Monday, 3 November 2014

Royal Society of Chemistry's Laura Finn talks content with a true purpose, content with a story

Royal Society of Chemistry's Laura Finn
Laura Finn, Content Marketing Manager at the Royal Society of Chemistry, will speak at next week's Content Marketing - using your publishing assets? seminar in London. We spoke to her to find out more about what makes her tick and what makes content marketing truly work.

So tell me about yourself, how did you end up in your current role?

My marketing career started at Cambridge University Press – I wanted to stay close to books having read English, so I applied for a junior role and thought I’d give marketing a go. Since then, I haven’t looked back! I completed my CIM Professional Diploma in Marketing a few years back and I’m still based in Cambridge, I now head up a new Content Marketing team at the Royal Society of Chemistry where we work to connect the world with the chemical sciences.

What does content marketing mean to you?

I love the way content marketing challenges us to think beyond our own organisational goals and wants, and to engage with what our audience finds relevant instead. Great content is useful, it’s interesting, it solves problems and informs decisions, it immerses our audiences in who we are and why we’re here. I believe that content marketing can help us foster more meaningful relationships with our audiences and help them achieve their goals.

How does your organisation use content marketing?

As an organisation we are moving away from just selling features and benefits of our products, and towards changing hearts and minds. This fits so well with the philosophy of content marketing! My team of specialists work to create and share content that will resonate with our audiences, integrated into larger marketing programmes.

What’s the most effective piece of content marketing you’ve ever done (and results if possible)?

We don’t yet have results but I'm very excited about a recent video project that supported a campaign to increase membership numbers in industry. We filmed four members at their places of work, talking about why they love doing what they do, and how membership with the Royal Society of Chemistry has opened doors for them. Rather than talking about us, and what we thought were the key features and benefits of membership for those working in industry we could let real members decide what was important and spread the word. We are telling their story, not ours – and the resulting videos are engaging and authentic.

Engage with what your audience finds relevant

What’s the biggest no-no for content marketing in your book?

I think mistakes can often come from not asking ‘why’ – it’s very easy to get excited about content marketing ideas, and this can lead to content without a true purpose, content without a story.

My advice would be to always dig deep into the ‘why’ – that way, you can be sure that you’re prioritising effectively and that your content will resonate with its target audience.

Laura Finn will talk about 'Getting your content out there (mapping content opportunities to your audience)' at the Content Marketing - using your publishing assets? seminar. Registration still open, book now.

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