“Getting traffic to your site isn’t enough, it has to convert” – Jennifer

April 24, 2019 | Interview

 

Please tell us about yourself, where you work and your role at your company.

I am Head of Group Marketing for BlueSky PR – the industry leader in international PR and communications for the recruitment, HR, talent management, business education and higher education sectors.

How did you get introduced to digital marketing, more specifically SEO?

My first foray into digital marketing was all about content and design, and I didn’t know what SEO was, much less take it into account in my first website design. I was fresh out of university, hadn’t yet figured out my career plans and thought hey I know, I’ll build myself a website. When the site attracted absolutely no visitors despite all my hard work, I did a lot of reading and realised just how much I hadn’t taken into consideration. Thankfully, this meant that by the time I started my first marketing role SEO was firmly on my radar.

How do you think SEO has changed over the last 10 years? And, how do you think year 2019 will shape up for SEO industry?

The emphasis back then was getting your keywords into your content as many times as possible and the volume of content you could create for each of the search terms you want to rank. Now it’s about providing more value to the reader, content is more in-depth. Longer answers to search queries are considered more complete. You have to not only write great content, but it also needs to be relevant to the needs of your target audience, to solve a problem for them. In 2019 getting traffic to your site isn’t enough, it has to convert.

What are the services you provide to your clients and what do you think makes your business stand out among your competitors?

Our clients are recruiters, HR, talent management, business schools, universities, accrediting bodies and professional membership associations. These are niche sectors with particular target audiences but also particular areas of expertise. One of the things we excel in is tapping into that knowledge and using it to build easily digestible content that their targets have an appetite for. Because we’ve invested time in understanding our clients’ business sectors and building relationships with media contacts who are interested in these topics, we are able to deliver results that a generalist PR agency would struggle to produce. BlueSky PR is a full-service PR consultancy covering the full scope of public relations, global media relations and content marketing. From copywriting and writing blog posts, to producing thought leadership material, whether it’s composing an awards entry, conducting competitor benchmarking, delivering media training, managing social media, creating employer branding or providing rankings advice, our team are focused on adding value for our clients.

Everybody knows what you have achieved, I would like to talk about your failure stories and how they impacted your professional life. (As we know Rome was not built in a day)

One of my biggest professional failures taught me a critical lesson on the power of proofreading. Back when hard copy mailers were still more common than eshots, we were getting a campaign ready to go to the printers and there was a last minute change. When the proof came back, we checked the changes, and they all looked correct but what we didn’t check was the phone number at the bottom. Somewhere along the line one of the digits had changed from the number on the original mock-up. It was only when the glossy final product arrived, and we were getting ready to send them out the door that we noticed it wasn’t our phone number. Even though the designers took equal blame and shared the cost of reprinting it was an expensive mistake that could have easily been avoided. It’s a lesson I will never forget, and that will always be relevant no matter the medium.

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