After college, I worked as a technical writer for many years and I quickly developed an elevator speech to describe my new job when people asked what a technical writer actually did all day. Over the years, I perfected my speech and ended up with “I write manuals and online help that people will actually read. You know that VCR manual (yes, I’m showing my age) that is totally confusing? I write manuals that are written in real people terms so that even my grandma can use a computer or her VCR.”  Instead of blank looks, I would get nods and encouragement. “We need more people like you! Can you come set my VCR to tape Friends?” (Yes, showing my age again.)

At the beginning of my freelance writing career, I worked as a correspondent for regional daily newspaper in my town. Since everyone knows what a newspaper reporter does, it was a nice break to not have to explain my job at dinner parties, my kid’s sports games, and networking events.

Now that most of my business comes from content marketing writing, I once again find myself with a need for an elevator speech since many people don’t understand content marketing. Since many small businesses and companies who have previously not employed freelance writers are now wanting to provide content for their clients, I now respond to anyone who asks about my profession as a potential future client.

With two tweens kids and more sports teams than I can count between them, it seems that my elevator speech is actually a soccer field speech, but networking is networking no matter the location. And honestly, I have gotten three jobs from friends and neighbors who either hired me themselves or passed my name onto a friend once they understood what I do all day long.

When asked, I first try to think of an example of content marketing that my friend or new acquaintance might be familiar with, such as American Express OPENForum for business owners or the Disney Parenting site. I then say, “You know how you often go to that website to get information, not just when you want to buy stuff?” When they nod (hopefully), I respond, “I write content for companies so that people will come to their website on a regular basis to learn about running a business or being a parent. And then when you are looking to buy a product or service, you will hopefully think of that company.”

Most people either nod in understanding at that point or nod just so I will stop talking. I’m not always sure which. But every now and then, the person gets an excited look in their eyes. “I was in meeting last week at my job where we were talking about content marketing. Tell me more.” And that’s why I will keep perfecting my elevator, um, soccer field speech.

What is your elevator speech for content marketing writing or the type of writing you are currently doing?