My Transition from Content Creator to Product Manager: And Why You Should Do It Too

When I first signed up for Integrated Marketing Communications I didn’t know what to expect, but I did know that I was going to get real hands-on marketing experience, which I had yet to experience in any of the other marketing electives I had taken. Now don’t get me wrong, being able to effectively perform a SWOT analysis and confidently compile a sixty-page industry report gave me a plethora of valuable skills and knowledge. Still, IMC was the first opportunity I was given within the marketing program to apply that knowledge in a real marketing setting to produce effective and quality content. 

Not only are you gaining real marketing experience which you can put on your resume, but you are also making content that matters! There have been many college projects I have completed that felt rather redundant and lacked purpose, especially considering the reason so many people decide to pursue a Marketing degree is that marketing serves as an outlet to influence positive change. Taking Integrated Marketing Communications allows you to first-hand make the changes you want to see for the Marketing Department. 

When I was a Content Creator I was on the Podcast Team in which my team and I were expanding the Marketing by the Minute Podcast series with the addition of a new season; Marketing by the Minute After Class. I learned so much as a content creator, but there was still so much for me to learn which is why I decided to become a Product Manager in which I am leading the fourth installment of the Marketing by the Minute Podcast series. Here are some useful tips I have for any current content creators, and those thinking of becoming a Product Manager. 

Tips for Content Creators 

• Multitasking Isn’t Real 

  • All Content Creators are familiar with a Kanban board, but for those who aren’t, it is a visual board that allows teams to keep track of progress throughout a Sprint. A main component of a Kanban board is the “Work in Progress” column, which includes a work-in-progress limit. Meaning there is a limited number of cards or tasks that should be worked on at once, and the purpose of this is to limit the act of multitasking. Research has actually proven that our brain can’t multitask, so instead of doing one task really well you are actually poorly doing two things. An important skill you will learn through Agile and “kanbaning” is taking a large deliverable and breaking them down into smaller manageable tasks that should be completed within 30 minutes to an hour. By effectively creating manageable tasks you are less likely to multitask, and the kanban can hold you accountable for that!  

• Integrate with other teams 

  • Dan will say it over and over again, integration is key! The concept of integration is extremely important for both the individual and group work that will be produced throughout your time as a content creator. When creating content it is so important to communicate with other groups to avoid the formation of information silos. This can be seen by all groups producing content for the same target markets, while other target markets are not being reached. Integrating your group's content with other teams’ content will also work to increase awareness and knowledge of your product.

  • As a content creator, I did not fully understand the importance of integration, but as a Product Manager, it is a goal of mine to ensure that I am communicating with other Teams to ensure that all content is integrated. For example, both the Podcast and the Blog page is exploring the experiences of Western Marketing alumni. This serves as a perfect opportunity for integration. The Team producing the blog page sent my Team and me the list of questions they are asking alumni, which we integrated into our QandA segment of the podcast, and we then sent the clips of the alumni’s answers to be included in the blog page. None of this would have happened if it weren't for communicating with other Teams! 

• Understand Every Role 

  • As a content creator, my main roles for the Podcast were hosting, script writing, and producing and distributing promotional content. I gained so much valuable experience within these roles, but as I transitioned to being a Product Manager in which I am now leading the Podcast team I realized that I lacked so much expertise for extremely important components of the Podcast. The fourth step of Media Production is “Post Production” which consists primarily of editing, and as one may assume, is an extremely important step when producing a long-form video and audio podcast, and I didn’t have the slightest clue as to how to edit a podcast. Due to my lack of knowledge regarding this step of the Media Production process, I could not serve as a resource to my Content Creators who were taking on the role of Tech Lead for the new season. I also missed out on an opportunity to obtain valuable new skills that could have assisted me in future marketing positions. There is so much to learn through IMC, and one of my biggest pieces of advice is to take every opportunity to expand your list of skills and abilities. Dan Purdy always says that this class gives students the perfect opportunity to fail and learn early on so they don’t have to make those mistakes at that first job. So even if that role is out of your comfort zone ask your teammates to explain it to you, because not doing something right in the classroom is so much easier than doing something wrong at your first job! 

As I said earlier, there is so much to learn in IMC which is why I highly recommend all content creators to consider becoming a Product Manager. Throughout your time as a content creator, you will come up with your own list of tips and tricks for creating effective and meaningful content through the agile methodology, but these should help along the way!