While her actual doppelganger may be disputed, this isn’t: C4D’s Alicia Fiorletta is an unquestionably talented Content Strategist who shines at distilling important strategies and messaging into engaging content for Content4Demand and our clients.
Alicia juggles an impressive number of projects in addition to content development, the C4D blog, internal marketing campaigns, conference agenda development and content strategy work for all of G3 Communications’ brands – and all while planning her upcoming wedding. Get to know Alicia and learn more about what inspires her in this month’s Q&A:
What B2B marketing mistake makes you cringe? There are two related faux pas: When a company’s messaging doesn’t match the content format or when a company uses a content format just for the hell of it. There’s nothing worse than having an infographic jammed with text or having a graphic E-book filled with irrelevant graphics that add no value to the content or story. Interactive and visual content are hot right now – so hot that people are creating these assets without their target buyers and core objectives in mind. This is a surefire way to spend a lot of money on content that delivers poor results.
What’s the most important or interesting thing you’ve learned since joining C4D? When I try to explain my job to friends and family, I usually say, “I come up with ideas for a living.” Although I help create a lot of content (including the C4D blog), ideation is definitely my favorite part of the job. The entire ideation process pushes me mentally, emotionally and creatively. You have to understand the client’s business, its target buyers/personas and the team’s business goals or objectives, and then align messaging points to different buyer stages and content formats. Just diving in and hoping for the best can make the whole practice incredibly daunting. At C4D, we’ve developed a strategic process for ideation to address all key messaging points and personas. Because the buyer is at the foundation of each idea, we can ensure that we’re creating relevant and compelling content while experimenting with different formats and writing styles.
Where did you go to school, and what did you study? I went to William Paterson University, a small college in Wayne, NJ. Despite its size, it’s very well known for its stellar music department. Although I majored in PR and Journalism, I minored in Music Management & Business. So while I was trying to find my place in the writing world, I was also analyzing copyright cases, building tour budgets and developing a marketing strategy for a local band.
What’s your favorite movie? Let me just say that Nora Ephron found her way into my heart and I will never let her go. My two favorite movies are “When Harry Met Sally” and “You’ve Got Mail.” She had such a distinct way of crafting her characters (beyond the whole Meg Ryan thing…) and crafting sharp and clever dialogue that truly made viewers understand the essence of those characters and their relationships. I always love watching the banter between the main characters and the nuance in their delivery. I catch something new every time I watch them, and that, in my opinion, is an essence of a great film.
Who would play you in “C4D: The Movie”? The girl from the AT&T commercials, for sure.* So many people have noted the comparison (including my fiancé), and I can’t really complain.
What city do you live in, and what’s great about it? I was born, raised and currently live in Dover, NJ. When I was a teen, my catchphrase was, “I can’t wait to get out of this town.” But the reality is that my family is nearby, I’m 45 minutes from the beach and 45 minutes from the city, and I’m surrounded by nature. I have grown to love my city, because I have everything I need close by.
Who inspires you? It sounds cheesy, but my Content4Demand colleagues inspire me every day. They are an incredibly smart, modest and hilarious troupe, and they’re honestly the hardest workers I know. I always say that a fulfilling job is one where you love your work and your people and are inspired to improve your work and craft. That’s how I feel working for Content4Demand, in a nutshell.
*Editor’s note: Alicia is much more adorable than the girl in the AT&T commercials. If she went blonde, her actual doppelganger would be Lily James.