Neglect the Resume; Use Content material Advertising and marketing To Discover a Job

It’s a difficult time for entrepreneurs. Day by day appears to deliver information of layoffs from one other notable tech firm.  

I do know a number of individuals who’ve been laid off from content material jobs not too long ago. I additionally understand how discouraging and disturbing that feels. 

In November 2008, I learn a weblog submit from David Meerman Scott known as Downsized? Fired? Here Are the New Rules of Finding a Job. A month later, I used to be laid off f(together with greater than 10% of the corporate) because of the 2008 monetary disaster.  

Once I received residence that day, I instantly reread David’s submit. 

I can distill the takeaway into two sentences:  

Wish to discover a new job? Cease considering like a product advertiser and begin considering like a writer. 

Looking for a job? Think like a publisher, not a product advertiser, advises @DMScott via @DShiao @CMIContent. Click To Tweet

David relayed the story of Heather Hamilton, then a recruiting govt at Microsoft. She didn’t use standard strategies for sourcing and hiring candidates. As an alternative, she searched the net for potential workers. As David concluded, “So if you happen to’re not publishing, you received’t be discovered by Microsoft.” 

Thus, I started to show my job loss right into a content material advertising journey to create a private model.

Launching a weblog

Previous to the layoff, I helped to plan and execute digital occasions for the tech sector. I labored with purchasers like HP, Oracle, and CA Applied sciences on large-scale occasions that attracted hundreds of attendees. These corporations noticed digital occasions as the following period of on-line lead technology.

The day after my layoff, I created a weblog on WordPress – It’s All Virtual. My first submit was 2009: The Yr We Go Digital.

The day after @DShiao was laid off in 2008, he started a blog about his industry. @CMIContent #PersonalBranding Click To Tweet

As luck would have it, I discovered a brand new job immediately. A vendor of my earlier employer employed me as a consumer companies govt to work on their purchasers’ digital occasions and function an business evangelist.

Making an impression

I emailed my new boss a hyperlink to that first submit. He replied, “Dennis, I shared this with our workforce. We knew you had expertise with digital occasions, however we had no thought you knew this a lot. We’re so impressed.”

I stored running a blog. In the course of the first months, a reader requested to talk. Within the name, he stated, “You understand, in final week’s submit, you shared some concepts about digital occasions that actually received me considering.”

My inside voice stated, “Wow! Not solely did he learn my submit, but it surely’s serving to him plan digital occasions at his firm.”

The constructive reinforcement gave me the inspiration and want to proceed writing.

I discovered a constant publishing schedule for my weblog was important. I revealed one submit per week from 2009 to 2012. I wrote the submit in a Microsoft Phrase doc, staged it in WordPress, and scheduled it to be revealed the following morning. In parallel, I wrote weblog articles about digital occasions on my employer’s web site.

Creating a consistent publishing schedule for a #blog is essential, says @DShiao via @CMIContent. #PersonalBranding Click To Tweet

The weekly cadence of publishing helped me set up myself as an professional on digital occasions. I used to be invited to creator visitor articles and communicate at business conferences. I assembled posts into PDF guides and even self-published a ebook, Generate Gross sales Leads With Digital Occasions.

I might see the fruit of David Meerman Scott’s recommendation to be a “writer of knowledge.”

What I’d have performed in another way once I began the non-public weblog:

Taking to social media

Throughout my time as a digital occasions blogger, I found a group of occasion planners and assembly professionals on Twitter. We adopted one another and used Twitter to share concepts and content material. 

Twitter was as soon as an important social community for my private model. I used to converse about advertising there repeatedly, and the conversations with different entrepreneurs elevated my private model.

Since Twitter’s administration modified in late 2022, I tweet a lot much less. My account stays energetic, however I plan to spend extra time on LinkedIn. (I’m additionally prioritizing old school social media – assembly individuals for in-person chats over espresso). 

However you may adapt the method I adopted to construct my Twitter model to different platforms.  

Begin with a mission assertion

I developed a mission assertion for my Twitter presence:

I wish to share fascinating content material about advertising whereas exhibiting those who I don’t take life too significantly. I need individuals to think about me as helpful and participating. My final aim is to meet new individuals and discover fascinating content material.

Right here’s a template I developed from that mission assertion:

I wish to [ACTIVITY] whereas [BALANCED BY]. I need individuals to think about me as [ADJECTIVE] and [ADJECTIVE]. My final aim is to [GOAL].

Be a part of the dialog

Within the early days, I considered Twitter as a distribution channel, a spot to share my newest weblog submit.

I developed my method to deal with Twitter as an always-on, world dialog – it’s extra rewarding to work together with others on social than to easily share hyperlinks.

I additionally shunned overpromoting my firm and content material. You acquire extra respect and appreciation by generously sharing different individuals’s content material.

To gain more respect on @Twitter, refrain from overpromoting your company and #content, says @DShiao via @CMIContent. #PersonalBranding Click To Tweet

I additionally participated in Twitter chats – a scheduled time when an viewers gathers and follows the identical hashtag. Some have visitor audio system. Others have a subject or query round which the chat is constructed. Both approach, they provide you a chance to share your experience in entrance of a captive viewers.

In content material advertising, two fashionable chats are Erika Heald’s #ContentChat (Mondays) and CMI’s #CMWorld (the primary Tuesday of the month).

What I’d have performed in another way in my early Twitter days:

  • Adopted others extra as they adopted me
  • Centered much less on sharing hyperlinks to content material
  • Engaged extra with customers
  • Obsessed much less over the sequence of tweets in my profile
  • Had extra enjoyable

Beginning a advertising meetup

In 2015, I launched a advertising meetup. My aim was easy – to deliver collectively entrepreneurs to be taught from one another. I went to and created the San Mateo B2B Bloggers Meetup.

Right now, I used to be working for a B2B software program firm, and my boss let me use the workplace after hours to host the gathering.

Based mostly on enter from members, I broadened our mission, altering the identify to Bay Area Content Marketing Meetup. In-person gatherings comply with the identical format: half-hour of networking and pizza, adopted by a 60-minute professional presentation.

In March 2020, we shifted to 30-minute on-line meetups over Zoom (co-organizer Wealthy Schwerin named these “Zooms at Midday”). We’ve held greater than 90 on-line conferences since then, attracting attendees from all around the world.   

We’ve featured in-person presenters from Marketo, Demandbase, VMware, SiriusDecisions, and Flipboard. We’ve had particular visits from Congresswoman Jackie Speier and Content material Advertising and marketing Institute founder Joe Pulizzi.

Whereas our members benefit from the studying alternatives, the connections and group are what they cherish probably the most. I’ve seen individuals discover new jobs, land new purchasers, and develop shut friendships. And I attribute 9 of my 20 consulting purchasers to the meetup.

What I want I had performed once I began a meetup:

  • Requested for assist earlier – I did every thing on my own to start with
  • Requested presenters to advertise the meetup to their networks
  • Experimented extra with paid promoting
  • Gained extra monetary flexibility by promoting extra sponsorships

Sending an electronic mail e-newsletter

Once I thought I would expertise a second layoff, I launched an electronic mail e-newsletter. I preferred the thought of constructing an electronic mail listing, an viewers with whom I might share my ideas and experience.

I additionally needed to advertise our upcoming meetups additional. The Meetup platform permits me to ship a message to the group; nevertheless, the system doesn’t present me with electronic mail addresses. I created a free account on Mailchimp and known as my e-newsletter Content material Nook. I requested meetup members in the event that they needed to subscribe and manually added them to the listing.

The e-newsletter comes out each different Friday and consists of these sections:

  • Introduction
  • Across the Nook (curated content material)
  • Subsequent Meetup
  • Twitter Nook (one Twitter consumer characteristic)
  • Podcast Nook
  • In Your Nook (an fascinating article not associated to advertising)

I take nice pleasure in uncovering fascinating articles that others would discover useful. I’ve turn out to be fairly selective. As an alternative of publishing a laundry listing of content material, Across the Nook has just one or two picks. For every choose, I write a number of paragraphs to convey why I included it.

Whereas designed to tell, educate, and generally entertain my subscribers, the Content material Nook e-newsletter additionally options many features of my model, from my writing and perspective to my style and experience.

It’s a wonderful car for amplifying my private model. When one consumer was considering of hiring me, this electronic mail e-newsletter clinched the deal. I’ve helped a couple of purchasers create electronic mail newsletters. Seeing my private e-newsletter in motion helped them perceive how I would assist.

What I’d have performed in another way once I began the e-newsletter:

  • Centered on high quality over amount with curated content material
  • Employed a graphic designer to assist with the brand and HTML template
  • Discovered extra methods to develop my subscriber listing

It’s time to work in your private model

Within the 14 years since, I’ve actively and purposefully managed my private model. It’s not a one-time, spring-cleaning kind of factor. For me, it’s ingrained in virtually every thing I do on-line: publishing articles, organizing meetups, tweeting with others, sending my electronic mail e-newsletter, and so forth.

Managing your personal brand is not a one-time, spring cleaning sort of thing, says @DShiao via @CMIContent. #PersonalBranding Click To Tweet

In my full-time roles, my private model gave me extra visibility in my business and made me more practical at my job. Now that I’m a advertising guide, my private model makes it straightforward for brand new purchasers to search out me. It’s content material advertising for me, and it really works.

Up to date Jan. 23, 2023

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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute