Content Marketing Blog

Kylie Minogue karaoke, Melbourne’s best restaurants and how to beat a caffeine addiction – getting to know Content Strategist, Katie Andersen

After spending three years at Castleford and working for us in two different cities, Katie Andersen has taken on quite a few interesting challenges, especially recently! We talk a bit more about this – as well as why Kylie Minogue is always a top karaoke choice – here.

How long have you been working at Castleford?

I started as an intern in 2015, so almost three years.

What were you doing before you joined us?

I had just arrived in Sydney from Perth and was finishing my last semester of a marketing degree at uni. – so probably getting used to a busy city and stressing about entering the real world!

How would you describe your job to a child?

This is a great question. I suppose the easy option would be to say what we produce (written content, social media, graphics, video etc.) but explaining why is perhaps harder.

In a broad sense, we help businesses speak to their customers. First, we explain what it is they do/offer/sell. Then we convince their customers to take an action – buy, sign up, download.

I don’t know how digestible that is for a child … I’ll keep working on it!

If you could go back to your first day at Castleford and give yourself one piece of advice, what would it be?

Ask a lot of questions and don’t be afraid to sound ‘stupid’!

Melbourne is a city obsessed with coffee – how many do you drink on a standard day and what’s your usual order?

I’m not as coffee-reliant as I once was. I worked as a barista while I was studying and used to drink something crazy like five coffees a day. Now, out of frugality, I’ve stooped as low as to drink machine coffee at the office.

Just behind cafe culture is Melbourne’s food scene – what’s your favourite restaurant to eat at and what do you get there?

I live in Carlton, which is full of Italian restaurants, and there is a great place down the road from me called Pizza a Metro – pizza by the metre and wine by the litre – which is great and authentic and always full of Italian families.

Other favourites would be Very Good Falafel, Shop Ramen & Moroccan Soup Bar (there is a line every day from 6 p.m, so you know it’s good).

Did you make any New Year’s resolutions and how are you tracking on them so far?

I try not to make resolutions after finding a list in my phone from a couple of years ago and the shame that followed after not achieving any of them. But if I had to make one, I think it would be waste-related – remembering to take my own shopping bags to the supermarket, using a keep-cup (take away coffee cups are not recyclable!) and trying not to contribute to the fast fashion epidemic.

If you weren’t in content marketing, what do you think you’d be doing?

I did study film for a while before my marketing degree, so probably something film-related. It’s what I spend the majority of my spare time thinking and talking about. Perhaps either producing or production design.

Do you have a signature karaoke tune?

At the moment, it would be any Kylie Minogue song. She is an icon and a hero. Although my karaoke attempts don’t come close to Trent and Tom’s Barbie Girl (and the subsequent arguing over who gets to be Barbie).

What’s the most interesting account you’re working on right now?

After the recent restructure, I have some more B2C customers in my portfolio, which I’m very excited about. We’ve just kicked off a company that produces high-performance off-road electric bikes and that has been really interesting to learn about because it’s something I’m not very familiar with. We’re also working with a luxury resort in Fiji. We’ve produced some great content that has certainly succeeded in making me want to visit!

There’s been a big shift toward promotion-heavy strategies and that’s something that I definitely have an interest in. We’re able to create really targeted campaigns on social platforms like Facebook and Instagram where we have direct control over who our content reaches. While Organic strategies are still significant, it’s great seeing our clients get some ‘quick wins’ by allocating budget toward paid social campaigns.



Natalie Fortier About the author