Content Marketing Blog

A need for Swede: Q&A with Content Strategist, Gillian Kelly

Gillian Kelly, one of our talented and dedicated content marketing strategists, took some time out from her hectic schedule to talk about her experience at Castleford, her dream content marketing gig and why more smaller businesses are getting into video.

What were you doing before you joined Castleford?

My background is pretty varied. When I was in Ireland I was completing my Masters in International Politics at the University of Limerick and working for an Irish Politician as a constituency assistant. In 2011 I then got a job working in digital marketing for Tourism Ireland which took me to London for six months and ultimately to Sydney.

What do you like most about working at Castleford?

Not wanting to sound too clichéd, but it has to be the team environment. We are all really different but everyone gets along so well and we have fun. I really do look forward to coming to work each day.

What’s the most unusual client brief you’ve worked on?

It has to be an engineering company that specialised in some highly-niche industrial processes. It was a steep learning curve for everyone working on the account, but we got them page one rankings for their target keywords and they ended up becoming one of my favourite clients.

Who have you learned the most from since joining the account management team?

It is impossible to pick just one person (and I would get a lot of stick for playing favourites) so I would have to say I have learned a lot from all of the individual teams at Castleford: sales, graphics, editorial and, of course, account management. The sales team are always willing to share little industry stats, tips and advice; the designers (particularly Lauren) have helped me understand the nuances of what they do like why a png beats a jpeg; editorial has helped me to become much more creative with the content types and topics I’m pitching to clients; and of course on the account management team we are always bouncing new ideas and strategies off each other.

What’s your dream content marketing account and why?

With my travel and tourism background I always lean towards the travel accounts and fortunately we work with a lot of great brands in that sector. With that in mind I think a major international airline would be my dream account as the content options and topics would be so interesting and varied.

What’s the hot topic in content marketing right now?

It has to be video. I think it’s the future of content marketing because it’s a format that’s so easily accessible, shareable and digestible. Cisco did a really interesting study predicting that by 2017 video will account for 69 per cent of all consumer internet traffic. With the price and accessibility barriers dropping all the time I especially think video for smaller businesses is a hot topic right now.

If you could take one thing from Ireland and bring it to Australia, what would it be and why?

Excluding my family, without a doubt it would be black pudding!!

What’s the most embarrassing track on your iPod?

ABBA’s Mamma Mia – but as Castleford’s Sydney office are staunch ABBA fans, I am not embarrassed at all!!