Carlota Pico recently spoke with Juan Feal, EMEA marketing manager at LEWIS Global Communications, which specializes in creative, digital and integrated marketing services. Juan shared the insights he’s gained through 15 years of experience in public relations and marketing, providing an insider perspective on the industry. He also discussed what it takes to be a successful marketer, and shared some of his favorite resources for relevant content.

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

Key takeaways

  • Creativity is important, but combining it with a strong foundation on data is what separates good content from great content. You have to understand what your target audience is looking for and what they’re willing to read.
  • The pandemic has forced communications and PR agencies to be smarter and more flexible with clients who have lower marketing budgets. Digital transformation is the highest priority for a lot of businesses at the moment.  
  • In PR, it’s not enough to have a lot of articles about your client; those articles also need to reach a relevant audience. For example, a tech company might benefit from an article in a national newspaper, but it would benefit more from an article in a digital magazine dedicated to the tech industry.
  • To have a long-lasting career in marketing and communications, you need to enjoy testing new tools. Every day there’s a new technology or social channel to check out, so it’s important to play around with things and be adaptable. 
  • SEMrush and Moz are great tools for SEO. Their blogs are also useful resources for content-related information, with interesting hacks to increase your efficiency.

A global story is just a global story—it’s the local nuances and hooks that draw in the audience.

Connect with Juan and Carlota on LinkedIn.

This post was edited by Rishabh Agrawal, a freelance content creator based in Madrid.

To read the full transcript, click on page number 2 below.