Molly Buccini
In this Content Questionnaire, we’re featuring Sara Jacobi, the manager of digital content at Northeastern’s College of Professional Studies. Check it out to learn more about this multimedia storyteller and her favorite types of content.
Q: What’s your idea of a perfect piece of web content?

Something so interesting, funny or amazing that makes you feel compelled to click and then share.

Q: What is your current content focus?

Storytelling. How can your customers and clients tell your story through theirs?

Q: What is your biggest marketing fear?

That a well-intentioned hashtag will run amok in the wild.

Q: What buzzwords are you guilty of using most?

“Let’s think this through.”

Q: What brands do you have a marketing crush on?

I’ve been reading all of NewsCred’s content lately – I think they do a nice job of presenting nice simple design and interesting content together, and of course, it’s all about great content marketing.

Q: Which results make you happiest?

When you conceive of a project, execute it, and find it hit all the right notes you were hoping it did.

Q: What marketing skill would you most like to have?

I’d like to be better at setting up my own analytics, “thinking through” the best way to track the activity I’m attempting to track instead of trying to make sense of a mess of data later on.

Q: What do you consider your greatest content marketing achievement (to date)?

Recently I ghostwrote a blog post for our new associate VP of workforce development that was tied to graduation: “3 Ways to Turn a New Degree Into a New Opportunity.” Suspending our usual social media marketing and playing off the good vibes of our most important day of the year was the best marketing we could have done.

VideoMarketing2Q: If you were a type of web content, what do you think it would be?

A cat video! I’m a crazy cat lady.

Q: What personal trait are you always trying to improve?

Taking a step back to create a strategic plan when I get excited about an idea and just want to drive in headfirst.

Q: What is your brand’s most valuable asset?

Our reputation.

Q: What is your favorite part of the workday?

When I get to be creative and work as part of a team.

Q: What is the quality you like best in other brands?

When you can mix-in a sense of fun and humor without dumbing yourself down or undermining your own message or brand.

10390097_10102302837142710_2140215676082925825_nQ: What’s the quality you like least in other brands?

When you force something. Stop trying to make fetch happen!

Q: How can other brands/marketers get on your good side?

Be real. It’s related to being honest, but it goes one step further. Show your honesty.

Q: Who are your favorite brand leaders (online or off)?

GoPro, JetBlue, Apple

Q: What is your marketing pet peeve?

QR codes. And exclamation points!

Q: What’s one social media trend that you wish would die out?

The actual status update. Going to the gym! Eating dinner! Bedtime! Say something interesting, or don’t say anything at all.

Q: What’s your current inspiration?

Visual storytelling. I’m watching a lot of different types of web video content to see how brands tell their own stories in an engaging way that connects with their audience (or with me.)