By Tom Webb, CEO
In our Get to Know blog series, I’m posing a few questions to the Element team. Next up, we have Alice Down, Content Executive.
What drew you to content and communications? What drew you to content and communications?
After College, I started a Child Nursing degree. However, I quickly concluded that it wasn’t for me after seven months. It was strange as that had been my ‘end goal’ for the last decade and I was anxious to make the change to pursue content. I have always enjoyed reading and writing, so I was naturally drawn to an English Literature and Creative writing degree, which ended up establishing my love for content and communications.
I become fascinated with the authenticity and subjectivity of content. How two people can be given the exact same brief and come to completely different conclusions. I think content is especially appealing in a world where AI-generated content is everywhere. It is incredibly rewarding to create a blog, article or eBook and know you crafted it yourself. For businesses wanting to relay their messaging and solidify their standing in crowded markets, content is key. Since joining Element, I have grown to love content more due to its role in promoting business growth and driving visibility.
What’s something people often misunderstand about content?
Some people may believe drafting content is a simple process, but this could not be further from the truth! For me, personally, I cannot start drafting anything before researching the topic and formulating a rigid structure for the piece. While a brief can help provide clarity on specific guidelines, every writer takes their own initiative to understand everything beforehand. It is impossible to write about something you don’t consider yourself an expert in!
Research and a good plan help ensure that every piece of content aligns with the client and is relevant. Most industries are changing at immense rates, so it is important that information and stats are up to date. With a clear process, content can bring a story or client to life in a way that authentically represents who they are and what they want to achieve.
What does authentic communications mean to you?
To me, authentic communications means communicating in a way that is natural and disruptive. You can have thousands of businesses competing in a sector that can’t seem to break through the noise. This isn’t due to a lack of hard work or persistence; it is simply that they are not differentiating themselves and bringing something new to the table. I think it’s fair to say that people are tired of hearing the same messages and ambitions, so what makes a business stand out is communicating authentically.
Talk us through one of your biggest career highlights to date.
Since joining Element, I have drafted my first eBook. The whole experience was testing yet extremely rewarding. From understanding the topic to examining the client’s preexisting resources and crafting the piece, it was challenging, but a fun process. After drafting, I really enjoyed working with Element’s design team to bring the project to life.
What’s the biggest thing you’ve learned so far in your career?
You get to keep learning! Since joining Element, I have written about a range of topics and industries I was not familiar with before. I think as a Content Executive, you want to be an expert in every topic in order to produce great content. From my first day, I was writing articles on data centre services, which was extremely daunting as I knew very little about them. Each task I have been given has helped improve by writing in one way or another. Alongside learning, I think taking the initiative to do something is much more effective than not doing anything at all. You are going to miss the mark sometimes, but actively learning from mistakes is invaluable.
How do you balance creativity with commercial objectives?
I think creativity and business objectives go hand in hand. From a content perspective, you know what expectations are placed upon you and what your clients want to achieve. Creativity and innovation help elevate content, which in turn helps businesses stand out authentically. Mundane content is straightforward. However, creativity helps content truly resonate with people, other companies, and industries. Ultimately, creativity is what makes a commercial objective obtainable.
What advice would you give to someone starting a career in content and communications?
AI has taken a lot of content roles over the last few years, and this has probably put people off pursuing a career in content. Even though AI is efficient, it will never be able to replicate or replace the human voice. People can spot AI-generated content from a mile off as it is generic, lifeless and does not truly resonate with people. Businesses need content to communicate. What makes content so appealing to me is how it can help businesses relate to their target audience, gain trust and grow. Being a part of that journey and seeing the impact content can make is amazing.
What are you known for in the team?
I would like to say I am known for my perseverance to get to grips with any subject matter thrown my way!
Connect with Alice on LinkedIn here
