AOR Interviews Christopher Link on how to Make Writers Strategic to the Business

by Jason Ocker
Nov 16, 2018

We’re super-psyched to welcome Christopher Link to this week’s episode of Agency on Record. Chris is the Head of Content at John Hancock Investments, one of our clients here at Maark, and a genuinely cool guy.

Chris built and runs one of the most impressive marketing content departments that we’ve seen. His team of writers should really be the template for any marketing organizations who are serious about controlling a story, serious about creating content, and serious about digital transformation (seriously). Basically, if you’re following along on the Maark blog, this guy’s a storykeeper.

In this episode, we pick Chris’s brain to see how content became such a priority at John Hancock Investments. What the ROI of a group of writers is like. What kind of writers he looks for. How a bunch of writers became so strategic to a big-time investments business. And why content is vital to digital transformation (seriously).

This was a fun one for us. And it should be a good discussion for anybody trying to create marketing content. For anybody trying to establish thought leadership. For any copywriter trying to prove their value in an organization. For anybody working through a digital transformation (seriously).

Also for anybody who thinks this show should have three hosts instead of two.

Check out the episode!

Jason writes. Tells stories. Develops strategies. He oversees a wide range of creative and technical projects. He’s also an award-winning author of half a dozen books and has been featured on or in CNN, The Atlantic, The Boston Globe, The Guardian, The New York Times, and TIME.

Should You Name It? Brand Juggling for Fun and Profit.
In marketing, names aren’t just names. Names are brands. And brands need commitment and resources behind them to be successful.
Six Things Any Marketer Can Learn from Sports Marketing
The worst team in any given professional league is still marketing better than most companies are.
Content Marketing is...People
Marketers should encourage individual ownership and belief in the ideas an organization put out into the market.