Content Marketing Highlights
Project 1: Brand Voice Guidebook
Let's stop having multiple personalities in our communications! How about we use one consistent, engaging voice across all channels?
Challenge: Agorapulse's brand voice was unclear and changed depending on who produced content. As a small company, it had an "all hands on deck" approach to content. That meant that the writing sounded as varied as the team itself, which was scattered across different countries.
Goal: Agorapulse needed a singular brand voice that would evoke the same personality across all its channels. A brand voice guidebook was a must-have.
What I did:
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Analyzed research that Agorapulse conducted about their audience's perception of the brand
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Interviewed directors on in-house teams to see what they had seen in their own interactions with our customers
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Collaborated with the CMO to determine how that research could align with how Agorapulse wanted to position itself
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Wrote the brand voice guidebook for the company then distributed it among shareholders for additional feedback
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Finalized the brand voice guidebook copy then had it designed and shared on Slite as a must-read document
Results: The brand voice guidebook was launched at a companywide meeting, so all teams knew about the work involved in putting it together, the purpose for it, and need to adhere to it. The brand voice guidebook brought a distinct tone to all our content, such as articles and video scripts. Also, all new employees were given the brand voice guidebook as well as the Agorapulse Written Stylebook to assist them in their communications.
Project 2: Building a Content Engine
They called the blog a "legacy" blog and mentioned it was dying out. No editorial calendar existed. And all ideas and feedback got lost in Slack message loops. Everything needed to be overhauled ... in phases.
Challenge: Content production at Agorapulse was chaotic and disorganized. Directors all had their ideas of what they wanted to create and would do so without having marketing plans or campaigns behind them. The blog, the main driver for leads, tended to be ignored in favor of whatever new project struck a director's fancy. Work wasn't transparent; plans were vague.
Goal: Agorapulse needed structure for its content production. This would mean developing SOPs, creative briefs, automations for feedback and requests, and so forth.
What I did:
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Dug deep into all existing processes, interviewed everyone involved in content production (e.g., content team members, Demand Generation managers, salespeople, product marketing, etc.) to determine how requests and feedback were being fulfilled
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Created and implemented editorial processes from ideation to production, including content intake with creative briefs, transparent timelines for different forms of content, and Asana and Slack automations to ensure efficiency
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Defined goals for the overall Content team and its internal video and graphic design team, and collaborated with the Data team to establish a metrics dashboard
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Conducted a content audit and then created action plans based on the findings of what is performing, what is needing improvement, and what is languishing (and needs to be retired)
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Identified our target audiences, and created a content tier (i.e., content pillar) system that informed our editorial calendar
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Mapped out the editorial calendar with a repeatable workflow, including content refreshes to keep the search engines happy (and our content up to date!)
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Edited and published articles from freelance writers as well as the first drafts from teams using ChatGPT and Gemini
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Monitored content performances via Google Search Console, GA4, and the Metabase dashboard; also regularly used Ahrefs and Semrush to monitor search terms; shared all this information via monthly reports in Slite
Results:
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Created a high-volume content engine for Agorapulse that worked efficiently and transparently with a regular cadence of publication
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Produced highly effective content that resulted in a 20% increase in content-sourced MQLs, demonstrating a direct impact on the sales pipeline
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Achieved a 95% delivery rate for cross-functional content requests, ensuring reliable support for Demand Generation and Product Marketing teams
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Regularly had content ranking for targeted keywords
Project 3: WiFi Camping Guide for EnGenius Technologies
No one comes to the website anymore. What can we give our would-be customers to grab their attention and keep them coming back?
Challenge: EnGenius's website had very little traffic and no leads coming from it. Content production was at a minimum due to the Marketing skeleton crew.
Goal: Create one lead generation piece at the beginning of the quarter then repurpose it for remainder.
What I did:
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Met with the engineers and salespeople to determine what product would be best-suited for a full marketing campaign. Interviewed them to develop priorities for the upcoming quarters.
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Researched the WiFi campground niche, EnGenius's product line for it, and its competitors
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Interviewed experts in the campground market and our in-house engineers
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Wrote the WiFi Campaign Guide lead-gen magnet for the regional sales team members and for the company blog. Guided it through the design process to completion.
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Created a complete content marketing launch for the guide, including email sequences, social posts, and visual content
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Published an article highlighting the best stats and findings of the guide
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Brainstormed, wrote, and mapped out a camping infographic for the RV ICP
Results:
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Produced record-breaking downloads on the company website
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Excellent feedback from the sales team about customers' response to the guide
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Significantly boosted traffic on the EnGenius website
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Made the front page of Google search for the search term "camping WiFi"
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Resulted in more calls to sales due to the email campaign
Project 3: Video script for a case study
"Hurry, hurry, we need a case study video to share!" (stakeholder)
Challenge: A stakeholder on another team wanted a quick, short video to send to clients about what we can do in the educational space. We had limited resources, no budget, and intense pressure to get it done right away.
Goal: Create a short video case study
What I did:
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Repurposed the existing case study from an article
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Wrote the script for the case study
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Worked with the design team for the elements for the video
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Worked with the video team and provided feedback
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Recorded the audio for it (Yep, the voice is mine!)
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Shared it with the stakeholder
Results: The video provided a jumping point to the published case study. It also was used in a lead-nurturing program that included an ebook on the same pain points and solutions. Feedback was positive.
Examples of My Writing Skills
Goal: Showcase the company’s philanthropic side
Format: Writing series: Part 1, 2, 3, and 4
Supporting content: Webinar, podcast guest, and slideshow
What I did:
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Produced creative briefs for the overall series (The briefs included plans for social media content, a Facebook Live, presentation, email campaign, and article.)
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Interviewed Ingrid, who speaks only French, via a translator
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Worked on the visuals for the project
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Wrote the article, edited, published, and distributed content
Results:
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Successfully launched the first-ever Agorapulse philanthropic post
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Boosted engagement on Facebook
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Became one of the most popular articles on the company blog and generated conversations with sales
Landing Page: Social Reporting
Goal: Create a page highlighting the social reporting aspect of the social media management tool
Supporting content: Articles, paid ads, LinkedIn content
What I did:
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Met with Product Marketing team to discuss the messaging and pain points/solution strategy of the page
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Collaborated with video and design team for elements for the page
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Identified search terms for the page
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Analyzed the competition via Google Analytics and Semrush
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Wrote and edited content in Google Docs and then Figma
More Writing Samples
11 Fool-Proof Ways to Ruin Your Presentation Slides | MarketingProfs (All errors done tongue-in-cheek for the purpose of the slides.)
10 Huge Misconceptions of Emotional Child Abuse | The Invisible Scar
17 Reasons People Give to Avoid Going to Therapy | The Invisible Scar
What to Write About When There's Nothing to Say | MarketingProfs
