Getting started in the marketing world all boiled down to an interest in writing and research. In my case, that led me to working with an agency that caters to clients in the medical and technology industry through services, like internet marketing, and through reputation management software. Over time, I was able to use the skills I got through my bachelor’s and master’s studies to eventually work with my team to streamline our creative process and, ultimately, get better content out there! Here’s what a typical day in the life of a creative operations manager looks like for me!
Keeping Communication Open
The first part of my day completely revolves around keeping the lines of communication open between our clients and between teammates. I spend some time reviewing emails (of course!) and jotting down relevant notes that I’ll need to remember later on when I’m adding things to our schedule.
I always try and walk the line of being professional and being friendly when sending out emails. No one likes feeling like they’re talking to a robot, so I relate to customers and throw in the occasional “lol” when appropriate. After all, I like making sure that people feel comfortable coming to me when they have questions, updates, or concerns.
Aside from checking in on what clients have sent over, I make sure to take the time to keep up with my teammates. We send each other emails, but I always look at any comments they’ve tagged me in and respond directly on the website we use to organise our work. Sites like these are known as CRMs, which means “customer relationship management,” and they’re useful to organise work and conversations that relate to clients! So when a teammate of mine tags me in something, I know that I should tune into the conversation and see what’s going on just like if a friend tagged me in something on Facebook.
Checking the Schedule
After checking out my email and anything that’s come in from the team, I start moving more directly into the creative side of my job… Since I both write and work with other writers for our agency, I used my background in information architecture, which is the way information is organised so everyone can better access it online, to create a system to track each piece of content that we’re working on.
We have a few steps that each piece, which can be a blog, a batch of social media posts, or content for a web page, must go through before it’s considered complete. Each one starts with the writing phase before it moves to our quality control phase, where I’ll review and edit it. After that, our CEO will personally review each piece to make sure it best represents the client and our quality of work. The piece is then sent to the client for approval and, based on their response, we can either publish the piece or continue through an editing process.
Trusting the Process
There are a few sayings that float around the office, and one of them is to “trust the process.” Whenever something starts being passed through the content process, we all have to trust that everyone will do their part to make sure that the client gets something that will ultimately deliver them results. In the end, anything that we write is meant to help our client educate their own customers or patients.
Getting the Writing Done!
I can’t say how great it is to have a job that mixes administrative responsibilities with creative ones; it works out perfectly for me since I love writing and it’s a nice balance to tasks that are mostly based on reviewing and editing.
When I start working on content for a client, or for ourselves, we always have a content calendar pre-approved by the client and ready to go for our writers. This content calendar can include blog posts and content pages, since both are really important to the way search engines, like Google, “rate” a client’s standing as a trustworthy website. Usually, we’ll also have a few keywords selected for each blog.
These keywords are terms that Google has linked to what users are actively searching for. This is a really generic example, but we wouldn’t really use a very scientific term as our keyword for a medical blog; instead, we’ll go for something more user-friendly like “knee pain” so that Google will be more likely to show the content when someone searches for “knee pain.” Finding these keywords is something our client success manager does, as he’s able to take the time to create a plan and find good keywords we want to amp up on our client’s site.
We really value interlinking when it comes to any content we create. This means that we want to pull other blogs and pages from our client and link it to the new piece we’re creating. These links have to be relevant, so we don’t stuff something unrelated into a blog just because. The goal of interlinking is, ultimately, to help the reader learn more about a specific topic. This is similar to the way some sites will show you things “you may also be interested in” from their queue of content as you’re browsing the web or even your favourite online clothing store. Once I’ve finished up my writing for the day, it’s time to head home and start the entire process all over again tomorrow!
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