My first name, Darcy, is admittedly a bit out of the ordinary. Over the years, I’ve learned to answer to Marcy, Dorothy, Darby – you name it. One nickname that has stuck, however, is Darc (rhymes with parse).
That’s why, when I read a recent article, “How the HubSpot CMO Screens for Top Marketing Talent,” I couldn’t help but think “That’s ME!”
The article states (the comments in italics are my own):
“The perfect inbound marketing manager has a variety of different skills.
At HubSpot, we like to use the acronym ‘DARC,’ which stands for digital, analytical, reach, and content:
- Digital means they live their lives online and are familiar and comfortable with blogging, social media, and the web in general.While we’re on the topic of names, Digital could be my middle name. For the past 12-plus years, I have lived/breathed e-commerce. My current focus is on email marketing. I remember early on being at conferences where they asked for a show of hands who uses email and IM… who texts… telecommutes… or has an online portfolio… and eventually a smartphone… a Facebook page… a Twitter account… a LinkedIn account… a blog… a Pinterest account. Invariably, I was one of the few who had my hand proudly held high. Truth is, my writing now flows directly from my brain, out my fingertips and onto my laptop screen. Don’t even think about asking me to write something longhand.
- Analytical means they like to measure what they do, and they make decisions based on data.
I’ll admit that I usually leave the actual number crunching to the analytical folks. But that doesn’t mean I don’t incorporate their findings into my work. This is particularly crucial when it comes to email marketing. With so many variables to test – from the “from” line to subject lines, copy, graphics, calls to action, landing pages, social sharing, time of deployment, list segmentation and more – “test, test, test” has become my mantra.
- Reach means they have a knack for growing their network by creating a gravitational attraction to what they do – and people want to follow their work.You’re here reading my blog, aren’t you? My blog is one way I reach out to my peers and prospective clients. And, as they say, there’s no reason to reinvent the wheel. So I’ll post links to my blog on other networking sites. I don’t expect people to find my blog on their own – I make it easy for them to do so, by posting content where they live (and work) online.
- Content means they are naturally a content creator, and they’re not afraid of it. (You’d be surprised how many people are scared of writing a blog article.)”If content is king, then I consider it my crowning glory. In the days of print publications, I was known as a writer or a copywriter. Now I’m called a content creator. It’s just semantics. What I do is develop messages targeted to a specific audience, with a specific goal in mind – such as generate brand awareness, educate, sell a product or service, increase membership or sway opinion. There’s a lot of buzz out there about SEO content, but the bottom line is you’ve got to write for real people, not the search engines, in order to establish a true connection.
So feel free to call me DARC. I’ll take it as a compliment.