Career chats: Sharing and promoting ideas
About this video
People who share and promote ideas describe their work. The biggest challenge is making content stand out among everything people see each day; marketers use research and strategy to shape trailers and posters; and one agency helps nonprofits raise money, including $5 million for a United Way chapter.
You'll be able to
- explain why making content stand out is a challenge in marketing.
- describe how research and strategy guide marketing decisions.
- explain how marketing can help nonprofits make more impact.
Key words
- content
- Things people create to watch, read or listen to, like videos, posts and podcasts.
- strategy
- A plan for how to reach a goal.
- advocacy
- Work that supports a cause or speaks up for a group of people.
- campaign
- An organized set of activities aimed at a goal, like raising money or awareness.
- influencer marketing
- Promoting something through people with large social media followings.
Transcript
(upbeat music) - Biggest challenge in my current role is how to make what I'm doing stand out. I think if you just think about the amount of images you see on a daily basis, photo, video, content you're bringing in, or content you're watching, listening to. So people, you know, there's between social media, your favorite shows, your favorite movies, your favorite sports, your favorite podcasts, your favorite, if you like to, like, I still love reading magazines, newspapers, books, whatever.
Like trying to make your stuff stand out so that people actually focus on it is probably the biggest challenge.
- In my role, I create the research and strategy upfront, which helps dictate how we're gonna reach audiences. Also encourages how we will cut trailers or create movie posters, how we might reach our talent. And then through that, we build out creative that essentially will market any film or television show.
- If we're working with folks who are doing immigrant advocacy or democracy advocacy or social service work, like we know we can help them generate revenue to make more impact. To get more kids fed, to do the thing, right? That's the best part of the work. We run one campaign a year with a chapter of the United Way in Rhode Island, and every single year we raise the bar.
And this year we raised $5 million for them, doing a whole social media marketing campaign, influencer marketing campaign. And like, there's nothing better than that. (upbeat music)
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