Content, Briefly Attentive: Kasey Hickey on ruthless prioritization
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Oct 14, 2024 Kasey Fleisher Hickey, Senior Director of Brand and Content at Attentive, shares her expertise in content strategy and brand building. She discusses the importance of prioritization in daily tasks and the overlap between content and brand identity. Kasey dives into strategies for impactful marketing during major retail events like Black Friday, emphasizing proactive collaboration across teams. She also touches on the role of AI in enhancing customer engagement and the need for brands to create memorable experiences in a competitive landscape.
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Content Transformation at Attentive
- Kasey Hickey joined Attentive to lead content marketing and elevate the team's operations.
- She shifted content's role from a reactive service provider to a proactive partner, focusing on strategic problem-solving.
Balancing Content Support and Proactive Projects
- Reframe "content as a service" to "content as support" and implement a structured intake process.
- Empower other teams with content creation tools and guidelines to handle less critical requests.
The Value of Friction
- Healthy friction with other teams helps content marketing uncover hidden needs and refine content strategy.
- This friction helps identify gaps, optimize distribution, and improve communication alignment.