Find a marketing niche and give your audience what they need

When Sweden-based Anna Oom graduated with a Master of Science in chemical engineering, she didn’t predict that she’d later find herself working in the world of content marketing. However, after discovering a desire to use her analytical nature to better understand customer needs, she seized the opportunity when a marketing position at her former company opened up.

As the global content marketing manager for Qmatic, a global leader in customer journey management software, Anna is able to mix her analytical background with her creative side on a daily basis in order to figure out what customers want and deliver it effectively.

Shaheen Samavati interviews Anna in today’s podcast episode, touching on the challenges—and triumphs—Qmatic has faced over the last year as the pandemic has driven life online. The brand has had to adapt and think of new ways of presenting their services (such as queue management and appointment management) to accommodate everything from vaccination appointments to virtual tickets.

You can watch the full conversation in the video above or on YouTube, and listen to the podcast on Apple or Spotify.

Rapid-fire recs

Learning resources:
- Inbound Marketing Certification Course from HubSpot Academy. “They’re great. I’ve learned a lot of new things, but also have gotten reminders of things that I might have forgotten about or didn’t pay much attention to. After all, there are so many new things all the time to keep up to date with!”
- The Onlinification Hub by Zooma. “It’s about how to transform your marketing into more digital and inbound marketing, plus news about apps and content marketing tools that you might want to try out.”

Useful book: Inbound Marketing by Hubspot. “It’s definitely an eye-opener in terms of realizing that it’s not just about how you do things, but rather how you think about them, and how you think about your customers. That is, you shouldn’t just look from the inside, but more from the outside. It’s really transformed my way of thinking.”

Source of inspiration: My previous boss, Stephen Hussey. “When I first started in marketing, he too had come from a different background, having previously worked in engineering. He was so full of knowledge, but yet so curious. When we jumped into inbound marketing, he inspired us with his curiosity and positive energy, never saying things like, ‘I don’t think this will work.’ He was a great role model.”

“It’s a fast-changing world, both in general and in marketing. Don’t wait for that huge piece of content or launch that will change everything. Try to continuously improve, tweak and iterate, and you’ll head more and more in the right direction.”

Connect with Anna and Shaheen on LinkedIn.

This post was edited by Mary Kresge.