Welcome to Humans of Xero! It’s an occasional series about some of the awesome humans that work at Xero. We’ll talk a bit about their work, their passions, some fascinating facts, and what makes them tick.
We’d like to introduce you to Erin Smith, Content Lead in Australia. We had a chat to her about life in and out of Xero.
Tell us about your role at Xero?
I’m Content Lead in the Communications team at Xero, which means I’m always thinking about how we can use content to genuinely support small businesses to thrive.
‘Content’ is a bit of a catch-all word – it might be a personal customer story, an expert media article, information for government research, a powerful quote… The beauty is that each approach creates its own impact. It’s a constantly shifting puzzle that can only come together if you understand the wider experience you want to create, and why. That’s where content strategy comes in.
Why did you decide to join Xero?
I used to head up a content agency that creates human communications for corporate companies. So many brands don’t get it; they just harp on about themselves.
When Xero commissioned us for a project, it already had the same human-driven philosophy. I interviewed customers of all shapes and sizes to bring the story to life – and their enthusiasm for what Xero does for small business really stuck with me.
So when a full-time content role was created, I leapt at the chance.
What’s it like working at Xero?
Working at Xero is a constant learning experience, and that’s what brings me back day after day. All around you, people are asking, exploring, testing and trying – then sharing their wins and battle scars over lunch or a beer. There’s no complacency here, everyone wants to know that little bit more than they knew yesterday.
As for my day, it always starts with a walk to work and a coffee. After that, if I’m not at my desk writing or editing, I’m interviewing customers, getting excited about content with colleagues, sifting through data, or brain dumping new strategies onto a whiteboard.
Finally tell us something #human about yourself?
I’ve always dreamt of writing a novel and my computer is littered with false starts. You know how people want to see their name in lights? I really want to see mine in teeny tiny font, stacked sideways on a bookshelf.