When I contacted Ann Handley of MarketingProfs -- who apparently invented blogging-- to talk about her career in marketing she told me, "I don't think of myself as a marketer."
Instead, she clarified, she was an "editor of a marketing publication." Accordingly, I asked her about her career as an editor and, specifically, what she looked for in the writers she worked with. She responded that, aside from area expertise and writing ability -- "I know a good writer when I read one" -- it was important that she "see how they'll fit into my overall editorial product."
This statement jumped out at me. If marketing in its purest sense is "the act of bringing a product to market," then weren't editors, who cultivate a specific brand of content, manage the people who produce it, and present it to the appropriate content consumers, "marketers"?
When I suggested this, Ann acknowledged that her responsibilities as an editor did in fact involve a lot of "marketing matchmaking" (between writers and audiences, for example). She also saw "content as a product," MarketingProfs' main one, arguably, which would make her effectively its brand or category manager. In other words, maybe she was a marketer after all.
Taking this line of thinking further, however, she pointed out that "anyone creating anything is a marketer" (which certainly echoes the thoughts of Seth Godin). While that may be the case at times, the direction that Ann provides, and the way it essentially represents the interests of her readers (her "customers"), just makes her role as editor seem more "marketing-ish" than that of her writers (the "content creators").
All of which made me wonder, how many people out there are marketers without even realizing it and, like Ms. Ann Handley, in spite of their claims to the contrary?
Thanks for the interview and conversation, Matt... and I appreciate your perspective. Great headline, too.
: )
"Anyone creating anything is a marketer": well, that suggests, quite intriguingly, that ALL creative people should keep their own marketing in mind, including poets and songwriters, painters and musicians.
I actually think that's true. There is a tradition dating back to the 19th century where artists are supposed to create for themselves and ignore the audience. Things have totally shifted around. There's an artist named Toland Grinnell who's work is almost exclusively about products, branding, and luxury. He was talking to a bunch of fine artists at Columbia and told them they had to think of their target audience and make art for them. The students were totally bummed but he was serious.
Matt:
Interesting conversation and take on marketing. People adept at showcasing a product/service/idea for further resonance in the marketplace hold most marketing jobs today. They do not put value into 'it' per se; they just highlight the inherent qualities for consumers.
There are also those who operate in the idea to deal or new development arena. What Ann here seems to talk about is the role of facilitator, putting the right ingredients together for new recipes.
It boils down to language and the shifts in what is needed in the marketplace. The current terminology is tired and often doesn't capture the full scope of the new jobs we're creating.