Positioning, content creation and some tips on how not to screw your content marketing efforts
Communication sucks. You can be a proficient entrepreneur, marketer and the king of everything but it doesn’t mean you know what people want to hear from your product. Even if you do your best, it’s easy to lose a path which brings you to the customers’ insights. And their based-on-true-story fears and desires. When you work with digital products, it’s crucial not to lose that path. Your TA can be smarter than you think and if you screw up once, it’d be hard to revive their trust. Because again: communication sucks. I want to talk about how to make the product sound more human, how to build the whole communication strategy and implement all of it in content marketing. So your product doesn’t look like a sociopath trying to socialize.
· Brand positioning and how to define it
· Content style guide and why you need it
· How to understand your customers better
· How not to make your TA bored (or pissed)
· How to implement it all in content marketing
I’m Anastasiia Marushevska from Ukraine, a marketer and writer. When someone asks me what I do, I usually say ‘’well, my main skill is writing’’ because Head of Content in IT doesn’t make a lot of sense for people. But anyway, I’m Head of Content in the IT company called Django Stars which is based in Ukraine but developing digital products from scratch for international clients. Besides focusing on making something real, we’re trying to share our knowledge and engage experts from all around the world to do the same on our independent content platform – Product Tribe. Where I’m also Head of Content and a mastermind behind its strategic communication, creative copies and all the content published on behalf of it.
As I said, my main skill is writing which I’m trying not to lose in the hectic life. I teach copywriting back in Kyiv and sometimes feel like I’m a stand up comedian because I can’t stop making jokes even it looks weird (I love weird). My experience includes running a branding agency Prorizni (now on hold), 4 years in advertising agencies, journalism, working with startups on different markets, international PR, public speaking and even recording musicians.
You can find out more about me here:
Projects I’m working or worked on:
Product Tribe: https://producttribe.com/
My work-in-progress book for children: https://www.behance.net/gallery/63313363/Illustrations-for-a-book-A-Place-Where-Letters-live
Unfinished project for children about music: https://www.behance.net/gallery/58598123/WHO-IS-TONY-Interactive-Book-for-Kids
Prorizni branding agency: http://prorizni.com/en/
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