, content marketer #contentchat
— Emilie Moreland (@writtenbyemilie) June 25, 2018
A5 startup marketer, strategy developer, marketing analyst #ContentChat
— Derek Pillie (@derekpillie) June 25, 2018
Tips for finding your identifiers.
Can be nouns, can be a phrase. What’s your work product? How do you describe someone who does your work product? #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) June 25, 2018
Q5: How do you want to define your ideal role or service offering? This should reflect keywords that have worked for you in this area (or that you want to try out)
A5: I’ve played with “Chief Content Officer for hire” but then people thought I was looking for a FT job. So now, I’m mostly going with “content marketing and social media strategy and content creation” #ContentChat https://t.co/EECuh6UcCu
— Erika Heald | Marketing Consultant (@SFerika) June 25, 2018
A5: Work in social media and conferences by building and engaging with communities. #contentchat
— The Two Riveras 🎈🎈 (@TheTwoRiveras) June 25, 2018
A5 Executing marketing campaigns while building a brand personality #ContentChat
— Shruti Deshpande (@shruti12d) June 25, 2018
A5 Going back to exclusionary personas, I’ve actually stopped mentioning “social media” because it attracts clients who instantly want tactics and FB ads without developing any long-term strategy first. #ContentChat
— Bill Skowronski (@BillSkowronski) June 25, 2018
A5: Mental Health Advocate promoting suicide awareness one pushup at a time! #ContentChat
— 🎙JMatt (@JMattMke) June 25, 2018
A5) I’d love to do communications that incorporates my biggest interests, including media literacy and the arts. But not just sit down and create content on my own; collaborate and plan with others, creating it as it happens (such as with video). Much I haven’t done. #ContentChat
— Jeremy Bond (@JeremyDBond) June 25, 2018
A5: Offer tips on how to save money (or make a little extra) and then stretch it while planning your budget road trip. (Not sure if I understood this one correctly…) #ContentChat
— Stephanie Withers (@humblelifeblog) June 25, 2018
A5: this can be tough b/c there are industry terms (#contentmarketing) and fun, eye-catching, conversation starter terms (#seo ninja). I tend to stick to anchor KWs like #DigitalMarketing #ContentStrategy #search and sprinkle in the fun ones now and again #ContentChat
— Holly Miller | Marketing & Content Strategy (@millertime_baby) June 25, 2018
A5: This is sorta a tough one for me….I’d like to say “Brand Experience Professional” or “Brand Experience Strategist” but I struggle determining if those outside of the marketing world understand that terminology. Thoughts? #ContentChat
— Teju Aluko (@MsAluko) June 25, 2018
Absolutely true. Like we were saying earlier, “Brand Experience Strategist” sounds sexy, but the average business owner is going to respond with confusion and clarifying questions very often, IMO. #contentchat
— Bill Skowronski (@BillSkowronski) June 25, 2018
Q6: What makes you and your abilities/services unique from your competition? This is where you can point out key achievements and prestigious clients or employers too.
A6: Our founder speaks at national conferences helping companies build their marketing chops. We have a no-nonsense approach to marketing that allows clients to use the insights right out of the gate. Our work is rooted in integrity. #ContentChat
— Maureen Jann (@SuperDeluxeMo) June 25, 2018
A6: Everything we sell is designed in house, from perfumes to books and artwork. There are thousands of soapers in the area, but Contented Comfort is the only one with our 50 fragrances. #contentchat
— A. B. England (@A_B_England) June 25, 2018
A6: Unlike many marketing consultants, I’ve spent 20 years working in-house, for both Fortune 500 companies and startups that serve them. I provide insights based on having been accountable for the work—not just talking about doing the work. #ContentChat https://t.co/dq814zQyf9
— Erika Heald | Marketing Consultant (@SFerika) June 25, 2018
A6 It’s what I’ve made possible everywhere I’ve been. I’ve developed a system that simplifies #marketing #communications for better results. #ContentChat
— Bill Skowronski (@BillSkowronski) June 25, 2018
A6: We understand and value work ethic. Showing up, being on time, meeting deadlines, healthy work culture and providing positive support is our strong areas. #contentchat
— The Two Riveras 🎈🎈 (@TheTwoRiveras) June 25, 2018
A6: SaintA is certified through the @ChildTraumaAcad in the neurosequential model of therapeutics! Our #TraumaInformed Care implements the 7 essential ingredients of prevalence, impact, perspective shift, regulation, relationship, reason to be and caregiver capacity. #ContentChat
— SaintA (@SaintAorg) June 25, 2018
A6: In a time where suicide is a leading cause of death for not only celebrities, but teens, veterans and anyone affected by depression; I have bravely found my voice to offer understanding & awareness while participating in the #22PushupChallenge for over 500 days! #ContentChat
— 🎙JMatt (@JMattMke) June 25, 2018
A6 Previous work as a journalist prepared me to tailor technical content and jargon into consumable content someone outside the bubble can understand, take interest in, and want more of #contentchat
— Dan Goldberg (@Jonas419) June 25, 2018
A6: In the last 10 years, I’ve traveled to 37 states never making more than 30k a year. #ContentChat
— Stephanie Withers (@humblelifeblog) June 25, 2018
A6: I have a broad range of experience working in the business & on the business. As an SEO consultant with enterprise and startup B2B and B2C brands. As a digital marketer for an online agency and enterprise SaaS company #ContentChat
— Holly Miller | Marketing & Content Strategy (@millertime_baby) June 25, 2018
A6: I’m actively pursuing skills related to all aspects of a functioning business as start-ups often have individuals performing several roles. I contributed to the creation of a company with 4 other students and learned the importance of being flexible. #contentchat
— Joshua R. Kelly (@JoshKellyPR) June 25, 2018
a) Clear, concise, clever content packaged to keep readers riveted to the last word. b) The daughter of a successful retailer, I paid for college working in retail (doing everything from window display to…#ContentChat.
— Michele Meyer (@Meyer_Michele) June 25, 2018
A6: Award-winning career expert quoted in @WSJ @washingtonpost @FastCompany (etc.) whose private coaching clients regularly win biz, promotions, raises, jobs, and visibility. Programs 4 companies and associations instill action in the session and on the job. #nofluff #ContentChat https://t.co/RxlJvbah93
— Wendy Terwelp (@wendyterwelp) June 25, 2018
Q7: OK, now, let’s put it all together.
For the [A2] who needs [A3] I am a [A4]. I [A5]. I bring [A6].
A7: For anyone looking to help children and families thrive, we are SaintA. We are leaders in #TraumaInformed Care and grow hope for families within #FosterCare. We help you implement our 7 essential ingredients for the best possible outcomes! #ContentChat
— SaintA (@SaintAorg) June 25, 2018
A7 “For the understaffed SMB/NPO that needs a simplified marketing communications strategy, I provide expertise, guidance and leadership.” #ContentChat
— Bill Skowronski (@BillSkowronski) June 25, 2018
Or…
A7 “For the understaffed SMB/NPO SEEKING a simplified marketing communications strategy, I provide expertise, guidance and leadership IN BUILDING AN ACTIONABLE ROAD MAP FOR BETTER RESULTS.” #ContentChat— Bill Skowronski (@BillSkowronski) June 25, 2018
A7: For the innovative entrepreneur who needs to create and grow a cohesive brand I am a creative writer, designer and editor. I’m a brand ambassador and content creator. I bring skills related to all functions of turning a good idea into a good business. #ContentChat Little long
— Joshua R. Kelly (@JoshKellyPR) June 25, 2018
A7: For the geek who feels most relaxed when surrounded by their fandoms, I’m a like-minded artisan. A polymath with a near obsession with fantasy & sci-fi, I create unique, fandom inspired or completely original items to make your home as comfortable as possible. #contentchat
— A. B. England (@A_B_England) June 25, 2018
A7: For anyone struggling with their mental health and needs support, I am a #MentalHealth Advocate promoting suicide awareness and prevention. I found my voice while participating in the #22PushupChallenge over the past 500+ days in a row! #iWillListen#ContentChat
— 🎙JMatt (@JMattMke) June 25, 2018
I’m a [A4] for the [A2] who needs [A3]. I [A5]. I bring [A6].
A7a: I’m a marketing consultant that works with enterprise SaaS and specialty food startups. I define and document content marketing strategies, and put the processes in place to consistently act on those plans, and create compelling content. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) June 25, 2018
A7b: I bring 20+ years hands-on experience leading content initiatives in-house or as a consultant for Fortune 500 companies and high-growth startups, including Charles Schwab, United Health Group, Anaplan, Highwire PR, People ai, Meltwater, and more. #ContentChat https://t.co/vOMnLqKqdL
— Erika Heald | Marketing Consultant (@SFerika) June 25, 2018
P.S. I know many of the chat participants needed a little bit longer for the final question—feel free to post your bio draft in the comments!
Leave a Reply