Why Agencies Need a Dedicated Marketer: Insights from Lyla Thorn
We caught up with Lyla Thorn from Honeycomb Strategy to get the inside scoop on why agencies need a dedicated marketer. We were lucky to help Honeycomb hire Lyla, and she’s been running their marketing solo ever since. From managing content and campaigns to keeping the brand consistent and attracting clients and talent, Lyla shares what her role looks like and the real impact it has on the business.
What does a day look like in your current role?
As cliché as it sounds, every day is different. But most of the work I do falls under these buckets:
- Content strategy
- Content planning
- Content creation
- Website improvements
- CRM management & email marketing
- Liaising with our PR agency
Other things that pop up include:
- Award submissions
- Event planning
- Conference proposals
- Merchandise
On a typical day, I review our content calendar and plan or create content for the week, whether that’s LinkedIn, our website, or potentially a new TikTok. I make sure everything aligns with our brand pillars and delivers value to our target audience.
What have the results of having a designated person doing the marketing for Honeycomb Strategy been?
Having a designated resource ensures consistency across brand tone of voice and visuals. Having a dedicated resource also makes sure that marketing work is prioritised and completed.
For those in client-facing roles, the client will always come first – marketing tasks inevitably fall to the bottom of the to-do list. The brand suffers in the long term as a result.
Another big one is salience. We’ve had so much positive feedback since I started: “You’re everywhere” and “I’m loving your content.”
A designated marketer can dedicate the time to creating great content that delivers real value for clients and potential clients.
It’s also a brilliant tool for attracting talent. Showing off cultural and behind-the-scenes content gives candidates a taste of what it’s like to work at Honeycomb Strategy. People want to come work with us because they like what they see.
What skills do you need to be a one-person marketing team?
Being a quick learner and a lover of learning is crucial. Different companies use different tools, AI is changing every day, and you need to learn the ins and outs of your industry. Have a good attitude. Be willing to learn and try new things.
Being a one-person team also means you have less time to do things. Because of this, you need to be organised and efficient. Develop good systems, strategies, and templates so you don’t need to reinvent the wheel every time.
Communication is important, too. You’ll be in discussion with suppliers, PR agencies, and, of course, your team. Discover the skills and knowledge from your wider team and what they’re working on – where do their expertise and passions lie? Do they like sport? Is there a special sports day coming up they can write about? They’re your voice of expertise, so make sure they’re heard.
Not essential in every role, but it definitely helps to have basic editing and graphic design skills. Any creative experience will help you. Acting in the past? Great – you’ll be comfortable as on-screen talent. Copywriting, graphic design, advertising, art? Perfect for creating social media content. UX or web design? Brilliant for assisting with the website.
Of course, the specific mix of skills varies across roles and industries.
Has your role led to any new client wins?
Absolutely. We got a brief from a high-profile FMCG brand after they saw our content. They’d known about us for a while, but after seeing everything we’ve been putting out, they felt confident enough to reach out and give us a brief.
Beyond new clients, there’s huge added value for existing ones too. The PR coverage, social posts, and email campaigns around our self-funded studies create extended content and impact beyond the report itself.
What would you say to an agency owner thinking about this hire?
Do it. Your website and content are your business card, especially in creative and marketing fields.
You need someone who’s thinking about your brand constantly. It’s both a short-term and long-term investment. Yes, you need to focus on clients now, but you also need to think about getting clients in the future. Long-term brand building is what creates a sustainable business.
If you can’t commit to a full-time permanent hire, consider a part-timer or a marketing consultant to help you set up those systems.
Be clear about what you need. In a one-person role, job titles often come with slashes – marketing/content manager, marketing/PR manager, marketing manager/graphic designer. But be realistic: unicorns are hard to find. Identify the two essentials you truly need and prioritise those.
What have been the biggest challenges?
Everything moves so fast. Algorithms change constantly, AI evolves daily, and so much is being posted that it’s a constant challenge to ‘cut through the noise’.
A big one is social media burnout. When it’s part of your job and part of your personal life, it’s easy to feel drained or uninspired.
I’ve learned to take regular breaks and seek inspiration elsewhere – movies, books, and real-life experiences help keep things fresh.
What is the most rewarding aspect of your job?
I get to do what I love every day. I’m someone who gets bored doing just one thing, so I love that I get to do web design, copywriting, video editing, and graphic design all in one role.
The people I work with are fantastic, and I have the freedom to try new things. That creative freedom makes all the difference.
Lyla shows why every agency could really use a dedicated marketer. From planning content to running campaigns and keeping the brand consistent, having someone focused on marketing makes everything run smoother and look better.
Want to connect with other internal marketers? Email Ryan and we’ll add you to our Slack group.
If you want your own Lyla, we’ve got you. We even made a special video for Honeycomb that helped them find the right person fast. Email Ryan and we’ll help you do the same.