Carlota Pico recently sat down with Tom Livingstone from Talentful, an international recruitment firm that’s famous for its personality-based analysis platform, Insightful. This modern job-matching tool helps candidates to find jobs based on their unique personality traits and aims to place them on the best teams to reach their full potential. In this interview, Livingstone talks about the importance of having conversations and genuine connections with your audience, and why the key to great marketing doesn’t always come from taking big risks, but trusting your creative instincts.

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

Key takeaways

  • In its simplest form, marketing is about having conversations—and good conversations are crucial to business. Brands need to engage in genuine and thoughtful discussions with their audiences
  • While brands are often focused on pushing an abundance of content, putting out good content should always be a top priority. As the old saying goes: quality over quantity.
  • It’s key to create familiar content that makes people remember you, without becoming too generic or unimaginative.
  • It’s easy to get caught up in a lot of details when it comes to creating and producing content. However, try to have faith in your creative instincts.
  • Oftentimes we hear about brands that strike gold by taking big risks. Progress involves risks, but it doesn’t mean you need to be risky all the time.
  • Ultimately, good marketing is about being able to communicate with people effectively, regardless of the market.

Creativity will often lead you to take risks, but it doesn’t mean everything needs to be really dangerous or out there. It’s more about being creative than being risky.

Rapid-fire recs

What’s an app or tool that you can’t work without?

First of all, Slack—with all the remote work we’re doing now, how could we live without something like Slack? Then, Grammarly. I really believe in the power of good language, and Grammarly is a great app to help make sure things don’t fall through the cracks. Last but not least, Adobe Spark has been a lifesaver. It’s what I call “Photoshop for dummies.” It’s great at helping you put together designs easily, even if you’re like me and have no design training.

A marketing influencer who you follow?

Steven Bartlett is the founder and CEO of the international social media agency Social Chain. Bartlett is a young entrepreneur who is vocal on many platforms, especially LinkedIn, and shares very interesting content.

Also check out: 8 inspiring content and marketing influencers to follow

A valuable resource, event or group?

Earlier in the year I attended two great UK-based events: One Question and Inspired. One Question was interesting because at the event there was one question that was asked to people from different fields: Does purpose drive profit? It was nice to get various perspectives from so many different people about the same thing. The other event, Inspired, also had interesting workshops and talks.

Also check out: 7 online networking groups for content marketers on Facebook & LinkedIn

Connect with Tom and Carlota on LinkedIn.

This post was edited by Mary Kresge, a freelance content creator based in Madrid.

For more on the importance of having conversations in marketing:

Business-to-human marketing – Erika Bianco, international marketing and comms manager

Encourage engagement through social media – Harriet Drudge, social lead at The Athletic UK

Spark discussions that matter – Robert Dekker, global marketing guru

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