Love notes

Sometimes you love the job. Sometimes the job loves you. [View Message in Browser]( / [Add Us to Safe Sender List]( WEEKLY NEWS 8.18.23 WEEKLY NEWS 9.15.23  FEATURED [17+ Tips To Help Your Brand Ride Today’s Social Media Roller Coaster]( By Ann Gynn Social media changes are providing quite a ride. Will X, formerly known as Twitter, survive all the recent changes? Will TikTok be banned? Can YouTube Shorts compete with TikTok and Instagram Reels? Does anyone care about Threads? Here’s how to navigate the twists and turns. [Read more](  MORE OF THE WEEK'S BEST STORIES [Hollywood Powerhouse Acquisition Predicts the Future of Marketing]( by Content Marketing Institute Team A global luxury brand investment firm’s acquisition of Hollywood’s biggest talent agency indicates the future of content and marketing in all industries. Why? Robert Rose explains. [How State Farm Turned a Viral Ad Into an Award-Winning Content Campaign]( by Jodi Harris State Farm didn’t let interest cool down when its ad with NFL quarterback Patrick Mahomes and his jazz bath went viral. Learn what they did and the mega numbers brought to the brand through this award-winning campaign. [Do You Love Your Content Marketing Job (and Does It Matter)?]( [by Robert Rose]( Ideally, your passion and your job align. When that’s not possible, many people decide to direct their passion into a side hustle they hope will become a career. But that thinking can prevent you from doing what you love to do. [ICYMI: Unlock Audience Personas With the Power of LinkedIn Profiles]( [by Dennis Shiao]( A failed attempt to find buyer intent prompted an unexpected lesson: LinkedIn profiles provide a wealth of helpful details you can use to inform personas and create more effective content marketing.  A NOTE FROM ROBERT ROSE Content marketing love notes Are you passionate about your job, or do you love your job? That may sound like an odd question. But after reviewing some results in CMI’s [Content Marketing Career & Salary 2024 Outlook]( I wonder about it. More than half (54%) of content marketers say they’re often engaged at work. Only 8% say they’re not engaged. These numbers differ significantly from employees in other fields. A recent [Gallup poll]( (registration required) found that 52% of U.S. workers are not engaged with their work. Does engagement translate into feeling satisfied in your job? Nearly one-third (31%) of the marketers in CMI’s research say they are actively or highly interested in looking for a new role. This tension reminds me of the difference between being passionate about your job and loving what you do. You’ve probably heard the advice about following your passion to build a career. When that’s not possible, many people direct their passion into a side hustle they hope will ultimately become a career. But that thinking can keep you from doing what you love to do. I have a friend (let’s call her Beth) who worked in Los Angeles as a director of digital content for one of the biggest movie studios in the world. She felt passionate about creating content and working on iconic entertainment brands. So she worked 70 to 80 hours a week with people whose usual way of communicating was to yell. Beth worked all the time, including holidays, and rarely took even a few hours for herself. After five years, a divorce, and some serious health issues, Beth felt burned out. She discovered the job didn’t care for her nearly as much as she cared for it. Even more insidious is convincing yourself you must leave a job and replace it with your passion. Maybe you hate a job that’s passionate about you. I know that sounds weird, but I promise it does happen. Some people dislike their job but stay because they’re good at it. The company keeps giving them more money and responsibilities to keep doing it. I know a head of product marketing (let’s call him Mike) at one of the largest software companies in the world. He worked for the company for 12 years but hated his job. Still, Mike was at the top of his game, succeeding at everything that defines his job, and the company valued him. To balance his life, Mike felt compelled to direct his efforts into a side passion. So he created a foodie magazine and blog, then spent five years desperately trying to turn it into a profitable business so he could leave the job he hated. Both Mike and Beth had passion, but neither had love. In [Rose-Colored Glasses]( this week, I explain how understanding the difference between passion and love in your career can change your perspective on your work situation. I’d love to hear how you feel about your work – and whether these notes on love and passion resonate with you. You can [reach me directly here](mailto:Robert@contentadvisory.net). Until then, remember: It's your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Robert Rose Chief Strategy Advisor Content Marketing Institute Would any of your colleagues or friends benefit from Robert's weekly updates? Please invite them to [subscribe]( here.  SPONSORED CONTENT Back by Popular Demand: Creative Pushups at Content Marketing World If you believe creativity is contagious and community is crucial, join us at CMWorld for this interactive workshop featuring a series of mind-opening exercises designed to level up your content game. [Join us in D.C. »](  MORE FROM CMI Less Than Two Weeks Until CMWorld 2023! There’s still time to join us in Washington, D.C., September 26-28, where you’ll connect with thousands of fellow marketers from around the world. This is your opportunity to learn from peers, expand your professional circle, and share ideas that will infuse new inspiration into your work. Take a look at who’s attending this year’s event – and then register now to take your place beside them! Use code COMMUNITY100 for $100 off your registration. 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