Rewriting Your Career: A Marketer’s Journey From Corporate to Freelancing
In this episode, I had the privilege of tapping into the experience of another marketing professional who, for the last 20 years, has dedicated her career to marketing digital solutions to the construction industry, in both small and large organisations.
A copywriter and content marketer with a degree in Graphic Design, Erica Coulehan unpacked for us the creative process of copywriting, including strategies for overcoming writer's block and drawing inspiration.
“Really think about who you're writing for, you don't want to just write about the features all the time or how great your product is. You want to think about your audience. What are their pain points?”
We’ve also discussed the realities of freelancing, peeling the layer of glamour that oftentimes surrounds the concept of running your business/being your own boss, touching on both the negative and positives sides of this career path.
“Freedom is definitely one of the main benefits [of freelancing], as is the opportunity of moving into different industries or different sectors that you wouldn't have had before.
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[The challenge] is keeping that flow of work. You might have a couple of big clients but you've got to always think about the future. You’ve got to think about where your next clients are coming from.
So you have to really connect with people, put out pitches and feelers and make yourself known.” This can be a challenge for introverts, Erica points out, but she adds that networking can become enjoyable once you get going as she discovered herself.
Erica also explains that when companies work with a freelancer, they're not tied into agency retainer fees.
Unlike employees or agency staff, freelancers can work on a one-off project, or a daily rate, offering companies more flexibility when it comes to increasing their marketing resources and efforts. And that’s what EC-Marketing, Erica’s freelance business provides.
KEY DISCUSSION POINTS
Copywriting requires both inspiration and research.
Creativity can be sparked by changing environments and talking to people from different fields of work.
Writing for yourself, as a freelancer, requires discipline and focus on your prospective clients’ needs.
One thing Erica would change about the marketing profession is ageism, a significant issue for marketers at both ends of their careers.
I was truly honoured to have such an experienced B2B marketer on my podcast. Erica Coulehan’s advice and insights are sure to provide guidance and a glimmer of hope in today’s turbulent professional landscape for marketers, and not only.
Listen in and be encouraged.
ABOUT ERICA COULEHAN
Erica is the owner of EC-Marketing, providing copywriting, content marketing and strategy services to small businesses looking to grow.
A former Product Marketer at Bentley Systems, Erica is a well rounded marketer with over 20 years of experience in the marketing arena, in roles encompassing general, content and product marketing and industries ranging from construction to environmental services and charities.
THANK YOU TO OUR PODCAST SPONSOR
MARKETING CAREER ADVICE
“Ana gave me detailed pointers on what I need to highlight on my CV and LinkedIn profile. She also suggested different roles for me to go after! Thank you, Ana, for pointing out that I have a lot more to offer than I think. ”
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