013: Using the HUMAN framework to write “unboring” B2B content: A career conversation with Rebecca Rosenberg

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Marketing Over Wine

18 episodes

2 days ago

Marketing Over Wine is a podcast where marketing professionals talk about the behind-the-scenes of marketing (their career stories, marketing strategies, successes, failures, challenges, and misconceptions) over an occasional glass of wine. The stories are funny, emotional, and, above all, insightful. Whether you're just starting out in marketing and need to learn the ropes, an experienced marketer seeking fresh perspectives, or a business owner looking for insights to boost your brand, you’re in the right place. Each episode is an unfiltered masterclass. So, come join us.

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013: Using the HUMAN framework to write “unboring” B2B content: A career conversation with Rebecca Rosenberg

Marketing Over Wine

41 minutes 2 seconds

1 year ago

013: Using the HUMAN framework to write “unboring” B2B content: A career conversation with Rebecca Rosenberg

How do you write “unboring” content that is HUMAN — Holistic, Useful, Memorable, Authentic, and Neat?

Today, Rebecca Rosenberg, a conversational copywriter and brand strategist, shares the story and insights from her seven-year in-house and seven-year freelance marketing career. She also talks about the HUMAN framework she coined to write unboring content for leading brands.

Rebecca has worked with notable brands like Investopedia, The Balance, Alert Media, DATAMARK, and CamelBak.

Enjoy the episode, and let me know what you think about it.

With love always,

Olaniyi.

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A new episode of the Marketing Over Wine podcast is released every Thursday!

If you liked this episode, please subscribe and tap the notification bell so you’ll be informed when the next episode is published.

⌚ TIMESTAMPS

(00:00) - Introduction

(00:49) - Meet Rebecca Rosenberg

(02:20) - Why switch from a 7-year in-house marketing career to freelance?

(05:16) - Which is better: in-house vs freelance?

(08:50) - What does it mean to be a conversational copywriter?

(10:00) - What is the HUMAN framework and how can any marketer use it?

(15:46) - Biggest changes in the marketing industry through the last decade

(17:48) - Biggest misconceptions about brand strategy

(19:09) - How to set your rates, and when is the right time to increase them?

(21:19) - How to write the perfect article introduction and conclusion?

(23:17) - How Rebecca gets new marketing clients

(26:03) - Least amount and most amount earned as a freelance conversational copywriter and brand strategist

(28:52) - Things I wish I could tell my younger self

(29:50) - Secret tools that increase Rebecca’s productivity

(31:50) - What 4 skills do marketers need over the next 5 to 10 years?

(33:29) - Unpopular things that can help you stay creative and maintain balance

(37:00) - Non-marketing books you need to read as a marketer

(37:50) - Favourite type of wine

(38:06) - If you could have a glass of wine with anyone, who would it be and why?

(38:56) - Learn more about Rebecca Rosenberg

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Email us at marketingoverwine@gmail.com. We love hearing from you.

⁠Follow on Twitter: @⁠MktgOverWine

Visit our website for more: marketingoverwine.com

This episode was edited by Adedayo Abiodun and Olawunmi Olaniyi.

Produced by Olawunmi Olaniyi.

RESOURCES

Connect with Rebecca Rosenberg on LinkedIn

Visit Rebecca’s Website

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All background music used is by various artists on Pixabay.