Content marketer — Liam Taylor

Before discovering his true calling in content marketing, Liam started his freelancing business in digital marketing

How did you get your job?

I built my freelance practice from the ground up. I spent some years working in education as a performing arts technician, while working on creative projects. I eventually realised there were no opportunities to develop a career there, so decided in October 2021 to leave and go full-time freelance.

Digital marketing was my first choice as I'd been using social media to promote music projects for some years. I'd also developed a great understanding of communication having worked with young people for around eight years.

What's a typical working day like?

One of the things I enjoy most about my work is the variety - there's rarely a 'typical' day. Most weeks consist of three days working for clients, one day on personal creative projects and one day developing my marketing practice. That varies quite widely, but it's what I aim for.

On client days, I sometimes travel to exhibitions, creating video, photo and podcast content with clients, but most of my time is spent writing social media posts and editing content.

Spending time to develop my marketing practice is also vital. This usually means keeping on top of marketing trends, learning what's on the horizon for social platforms, and working through online courses suited to my practice.

What do you enjoy most about your job?

I love the creativity and variety of this work. Aside from content production, I enjoy developing a marketing strategy from scratch.

Usually, I'll meet with a client for an hour or so to understand their goals and challenges to get a sense of what they've tried in the past. Presenting the client with my strategy is always rewarding because I can outline my intentions for their campaign, demonstrate my expertise, and make clear what resources I’ll need from them to do a great job.

What are the challenges?

The biggest challenge is interpreting a client's goals. Clients want to earn more money, but I think they're often embarrassed to admit that and instead, will say 'we want a viral video', without really understanding what that means.

How has your role developed and what are your career ambitions?

Initially, I sold myself as a digital marketer, which is quite a broad role. Over time I realised that I was best at content production and developing strategic approaches to content.

I use a variety of strategies from different marketing specialities, but I lean heavily on social media content. This has had its advantages - clients know when they book a meeting with a content marketer that their approach might involve social content, so it's not a surprise when I suggest solving all their problems with Instagram reels.

In the next five years, I'd love to work as part of a team. This may be a team I build and manage, but I'd like to be in a position where I can concentrate on the areas of marketing that excite me - the parts I have mastered - and allow others to excel at the things I'm not so good at. In the next year, it's likely I'll need to start outsourcing some of my work, so I’ll be spending some time looking for reliable people with various skills.

Would you consider going into higher education?

Absolutely. Right now, I'm working through online courses to keep on top of the ever-changing digital landscape. I'd love to study at degree level in the future, if time and money allow. If I were to go into higher education, I'd like to either reinforce my knowledge of digital marketing, or master a related subject like graphic design or consumer psychology.

What advice can you give to others thinking of becoming a freelancer?

Firstly, take time to research what you should be charging. It took me a couple of years to truly understand the value of what I was doing and the impact that would have on my client's profit. Whatever you decide to charge your first client, add another 20%. You'll probably have to negotiate, so it's worth starting at a higher number.

Secondly, take note of your income and expenses as early as possible. In your first year of freelancing, it’s unlikely that you'll earn more than your personal allowance, but it’s important to know what that is. Get into that habit as early as possible.

Finally, understand that there are many approaches to marketing, and many individuals claim that their way is the 'only way' to succeed. What works for one person won't necessarily work for you, and what works for you won't always work for your clients. Learn as much as you can about as many different approaches, and be prepared to adapt over time.

Find out more

• Explore what the marketing, advertising and PR sector has to offer.
• Discover our tips on becoming a freelancer.
• Check out Liam's services at LTGuitarist.