Career journey: Lydia Mansi

Meet Lydia Mansi, a digital marketing consultant and mother of two young boys, on a journey to make a career out of her love of writing. Lydia started out working as a magazine editor and now runs her own consultancy business.

Tell us about yourself

I’ve always been single-minded (bar a brief flirtation with wanting to be fashion designer, aged 14) I have always wanted to be a writer. Age eight, growing up by the sea in Devon, I asked my head teacher to borrow the school photocopier and proceeded to create a ‘school magazine’. I drew all my own pictures (and made up most of my own stories) and sold each weekly edition in the playgroup for 20p. And so the obsession was born.

Fast-forward 10 years and I was still hell-bent on a media career. I did an intern stint at Glamour (shadowing the beauty editor and fashion team) although I spent most of my time sorting coat hangers in the fashion cupboard and fact checking the shopping pages, it just cemented for me how magical print media is.

So, with sights now set on not only media but London too, I solely applied to Goldsmiths College to do a Media and Communications degree. Call it teenage arrogance, or simply that I was driven, but my parents and teachers desperately tried to suggest a ‘Plan B’. Thankfully, due to my bloody mindedness and genuine fear of being told ‘I told you so,’ I got in.

The Goldsmith years

Early Noughties was pre-gentrification of Goldsmiths College, there were no minor Royals, no Curzon cinema – just a lot of asymmetrical hair cuts and a fair bit of pretentious art-student fashion. Those black and white chequered halls literally vibrated with creativity. Just being a part of it made me feel like anything I wanted to be was in my grasp. I wrote, studied photography, painted – it was the most expressive and creative I have ever been. It’s weird when I think I studied media at a time when there was no social media, no smartphones or apps. I had to trek to the library if I wanted to check my emails – now my whole livelihood is built on digital media.

So, my single-mindedness took a little kink in the road age 21. I had graduated, wanted to stay in London and needed a job. I was heartbroken and despondent so, for a reason that is still unclear to me now, I applied to be a recruitment consultant at an investment-banking agency in the city. I was hilariously hopeless. I knew nothing about the industry but I had a blast – drinking champagne at the top of the gherkin and flouncing about in power suits and a bold lippie. I remember walking across London Bridge every morning amidst a sea of grey suits in my emerald green coat and thinking ‘I really don’t fit in here’.

Move into publishing

Thankfully, just as I could feel my soul (and creativity) slowly dying a uni friend mentioned she might be able to get me a role in the publishing house she was working at. Bingo. I started off on the ad-sales desk but was soon making myself indispensable to the editorial team – as my mother always reassured me at the time ‘be helpful, polite and eager, it will pay off’. I remember sourcing ice tongs on the King’s Road one winter’s night at 7pm for one editor and thinking ‘it better pay off soon’. One editorial assistant opening later and I was in. My first genuine editorial, paid role. I still feel really fortunate that my editor, Kate Crockett was incredible. Forget The Devil Wears Prada, I have worked with some of the most empowering, supportive, inspiring women in my media career – she took time to make me a better writer, gave me interesting, meaty commissions (not just the shopping pages) and really nurtured my career.

Over five years I gradually worked my way up through the ranks to assistant editor, health and beauty editor and then magazine editor at 26. I launched a new title in a recession and went on to relaunch a failing title in the publishing house’s stable. Although a challenging time, I think it made me more business savvy and rather than being ‘all about the art’, I now really love getting my teeth into the budgets, pagination and the business end of the industry, which has surprised me.

The future is digital

With marriage and motherhood came a move back to Devon, I had no immediate plans to carve out a media career back in the south-west but after 18 months I got the itch and began working for a digital health brand start-up in Bristol as their content director.

Digital was a whole new game for me. I was overseeing marketing and editorial content for both the corporate and consumer sides of the brand and it was a steep learning curve, as was juggling motherhood and a challenging new career. I’m not sure we can ever get the balance right as working mums (or feel like we have!). But I am immensely proud of the fact that I am raising my two boys with the example of a strong, working mother who does something she is passionate about to provide for them.

Starting my own consultancy this year has been my biggest learning curve yet. It finally felt like the right time, after 15 years in the media industry. I felt comfortable that I had something to offer and that what I do is of value. This was a massive milestone for me, to feel confident enough to go it alone and be a one-woman brand. In marketing, especially digital, there are a lot of people using a lot of technical terms to try and hoodwink businesses and brands into thinking they need to pay big bucks to ‘make their mark online’. They don’t. I want to simplify digital marketing and work with independent brands to help them build their customer relationships in a natural, authentic way and stand out in a crowded marketplace, creatively.

The importance of being authentic

Size isn’t everything. I’m talking about audience size (of course). It’s not always a numbers game for companies wanting to market their products or services to customers. Quality can be better than quantity in terms of influence: an engaged, niche-demographic can be the best audience there is. I recently wrote an article about digital trends for 2017 and in that I mentioned the rise of the micro-influencer (usually with a following of approximately 30k).

This group of social media darlings have amassed significant followings but still retain key traits that companies (and audiences) are looking for: accessibility, authenticity and trustworthiness. Whether you are a company wanting to work with an influencer or an aspiring influencer wanting to work with a company, the most important relationship you have is with the audience you are trying to reach – forget them at your peril. You may have heard the term ‘brand ambassador’ used in this context, it refers to someone who has created an engaged following and a brand wants to reach this audience through this person, the so-called ‘ambassador’.

I’ve seen some very poorly executed examples of this kind of marketing, really cringe-worthy stuff. Just remember, the audience these influencers are courting are savvy social media users and they won’t be fooled by clumsy advertising, masquerading as real-life endorsement. As audiences become more sophisticated and discerning it’s time brands realised the importance of creating decent content with influencers, instead of simply pushing product placement.

Stop thinking about content ‘marketing’, start thinking about content ‘publishing’

I come from a background in editorial and I came into marketing later on in my career, but the values and integrity which I absorbed during my time at the Guardian hold true more than ever. Provide interesting, useful, engaging, thought-provoking content (blogs, videos, social media posts) that people genuinely want to share and the audience will follow. That audience is more likely to become a customer if they feel reassured by the way your company conducts itself online (and influencers will retain their valuable followers).

Audiences have changed: they make quick judgements and they are arbiters of their own online worlds. Google’s algorithm favours well produced content, so take time to consider how you can become the ‘go-to’ brand to get interesting, useful information. It doesn’t always have to be directly related to your business either. The new freelance business I’m working on will have this ethos at its core. Give people something of use and they will happily share it. Have confidence in your business offering and customers will follow.