Interview with Cyndi Zaweski -Owner, Ascent StoryCraft
Personal Journey
WIDD Network: How did you discover your passion for Marketing and what steps did you take to pursue it?
Cyndi: My content marketing journey began unexpectedly in a newsroom in 2019. I was Director of Content for a regional publishing company in New York where in addition to choosing the top news stories of the day, I also worked with advertisers to ideate, write, and share branded content in print and online. This branded content read exactly like any other magazine article, except it focused on highlighting unique aspects of the company paying for placement in lieu of a traditional ad, which most readers just flipped the page on. It was during this time when I went back to school at Columbia University for a digital marketing degree, so I could better communicate these pieces with our online audience. Cue the pandemic in March 2020, and everything changed overnight. The publishing company simply wasn’t running lifestyle content in the face of the seriousness of COVID-19. I had to pivot, and I wasn’t alone. It wasn’t long before I started using my storytelling, writing, and content planning skills to help businesses to stay connected with their customers through social media, emails, and blogs during pandemic-era separation. I wasn’t expecting to build a business, but that’s exactly what happened. And I’m lucky enough to get to help business owners tell their stories through content every day.
WIDD Network: How has your experience in journalism influenced your approach to digital marketing and design?
Cyndi: My journalism background has significantly influenced my approach to digital marketing. Both hinge on the ability to create content people care about. In digital marketing, this translates to understanding the audience inside out – their preferences, pain points, and aspirations. By tapping into these insights and using storytelling techniques, every piece of content speaks directly to their needs, fostering stronger connections and driving engagement. Just as readers expect honest reporting, consumers demand transparent and genuine communication from brands. Upholding these principles not only builds trust but also cultivates lasting relationships with customers, which is so important to the brands I work with.
Challenges and Growth
WIDD Network: What has been the most challenging aspect of your career, and how did you overcome it?
Cyndi: Developing a personal brand was/is my biggest challenge. Journalists are taught not to make themselves a part of the story or the content, but when you’re the face of your business it is the exact opposite. Helping my clients voice their unique perspectives and stories comes so naturally given my background, but it’s not as easy to do for yourself, especially if you're a solopreneur. Taking time to get clear on my mission, message, and how my approach helps others helps me show up consistently.
WIDD Network: Can you share any insights or lessons learned from your experiences working with brands to articulate and amplify their unique stories online?
Cyndi: There is a lot of confusion as to what constitutes a story. Most of the time people start and stop with the plot. They’ll talk about when they started and where they are today, but good stories capture a specific moment in time rather than a recap of the whole journey from start to present day. You’ll know it’s a good story when there is a strong emotion attached to the circumstance. For example, the story isn’t that Jane started a bakery. The story is the moment Jane knew it was now or never to go all in on her dream.
WIDD Network: Can you share a specific project or campaign where you successfully applied your storytelling skills to build strong brand connections in the digital space?
Cyndi: Working with Do Cancer, a non-profit organisation, presented an incredible opportunity for storytelling that made a lasting impact. Its founders, all female cancer survivors in their 30s, selflessly shared the ups and downs of their journeys, which we were able to translate into social media posts, videos, blogs, and newsletters to inspire and encourage our readership of cancer patients across the globe. Do Cancer has not only been able to raise hundreds of thousands of dollars for its initiatives, but has also cultivated an online space where people feel less alone in their battles with cancer.
Professional experiences
WIDD Network: What do you believe sets effective content marketing apart from merely conveying information, especially in today's crowded digital landscape?
Cyndi: Being factually accurate isn’t enough. In 2024, content connects when there are stories, perspective, and personality that foster brand authenticity. It’s truly the only way to stand out.
WIDD Network: How do you go about understanding and connecting with diverse online communities on behalf of brands?
Cyndi: Research, research, research. Knowing your audience, their needs, desires, sense of humour all adds up to creating content that stands out to them. Developing an audience persona is only the first step. Market research to pinpoint brand position, understanding what keywords the audience is using to find content, and social listening in the comment section of posts are a few ways I conduct research.
WIDD Network: Given your background in journalism and digital marketing certification from Columbia University, how do you balance the integrity of storytelling with the strategic demands of search-friendly digital marketing techniques?
Cyndi: Write for people first, search engines second. If you’re talking about a topic your audience cares about, you’re likely to naturally include keywords anyway. Then you can identify keywords with tools like Ubersuggest and edit the copy so they fit in without it feeling forced.
Mentorship and Learning
WIDD Network: Have you had a mentor who played a crucial role in your career? How did they impact your professional development?
Cyndi: My college journalism professor was the most influential person on my career track. The only thing I knew for sure when I arrived at university was that I wanted to be a writer. He showed me how I can 10X that skill set and help others with my natural writing skills.
WIDD Network: As someone who believes in the transformative power of words and narratives, how do you stay inspired and creative in your digital marketing endeavours?
Cyndi: Reading, writing, and continuously brainstorming ways to better express my points better keeps me inspired. I have a membership where we brainstorm content ideas every week, which is a great way to keep content creation fun instead of feeling like it’s another task vying for attention.
Diversity
WIDD Network: What's your take on diversity?
Cyndi: We need diversity more than ever. There is so much research on how we all are better off when people of different backgrounds share their experiences. Giving voice to unique perspectives through storytelling is at the heart of what I do, and what I truly believe makes content worth consuming.
WIDD Network: What has attracted you to WIDD Network?
Cyndi: Not only is WIDD Network a great resource, offering career advice and insights that put me ahead in my industry, its commitment to inclusion and supporting women in marketing is a cause I stand with.
Advice for Aspiring Professionals
WIDD Network: If you could go back in time and give your younger self one piece of advice, what would it be?
Cyndi: If I could magically fix one thing about myself, it would be to have Teflon-like armour against what others think of me — or, more accurately, what I think others think about me. We are often our own worst critics and can project our feelings when evaluating what others think of us. If I could give my younger self advice it would be to care less what other people think about you and care more about what you think of yourself.
WIDD Network: What advice would you offer to other women aspiring to make an impact in the digital marketing and design field, especially those looking to leverage their storytelling skills?
Cyndi: All stories don’t need to be epics. Two sentence stories can say more than five paragraphs, especially if you’re sharing those stories on social media. Think of metaphors that can illustrate your point. Humans are natural storytellers, so there’s a really good chance you’re already doing it without realising. Most importantly, keep practicing.
Legacy and Future Goals
WIDD Network: How do you envision the impact of your work in the long term, and what legacy do you hope to leave?
Cyndi: I truly hope my work and writing helps others express themselves better or learn something that helps them accomplish their goals.
Personal Insights
WIDD Network: Outside of work, what hobbies or activities bring you joy and recharge your creativity?
Cyndi: I have so many hobbies. I love trying new things and I think that’s what helps me think outside the box. Different experiences lead to different perspectives. For example, gardening can teach you a lot about consistency on social media. Some hobbies:
Reading (non-fiction, usually)
Tarot
Gardening
Hiking
Wordle
Working out
WIDD Network: Is there a mantra or guiding principle that you live by in both your personal and professional life?
Cyndi: You don’t have to like it, but you have to try it first. My mom always used to say to get me to eat vegetables when I was a kid, but it’s actually great life advice. People believe that quitting is inherently bad. I believe that it’s incredibly intuitive to know when something isn’t working for you. Try something new, see if it sticks, and if it’s not for you, you’re still better off having tried it out.
WIDD Network: What’s your favourite quote?
Cyndi: “If I can’t find a reindeer, I’ll make one instead,” — The Grinch.
Connect with Cyndi on LinkedIn
Do you have interesting experiences and would want to be featured? Send us an email at ‘hello@widdnetwork.com’ with the subject “Interested in sharing my experiences’.
