When you hear the words content marketing or digital strategy, you may find yourself with millions of questions about them. The truth is those words have become more and more relevant nowadays. Thanks to technology, the digital media field is booming and jobs in those fields are too. Fátima Saldivar knows those words perfectly, after all they are part of her every day activities. She is the community manager and digital strategist for Talenthouse Latin America and has been so for the past year and a half.
A Move She Didn’t See Coming
Coming from the traditional marketing world to move on to the digital world was not something she had planned ahead. It was a move to the famous Silicon Valley that showed her a whole new, different face to marketing. “Communicating with people became much easier, doing it all online allows you to be closer to the market, your targets and get it all done on time,” she says. Indeed, she does communicate on time and constantly. Talenthouse is after all an online company dedicated to be a community and social media platform for creative minds where people can collaborate with global brands, recognized artists, and among themselves. As part of her job, Fátima is in charge of developing and executing strategic plans through digital and content marketing tactics including email marketing, social media strategy, content creation, SEO, and online PR. “It is a fun job,” she says, and something that has given her a new idea of what communications is all about.
Digitally Connected with Content that Matters
And communications is about being digitally connected. Indeed, Fátima considers that to be a very important aspect of her job. “We use social media platforms and online tools to share and connect with the Latin American community at Talenthouse,” she says. “That is what generates the engagement and participation needed.” More than that, she believes it is also important to be clear, consistent, fast and patient; something we could all use as communicators online.
But Fátima believes it is not just about using tools, but using them well and offering quality content, to the Talenthouse community in this case. “It is really important to be authentic, the audience will instantly notice if you aren’t,” she says. Therefore, being up to date and keeping up with the rapid flow of information in the online world is a key strategy that she applies, and one that anyone working in the field should too. Thus, when it comes to content creation for Talenthouse, Fatima focuses on the company’s areas of interest including photography, design, music, dance and film.“That is all that matters, we create things that what we care about, that our audience cares about, and then share it and spread it, and do it creatively.” And she does, as many of the Facebook posts show.
Be Digital, Be strategic
More than content though, Fátima has learned that managing the digital world requires strategy and vision, without it there is nowhere to go. As part of her job, she and her peers use programs including Google Analytics as well as Hootsuite, Zoho and MailChimp. This allows them to be able to generate better results and track their progress when launching different campaigns.
And that strategy goes beyond software or programs; it also has to do with social media, and with knowing where to go with it. For that reason, Fatima breathes social media strategy.”It’s like walking in the dark,” she says of not having one. Certainly, social media strategy is huge now and she believes that having set goals and a way to reach them will make all the difference. Without goals, she says “you are simply out of communication with the audience and cannot spread the message to them.”
And using social media spreads beyond just doing it at work; it spreads to her personal life and online presence. She believes that as people, especially those in the communications field, enter the professional world, having social media platforms to communicate is crucial. “You can’t be working in the digital world without having a digital presence yourself,” she says.
Additionally and besides strategy, there is scheduling. As part of her job, Fátima is in charge of following through when a Creative Invite, which is how campaigns are called, is launched. She and the team have to plan and organize online content before and after a campaign and they do so by schedule everything. “We have a calendar that establishes what will happen from the moment the campaign starts to the moment voting starts,” she says.
And this scheduling involves blogs, social media messages, emails to be sent and so forth. So, during the launching stage, social media is heavily implemented to spread the word about the campaign and to get as much people involved and participating as possible. In this phase, Fatima also contacts a lot of schools, online partners, and bloggers to get free mentions of the Creative Invites and to continue to spread the word. Then, once the voting process starts, the online community is invited to choose their favorite and when the winner has been chosen, a blog post is created to showcase the artist and his/her work. Doing all of this allows the process to run smoothly and,more importantly, to digitally connect with the Talenthouse community.
I Got My Eye on You Digital World
It sure seems like Fátima has her hands full with her job. Being a community manager, she says, “has been truly rewarding” and has taught her the importance of understanding the digital world. For those looking into doing this professionally, she believes that it is important to know about it as much as possible. “We can no longer live in a world that is not globally connected. You have to be up to date with what is happening, read and learn as much as you can. It is worth it,” she says. Yes, indeed it is, and this class has taught us that too.
So, as Fátima continues to breathe and work digital, she believes that the future for professionals like us will be there too, in one way or the other. “Digital marketing and digital communications is essential now, because of the power they have. So, be it in one area or the other, you got to connect digitally and be active, curious and face challenges the best way you can,” she says. Doing that has allowed her to obtain results right there and then, to communicate with people in numerous ways, to experiment, and to learn. Fátima will definitely continue to keep an eye on the digital world, and, as you move on professionally, you should too.