What’s worse than not creating content? According to Maggie Iskander of Content4Demand, creating weak content that doesn’t teach your buyers anything! Not only does our Senior Client Services Manager of Enterprise Accounts have a knack for managing projects and ensuring all content is cutting-edge, she also has a passion for great design.
Want to learn a little bit more about Maggie, how she entered the content marketing biz and what inspires her? Check out the Q&A below:
What’s the most important or interesting thing you’ve learned since joining C4D? The SiriusDecisions Messaging Nautilus — a framework for developing buyer-focused messaging — has been the most important thing I’ve learned since joining C4D. It provides structure to your B2B marketing strategy and helps you create content that really resonates with buyers at every stage of consideration.
Where did you go to school and what did you study? I went to UCLA and studied geography and international development. All the reading and writing that required led me into the publishing world, and that led me into content marketing.
What B2B marketing mistake makes you cringe? I cringe when I’m reading great education-stage content — it’s informative, it’s well-written — and then I hit sales messaging before I’ve even reached the concluding section. This risks putting off readers — and wasting the effort it took to create the piece and get in front of potential buyers.
I also cringe when I finish reading a piece of content and feel as though I learned next to nothing. A weak piece of content is worse than no content at all.
What’s your favorite song, movie or TV show? These tend to change, but I’m always up for a good mystery, and I enjoy most of the shows that air on “Masterpiece Mystery!” (as long as they’re not too gory). Also, I’ve been hit with some nostalgia lately, so I’m loving TV shows from the ’80s and early ’90s. “Designing Women” is my current favorite. I want to be Julia Sugarbaker when I grow up!
What inspires you? Pretty much anything that’s visually creative and cleverly designed, whether it’s a building, a piece of furniture or even a piece of jewelry or clothing. I’m also inspired by writing that manages to be both imaginative and concise.
What’s the weirdest job you ever had? It wasn’t so much weird as it was a little unusual: During school, I worked in an aerial photograph archive that belonged to the geography department. It was so fascinating to see how landscapes had changed over time. The job sometimes involved a little detective work, too — for example, figuring out if pictures from different decades were showing the same location — which I very much enjoyed.
Stay tuned for our next Staffer Spotlight in March!