TOp of Funnel business resource guides
Growth was the name of the game when I started at Service Direct, and that meant extending our marketing funnel to reach untapped audiences. This started by reaching business owners who were looking for advice on how to market their services. We focused our efforts around 10 key industries including plumbing, HVAC, electricians, water damage repair, towing services, and others, and built hub-and-spoke content with these marketing guides as the main pillars.
Customer Spotlights and Video Testimonials
As a content marketer, I know that the messenger can be just as important as the message itself. That’s why we kicked off an ongoing initiative to highlight our customers’ stories in their own words. Case studies and testimonials are great way to build trust and showcase successful use cases. We shared these pieces as stand-alone content while also adding them to multiple touchpoints within our existing sales and marketing funnels.
To generate the customer spotlight case studies, I created a simple online form that interested customers could quickly fill out to provide the backbone of the new content. From this input, I would make minor edits to reach optimal character count, then get final approval on the wording from the customer before publishing.
I also worked closely with a third-party vendor specializing in customer testimonial videos to identify and recruit the best clients for the project, facilitate communication between stakeholders throughout, and provide creative guidelines and feedback that shaped the final deliverable.
PluggedIN: Quarterly Thought Leadership Magazine
Creating this in-depth thought leadership content was always a multifaceted project, requiring research, writing, and collaboration. I worked with senior corporate leadership to develop topics that aligned with upcoming initiatives and business priorities, internal product teams to accurately describe Exela-related offerings, and the design team to build eye-catching graphics that communicate the most important statistics in unique and interesting ways.
Why Every Retailer Should embrace BOPIS
Exela’s line of Intelligent Lockers are typically used for employee day storage and handling contactless delivery at office locations. Leveraging industry research, I used this blog post to advance another use case - buy online, pick up in store (BOPIS) shopping options at brick and mortar retail locations.
The Future of Payments - How Open Banking Will Reshape the Way We Pay
Exela’s Billing and Payment services are some of the company’s most important - and most difficult to understand. I worked with internal subject matter experts to provide readers a crash course on the past, present, and future of payments technology.
How to Hire in 2019
CareerBuilder’s annual hiring forecast is always one of the company’s biggest press releases. In 2019, I not only covered it for the B2B blog, I also worked closely with our art directors to create a concise infographic that was included in the actual press release itself.
14 jobs that pay $35 an hour
B2C lists like this one always perform very well and have the added benefit of directing job seekers to CareerBuilder’s main site. This article received over 361,000 pageviews over the past 4 years.
Marijuana At Work: What Employers Need to Know
When promotional emails for CareerBuilder’s webinar on how new marijuana-related legislation would impact employers went out, it was immediately clear that it would draw a lot of attention. After helping the Compliance team revise the webinar content, I worked with CareerBuilder’s art directors to create this white paper as companion piece that was then shared as part of an email nurture campaign following the webinar.
7 reasons your co-workers don't like you – and how to fix it
Using HARO to source experts helped build CareerBuilder’s blogs’ credibility while also expanding the audience to those experts’ networks. This article got over 196,000 pageviews over the past 4 years.
Conducting a background check: 4 things you need to know
With over 111,000 pageviews, this was one of CareerBuilder’s best-performing B2B blog posts of the past 4 years.
Could your city survive a zombie apocalypse
Sometimes data can be fun! The index we created for this story was based on numerous data points from multiple sources to answer the age-old question: which city would be best to live in during a zombie apocalypse? I worked with our PR team to put together a press release, which garnered hundreds of media hits.
The Workforce is Aging – In Some Places More Quickly Than Others
By analyzing regional demographic data using Emsi tools, I identified areas where a significant portion of the workforce is reaching retirement age. Working with the data team, I used this information to create an interactive map in Tableau. I then adapted the story told by the data into unique blog posts for both B2B and B2C audiences.
What ever Happened to Middle Wage Jobs?
Using Emsi data and my own calculations, I provided CareerBuilder’s PR team with information illustrating how job growth in high- and low-wage occupations has vastly outpaced middle-wage job growth. The resulting press release garnered dozens of press hits, and I worked closely with the PR team to field reporter inquiries and follow up questions. I also adapted the story for both B2B and B2C audiences on CareerBuilder’s blogs.
