Leaders Perception Magazine is currently running an interview series called – Navigating the Dynamic Seas of Modern Marketing & Branding
Today, we had the opportunity to interview Rob Swystun – Independent content marketing strategist and writer @ Rob Swystun.
Thank you so much for joining us today! We are thrilled to have Rob Swystun, an independent content marketing strategist and writer, with us. Rob has an extensive background in journalism and business content writing, and has transitioned into content marketing strategy work. Today, we will be discussing the significant shifts in the marketing and branding landscape, as well as the balance between data-driven marketing and the creative aspects of marketing and branding. Welcome, Rob! Can you start by telling us a little bit about yourself and your backstory?
Interviewee Name: Rob Swystun
Company: Rob Swystun
Rob Swystun’s favourite quote: I don’t have a favourite quote.
The Interview
Thank you so much for joining us today! Tell us a little bit about yourself. What is your backstory?
Rob Swystun : Starting out as a newsroom journalist in the mid-2000s, I switched to freelance journalism and business content writing when I started my own company in 2012. Since then, I’ve transitioned into content marketing strategy work.
What’s the most significant shift you’ve observed in the marketing and branding landscape in the last year, and how should businesses adapt to it?
Rob Swystun : No surprise here, but the biggest shift is the introduction of generative artificial intelligence. Businesses should adapt to this shift by showcasing their authenticity and you do that by showcasing the humans who work for you and utilizing their expertise.
No more anonymous corporate blogs. Aside from your actual website content, everything should be attributed to an expert in your company and those experts should also contribute to the knowledge you are sharing with your audience. (Even if the pieces are ghostwritten, which they almost certainly will be.)
Hire competent writers, get those writers to interview your experts, and publish those pieces under your experts’ names.
Companies are not buildings, products, fleets, etc. Companies are groups of human beings who are working together toward the goal of making your customers’ lives better. In a world that is increasingly becoming more automated and less human, BE MORE HUMAN.
In the era of data-driven marketing, how do you balance the need for data and analytics with the creative aspects of marketing and branding?
Rob Swystun : You let your data drive your creative choices.
Mine your data to find out what your customers and prospects need and then use your findings to create that specific content.
Leaders Perception would like to thank Rob Swystun and Rob Swystun for the time dedicated to completing this interview and sharing their valuable insights with our readers!
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