The Content Questionnaire: Jenna Weiner, Dropbox

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Jenna Weiner of Dropbox says the best content is shareable, strategic and valuable in Brafton's Content Marketing Questionnaire.
In this week’s Content Questionnaire, we asked Jenna Weiner of Dropbox to share some of her marketing insights.
Q: What’s your idea of a perfect piece of web content?
  • Valuable: The target audience finds it engaging, relevant, and useful. 
  • Strategic: It ties to the organization’s content goals and brand positioning. 
  • Sharable: It’s easily discoverable, and begs to be shared.
Q: What is your biggest marketing fear?
After working in Comms for a while, my biggest marketing fear will always be a PR disaster! 
Q: What brands do you have a marketing crush on?

Dropbox, of course! Also Hubspot for its content marketing brilliance, and Dove for its compelling approach to thought leadership with the ‘Real Beauty’ campaign videos.

Q: Which results make you happiest?

Rationally, I am very happy when someone starts going down the conversion funnel after viewing a piece of content. But emotionally, shares make me happiest; it means the content is resonating with visitors.

“Rationally, I am very happy when someone starts going down the conversion funnel after viewing a piece of content. But emotionally, shares make me happiest”

Q: What marketing skill would you most like to have?

An analytical mind. My brain loves words and hates numbers, so I am envious of people who are naturally comfortable interpreting and wrangling data.

Q: If you were a type of web content, what do you think it would be?

Definitely a GIF — less because I am like one, and more because I use them so much. They are fun and goofy and never fail to make you smile.

Q: If you could do it all over again, what vertical would you work in and why?

Still tech. It’s an incredibly exciting time in the industry right now; it’s easier than ever to turn ideas into reality, and that has led to some really fascinating products and services.

Q: What personal trait are you always trying to improve?

Delegation. It’s a life-long battle to not try to do everything myself.

Q: Do you think your office environment reflects your brand?

Absolutely. The Dropbox office is one of the most unique spaces I’ve ever seen, and every inch of it reflects the company’s distinctive brand.

Q: What is your favorite part of the workday?

Usually anything involving food.

The Dropbox office is one of the most unique spaces I’ve ever seen, and every inch of it reflects the company’s distinctive brand.

Q: What is the quality you like best in other brands?

Authenticity.

Q: What’s the quality you like least in other brands?

Stodginess.

Q: How can other brands/marketers get on your good side?

Publish genuinely useful content.

Q: Who are your favorite writers/brand leaders (online or off)?

Katherine Griwert at Brafton! :) I also love Jaleh Bisharat’s (VP of Marketing at oDesk) Huffington Post column – she always has really valuable and fascinating thoughts on marketing, tech and career development.

Q: What is your marketing pet peeve?

Direct mail. It always just goes in the recycling bin, so stop wasting my time and your company’s money!

“Make users happy, and the rest will follow”

Q: What’s one social media trend that you wish would die out?

#Blessed. That’s all I’m going to say on that.

Q: What is your marketing motto?

Make users happy, and the rest will follow

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Katherine GriwertKatherine Griwert is Brafton's Head of Marketing Content & Communications. She has covered SEO, social marketing and new media news for several years. Katherine has a degree in American Studies from Boston College, and her writing has been featured in a number of web publications.
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