Content Creation from Research, to Strategy, to Distribution
As a content expert I have managed and produced for every stage of the marketing funnel (TOFU, MOFU, BOFU). I am an experienced product-led content marketer and have put together comprehensive thought leadership strategies for B2B SaaS companies and intentional brand positioning for a unique and sophisticated nonprofit, and I have analyzed and iterated on content reach across the board. All-in-all, I am well equipped to not only lead content strategy, but also play an integral role in the development, creation, and analysis of the content itself.
Please take some time to peruse my portfolio.
What People Are Saying
Content Strategy
I have developed a methodology for content curation and strategy that works. I have implemented it in many different roles, and with many different organizations — as an employee and as a consultant — in order to help them reach their ICPs effectively. The content teams I have worked on have also been able to redefine the thought leadership landscape for the spaces we operated in, inspiring internal stakeholders to get behind it, while equipping content distributors with unique sales dialogue. Here are some examples of how that strategy has been built.
Annual Content Strategy
Here’s a close-in look at the content strategy I put together for Administrate in 2021, including the topic clusters we were targeting for the year (aligned to our web IA) and the anchor campaigns we were running every quarter. There were also links to the research I had conducted on thought leadership within the space, assumptions on how we could reach certain buyer personas within our broader industry ICPs, business reasons to help sell the content initiative and spend internally, and quick access to the Jira tickets I used to manage the projects.
This is a robust document, so my apologies for the image quality and the amount of images.
Asset Strategy Document
After putting together the annual strategy document, we would move into strategy documents for each asset. This particular strategy document is highly conceptual, yet, it showcases how our content team went about the preliminary stages of developing a theme around the content to ensure it was sticky. Here, we leaned into blueprints. We wanted to provide training leaders with an asset they could use to overcome the hurdles associated with gatekeepers in a notoriously underfunded department in enterprise business.
Content Library
What good is the content if it can’t be easily found, attributed to funnel stages, and associated with topic clusters, customer pain points, and prevailing thought leadership themes? At Administrate, we found that HubSpot wasn’t quite covering what we needed on this front, so I decided to create a fully automated catalogue of our assets in a content library in Confluence.
Each asset was catalogued by content type (blog, guide, eBook, etc.), funnel stages (TOFU, MOFU, BOFU), whether it was an educational or intent asset, and tagged with thought leadership themes, customer pain points, and web IA topic clusters. The content library was searchable as a result, with tagged keywords appending to similar keywords and themes. It also saved the content team time by ensuring we weren’t the only source of truth when it came to questions about content assets 😉. It’s still fully operable today and continues to grow from the original foundation on which it was built.
Conversion Landing Pages
MindSpark
MindSpark needed conversion landing pages for some emerging programs. Working with their team, we were able to develop a compelling story about the new programs, and get some landing pages kicked off to help them start getting applicants and funding.
Administrate
Working at Administrate as the Content Manager for two years, there was a lot of content we created. Here are a couple examples of some conversion landing pages put together for some high-value assets that played key roles in our campaigns.
Guides
These guides must be accessed by filling out a form, and those links are provided below (some of the landing pages give teasers of the content).
Opportunity Trends
These first three guides expound upon trends in the training industry, and within enterprise business on a wider scale. We positioned the training industry within these wider thought leadership topics in enterprise business.
Learning Analytics
These guides were written in a series, and broke apart a larger eBook. Each guide dives deeper into the subject, and was accompanied by a series of videos.
Case Studies
Due to the nature of the case studies, and the proprietary information, a link has been provided below to view the content off the InfinitNarativ website. As the lead of the Storytelling Team, I conducted interviews with customers and worked strategically with colleagues internally to craft a narrative that always placed the customer as the hero of the journey. If you’re interested in further case study examples, I can reach out for permission to share some additional examples that aren’t featured on the website.
Books
Spirit of the Trail
A Journey of Fulfillment Along the Continental Divide
Carrie and John's story about the hardships and ultimate fulfillment they faced head-on during their journey on the GDMBR is an inspiration to anyone looking for a little adventure in their lives; it was my pleasure to be involved in the writing and editing process, and I am forever grateful that Carrie and John asked me to be involved in helping them craft their amazing story. Adding what little I could to an already entirely unique and inspiring narrative about finding fulfillment on rarely chartered trails is something that I will continue to be incredibly proud of as I grow as a professional and as a human being.
