This interview is with Jenn Greenleaf, Managing Editor at nDash.

Jenn Greenleaf, Managing Editor, nDash

Jenn, welcome to Marketer Magazine! Could you start by telling our readers a bit about yourself and your journey to becoming a content marketing expert?

Thank you for having me!

My journey into content marketing began back in 1999 when I started as a freelance writer. In those early days, I quickly learned that being a successful writer wasn’t just about crafting words—it also required a crash course in marketing. To build a sustainable career, I had to market myself relentlessly, developing skills in branding, pitching, and understanding what different audiences needed. That experience laid the foundation for everything I do today.

My background as a copy editor for a couple of different magazines and as editor-in-chief for a trade newspaper gave me a deep appreciation for research and organization. Those roles taught me how to structure information effectively, tailor content for specific audiences, and maintain high editorial standards—all skills that have carried over seamlessly into content marketing.

Now, as Managing Editor at nDash.com, I'm dedicated to helping brands connect with exceptional freelance writers to produce impactful content. Those early lessons in self-marketing have shaped my approach, emphasizing authenticity, strategy, and adaptability in an ever-changing landscape. It’s been an exciting journey, and I’m passionate about helping brands tell stories that resonate and deliver results!

What initially drew you to the world of content marketing, and what were some of the pivotal moments that shaped your career path?

What initially drew me to the world of content marketing was its unique blend of creativity and strategy. Early in my career, as I navigated the freelance writing world, I discovered the power of storytelling—not just as a way to communicate, but as a tool to connect, persuade, and build trust. Marketing became an extension of writing, and I was intrigued by how content could serve as the backbone of meaningful campaigns.

As I mentioned in my last answer, a pivotal moment in my career was when I transitioned into editorial roles—first as a copyeditor for magazines and later as editor-in-chief for a trade newspaper. Those positions gave me a deep understanding of how to craft content that resonates with specific audiences while meeting strategic goals.

Another turning point was transitioning into the digital marketing space, where I began exploring how SEO, analytics, and emerging platforms could amplify the reach and impact of great content. Today, I’m continually inspired by the potential of content marketing to solve challenges and tell authentic stories.

You've spoken about the importance of creating high-value content. Can you share a time when you had to get creative to deliver exceptional content with limited resources?

Absolutely. One instance that stands out was early in my freelance-writing career, when I was tasked with creating a comprehensive guide for a niche audience on a very tight budget and deadline. With limited resources, I leaned heavily on my research skills, tapping into free public databases, industry white papers, and even conducting informal interviews with subject-matter experts to gather the information I needed.

To make the content engaging and high-value, I focused on repurposing the material in innovative ways—transforming dry data into compelling narratives and actionable insights. I also used free design tools (I started with the free version of Canva and later graduated to the paid version) to enhance the presentation, ensuring the final product was visually appealing and easy to digest.

That project taught me that delivering exceptional content isn’t about having endless resources—it’s about being resourceful, adaptable, and always keeping the audience’s needs at the forefront. It’s a mindset I’ve carried into every project since, including my work at nDash.com, where we often find creative ways to help brands achieve their goals efficiently and effectively.

Many marketers struggle with identifying their target audience's pain points. What advice would you give to those who are trying to pinpoint those areas where their content can truly resonate?

First, go where your audience already is—whether that’s social media platforms, forums, industry events, or the comment sections of relevant blogs. Pay close attention to the questions they’re asking, the challenges they’re sharing, and the language they’re using to describe their problems. That raw, unfiltered feedback is invaluable. Next, try conducting surveys or interviews with your target audience whenever possible.

Direct conversations can uncover nuances that data alone might miss. If that’s not an option, use tools like Google Trends, keyword research platforms (we like Ahrefs a lot), and competitive analysis to see what topics and questions are trending in your industry. Finally, don’t underestimate the power of empathy.

Step into your audience’s shoes and think about what keeps them up at night, what barriers they face, and what solutions they’re actively seeking. When you pair that understanding with actionable insights, your content won’t just garner attention—it'll make your audience feel understood and valued. That’s when you know you’re truly connecting.

You've highlighted the significance of data-driven insights in content marketing. Can you walk us through your process of using data to inform your content strategy and measure success?

Data-driven insights are at the heart of any effective content marketing strategy. One thing to remember, too, is that things always change, so I'm constantly learning and adapting accordingly. My process begins with identifying the key metrics that align with the campaign’s goals — whether it’s increasing brand awareness, driving traffic, generating leads, or boosting conversions. Once those are clear, I move into the research phase.

To inform content strategy, I analyze audience data from tools like Google Analytics, social media insights, and CRM platforms. This helps me understand audience demographics, behavior patterns, and content preferences. I also use keyword-research tools to uncover search intent and identify gaps where high-value content can fill a need. When the content is live, I measure its success by tracking performance against the predefined metrics.

For example, I’ll look at metrics like engagement rates, time on page, click-through rates, and conversion data to assess what’s working and what isn't. (For example, I recently posted on our blog about what we learned from our content's performance throughout 2024.) Ultimately, the process is iterative. Success isn’t just about achieving one metric; it’s about learning from the data, adapting the strategy, and continuously improving to meet the audience’s evolving needs.

Building trust is crucial in content marketing. What are some common mistakes you see brands making that might erode trust with their audience, and how can they be avoided?

One major misstep is using overly-polished or generic content that lacks a human touch. Audiences can tell when something feels impersonal or “cookie-cutter,” and it often leaves them questioning the brand’s sincerity. To avoid this, focus on creating content that reflects your brand’s unique voice and genuinely addresses your audience’s needs. Another common mistake is neglecting fact-checking. Inaccurate information, even when unintentional, can damage a brand’s credibility. Ensure that every claim you make is backed by reliable data or sources, and be transparent about where your insights come from.

Brands also risk eroding trust by failing to follow through on promises. For example, promoting a “free guide” that turns out to be a thinly-veiled sales pitch can leave audiences feeling misled. To avoid this, always prioritize delivering the value you promise, whether it’s actionable advice, exclusive insights, or tools your audience can use.

Lastly, ignoring negative feedback or responding poorly to criticism can alienate your audience. Instead, view criticism as an opportunity to demonstrate accountability and improve. Acknowledge mistakes, show how you’re addressing them, and use feedback to strengthen your relationship with your audience. Trust is built over time, and handling challenges with integrity is one of the most effective ways to earn it.

The digital landscape is constantly evolving. What emerging trends in content marketing are you most excited about, and how do you see them shaping the future of the industry?

A trend I’m following closely is the rise of HumanRank—a concept gaining traction as audiences and search engines alike place greater emphasis on credibility, authenticity, and expertise. With the proliferation of AI-generated content, there’s a growing need for brands to highlight human credentials, fact-checking, and nuanced perspectives to stand out. I'm also interested in the shift toward personalized, shoppable content. Consumers increasingly expect content to be tailored to their preferences and seamlessly integrated with their purchasing journey.

What advice would you give to aspiring content marketers who are just starting out in their careers?

My first piece of advice is to embrace curiosity. Content marketing is a dynamic field where you’ll need to learn about a wide range of industries, tools, and strategies. Never stop asking questions and seeking knowledge—it’s what will set you apart and keep your work fresh. (It's impossible for someone to know everything about everything—you'll never stop learning.)

Second, focus on honing your storytelling skills. At its core, content marketing is about connecting with people through compelling narratives. Practice writing for different audiences and experiment with various formats, from blog posts to social media to video scripts. Understanding how to adapt your message is invaluable.

Third, don’t underestimate the importance of data. Learn how to interpret analytics, track performance, and measure ROI. This will help you demonstrate the value of your work and refine your strategies over time.

Networking is also key. Connect with industry professionals, follow thought leaders, and participate in conversations. Surrounding yourself with experienced marketers will provide inspiration and insight, while also opening doors to new opportunities.

Finally, be patient. Building a successful career in content marketing takes time and persistence. Start small, take on projects that challenge you, and always prioritize delivering value to your audience.

Jenn, thank you for sharing your valuable insights with us. Where can our readers connect with you online to learn more about your work?

Thank you for having me—it's been a pleasure! Readers can connect with me on LinkedIn, where I share insights about content marketing and updates on the latest trends. You can also find my work and learn more about how nDash helps brands create exceptional content by visiting nDash.com. I'm always happy to connect, exchange ideas, and discuss content marketing!

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

Thank you for the opportunity to share my thoughts! If there’s one thing I’d like to leave your readers with, it’s this: content marketing is all about creating meaningful connections. Whether you’re just starting out or looking to refine your strategy, always keep your audience at the heart of everything you do.

Authenticity, empathy, and a commitment to delivering value will set your content—and your brand—apart. If anyone has questions or wants to dive deeper into the topics we’ve covered, I’d love to continue the conversation. Don’t hesitate to reach out!