It started as a side hustle while working at Globant and became a part of Globant Emerald Team Project.
From the beginning of the project, curiosity struck deeply in me. I worked as part of a great Content Studio team in 2018 that encouraged everyone to keep looking for goals or challenges that fuelled how we worked and shared our daily life within the company.
Being a side hustle for me with my daily responsibilities allowed me to bring a fresher look to themes and ideas that the team already had. From content research to an overview of the actual game we were getting involved in, ideas started floating around, and we had to assist our manager with investigation, planning, and (actual) content creation. So, If you’re interested in the actual role/tasks of a Digital Marketing Specialist/Content Creator/Copywriter join me in this brief but interesting journey of writing for a kick-ass gaming project.
Discovery phase: Don’t judge a book by its cover
When I first got involved with a gaming project, there was a bit of a prejudice to work for the industry. When I write about prejudice, some fair examples were hearing or reading audiences saying: “Gamers don’t care about how you introduce them to new features, teams, or players”. But as soon as we started to dig deep into the industry, we realized some part of our audience was completely wrong. Teams like G2 or T1 in League of Legends had great ways to showcase events, players, teams, and stories.
So after a thorough investigation, we had a horizon to look up to or at least we knew that the plans we had weren’t bad at all.
Planning and Implementation phase: Developing resources and documents
As I stated at the beginning, being my side hustle, strong planning, and documentation was a key part of productivity. As a Content Specialist, tools like Trello, JIRA, or Planner, are great to be on top of the backlog of my main project.
Once we decided on the platforms we were launching core communications, we moved to content development and where was it done. On one hand, briefings and guidelines were done in Docs, and on the other hand, for scripts and content planning, we used Sheets. To keep content management tidy and organized with clear roles we tend to have a weekly meeting to sweep the backlog and organize tasks in Trello.
Our team was a combination of internal collaborators and an external Marketing Agency, so a clear communication process, resources, and documents like the ones we were producing were another key part of the group’s success.
Working side by side with an external Marketing Agency
When we start publishing content on various platforms, a Marketing Agency comes in handy because they can tackle tactics and execute campaigns while we are working on the “behind-the-scenes” like content production, planning, and strategy. This is an internal decision, Marketing Agencies bring different approaches to the workforce. Remember that depending on the project you work on an agency can bring different tactics and ideas.
This strategy of working with an agency allowed us to speed up the process of crafting documents and interviewing different audiences to work on our content personas, style guides, and brand book so we could have a strong base to work from.
Useful tips and outcomes
Building a strong team with useful resources will help any project in the long run. Likewise, a thorough investigation will allow any team to broaden the creative opportunities that can be developed as part of a Content Creation team.
As a Content Specialist, I had the opportunity to understand the strategy behind different esports tactics and build up my career path in a broader way that left me with a greater “backpack” of resources to work with, like working with interdisciplinary teams, collaborating with external agencies and crafting different types of content to impact a huge market like LATAM esports is.
