Tools like Piktochart make non-creative people look really good. – Jacinta Croagh
It was a lovely sunny afternoon in Sydney when Jacinta Croagh met Marta, our Head of Marketing, at Icebergs Terrace Café in Bondi Beach. She arrived in a full running outfit and was just about to start her afternoon jog. While both had a coffee and freshly squeezed orange juice, they started talking. At first, Marta was asking her questions but it quickly became a vibrant discussion on social media, digital marketing landscape in Australia, recruitment marketing, Twitter vs. Linkedin, Piktochart and more.
So, before you keep reading, I have to warn you! Today, you won’t find our regular user story. Marta and Jacinta’s encounter was far from a typical interview, but it was so good that we had to write about it anyway.
Jacinta is an enthusiastic and very active entrepreneur who divides her time between several different initiatives. She has her own social media consulting agency and is a full time Head of Digital Marketing at CXC Global A/NZ, a company enabling individuals and organizations to optimize the many opportunities of contracting so they can achieve more doing what they love.
“I work on a contract with CXC Global. I’m in there for 3-4 days a week. That’s a business that looks after contracting workforces. We go in and help big businesses to manage their non-permanent staff“, explains Jacinta. “Also, I have my own business that I started 5 years ago. It’s all about digital marketing and social media strategy. And I do that for the remainder of the week. Because I’ve done a lot of work in recruitment and employment marketing space, I know a lot about digital marketing in the context of recruitment and employment“, she adds.
In both places, Jacinta works on all things social, digital recruitment and HR marketing. More specifically, she applies what she knows about LinkedIn, Twitter, and other social media channels into talent sourcing. But in addition to that, she consults with HR companies, blogs on a consistent and she runs to stay healthy and fit!
Twitter and Digital Recruiting Today
After some initial conversation, the interview evolved into a full discussion about how digital recruiting has evolved over the past few years, and how people reacted to it in Australia. Jacinta suggests that Australia is outdated, but the rest of the world isn’t leveraging 100% of the opportunities available either: “There’s still an enormous gap of knowledge in Australia, globally actually, when it comes to recruiters and hiring managers and understanding how to leverage the digital world to find talent. It’s extraordinary that in Australia one of the biggest measures of our economic health is job ads. It’s measured from job boards and magazines. That might be capturing around 20% of jobs that exist“.
Everyone might agree that Linkedin is the place to hire people and find jobs, but Jacinta has a different view: Twitter. The company that recently re-hired Jack Dorsey as interim CEO is, according to Jacinta, “the biggest job board in the world. It’s extraordinary“. In fact, Jacinta and her team are going to launch the 1st e-book on the topic in a couple of weeks and they will be using Piktochart to create visuals to promote it!
Content Around The Web
The expansion of visual content has been amazing on the web, and Jacinta agrees with us: “Infographics were a big deal 3 years ago. They were something you found on Pinterest. Now, they are everywhere”. However, she explains that, unlike what most brands believe, not all content is good: “I find a lot of infographics that are a copy of text put in a visual space, which just doesn’t work. I think the misconception about the digital web, maybe digital landscape overall, is that brands believe that every content is good content. Which is the most ridiculous thing I’ve ever heard. What you need to do is to understand your audience, what they want and what they still don’t know. And it’s something hard to find out. It’s hard to admit for businesses (SME’s) there’s a pain point they need to address“.
What is The Biggest Challenge as a Digital Marketer?
As a social media expert and strategist, Jacinta needs to constantly create superb content to engage her audience. That’s her biggest strength, but paradoxically, also her biggest challenge. As she believes that building a relationship with your audience is important, her biggest challenge is to: “Create enough content to increase people’s dwell time“. Then, once you establish your initial credibility, Jacinta suggests to hold to it: “You need to understand where people are and what sorts of media they consume. And once you’ve built this social proof and digital credibility, you need to hold on to your retention and that’s where visuals and content come in. Once you’ve got them and you’ve built your trust, you need to hold on to that“.
But according to Jacinta, the only way to constantly produce content that engages her audience, she needs to fully understand it. She needs to discover what they want, their desires, their fears and use that information to craft the perfect content. Jacinta is an expert on this, but she is old school: “I love articles. Social listening. I spend a lot of time on twitter ( I think I was one of Twitter’s first adopters). Content curation, that’s really big to understand what audiences need”.
What Does Success Look Like?
After going through her biggest challenge as a marketer, the conversation moved to Jacinta’s definition of success. Everyone sees it in a completely different way, but for her, it’s all about her clients and being able to get the right message across, to the right audience: “For me, success is being able to get my clients’ digital footprint up and running. Sometimes it goes from posting ads in the press to having sophisticated websites, LinkedIn company page with really nice showcase pages, using SlideShare, or Google Analytics. Being able to help my clients manage those channels and analyze their data, help them with strategy and show them how it works is my passion“.
But it’s not only about her clients. Jacinta is passionate and motivated to make a bigger impact in her country. According to Jacinta, Australia is still behind in the US when it comes to digital marketing, as businesses follow very old school values and approaches: “Some industries in Australia remain untackled when it comes to digital. I love being able to change it“.
Using Piktochart To Simplify Complex Issues And Getting Clients
Eventually, the conversation drifted back to Piktochart (in fact, talking with our users is one of the main tasks at the company!). When Marta asked her what she used Piktochart for, Jacinta responded: “Mainly to explain complex issues in simplified ways. In recruitment, particularly in the business I’m in (CXC, which is managing contract workers) there are a lot of concepts that require explanation and infographics really help us explain those concepts in a way that is understandable“. That’s one of the main reasons our users love and use Piktochart (remember Jack Saville from Smart Pension?) – sometimes, content is complex, boring or difficult to read. A visually compelling medium like infographics is the perfect way to simplify information and make it easily digestable for readers: “You need to think about a complex concept and put it in a visual way, the way my audience can have a grasp of quicker. We’re also stimulated by information now. The quantity of it is nuts as you know. So being able to do that around complex issues it helps you hold the attention of your audience for longer. Which I think is conceptually quite hard today.“.
But that’s not it – Jacinta uses Piktochart for email marketing, presentations, e-book marketing and more. “I’m inserting graphics made in Piktochart into those presentations. It’s so diversified and there are many ways you can use it“, explains Jacinta while she adds: “People are used to PowerPoint which is pretty basic and not good enough. Infographic elements make it look much more professional“.
Jacinta even used Piktochart to pitch a project to a client: “We built the whole pitch as a presentation, and then, we created high res .jpgs in Piktochart and dropped them into the presentation. The client said that the presentation was so amazing that we completely nailed it and won the project“.
From all the conversation, there’s a quote that really struck out: “You know, I think tools like Piktochart make non-creative people look really good“. Before knowing Piktochart , Jacinta used ODesk and Fiver and it was “horrendous“. As creatives in Australia are so expensive, Piktochart becomes an amazing tool as it makes it easy and cheap for the client to be able to develop more engaging content for their audience.