[RN2W] 4: Marna Palmer, content marketing expert at studioID, joins the RN2writer Show

Content expert Marna Palmer works with nurse writers frequently in her role at studioID. Learn what she seeks in a “unicorn” freelance writer.

Episode Summary

Marna Palmer is the Director of Operations at studioID, a major content marketing agency and brand studio. Every day she works with clinician writers and has some great insights into how nurses can differentiate themselves in LOIs, what studioID looks for in a nurse writer, and exactly what you should do when following up on an LOI to rise to the top of the list.

About Marna Palmer: If Marna could create her own business card it would say "Professional Cat Herder," as that has been the most consistent theme of her career; from celebrities to creatives, she finds talent, helps it grow and assists in keeping everyone organized while making money in the process. She spent the first 10 years of her career as a talent agent in Los Angeles negotiating commercial endorsements for her celebrity clients. She then went to the other side of the desk and joined a marketing startup, where she led the publishing team's B2C digital marketing efforts and thus began her work with freelance writers. Since then, she has worked with content creators of all kinds around the world; at companies in Los Angeles, Oslo, Norway and now at studioID in Washington, DC.

Host Elizabeth Hanes BSN RN built a six-figure writing business in her spare time. Today, she coaches other nurses how to become freelance writers through the RN2writer project.

Topics discussed in this episode

Here’s a sampling of what you can learn in this episode:

- The huge role that clips and a portfolio play in whether or not an agency brings you on as a writer [6:06]

- Why showcasing your subject matter expertise as a nurse can win you a role with an agency [8:20]

- How studioID built such an amazing culture by seeking input from their freelance writers [9:59]

- What is the distinction between B2C and B2B marketing? [11:01]

- What are the top three attributes of the “unicorn” freelancer? [14:58]

- How nurses can use content marketing to elevate their own brand [20:02]

- The importance of having an online presence [21:14]

- What is the real future of healthcare content marketing? Is this a bad time to jump in as a nurse writer? [24:06]

- Should aspiring content marketing writers develop their journalism skills? [26:16]

- The best way to follow up on LOIs without being annoying [27:45]


“As someone who’s looking for freelance writers, if I go onto someone’s LinkedIn profile and I don’t see anything, I’m like, ‘Ooh.’ Or if I Google them, and I can’t find a website, I have no idea if I should take a chance on them.” – Marna Palmer, studioID

“There are so many non-writing skills that are equally or more important to editors and clients: being easygoing, being flexible, being fun to work with, meeting the deadline. Writing skill – while you need it, and you should continue to hone it – is not at the top of the list of what clients value necessarily in a nurse who writes.” – Elizabeth Hanes

“Prospective clients are not going to look at your blog to see how well you write. They’re going to look to see if you’re up on the industry trends, and do you know what’s going on in the industry, and then how are you explaining that through your prose.” – Elizabeth Hanes

“I think the content marketing industry in healthcare is just going to constantly expand. I don’t think there’s every going to be a shortage of [writing opportunities].” – Marna Palmer, studioID

“If you’re showing up in my inbox at a reasonable cadence with relevant content so that I don’t have to go [searching] on LinkedIn, you’re making my life easier.” – Marna Palmer, studioID

Resources mentioned in this episode  

studioID: https://www.studioid.com/

Industry Dive: https://www.industrydive.com/ 

LinkedIn: https://www.linkedin.com

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