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NCR Corporation (2018)
At NCR my role was senior marketing and content strategist. Aside from the kind of production content development and management you'd expect in this kind of role, I was responsible for developing a content strategy framework for 2019, which included influencer marketing and audio content.
Much of the day-to-day was working with program and campaign managers to establish their goals, how content can support those and the way we can measure success, while guiding subject matter experts in the creation of original thought leadership pieces.
Industries: B2B, retail, restaurants, banking
Here's what my resume says:
NCR Corporation – Senior Marketing and Content Strategist | June 2018 to December 2018
● Creating content strategies to drive B2B lead generation and conversions for campaigns and programs among global audiences in the banking, hospitality and retail industries
● Carried out feasibility study for influencer and audio content strategies
● Interpreting product positioning documents and goals into creative briefs and content strategies, including individual content assets, mapping content ecosystems and defining success metrics
● Creating and mapping processes to increase quality and speed of content production
● Managing freelance producers, including creating at-a-glance voice and messaging guide
● Developing campaign messaging for brand and product marketing
● Redefined customer reference process to increase quality of case studies and testimonials
● Created video scripts, infographics, blogs, white papers, ebooks, datasheets, brochures, print ads, emails, case studies
LinkedIn Long Form Posts (All Day, Errr Day)
I love LinkedIn. I've really just scratched the surface of writing long form content there, but I can see it being something I do regularly. I'm passionate about user experience, psychology and neuromarketing, customer experience, and really anything that puts the customer first.
I believe 2017 will be the year we move toward customer intention measurement, not just asking "Did the customer engage with our brand," but going further with "Was the customer able to engage with our brand in the way they wanted, or did they settle for what was available?"
I believe 2017 will be the year we move toward customer intention measurement, not just asking "Did the customer engage with our brand," but going further with "Was the customer able to engage with our brand in the way they wanted, or did they settle for what was available?"
List Partners Inc., The List Online & Winmo 2016-2017
At List Partners Inc., I was content strategist for the marketing team, heading up sales enablement content for the various marketing channels we used.
Mostly that means I planned SEO content, developed the right content for each of our audiences, dug deep into Google Analytics to see what worked and what didn't.
I try to always place the customer at the center of their own journey, and make every piece of content something that's about them not an attempt to sell to them. That said, sales funnels being what they are, some content pieces have more salesly positioning than others.
What does my resume say about LPI? This:
Mostly that means I planned SEO content, developed the right content for each of our audiences, dug deep into Google Analytics to see what worked and what didn't.
I try to always place the customer at the center of their own journey, and make every piece of content something that's about them not an attempt to sell to them. That said, sales funnels being what they are, some content pieces have more salesly positioning than others.
List
Partners, Inc. – Content Strategist | July 2016 to present
Responsible for brand
storytelling strategy using content, social media and SEO strategy to grow
traffic, engage site visitors and contribute to B2B lead generation/demand
generation for seven brands.
•
Increased traffic to Winmo.com by 80% in 12 months.
•
Creation of content calendars for all web
properties and social media accounts.
•
Collaborated with
designers and developers for new site builds
and roll-outs, highlighting user
experience pain points.
•
Wrote conversion rate optimized copy for landing pages.
•
Nurture relationships with publishers, distributors and influencers.
•
Developed data-driven buyer personas.
•
Carried out SEO audits and keyword analysis of
websites.
•
Daily analysis
and monthly reporting of Google Analytics
and social insights to optimize content performance.
•
Development of written and video content from ideation
to distribution.
Atlanta Eats - 2012-2013
While I was consulting and freelancing, I worked with another start up, a food TV show based loosely on the Diners, Drive-ins and Dives format, but exclusively around Metro Atlanta.
My role here was to create content to support the TV segments, not strictly reviewing the restaurants, but certainly highlighting the good and interesting things to know, and where to eat.
The truth is that supporting the video segments was only a small part of my job, I live-tweeted the show every weekend, interviewed chefs and food-scene people, developed an editorial calendar for blog features and attended show shoots to share the process for our social media audience.
My role here was to create content to support the TV segments, not strictly reviewing the restaurants, but certainly highlighting the good and interesting things to know, and where to eat.
The truth is that supporting the video segments was only a small part of my job, I live-tweeted the show every weekend, interviewed chefs and food-scene people, developed an editorial calendar for blog features and attended show shoots to share the process for our social media audience.
Atlanta Eats
– Digital Content and Social Media Consultant | September 2012 to August 2013
•
Organically grew social communities on Facebook, Twitter,
and Instagram, from creation of each
account to 8,500 fans and followers across all platforms, in 10 months.
•
Responsible for creating digital brand voice for TV
show on CBS-Atlanta (WGCL) and PeachtreeTV (WPCH).
•
Worked with design and development teams to ensure
site design delivered high quality customer
experience.
•
Developed social media strategy to drive
increasing viewership numbers.
•
Responsible for social listening and responded to a
highly engaged audience.
•
Increased open rates and CTR using A/B testing and direct response copywriting
principles.
•
Gained valuable on-set
experience at shoots to deliver “behind the scenes” content to social
platforms.
Company.com 2009-2011
Company.com began life in 2008 as a B2B services reseller. If you were going to set up a business, the idea was that Company.com would be your one-stop shop for all the things you'd need, from legal incorporation filing to VoIP service and payment card processing.
I joined in 2009 to start adding some content to make it a better site for advising its members. Yes, it was a membership site, and that was part of its downfall. By 2011, and several expensive site overhauls later, the powers that be started cutting costs, including my content team.
Here are some of the useful, fun and informative things I wrote during my time there.
In 2013, the owners had set a new direction and needed some fast content and a process for generating even more -- inexpensively and at scale. I came back to consult with them on these projects.
What my resume says about Company.com:
I joined in 2009 to start adding some content to make it a better site for advising its members. Yes, it was a membership site, and that was part of its downfall. By 2011, and several expensive site overhauls later, the powers that be started cutting costs, including my content team.
Here are some of the useful, fun and informative things I wrote during my time there.
In 2013, the owners had set a new direction and needed some fast content and a process for generating even more -- inexpensively and at scale. I came back to consult with them on these projects.
What my resume says about Company.com:
Company.com
– Content, Social Media and SEO Consultant | November 2012 to August 2013
Content and Digital Community Manager | November 2009 – July 2011
•
Managed team
to generate original content to the website.
•
Developed or wrote over
100 business articles, press releases, user guides, interviews and video
tutorials.
•
Created
conversion optimized landing pages.
•
Worked with
design and development teams to improve UX/CX.
•
Devised editorial
calendar for channel partner newsletter and co-branded website.
•
Lead consultant on SEO, Google Authorship and social media community building programs.
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