Content Marketing
When it comes to content, I’m consistently the go-to person for strategy, as well as crafting all key messaging, assets, and write-ups.
According to HubSpot’s 2024 State of Marketing Report, marketers struggle most with finding content ideas and creating high-engagement content. I don’t. I always have plenty of ideas - and celebrate a collaboration - with well-performing results.
And, what is my opinion on AI for content marketing? It’s a great tool. I’ve used various versions of it for its efficiencies and even its ideas for a piece. But, over and over, it still takes work on my end to cater it to the company, the brand, and the audience.
So, what goes into a great content marketing strategy? A lot!
It means content for:
every aspect of the customer journey, every sales funnel, every buyer persona, every touch point - and personalizing it to their needs and pain points
messaging and positioning that are consistently aligned and on brand, along with being educational in nature, as well as promotional
internal comms to boost employee engagement and support company culture
Here are a few of my go-to content marketing elements:
vibrant email campaigns & copy - from theme to layout and design
collateral pieces - flyers, postcards, 1-pagers, brochures, FAQs, and more
sales decks & speaker presentations
blogs, case studies, success stories, white papers, eBooks
award submissions - my content has garnered 35+ awards and 100% success rate
event blurbs and promotional copy
newsletters, social posts, ads, PR announcements (+ video clips count too!)
internal comms & culture - emails, newsletters, messaging
A couple of Pro Tips:
Synthesize your key data points for the entire story to make those acute adjustments
Repurpose your content for additional touch points and longevity
Also, critical to the process, I handle the art direction with our design team to bring the words, the brand, and the stories to life. I can do it all. I enjoy it all.
The Benefits of Blogs Are Endless…Truly
Content for your Sales Team, Site/SEO, Emails, Social Media
Creating blogs for different stages of the customer journey / sales funnel - from an initial overview piece to upsells.
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More Blogs, More Support For Your Sales Team
Work your site (and CTAs), by integrating blogs into email campaigns and social posts. Or, craft a blog series for the salesperson (as I did below) and set them up as a SME - the use cases are endless.
E-Books and Case Studies - Copy + Creative Direction
Pro Tip: Find an angle in your brand to create (and reinforce) the messaging and the look.
With Scrimmage, I pulled through our sports themes. As a technology company, I’d also showcase a mobile device, or two.
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Leveraging Award Submissions Create Case Studies
Pro Tip: Case Studies can come in many forms, from many places.
Building Strong Relationships led to Scrimmage being named a ‘Dreamforce Success Story’ - and a great Case Study
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Comms - External + Internal Content
With the Scrimmage acquisition, I was tapped to lead the PR & Comms for both companies.
It meant an integrated content marketing campaign - from an open letter, press release, emails (for multiple audiences), new site copy, social media, video scripts for the CEOs, sales decks, and more.
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And, I can take on the difficult, much-needed conversations.
By crafting this one content piece, I extended it for maximum reach with a press release, an email send from the CEO, social posts, website copy, and more.
Bringing The Team Together!
Internal comms is just as important to me, as it supports the culture and the team!
I created fun twists (LifeGuides Live!) and even a fictional team member (The Scrimmage Insider) to relay the latest inside scoop and team accolades through a weekly newsletter and updates. It meant everyone was in-the-know across departments and locations.
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Content Creation For Sales, For Customer Success
Easy Content Pieces, Collateral & Messaging for Events, Emails, Social Media, Ads, and more.
Marketing emails - and its content - support sales for prospects and current clients for upsells, and more.
For Customer Marketing, I created a new Leadership Development Program with multiple content pieces.
My strategy involved multiple touch points and downloadable resources, including a 10-page GuideBook, a take-away piece, promotional emails, and more.
The Sales Team was equally impressed and it soon became a selling tool.
More Collateral - The Ever-Popular, Ever-Useful FAQs
Pro Tip: With its initial creation, ensure it’s flexible to meet your company needs.
In this case, I made the FAQs, as one content piece, or it can be easily broken-up into different pieces serving both customer success and sales.
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Social Media Content - Copy + Images
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As the go-to writer, I composed messaging of support for our internal team and external family in light of the Uvalde shooting, as well as covering Mental Health Awareness Month, and more.
