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Where are you based?
Yerevan, Armenia

What job do you do?
Currently I work at Incredo SaaS Inbound Marketing Agency as a Content Strategist and soon I will be celebrating my 1st year anniversary here. I don’t do traditional marketing here but instead focus on tasks that will bring us new website visitors, social media engagement, and leads. If I say in formal words, my responsibilities include 1. Keyword/topic research, 2. Content creation, optimization, and distribution (blog posts, guides, social media posts), 3. Link building, 4. Email marketing, 5. Website copywriting.

How did you get into marketing/communications?
Despite being an International Relations faculty graduate, I found myself interested in writing. But only writing wasn’t enough to make a good career and I started to take online courses on SEO and inbound marketing. Soon I appeared in the challenging but also rewarding world of content marketing. Working on real-life projects and dealing with professional marketers helped me refine my skills even further, go deeper in this industry, and helped me reach the position I hold today. Though, I still have many things to learn every day because this industry is evolving very fast.

What are you most proud of in your career as a marketing/communications professional?
I think it’s too early to speak about big achievements because there are still many barriers I need to overcome. But one thing I am proud as a person is that I have never disappointed any client in terms of doing low-quality job or not meeting deadlines we agreed upon. I think moral and punctuality are still super significant factors in human relations.

How has marketing/communications helped the organisations you’ve worked for?
The blog posts I have written for many companies have helped them increase the number of organic keywords they rank for, have search engine optimized, original, and lasting content on their website, ensure targeted traffic. As for companies for which I have done more than writing, I have helped them with many content-related processes starting from ideation to execution. I have helped them find strategic keywords relevant to their niche, distribute their content on multiple platforms, have helped reach up to 30% email open rate and up to 7% CTR.

What challenges have you overcome on your professional journey to where you are today?
I have struggled finding the right resources that can teach me what I actually need. Many blogs, books, and courses I came across seemed too trivial and suggested “tips” below beginner level.

Another problem is being unsure whether provided knowledge and information are precise. Now anyone and everyone can write about a topic he/she has in mind but how do we know whether that person is trustworthy? You should discover industry leaders, follow them and also spend some more time on finding blogs that are not so famous, but offer unique perspectives.

Do you have any words of wisdom for someone starting out in the marketing/communications industry?
I recommend starters consume lots of marketing and technology-related resources (now marketing and technology can’t be separate). Resources can include blogs, videos, guides, certification courses. Currently I try to read at least 3-5 articles daily to keep myself updated about recent trends. And always look for new courses I can take later.

If you don’t to invest in expensive courses, you can start with free HubSpot, SEMrush, eMarketing Institute courses. They will give high-level understanding on content marketing, social media marketing, email marketing, SEO.

Where can we find you online?                                                                                                                      

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