Content Marketing – How to Write Like an Expert for Any Industry

One of the most common client concerns we get when launching a new content marketing program is, “How are you going to write for us? You don’t know anything about our industry.”

It’s a legitimate question to ask. They’re wondering if a copywriter, digital marketer, or maybe even a blogger who doesn’t work in your industry can really write complicated content and explain technical topics.

Doubting an advertising agency’s ability to represent the expertise of your company is understandable. However, when it’s done right, you’ll end up with relevant, highly-targeted content marketing campaigns that help you reach your business goals.

Here’s a look at how Element’s content marketing teams takes on the challenge.

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Content Marketing Specialist
Kasey Steinbrinck has been creating content since he was just a little kid, writing stories and making radio shows on his Fisher Price tape recorder. He went on to produce local television and wrote for an area newspaper before discovering the power of telling stories online. Kasey worked as a content marketer, blogger, and copywriter for two ecommerce companies before joining Element in 2015.

A Second Element Office? That’s Party Worthy!

As Element’s most notable décor item, I, the unofficial Element spokes-moose, hang out and watch the creative magic happen every day. At least I thought I was seeing it all. Turns out, part of the crew is now in Neenah at a second Element office, and they had quite a shindig last night.

The open house was enjoyed by clients, friends, and various Fox Valley community members. There was food, music, and an official toast by our Agency Director Lance Peroutka using Final Proof, Element’s very own craft beer! (If you haven’t heard about Final Proof, click here.)

I’m always up for a good party, but my question was, “Why a second office?” Simply put our De Pere office is maxed out. Plus, with so many clients in the Fox Valley, as well as employees living thereabouts, it made sense to grow further south.

The crew is loving downtown Neenah thus far, and friends are always welcome to visit 126-1/2 W. Wisconsin Avenue. Thank you to everyone who helped us celebrate. For those of you who couldn’t attend, here are some photos documenting the frolic and frenzy that took place.

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The Unofficial Element Spokes-Moose
Canuck is a surprisingly intelligent and humorous character that could talk your ear off. He loves life, learning new things and, most of all, sharing new insight with people. He’s adjusted well since emigrating to the U.S. from Canada and settling down at Element. In fact, he’s taken strongly to blogging about marketing, branding, social media, and the Element office happenings. He’s still very loyal to his homeland, insisting that hockey is the only real-man’s sport, pancakes are acceptable at any meal, and Canadian beer is superior to the swill made everywhere else.

Emma Nelson Explains How to Get Into the Holiday Spirit

Feeling a little more “Bah-humbug” than Joy to the World right now? No worries, we’ve got just the person to help.

Emma Nelson joined Element this fall as a content marketing specialist, but she’s also our in-house expert on the holidays.

A native of Rhinelander, she recently moved back to Wisconsin from Colorado where she was working as a freelance writer for a variety of clients, from horse supplement makers and financial planners to magazines for baby boomers.

We quickly learned that Emma loves the holiday season, Christmastime in particular. So we thought it would be a great idea to let her cheer up the Grinches and Scrooges out there this time of year.

If the holidays feel like a drag and your life’s a little too hectic, Emma’s attitude will help you get some jingle back in your bells.

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Element Employees Share Their Black Friday Traditions

‘Tis the season for third helpings of stuffing, heated political arguments with extended family, and early morning shopping deals that require a healthy dose of endurance and even more caffeine. It’s the most wonderful time of the year! So what will Element employees be doing when the clock strikes twelve on Black Friday?

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Do You Have to Choose the Lesser of Two Marketing Evils?

As this article is being written, we’re nearing the end of what can easily be called the craziest, most frustrating presidential election in recent U.S. history.

The Republican and Democratic party nominees are so unpopular, supporters spend most of their time talking about how terrible the opposition is while making excuses for the downfalls of their chosen candidate.

A lot of voters feel like they’re being forced to choose between the lesser of two evils. They have to vote for the person they dislike the least instead of someone they truly believe in.

The worst part is, it seems like no matter what the election results are, we’ll still end up with a mess.

Sometimes your options for marketing feel that way, too. However, when it comes to choosing how to reach your target audience, there is a very viable alternative.

Let’s take a look at the marketing candidates …

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Content Marketing Specialist
Kasey Steinbrinck has been creating content since he was just a little kid, writing stories and making radio shows on his Fisher Price tape recorder. He went on to produce local television and wrote for an area newspaper before discovering the power of telling stories online. Kasey worked as a content marketer, blogger, and copywriter for two ecommerce companies before joining Element in 2015.

Element Designer Series: Q&A with Art Director Aaron Graff

We’re on month No. 11 of the year 2016, and it’s time to dive inside the mind of another one of Element’s talented designers.

This time, we’re seeing the work of Art Director, Aaron Graff.

Creative people are rarely ever limited to one creative outlet, and Aaron is no exception. When he’s not skateboarding down the halls of our Neenah office to refill his coffee mug, or working on a project with his kids, you might catch Aaron making music.

That’s what inspired his design for this month’s Element Facebook cover image. Keep reading to take a look and find out more about Aaron’s creative process.

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We Made a Beer! { FINAL PROOF }

What does a blend of creative juices, fresh hops, and heart & soul taste like?

As a longtime supporter of Wisconsin’s craft beer industry, Element has always offered our clients fresh brew on tap as well as bottles from our well-stocked D.B.F. (Dedicated Beer Fridge). However, we’ve now upped our “beer geek” cred a few levels higher—we brewed a unique Element beer!

Final Proof is Element’s statement beverage; an experimental beer that uses uncommon ingredients to match how we push limits to help our clients succeed. Never known as an agency to create something expected, we envisioned a beer with lemongrass, ginger, and fresh hops grown on Element’s back deck.

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Copywriter/Asst. Creative Director
Eric’s been doing this copy thing for a while; over 25 years now. He understands that proofreading, like any skill, requires focus and practice. Eric’s been knocking out creative copy with few errors (nobody’s perfect) at Element since 2009. And, he feels somewhat uncomfortable writing in the third person.

Element Designer Series: Q&A with Director of Publications Ann Behling

2016 keeps moving along, and signs of the fall season are everywhere you look, from autumn leaves and pumpkin everything to Halloween costumes and apple picking.

Each month, one of our talented designers creates a new Facebook cover image and answers a few questions for our blog. Our latest Designer Series subject is Element’s Director of Publications, Ann Behling.

Ann has worked at Element longer than the vast majority of us. In fact, she started here in 2003, just a few months before the ad agency switched from River North Communications to Element Creative.

(Get more fun facts about Element here on our blog)

Ann is a big fan of this time of year, so she seized the opportunity to design a seasonally themed Facebook cover image!

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