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

Jenn Greenleaf, Managing Editor, nDash

Jenn, can you tell us a little bit about yourself and your journey to becoming an expert in digital marketing?

Of course! My journey into digital marketing has been anything but linear, but that’s what makes it so rewarding. My background is rooted in writing and editing, with early roles as a copyeditor for magazines and eventually as editor-in-chief for a trade newspaper. These experiences gave me a deep appreciation for research, organization, and the art of storytelling—skills that translate seamlessly into the content-marketing world.

At nDash.com, I’ve had the privilege of blending my love for writing and editing with my passion for strategic content development. As Managing Editor, I focus on helping brands scale their content-creation efforts while maintaining authenticity and quality. It’s an exciting space to be in, especially as new innovations reshape how we approach marketing. I stay engaged with these changes by learning new tools, connecting with industry leaders, and fostering meaningful collaborations with clients and writers alike.

What initially sparked your interest in digital marketing, and what were some of the key milestones that shaped your career path?

My interest in digital marketing was sparked by my early experiences as a writer and editor, where I saw the potential for well-crafted content to influence and inform. As I developed my skills in research and organization, I became fascinated by how content could be strategically tailored to meet the needs of diverse audiences. One key milestone was realizing the increasing role of digital platforms in shaping how people engage with information. This motivated me to pivot from traditional writing and editing roles into content strategy, where I could combine my passion for storytelling with the opportunities offered by digital tools. Working in roles that spanned technical writing, corporate communications, and marketing allowed me to refine my ability to create impactful, results-driven content.

Another milestone has been my work at nDash.com, where I’ve embraced the challenge of helping brands scale their content-creation efforts while maintaining high standards of quality and authenticity. This role has provided me with a front-row seat to how digital marketing evolves, including the integration of AI tools and the increasing importance of collaboration between brands and writers. These experiences have shaped my approach to digital marketing, emphasizing the importance of adaptability, clear messaging, and fostering meaningful connections through content.

You’ve worked with numerous brands at nDash. What’s one of the biggest shifts you’ve observed in how businesses approach content marketing?

One of the biggest shifts I’ve observed in how businesses approach content marketing is the increasing focus on personalization and authenticity. Audiences today expect more than just generic content—they want messaging that resonates with their specific needs and values. This has led brands to prioritize building genuine connections through tailored content that reflects their unique voice.

Another major change is the growing reliance on data to inform content strategies. Businesses are more focused than ever on measuring performance and understanding what works, using analytics to drive decisions and optimize their efforts. At the same time, there’s been a push to balance these data-driven strategies with creative approaches that make content stand out.

Many businesses struggle to demonstrate a return on investment with content marketing. From your experience, what are some actionable strategies companies can implement to measure the effectiveness of their content?

Measuring the effectiveness of content marketing often involves aligning content goals with clear, actionable metrics. One strategy is to start by defining what success looks like—whether it’s increasing website traffic, generating leads, improving conversion rates, or boosting engagement on specific platforms. Once goals are set, businesses can use tools like analytics platforms to track performance and tie those results directly to their objectives. Another key approach is implementing a feedback loop.

Gathering insights from audience interactions, surveys, and A/B testing can help refine content strategies over time. It’s also important to break down the buyer’s journey and identify how content contributes to each stage, from awareness to decision-making, which can reveal its direct impact on driving sales or building brand loyalty. Lastly, consistency is crucial. Businesses often struggle with ROI because they don’t give their content strategy enough time to take root or fail to maintain a regular publishing cadence. Tracking metrics over the long term and making data-informed adjustments, allow companies to accurately assess the value their content delivers and make strategic decisions about where to focus their efforts.

You mentioned leveraging LinkedIn for content distribution. What are your thoughts on newer platforms like TikTok or Instagram Reels for reaching a professional audience?

Platforms like TikTok and Instagram Reels are definitely gaining traction, even among professional audiences, as more businesses experiment with short-form videos to share insights and build brand awareness. While these platforms are traditionally seen as more casual, they offer opportunities to engage audiences in creative, bite-sized ways that can complement longer-form content on LinkedIn or blogs.

At nDash, we’ve considered how video might fit into our marketing efforts, particularly as a way to showcase the platform, highlight our writers, and share industry insights. While we’re still in the ideation phase, short-form video content is on our radar as a potential way to connect with our audience in a dynamic, visually engaging format. The challenge is ensuring the content feels authentic and aligns with our brand’s professional tone.

Ultimately, success on platforms like TikTok or Reels depends on tailoring content to meet the expectations of those audiences while staying true to the message. For professional audiences, this might mean focusing on actionable tips, industry trends, or thought leadership pieces presented in a concise and engaging way.

The digital landscape is constantly evolving. How do you stay ahead of the curve and adapt your strategies to new trends and technologies in digital marketing?

Staying ahead in digital marketing requires a mix of continuous learning, experimentation, and adaptability. I prioritize following industry experts, attending webinars, and subscribing to newsletters that explore the latest trends and emerging technologies. This helps me stay informed about changes like advancements in AI, shifts in content preferences, or updates to platform algorithms. We focus on keeping our strategies flexible so we can adapt quickly when something new arises.

For example, we’ve been exploring the potential of video content and how it might contribute to our marketing efforts. While we’re still in the ideation phase, this type of forward-thinking allows us to remain open to innovations that align with our goals. Experimentation is another key component. Whether it’s testing new content formats, leveraging analytics to refine strategies, or exploring untapped platforms, I believe in using data to guide decisions while leaving room for creative exploration.

What advice would you give to aspiring digital marketers just starting their careers in this exciting and fast-paced field?

My biggest piece of advice is to stay curious and never stop learning. This field is constantly changing, and keeping up with trends, tools, and technologies is essential. Follow industry leaders, read blogs, listen to podcasts, and take courses to build a solid foundation—and then keep building on it. It’s also important to experiment and embrace a growth mindset.

Try different strategies, analyze what works (and learn from what doesn’t), and don’t be afraid to pivot. Digital marketing is as much about creativity as it is about data, so balancing those skills will set you apart. Another key is to focus on communication and collaboration. Whether you’re working with designers, developers, or brands, the ability to clearly articulate ideas and work as part of a team is invaluable. For example, we emphasize aligning content with a brand’s unique voice, which requires collaboration and strong listening skills.

What is one common misconception businesses have about digital marketing, and how can they overcome it?

Expecting success to happen overnight—you aren’t going to see immediate results. Digital marketing is a long-term investment. Building brand awareness, establishing trust, and seeing measurable ROI takes time, consistency, and strategic effort. To overcome this, set realistic expectations and focus on creating a solid foundation. This starts with clear goals and an understanding of your audience.

It’s also important to track performance using analytics tools, which can provide insights into what’s working and where adjustments are needed. For example, we emphasize the importance of aligning content with a brand’s voice and values while iterating based on results.

Looking ahead, what are you most excited about in the future of digital marketing, and how do you see the industry evolving in the next few years?

Looking ahead, I’m most excited about how digital marketing will continue to prioritize authenticity and meaningful connections. As audiences grow more selective about the content they consume, brands will need to focus on creating value-driven messaging that speaks directly to their audience’s needs and interests.

This shift toward genuine engagement presents incredible opportunities for marketers to connect in more impactful ways. The potential to experiment, test new ideas, and build meaningful connections will keep pushing the boundaries of what’s possible in this space. It’s a dynamic industry that offers endless opportunities for growth and innovation.

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

Thank you for the opportunity to share my insights! If there’s one final thought I’d like to leave, it’s that digital marketing is as much about adaptability as it is about strategy. The most successful marketers are those who stay curious, open to new ideas, and focused on creating value for their audience.

Whether it’s refining a proven tactic or exploring emerging trends, every step forward is an opportunity to learn and grow. I’m always happy to connect and continue the conversation—there’s so much we can achieve through collaboration and shared knowledge.