What are the top 3 learnings in my content marketing career that brought the most value? What advice do I wish I got when I started my professional journey in marketing? A few weeks ago, Better Digital Marketing, a Europe-based community of B2B marketers have reached out to me for an interview.

As I have a diverse background and not a linear career path, the interview starts with explaining how I ended up in the field of content marketing at all. During my 7+ years as a marketeer, and the few years of journalism before that, I have learned how critical it is to tap into the right questions, consider facts and divergent opinions, have the ability to “find the needles in a haystack”, and overall, have a curious and open-minded personality.

Based on my experience, I also share some recommendations for B2B marketing growth for the future, like which channels to use in 2021 and content marketing tactics that have worked well for me so far.

You can read the full interview here.

Hiring the right people is one of the most difficult aspect of building a successful company. It is essential to surround yourself with smart and driven people, in order to develop an organizational culture in which people are thriving, instead of holding them back. But how to build a team that enables co-workers to maximize their potential? 

Recruitment is a daunting process anyway, even if you sit on the stable side of the table. How do you know which questions to ask at an interview when you only have 30 minutes to figure out if a person is a good fit for your Team? How can you tell an enthusiastic candidate from an inciter, a talented person from a fraud? It’s a tougher game than Tinder.

Mindset is everything

As a Hiring Manager regardless of the industry you’re operating in, you obviously need to consider a candidate’s education and prior experience, but also what they can bring to your team as far as IQ and emotional intelligence. And the latter are more important.

An extremely successful CEO once told me that his hiring policy is that he never hires somebody who does not have at least one shitty job or failure in his resume. Why? Nothing reveals and refines our character better than the way we cope with adversity.

In other words, the applicant with a pixel-perfect CV may not be the best hire for your Team. After all, people can always learn new skills on the go, if they have the right attitude and personality. On the contrary, if they possess all the shiny diplomas, but lack the appropriate mindset for the business, that will screw the team up.

Choose people who dare to challenge the status quo

There are employees who tell their managers what they like to hear and simply carry out orders given from above. This can be comforting because it lets any Manager linger in the secure feeling of his authority. (“I’m the boss, and that is how things work around here.”)

But there are also those types of co-workers who question the current processes and ask the awkward questions. Aren’t these people are generally annoying and hard to get along with? No, they’re not, as long as they have empathy and intelligence, and therefore they are asking the right questions. Being curious and seeking answers is proven to be one of the most important trait of innovative thinkers.

Let me quote Steve Jobs here: 

“It doesn’t make sense to hire smart people and then tell them what to do, We hire smart people so they can tell us what to do.”

When working for a Copenhagen-based Design Studio, I could easily see a hiring pattern within our Team. This pattern was that our CEO aimed to surround himself with “innovator” types, those who possess the confidence to speak up, ask questions and think strategically in order to put the success of the organization at the focus of every decision.

After 2 years on that job, I realized that whenever we were hiring, we were looking for people who are self-starters, who are driven by their passions and willing to try new things. Because this attitude is crucial to perform well at the job: when it comes to day-to-day work, my boss (and most likely, your boss) wants to hear solutions, not problems. Managers are interested in possibilities, not limitations.

 
A healthy amount of ego and motivation

When an employee has a negative attitude and is the first to give reasons why something cannot be done, that creates a destructive atmosphere that can easily spread to other team members in the office. On the contrary, motivated and creative people are capable to look at a challenge in front of them, grasp the necessary information, and come up with new ways of reach the target of any given organization.

How can you spot this type of applicants right at the job interview? One way is to pay attention to their concerns. Instead of asking about holiday benefits and retirement schemes, these people tend to ask you about the amount of responsibility or possibilities for self-education on the job. And that’s a good sign. A healthy amount of ego drives us to perform better.

As John Couris (CEO of Tampa General Hospital) puts it, 

“The key to leading a successful organization is developing a team that enables members to contribute to the best of their ability. By surrounding yourself with smart and driven folks, who are able to be just that - smart and driven - you will develop a culture that yields a great deal of success.”

Keep your talent engaged

If you can get hold of good candidates to join your Team today, then you’ve completed half of the equation. Once you collect all the smart and innovative people around you, you need to keep them engaged and motivated. Continuously. If you don't invest in your employees, they will begin to feel that they don't matter.

Being receptive to the emotional needs of your employees and really get to know them as people requires a lot of effort and dedication. But there is no other way to go about it if you want to build a solid foundation for your business.

Lasting and meaningful human relationships provide the basis for every successful Team, and they entail a different kind of management style than what we were probably used just a few years ago.

So forget micromanagement. Talented people love to take on responsibility, and thus you need to give them space. But hey, this is a topic for another post.

Are you tired of paying a fortune for a few nights sleep on your holiday, but still don't fancy couchsurfing? Do you like rooftops terraces and swimming pools, but you're also the traveler who like keep his/her budget tight? If you're looking for some cheap, yet amazing destinations with lots of hours of sunshine, check this list out. From dreamy little towns in Tuscany to the Castle of Lisbon, I'll tell you where to go - and where to sleep. All between 19-21 EUR/night.

1. Siena - Siena Hostel Guidoriccio

Siena is a smaller city in Tuscany, mostly famous for its weird-shaped main square. Being 1 hour away from Florence, most tourists came here for a day trip, and go back to Florence on the evening of the same day. And that is really when the magic happens. Just before sunset, when the tourist buses leave the station, this small city comes to life. That is when you can stroll around the cobble-stone streets with a gelato in your hand, watching locals closing their shops, doing their groceries or having their aperitivos.

So what about Siena Hostel Guidoriccio? Don’t expect anything fancy. It is a basic dormitory at the edge of the city. But. Just imagine a day, when you go down to the hostel reception asking for a toothpaste, but instead of a toothpaste, you get invited to a random wine tasting. And a few hours later, you found yourself in a centuries-old winery, sipping divine Tuscan wines, spending the night in a medieval castle, having dinner with an Italian sommelier and his friends. This is at least what happened to me there, and I am dreaming about it ever since.

Price per night: from 21 EUR

2. Lisbon – This Is Lisbon Hostel

Portugal is getting more and more popular recently, but it’s still much less crowded than Spain or Italy. Usually, I try to avoid tourist traps and over-hyped places. So I did not take a "mandatory" selfie with the Tram 28 in Lisbon like a million people before me. But I swam into the Benagil Sea Cave at sunset. I did not stand in the 200-meter queue with Asian tourists so that I can buy a nata at the famous Pastéis de Belém. But I had a great 4-euro dinner in the suburbs, where the waiter only spoke Portuguese. And I seriously fell in love with Portugal.

When in Lisbon, try to book your stay in This is Lisbon Hostel! Two tips: book well in advance, because they only have a few rooms, and be prepared to climb some stairs. Like 150 or so. The property is located on a steep hill just below the Castle of Lisbon, meaning that you should be smart (I wasn’t), and find the elevator in the nearby supermarket, which can help you skip two-thirds of the hill. Once you make it to the hostel, you can enjoy one of the finest panoramas of Lisbon, having your breakfast or yoga class (!) on a magical balcony above the city.

Price per night: from 19 EUR

3. Sevilla – Oasis Backpacker’s Palace

OK, this is the odd one out from this list. Unlike Siena, Sevilla is a popular tourist destination that is present on millions of traveler’s bucket list. But it is popular for a reason. The colors of the Jewish Quarter, the taste of local tapas plates and the view of the Cathedral are hard to beat. This massive tourist attention resulted in hundreds of hotels and guest houses to choose from, making it a tough pick on booking.com or any other accommodation booking website.

Last year, I put my trust into Oasis Backpacker’s Palace, and believe me, I made an excellent choice. This Hostel is literally an oasis in the heart of the Spanish region of Andalucia. The facilities are modern, the staff is helpful, the atmosphere is laid-back. Talking about laid-back, did I already mention the rooftop swimming pool area? For just per night, this is the place to be in Sevilla. Andalucian summers can be unbearably hot though, so my advise is to book a stay during spring/early autumn months. I was there in May, and could totally sunbath and enjoy the bikini weather by the rooftop pool.

Price per night: from 19 EUR

Portugal is a small country on the coast of the Atlantic ocean and the Mediterranean Sea. With a rich history of being a maritime empire between the 15th–20th century and a relatively small territory with some 1700 kilometres of coastline, it is a perfect destination for both beach & culture lovers. See the collection of my 8 favorite Portuguese spots and activities.

1. Lagos

If you check the map of Portugal, you'll quickly realise that the country stretches from South to North, having Lisbon, the capital city in the middle. Therefore, it is wise to plan a road-trip starting from the South or the North instead of Lisbon. Opting for the South, you can start your Portuguese adventure by flying into Faro Airport. From there, you can pick any town to be your base for a few days and explore the area. The Algarve Coast in the South of Portugal will treat you with spectacular views, small towns and a laid-back atmosphere. My favourite gem, Lagos is a small beach resort at the Algarve. If you wake up early in the morning, you'll get to walk in streets like these, having them all for yourself (and when I say "early morning", I'm talking Mediterranean standards, that is, 7-8 AM). 

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2. Algarve Coast

When in the Algarve Coast, just get yourself some hiking shoes and hit the road wherever! The best thing about the Algarve is that you don't really need maps or worrying about making super detailed itineraries in advance. In this corner of Europe, you'll naturally bump into hidden caves and scenic coastlines, still relatively untouched by mass tourism. Here's an example of me getting lost somewhere between Lagos and 'Ponta de Piedade'. 

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3.Praia Do Camilo

There are no big signs on the road advertising this beach, so chances are, you won't find it unless you know it's there. One of the most beautiful beaches of Europe, Praia do Camilo is only accessible via a steep staircase that takes at least 15 minutes to climb, because you can't stop taking photos of the scenery after every 3 steps. Be prepared with drinks/food though, as there are no bars/restaurants once you get down to this tiny piece of paradise.

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4. Miradouro das Portas do Sol in Lisbon

Lisbon is a city built on hills, which can make sightseeing feel like a high-intensity cardio workout sometimes. But oh my dear, climbing these hills is so worth it: you get to see amazing views on literally every hilltop. This is 'Miradouro das Portas do Sol', where the beautiful whitewashed buildings of the Alfama neighbourhood meet the Atlantic Ocean. 

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5. Mouraria Neighbourhood in Lisbon

Being one of the oldest neighbourhoods of Lisbon, Mouraria was once a Medieval quarter of the Moors. Nowadays it is the most multicultural neighbourhood of the city, with more than 50 nationalities and countless restaurants and cafés around.  

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6. Wine tasting in Vila Nova de Gaia

Once in Porto, going for a wine tasting tour is a MUST. Fun fact: Port wine is a sweet, fortified wine produced exclusively in the Douro Valley in Northern Portugal. Then this unique wine is aged in barrels that are stored in cellars at Vila Nova de Gaia, just across the Douro River from Porto. Long story short, technically, this wine has nothing to do with the city of Porto. Then where does its name originate from? Well, visit a cellar and find out yourself!

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7. Portuguese Street art culture 

Regardless of which city you’re in, there's a whole world of urban art to be discovered in the streets of Portugal. This artistic form of expression makes the urban space feel more alive and full of colours. For example, this graffiti is in Lisbon, symbolising the melancholy music of Fado, a unique genre born in the city.

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8. Porto old town

Porto is Portugal's second-largest city today, that is home to 240,000 people. But. There is very few cities in Europe (and especially in the Mediterranean area), where you can still sense something about that old, untouched historical vibe. The heart of Porto still beats in the medieval old city – the Ribeira, and if you’re a history lover, it will surely resonate with your soul.

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We spend a quarter of our lives at work. It’s all about making that time worth it. How we feel in the morning when we enter the door, and what kind of environment we are spending our long working hours in, really does matter. What are the pros and cons of shared office spaces? Read about the latest trends, the different types of co-working spaces here. Plus hands-on tips on how to choose one.

What is what

According to a recent Global Coworking Survey by Desk Mag and Awfis Community, 82% of co-workers believe that co-working enhances work productivity, and 70% of them feel healthier than they did while working in a conventional office.

So what is co-working and how does it differ from sitting in a ’normal’ office? By definition, co-working is a style of work that involves a shared workplace. Unlike a typical office, the people at a co-working space are usually not employed by the same organization, but coming from multiple companies, industries and a diverse professional background.

The PROS

This mixed and lively atmosphere can be super attractive for startup companies, home workers, independents, or those who travel often, working in relative isolation. Being part of a co-working community means that you are surrounded by potential customers, mentors, and people that you can possibly outsource work to. The community can make you more productive and social at the same time.

As flexible working conditions are a priority for the Millennial generation, who will make up 75% of the workforce by 2030, big companies must enter the game as well. In this sense, the future of co-working could be like a “melting pot”, where early stage startups could work alongside corporate innovation teams, who work “offsite” in a co-working office and thus achieve a higher level of creative thinking.

The CONS

But shared office spaces also have their downsides, and therefore are not suitable for everyone. According to my experience, sitting at a new table every day can be a distraction for many people, so does the constant flow of new people and random noises. Good headphones are a must.

Booking a meeting room can be a hassle, especially if you need it ASAP, and it can be hard to keep your focus at times, when there are so many other things to do around you, for example, attending that upcoming meet-up or having a coffee with that cute girl working just opposite of you.

Shared office spaces – bigger or smaller?

That being said, there are different types of co-working spaces, depending on what kind of environment you are looking for. There are the big ones like Republikken in Copenhagen or Betahaus in Berlin, that can sit hundreds of people at the same time, and you can just come by on a daily basis, rent a flex seat and be surrounded by new faces. Typically, these places offer printing services and refillable tea/coffee included in their prices. A big pro argument for them is the fact that they also function as a community space: they organize events, bootcamps, or meetups on a regular basis.

If you are the type who enjoys a bit more continuity and stability in your working environment, then definitely look for a smaller shared office space. Having your own desk/island of tables and familiar faces around you, yet still being in a co-working environment of less than a 100 people let’s say, is something that we did at our own space, Studio-CPH. In that sense, there is a major difference between the family-like atmosphere of Studio-CPH and those fast-paced surroundings that they have at Republikken or Betahaus. Try to be aware of that distinction, when you are choosing a co-working place for your business.

Next level concepts: multiple cities or in-house kindergartens

In the fast evolution of co-working spaces, there are some who take the whole concept to the next level. For example, Sp8ces is grouping multiple spaces under their brand, meaning that its members can choose from different locations and have the freedom to work from a hotel, restaurant, or even an organic bistro. Their basic idea is that these public spaces are not really occupied during the daytime, so why not make them accessible for freelancers or aspiring entrepreneurs to meet and network. I found it a great concept to utilize the already available resources that we have in our cities. Not only it generates a passive stream of income for the hospitality industry, but it's also a great way of reactive marketing, as co-workers and their network could potentially become guests of the restaurant/service later on.

Another type is WeWork, which is more like a global franchise of co-working spaces, which means that by buying their membership, you have access to their co-working offices from Singapore to Paris. This service is a dream for digital nomads or professionals constantly on the go.

Last but not least, there are some pioneer projects like Loffice in Budapest, which combines the services of a co-working space with an in-house kindergarten/daycare solution for the members’ children.

Overall, co-working spaces are on the rise for a reason. The flexibility that they provide is something that fits very well with our changing lifestyle and digital workflow. However, their increasing popularity doesn’t mean that they are the perfect solution for everyone.

Have you tried working in a co-working community before? What was your experience?

Being a visual person, Instagram is by far my favorite social media channel. It doesn’t only provide the chance to connect with like-minded individuals from all over the world, but it lets you stalk your next employer from an insider point of view, or it can also be a huge source of inspiration when it comes to travelling and discovering new places. Even with its limitations, it can widen your horizon in many ways. From unknown holiday destinations to new job possibilities, there’re so many ideas you can gain from this online community.

1. Look up your future employer/employee

When sending your job application to a new company, you are curious about a thousand things. Besides the salary and the vacation scheme, you’re also keen on knowing what types of colleagues are there, and what’s the general vibe in the office. That’s why after sending in my resume, I dive right into the given company’s Instagram feed. This tactic probably works best with startups, but can also be applied to bigger companies. Most businesses use Instagram as a channel to offer a sneak peek into their social events and company culture, making it a perfect place for outsiders to get a feel of the brand and the people behind it. A great example of this is IDEO or Lunar.

IDEO’s Instagram Feed is a good example of strategic employer branding.

Needless to say, it also works vice versa. Whenever I am doing recruitment, I tend to stalk the relevant candidates on Insta, see what they are into in their everyday life, and most often follow them through our company profile. This way recruitment can also help our company’s follower base grow – from the relevant crowd.

2. Get major travel inspiration

Got yourself into the holiday mood, and you are free to pick the destination? Do yourself a favour, and before you land on Skyscanner with all of your excitement, conduct a 20-minutes inspirational research on Instagram. This can be done in various ways. If it is a last-minute trip that you’re boarding tomorrow, you can browse through the live stories by location or relevant hashtag, to see what is going on in your desired area.

If it’s a vacation where you get to decide on a destination and able to do some planning in advance, then dive into the feed of your favourite travellers and travel blogs. Accounts like @whatifwetry or @tranatravels are a major inspiration of mine. When I really want to go off the beaten track, I usually follow the steps of @nicischindler or @hobolaptop, some of my favorite wanderlusters. When you search for hashtags, make sure that you are specific (and creative) enough to get some relevant results. For example, instead of #italy, try to look for #cinqueterre, instead of #holiday, try to type in #girlslovetravel or #sunsetlovers, and so on.

Nokken in Copenhagen.

By using Instagram as a kind of travel guide, I already ended up in a hobbit village just 20-minutes from downtown Copenhagen, a beautiful thermal spa in Budapest, or a magical spot in medieval Bruges. And I wouldn’t know any of these places if it wasn’t for my Insta Feed.

3. Be part of a community of like-minded people

In general, hashtags focus attention, increase commitment and the effectiveness of posts, profiles, and marketing campaigns. In a world where we tell our stories through them, #liveauthentic, #traveltheworld, a strategic approach to hashtags is crucial to fully exploit their potential. General hashtags might have bigger search volume, but they also mean more noise and competition. Don’t get lost in the hashtag factory, choose your tags accordingly to your specific goal.

Western Australia with #passionpassport.

Take advantage of the fact that these days it is possible to follow not only users, but also hashtags on Instagram. This feature enables you to follow handpicked topics, specific moods and styles, not to mention that it is also a great tool for keeping track of your competition in a particular niche.

In the case of a strong and beloved brand like Envii or Daniel Wellington, the name of the brand used as a hashtag itself can bond a larger community. However, if you view from an SEO perspective for your profile, it's more ideal if you find (and successfully distribute) a search tag that binds users of similar topic to a particular subject. Good examples of this are #passionpassport, #darlingescapes or #enviime.

Now tell me, who else should I follow? This is your turn to throw in your IG accounts!