Content Marketing Blog

Non-profit content, learning from rejection and the Pogues – Q&A with BDM Guy Lorigan

This week’s Q&A is with Guy Lorigan, one of our creative and knowledgeable Business Development Managers. Guy has been busy spreading the word about content marketing, but managed to find time to share his thoughts on the industry, life at Castleford and sales advice for his younger self.

You’ve got sales experience from other sectors, but what do you particularly like about working in content marketing?

Here in Australasia, content marketing is still quite new to a lot of businesses, but it’s growing at an incredible pace. I love the fact that I’m part of an industry that is rapidly expanding as more and more businesses understand the value of using content to engage their target audience in two-way conversation and increase brand loyalty. I really think Australia and New Zealand can punch above their weight when it comes to content marketing.

Our business development teams have to work hard to stay on top of the latest industry news. What’s your favourite content marketing stat, tip or anecdote?

That content marketing is not a campaign. It’s an approach, a philosophy, and a business strategy. It’s not something you can do in half measures. It takes time and effort, but is invaluable to growth once you get it right.

Which of your colleagues have you been most impressed with during your time at Castleford?

The people at Castleford are amazing. I feel very lucky to be surrounded by so many talented, hardworking and passionate people that are always willing to help you out. If I had to choose just one person though, it would be Rob (Business Development Director). His industry knowledge and passion are truly impressive. He has been a wonderfully supportive mentor as I build my career here at Castleford.

If you could give 21-year-old Guy one piece of advice about sales, what would it be?

Don’t take it personally, kid!! As a fresh faced 21-year-old having just returned from my OE, I was a little naive when I first got into sales. I took the rejection personally, but as you get older and more experienced you understand that in sales, rejection is a learning opportunity. Each rejection is an opportunity to self-reflect and learn more about yourself. You learn to view it as objection rather than rejection and map out strategies accordingly to overcome those same objections in the future and close more deals as result.

You spend a lot of time thinking and talking about content marketing strategies, but which brand would be your dream pitch?

Working with charities and non-profits is something that’s very important to me, so my dream content marketing pitch would be a really worthy cause. Something close to my heart. My family has been involved with numerous non-profit organisations, such as the Fundraising Institute of New Zealand, Women’s Refuge, World Vision and @Heart.

Non-profits rely on individuals donating their time and money to their cause and fundraising is vital to continuing their good work. Having seen these challenges first-hand, I understand how difficult it can be, but I can also see how the right content strategy could help to build awareness and generate greater support. I think web, social and email all offer really exciting channels for the non-profit sector to raise more money and do more good.

What do you read to stay up to speed with what’s happening in search, social media and content marketing?

I like to keep up-to-date with the latest search, social and content marketing news by subscribing to RSS feeds from websites such as Content Marketing Institute, Mashable, Moz and Search Engine Land. Twitter has become a bit of an addiction for me. Jonathan Mildenhall, VP of Global Advertising Strategy and Creative Excellence at the Coca-Cola Company, is one of my favourites to follow and his Content 2020 videos show how an innovative content marketing strategy can draw in consumers through dynamic storytelling.

You work in our Auckland office, but you’re quite well travelled. If you could wave your magic wand and change one thing about Auckland what would it be?

I grew up in Spain and Portugal mostly and they have amazing long, dry summers. I love being back in Auckland, but the weather takes a bit of getting used to, with four seasons in one day. As the saying goes: if you don’t like the weather in Auckland, just wait an hour!!

And finally, what’s the most embarrassing track on your iPod?

It would have to be The Pogues with Kristy MacColl Fairytale of New York. I’m half Irish and love to sing, despite being horrible at it, so this is my party piece at Christmas time.