Mary Weaver

If content is merely the tip of the iceberg, what lies beneath?

When you read an article — whether it be online or in print — do our audiences, and even our clients, truly understand all the hidden layers and processes that have occurred to bring it to fruition? Do they see the minds, hands and hearts that have touched that content asset from inception to execution? Let’s use an analogy: an iceberg. The article itself — or video, infographic, EDM, or whichever content format has been created — is simply the…

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6 important lessons I’ve learned in my working life — and how it’s made me a better content creator

Thirty years ago, I collected my first paycheck from my first job. To mark this milestone, I’m looking back at how the lessons I’ve learned since then have shaped my career as a content creator.  Lesson 1: Know your audience In 1990, aged 13 years old, I landed my first paid job: working during my six weeks of school holidays as a “Christmas casual” at a local mall. I was tasked with selling thousands of Christmas gift packs — think…

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