Technology is only as good as the story > Ann Handley Interview

John Baker 9 years ago

For all the different methods of marketing, blogging, videos, podcasts and other modes of transmission, Ann Handley is certain of one thing; they won’t work if the content itself doesn’t stand up. It’s the theme of her Wall Street Journal Bestseller ‘Everybody writes: Your Go-to-Guide to creating Ridiculously Good Content’, based on years of authoring and managing digital content to build relationships for organisations and individuals. It’s the latest book in a career that has seen her assume the roles of chief content officer of MarketingProfs; a columnist for Entrepreneur magazine; a LinkedIn influencer; a keynote speaker, mum, and writer.

Describe your role in one sentence

I am waging a war on content marketing mediocrity.

What are you working on at the moment?

I’m working on answering this question. 🙂

Also: I’m working with MarketingProf’s own Kerry Gorgone on developing a MarketingProfs marketing writing workshop, based on the best-selling Everybody Writes.

What’s the best thing about your job, and what are the most frustrating things?

Best part: There’s a lot to love… but fundamentally I love the autonomy of working from home, especially because I work with a team I love.

Worst part: Working from home in Boston today, where it’s 1 degree outside (wind chill -24) and there is a 7-foot snow bank outside my door. I’m not built for this much snow and cold – physically or emotionally.

If you had three short pieces of advice for a young content creator, what would they be?

  • Learn to write ridiculously well.
  • Create content because you love it, not because you get paid for it.
  • Focus on your audience. Remember the sage advice of longtime writing teacher Donald Murray: “The reader doesn't turn the page because of a hunger to applaud.”

What’s the best piece of work you’ve done and why?

My latest book, Everybody Writes. My heart and soul is in that book – I’ve never worked harder on anything else.

If you could have dinner with any three people, who would they be and why?

David Sedaris: Because he’s one of my all-time favourite authors. He’s known for being a hilarious writer, but his work is also soulful and surprisingly sad. I’d be happy with just sitting down for a coffee. Dinner might be weird.

EB White, because he had one foot in narrative nonfiction, one foot in fiction, and one foot in Maine, my second favourite state after Massachusetts. That makes him sound weirdly three-footed. But you catch my drift.

My mom and dad, because they died before I became a grown-up. Obviously I long for more than a dinner with them both. Technically that makes it four people to have dinner with, not three. But if cost is an issue I’m happy to go half.

You have a journalistic background – how has that helped in the world of marketing?

Journalists are the only people, in my mind, who put the needs of the audience first. Marketing needs more customer-centric content, not corporate-centric content.

What key skills does an entrepreneur need?

How did it feel to be named as the most influential woman in social media by Forbes? Who were/are your main influences in life?

I’m grateful for every list I’m on and for every recognition I receive – who doesn’t like to be recognised for their work?

But at the same time, it’s a kind of trap that can lull you into an exaggerated sense of your own value. I know in my heart when I’ve done well and when I haven’t – when I got lazy or didn’t push as hard as I should have to produce my best work. Ultimately, that’s all that really matters. That might sound simulated - like a feigned modesty - but it’s not.

My influencers:

  • My dad, for his work ethic.
  • My Uncle Frank, an old-time newsroom guy who first put the idea in my six-year-old head that I could be a writer.
  • Sean Gresh, a professor in my college communications class, who reinforced in me the truth that those who learn to write well will be successful at whatever they choose to do.
  • Nena Groskind, my first boss at Warren Publishing, for believing in me when I was kind of a young idiot!

You’re a busy person – how do you find the time to juggle your work, websites, business engagements and family life?

It’s a holiday Monday here, and I am typing this as quietly as I can in the early-morning hours, so as not to wake up anyone still sleeping. And so there’s your answer, I suppose.

I also don’t compartmentalise things quite as neatly into boxes – my family will sometimes accompany me on work trips. I collaborate often with my longtime partner. My speaking benefits MarketingProfs. So there’s a lot of crossover.

What’s your proudest achievement to date?

Professional: I’m very proud of the work the team here at MarketingProfs has done. We’ve been a leader in the digital marketing space longer than most, and our content, training and education programmes continue to evolve in a way that makes me want to daily group hug our entire staff.

Personal: My kids, who are growing into exactly the kind of people I could ever want them to be.

Give us one prediction for marketing for 2015/16

The frenzy over marketing technologies recedes as we realise that any technology is only as good as the story it helps us tell.

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