When you find something you love to do you should just go for it…or at least that’s what Karine Bengualid did.
Starting off her career in media as an intern—under renowned publicist Howard Bragman in Hollywood—followed by a number of in-house PR/Marketing jobs, Bengualid’s love for writing turned into a full-fledged career after a chance request by a friend.
Bengualid is now sharing her passion for writing and industry insight with Mediabistro as a guest instructor for online training course B2B Copywriting.
Name: Karine Bengualid
Company: Brought to you by the letter K (self-employed)
Title: Chief Copywriter
How long have you been working in this field: Started freelancing in November 2014, started company (brand) in June 2015.
Hometown/where are you from? Born in Montreal, Quebec, until I was 9 y.o. Lived in Toronto, Ontario, until October 2014.
Present hometown/where do you live and work? Vancouver, British Columbia, Canada
College: York University (Toronto) and Seneca College
Major: York University: B.Sc. major in animal biology
Seneca College: Corporate Communications diploma
York University: B.A. Film and creative arts
My first job in PR/Marketing/Communications: I snagged an internship at Bragman Nyman Cafarelli PR in Beverly Hills. I landed it through cold-calling and faxing my résumé to death. I worked in the ‘special events’ department handling media relations for red carpet events. Some pretty awesome events we worked included Premiere Women in Hollywood Luncheon, 25th-anniversary Paramount DVD releases of Grease, Urban Cowboy, and Footloose, one-night-only reading of The World of Nick Adams (Hemingway) with 12+ A-list celebrities…What a ride!
I like to say I’m a storyteller. I provide content strategy and write copy (blogs, social media, newsletters, etc.) to help establish them as industry experts and help keep them relevant online. I also help aspiring writers with their non-fiction books (either ghostwriting or editing their book).
Loaded question. Originally, I wanted to be a doctor (hence the science degree in biology). But yada yada yada, I discovered communications and PR, found that I always loved writing and planning events, and basically ‘marketing’ everything.
Did I ever think I’d be an entrepreneur? Never in a million years.
I always loved writing. And I was always good at it. In my in-house marketing jobs, I always ended up being the brand writer. One day I got a request to help with writing for a friend, and I accepted. I had just moved to Vancouver and wasn’t working yet, so the extra money was welcome. I discovered I loved doing ONLY the writing and I loved not going into an office to do it. I was hooked!
I love what I do because I get to learn about a variety of different industries and it keeps me on my toes. I also love working with different clients too—keeps it fun and exciting since everyone needs something different.
But I never make time to do administrative tasks and definitely cower when I think about looking for new clients. Sales…Yuk!
Social media, newsletters, workshops, etc. Everything digital is always evolving so sometimes it’s hard to keep track.
SEO, because it’s always evolving and changing.
The algorithms are always being rewritten to knock the black hat hacks off their game. Just when you think you’ve figured it out, BOOM!
Google does it again. Thanks Google!
Copyblogger–it’s all about copy and content, and is a good read.
Hubspot–for all things marketing and CRM. Lots of great analytics, trends insights and general state-of-the-(marketing)-union type stuff. It’s a must for anyone in marketing (and sales).
I find when I say I’m a copywriter I get one of two responses: The first is overwhelmingly people think I mean “copyright” (the legal stuff) so I like to clarify that I’m a “Copywriter with a ‘W’”. The other is people assume I write fiction. But I don’t. Sadly.
But the question I get asked a lot (from potential clients) that I actually enjoy is “How can you write about an industry you know nothing about?” The simple answer is I learn about the industry. That’s my job. Just like when you hire someone from a different industry to come work for you, they might not know about your industry, but it’s part of the job to learn. Same goes for freelancers; except our learning curve is cut very very short.
When the opportunity came up, it sounded super fun to be able to teach others what I know and do. And I love that Mediabistro makes these courses so affordable for people, there’s really no excuse NOT to learn new skills or ameliorate your current skillset. So even if you’re not getting this covered by your employer (or if you’re a freelancer like myself), these types of courses are a great way to beef up your expertise.
Try to apply the learnings of the course to real life. If you are currently working for a company, use that brand for the assignments and to see how the material applies. But even if you’re not, try using brands that already exist—this will make it more realistic and help you to better understand the material.
Have fun with it. Copywriting is creative, and nowadays, there’s no excuse not to have fun, even when it comes to B2B.
I do a lot of reading as it is for work with all the research and even my own writing, so in my spare time I like to watch mind-numbing TV and movies. The Amazing Race and The Amazing Race Canada—I like to think about what challenges I could do and which ones would eliminate me automatically (which is most of them). I love Gotham, Homeland, American Horror Story, Riverdale, Speechless, The Mick, Trial & Error. I was really disappointed they cancelled Scream Queens.
The post Q&A with Copywriting Entrepreneur Karine Bengualid appeared first on Mediabistro.Reblogged 7 months ago from www.mediabistro.com