Starting at a new company is always filled with excitement and a bit of nervousness. When I joined Opn as a Content Marketing Specialist a year ago, I was eager to create quality content and contribute to the company’s marketing strategy. As I reflect on my experiences over the past year, I realize I’ve grown significantly both professionally and personally.

My Experience Working at Opn

The first thing I noticed about the company is its blend of startup and corporate culture, characteristic of a growth-stage company. Opn is one of those matured startup companies that still has that openness to new ideas and the eagerness to move fast while having more structure and procedure in place. I think this is perfect for those who love working in a startup environment but hate the chaos that sometimes comes with it.

The initial months at Opn were a steep learning curve. I needed to familiarize myself with the company's tone of voice, product offerings, and internal tools and processes. The learning process here is hands-on; I started with smaller projects, such as writing service notification emails and short marketing copy, guided closely by my team. As I grew more comfortable, I took on additional tasks and projects, gaining more freedom with each piece of content. Now, I’m responsible for the entire content production process—from strategy to creation—ensuring every piece aligns with our tone of voice and maintains high quality.

Some projects I have been working on include our SEO efforts, which increased our website impressions, queries, and clicks by 241%, 479%, and 123%, respectively. Other initiatives like expert interviews, where I interviewed various experts within the organization to gain valuable insights and share their knowledge with our audience; and content swap, where we collaborate with a channel partner to boost brand awareness.

What I Learned as a Content Marketing Specialist

Even though this is not my first content marketing position, it is my first time creating content for a B2B business. While I’m sure there is a lot more to learn, I’d like to share some of the things I’ve learned from this first year.

• Understand your audience: Knowing your audience and what they want allows you to engage with them more effectively. For a B2B business like ours, I found that payment business insights resonate well with our audience.

• Create and stay on top of the content calendar: A content calendar ensures your content aligns with the company’s overall marketing strategy. Also, plan for things like holidays or special events in advance, but be sure to choose only relevant events for your business.

• Be Ready to Adapt: While the previous point talks about planning well, unexpected circumstances can disrupt even the best-laid plans. It's essential to adapt quickly and communicate openly with stakeholders to ensure everyone's expectations are aligned.

• Maintain Brand Voice Consistency: Consistency allows your audience to recognize your brand anywhere you and your audience engage. This strengthens brand awareness and improves trust, which is an important element in B2B marketing.

• Choose Distribution Channels Wisely: I’ve found that content for B2B doesn’t perform well in channels that typically work for B2C. Our audience is much more focused, so our content distribution is more focused on relevant channels, like LinkedIn and mailing lists.

Personal Development and Insights

Not only did I learn about content marketing, especially for a B2B business, but I also grew as a person. Certain experiences at Opn have shaped me in profound ways.

• I learned to communicate better with different types of people. The expert interview initiative was my first experience conducting interview-style content. I interacted with colleagues from various departments and quickly realized that a one-size-fits-all communication style doesn't work. Some people prefer direct, to-the-point conversations, while others appreciate starting with some small talk to feel more comfortable.

• I learned to be more flexible. Working in a startup environment means things can change rapidly. Our strategy can shift from year to year, drastically altering our focus. As a type A person who likes things to be organized and predictable, this was a significant adjustment. However, I've come to appreciate the advantages of adaptability. Now, I focus less on how things are supposed to be and more on what to do next.

• I learned that more doesn’t always mean better. In content marketing, it's tempting to create as much content as possible to feel productive. However, Opn’s culture has taught me that quality trumps quantity. My teammates consistently prioritize serving our customers over simply meeting content quotas, and this mindset has profoundly influenced my approach to work.

• I learned that trust is crucial in company culture. At Opn, trust is a cornerstone of our environment. This trust empowers employees, fosters a sense of belonging, and eliminates the need for micromanagement. Knowing that the company values and trusts its employees has been incredibly motivating for me.

Conclusion

Reflecting on this journey, I am grateful for the numerous opportunities and experiences that have significantly contributed to my growth as both a content marketing specialist and as an individual. The journey has been both challenging and rewarding, and I look forward to continuing to contribute to our marketing strategy and the company’s success. Here’s to another year of growth, learning, and creating impactful content at Opn!