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It all started with too much free time over lockdown and a hyper fixation with the Marvel universe. I began making fan edits just for fun, when one day I awoke to a flood of notifications when a video had blown up overnight. Before I knew it, I was managing a page that had more than 60,000 followers engaging with my content and even requesting edits.
What I didn’t realise at the time, was that I was learning real marketing skills, all without a formal job title.
Although I had such a passion for social media and content creation, I had no idea that a career in digital marketing, especially in the B2B space, was even an option for me. I thought my skills were just part of a niche hobby, but when I came across a digital marketing apprenticeship at Nielsen McAlister, it felt like the perfect bridge between my creative background and a professional path I hadn’t considered before.
Suddenly, I found myself swapping Iron Man for LinkedIn. It was a shift for sure, but surprisingly, the skills I honed on TikTok translated beautifully:
Understanding audiences: On TikTok, I learned what made people stop scrolling. In B2B, I apply that same technique.
Content creation: Creating videos allowed me to explore and improve my creativity. It taught me the significance of pacing, emotion and storytelling skills, all of which are utilised in B2B content.
Analytics: Tracking my own TikTok performance gave me a head start in understanding metrics like engagement rate and reach.
Most people might assume B2B marketing is dry or dull, but I’ve found the challenge of making corporate content creative and engaging genuinely exciting. Turning complex topics into scroll-stopping posts is a skill I never expected to enjoy, but it’s one I’m growing passionate about.
B2B doesn’t mean boring: There’s room for creativity, even in corporate content. Things such as humour and personality are crucial to include in posts that might otherwise be dry.
Growth isn’t linear: My journey into digital marketing wasn’t traditional – I definitely didn’t expect my TikTok account to end up being more valuable than my degree.
The value of putting effort into the things that make you happy: What started as a hobby became a catalyst for a career I didn’t even know existed. It taught me that your skillset, no matter how niche or unconventional, shouldn’t be underestimated and that your passion projects are proof of what you’re capable of when you follow what excites you.
In her latest blog, Rhiannon discusses the five benefits of strategic outsourcing PR services.
PR is often thought of as sleek, controlled, and meticulously planned. Press releases, media events and content strategy are all carefully orchestrated. But anyone who’s spent time in this world knows the moments that stick aren’t the ones that went perfectly; they’re the ones that go completely off-script.