May 11, 2014
Joanna Barry, The Word Collective
Bio The path that led her to this point
I’m Jo, director of creative content agency The Word Collective, freelance writer and magazine veteran with over ten years' experience. Based in Melbourne, I head up a team of writers, designers and social media managers, coming up with content strategies for brands such as Maybelline New York, Cotton On, Novo Shoes and Missy Confidential.
Always running at full throttle, my workday starts at 8am and pretty much ends when I go to bed.
A typical day is split into a few buckets, beginning with one-on-one meetings with clients before going back to the office and liaising with workers and contributors. The open plan setting means there's an incredible amount of collaboration taking place.
I entered the industry in 2002, a completely different time in the world of digital and media. After graduating, I moved to Sydney and worked as an online editor at ninemsn, before landing a gig at CLEO magazine as features and lifestyle director.
I flourished in this role for five years, coordinating content, producing fashion and celebrity shoots and managing four CLEO Bachelor of the Year extravaganzas.
In 2012, I moved back to my hometown of Melbourne and launched The Word Collective, alongside my graphic designer fiancé Andrew Marsic.
In this role, I've had to think of creative ways to connect consumers with brands and deliver brand messages through engaging and shareable means.
The Word Collective isn't your average agency. Our point of difference is we lend an editorial voice to content marketing – an industry that’s constantly evolving with the advent of social media and linkable campaigns.
With my communication skills, knack for networking and a talented stable of writers who I truly believe in under my wing, The Word Collective has seen its client roster increase each and every month. And for me, watching the agency grow is the most important and rewarding thing.
Q&A Insider advice & tips
What's been your greatest achievement to date?
Starting The Word Collective! I was comfortable at CLEO, but was craving a change and saw the opportunities digital had to offer. I chose to go down the path of content marketing as it enabled me to utilise my skills as an editor. I now work on my own terms with a group of people I feel connected to.
What's been your biggest challenge so far?
Managing the business side of things has taken a bit of getting used to. I am a creative first and foremost so balancing the books and managing staff has been a huge learning curve for me. As with many freelancers, I also have trouble switching off and finding that divide between professional time and personal time.
Best lesson you've learned along the way?
To stop over thinking things and to go with my gut. Quit comparing yourself to others – it's debilitating when you’re trying to create!
A website, book or resource that has helped you in your business or inspired you and why?
XERO for bookkeeping. Yes, it’s a boring pick but it's helped me get organised. As a content marketer, we're always trying to stay ahead of the curve so websites such as Lost At E Minor, Refinery29 and It's Nice That are bookmarked on my computer. Also, Source Bottle and Social Diary is great for industry updates and seeding content.
Which person or brand do you most admire and why?
Nasty Gal founder Sophia Amoruso. Nasty Gal started as an eBay store before becoming an international style source in five short years! She's obsessed with everything web and social media-related and has over 2 million followers on Facebook and Instagram. I can't wait to read her book, #GirlBoss, which I just got my hands on!
What advice would you give someone starting an independent business in your industry?
Before you even come up with your business name, do your research and find your niche. And by ‘research’ I mean talking to people who are paving the path in the field you’re interested in. Are there any aspects of the market that are being overlooked or neglected? By making this your focal point, you’re already setting yourself up for success.
Finish this sentence
Everything changed for me when…
The Word Collective connected with Maybelline New York. Originally a short-term contract, it's grown into a long-term partnership. We now oversee all of the brand's digital content, including eDMs, social media, website and blog, M:Edition. This is an incredible feat for such a young agency and I couldn't be a prouder mum!
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