April 2, 2016

about liz ernst

My story (the condensed version)

I began my career as a journalist before gravitating to PR, copywriting, and content marketing. While friends and colleagues who are also professional writers and journalists resist learning career-building skills like SEO, lead generation, content distribution, and analytics, I embraced them. Ten years ago, press release writing and distribution were key to my service offerings, and it made sense that I needed to master SEO and target marketing strategies to ensure my clients’ press releases received maximum visibility.

As I grew my service offerings to include website content writing, business blogging and social media management, digital marketing and SEO protocols became increasingly critical to meeting my clients’ online marketing needs.

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I’ll never forget discussing this with a fellow journalist who was fretting that her career was losing traction. When asked if she’d enhanced her skillset with content marketing principles, she said, “No, I’m a writer.” Translation: talented writers shouldn’t have to concern themselves with content marketing strategies.

Well, I’m a writer too, but I like to eat, and I like to give my clients all the bang for their buck that content marketing tools provide. In fact, embracing strategic content marketing techniques was the best thing I ever did!

According to a recent article in the Harvard Business Review, journalists are ideally suited for content marketing. The article’s author, Alexander Jutkowitz, writes “trained journalists and writers are in the best position to synthesize information, capture a reader’s attention, and uphold a critical editorial standard.”  My point exactly.

Over the years, I’ve established some great relationships with clients, steeped in trust and mutual respect. My most successful clients are those who recognize that my professional writing skills and seasoned content marketing expertise combine to create engaging and compelling content that boosts search engine ranking and ensures their content reaches their target audiences.

I still identify as a writer, first and foremost, a writer whose primary obligation is to do what’s best for my clients. To do that, I take advantage of my content development skills to create engaging and informative copy that attracts readers and keeps them coming back for more. By adding organic SEO to the mix, I ensure the content reaches my clients’ targeted audiences. That’s my superpower.

Liz ernst story

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