RSM US – Content Marketing

When RSM US LLP’s current social media manager was about to begin maternity leave I stepped in to bridge the gap and keep their social content marketing program on track. In the eight months I was with the firm I not only managed social publishing but also introduced a more scheduled, systematic approach to the program, added monthly reporting and created a style guide and program framework to what was being done.

Services Utilized

  • Audience research
  • Stakeholder interviews
  • Marketing calendar review
  • Editorial calendar creation
  • Platform best practices recommendations
  • Blog post writing
  • Social media content writing
  • Owned social media review
  • Owned website/blog review
  • Competitor social media review
  • Competitor website/blog review
  • Review of current strategic documents
  • Review of current reporting practices
  • Review of content for strategic execution

WT Group – Copywriting

WT Group wanted to freshen up their corporate messaging, both on their public website and on sales and other documents. Working with NiKnack Marketing, I used existing site and sales materials to create a coherent narrative that spoke to key value propositions from each division of the company.

Services Utilized

  • Website copywriting
  • Internal copywriting
  • Proofreading and editing
  • Presentation creation
  • Narrative crafting
  • Owned website review

Juice Interactive – Copywriting

I collaborated with the team at Juice Interactive on copywriting projects for three of their clients.

Progressus Media

Progressus Media was in need of a refresh on their website. With cross-platform execution in mind, I created clean, concise copy that clearly conveyed the value proposition the agency was offering to clients.

progressus media

Mead Johnson

Mead Johnson was doing an audit of their current social media content marketing efforts and wanted an overview of both the industry and competitive landscapes. Recommendations were delivered that took into account general best practices as well as the activities and successes of direct industry competitors.

MeadJohnson

Allstate

In order to educate field representatives about the scope of services provided, Allstate wanted to update and expand internal resources regarding the help it can provide customers who are moving. The project involved consolidating information scattered across a series of web pages and existing documents into a single white paper that could be distributed to local agents.

Allstate_Logo4

Services Offered:

  • Social media content writing
  • Interview transcription
  • Proofreading and editing
  • White paper writing
  • Website content writing

Quad Graphics – Copywriting

Looking to expand and promote their industry expertise, Quad Graphics wanted to ramp up the infrequent posting on their corporate blog.  While none were ultimately published, I created several posts that expounded on Quad’s capabilities, including how they were applied to real-world case studies. This was a project in conjunction with Symmetri Marketing.

Services Utilized:

  • Blog post writing
  • Social media content writing
  • Interview transcription
  • Proofreading and editing
  • White paper writing
  • Website content writing

The Charles Buckhead Village – Social Media Copywriting

In order to attract customers to the high-end condominiums being developed in an attractive Atlanta, GA neighborhood, the team behind The Charles Buckhead Village wanted to create a regular publishing cadence on its Facebook page. Each month I create a content calendar that includes not only propriety promotional posts but also updates about community events that appeal to the same demographic likely to be interested in the condos. This is a project in conjunction with October Social Media.

Services Utilized:

  • Social media content writing
  • Proofreading and editing

BuiltIn – Freelance Writing

For Built In’s Boston, New York and Austin outlets I’ve been creating blog posts that profile teams within companies in the Boston area that are part of the city’s tech scene. These profiles are the result of both my original research and interviews with the staff.

Services Utilized:

  • Blog post research and writing
  • Interview transcription
  • Proofreading and editing

Built In Boston: How this team at SHYFT helps pharma clients find faster ways to treat patients

built in boston shyft

Built In Austin: 5 tips for choosing the right healthcare plan for your startup

built in austin vista360

Built In New York: How Bluecore uses AI to help retailers deliver marketing that *doesn’t* annoy people

built in new york bluecore

MotionPoint – Ghostwriting

MotionPoint is a website translation company priding itself on its turn-key, proxy-based technology combined with a staff of talented linguists and editors. For them I’ve been writing blog posts, ebooks, white papers, emails and landing pages that convey the message it wants current and potential customers to see.

Services Utilized:

  • Blog post writing
  • Social media content writing
  • Interview transcription
  • Proofreading and editing
  • White paper writing
  • Website content writing

Below are some of the posts I wrote.

Nikon – Influencer Marketing

Program Type

When Nikon was planning the launch of the new D80 DSLR in 2007 it turned to MWW Group’s New Media team, including myself, to help build some buzz.

In response, we created a blogger outreach program that put the camera in the hands of dozen of individuals, encouraging them to try out the camera and, if they felt so moved, to share their experiences.

Team Managed

None, as the team at MWW Group was made up of just myself and my boss, Tom Biro.

KPIs

Number of blog posts published, number of photos taken, tone of coverage and more.

Channels Managed

There weren’t any owned channels created and managed for the program with the exception of a website where those invited could confirm their involvement.

Program Details

We started out with a list of about two dozen people who we felt would be valuable to the program because of their influence online, their affinity for taking photos and other factors. Eventually that list grew even bigger because the program was so well received and more people wanted in on it.

Well before any FTC regulations around influencer programs existed, the program design stated they were under no obligation to post about the camera publicly but if they did so they were required to disclose their participation. That helped to establish many of the best practices that have become common in the content marketing industry and helped inform the eventual FTC rules.

The cameras were given to each person as a loan for up to one year, at which point they would be asked to return them or, if they chose, they could purchase them outright at a discount.

Notable Moments

 

Sony Entertainment Network – Content Marketing

Program Overview

Over more than three years of client work, I helped Sony Entertainment Network launch and manage a social program promoting their video-on-demand and music streaming services.

Those social networks were launched from scratch, eventually growing to an audience of almost 330,000.

Team Managed

1-2 junior staff who were responsible for content drafting, media curation, idea generation and program reporting

KPIs

Audience acquisition and engagement, e-commerce conversions (direct sales and subscriptions) and support of partners and other corporate divisions.

Channels Managed

Blog, Twitter, Facebook, Google+, YouTube.

Program Details

The Sony Entertainment Network program was focused on promoting Music Unlimited and Video Unlimited, the music subscription service and video download service (akin to iTunes) managed by SEN. The content program involved a blog that acted as a hub along with the landing pages for both MU and VU.

I was responsible for managing editorial on the blog and social networks, identifying opportunities for SEN to participate in timely conversations around entertainment industry events. It also included promoting individual TV shows, movies and music that would be relevant to the young, engaged, tech-savvy audience.

A daily editorial calendar was managed through Google Sheets, which allowed for collaborative curation, writing and editing. SproutSocia was used as a publishing CMS and program reporting was done through SimplyMeasured.

Notable Moments:

  • Promoted launch of Video Unlimited and Music Unlimited
  • Promoted numerous platform-exclusive offerings
  • Developed program style guide
  • Contributed to development of program framework that included audience demographic insights
  • Began tracking not just click-throughs but eventually actual conversions by customers
  • Provided live social media coverage of CES 2012
  • Coordinated social media coverage at events such as Sundance Film Festival, Coachella and others

DC Entertainment – Content Marketing

Program Type

Over the course of four-plus years, I managed a 24-hour social media content publishing program for DC Entertainment, including its DC Comics, Vertigo Comics and DC Collectibles brands.

The program started out relatively small with roughly 3 million fans across nine different networks. Over the course of our management that grew to over 35 million fans and expanded to include 20 different profiles across several networks. It included not only daily publishing but also live coverage of events like San Diego Comic-Con.

Team Managed

2-3 junior staff who were responsible for drafting content, curating stories, creating reports and more.

KPIs

Audience acquisition and engagement, e-commerce sales, breaking news timeliness and more.

Channels Managed

Twitter (3), Facebook (13), Instagram (1), Vine (1), Pinterest (1), YouTube (1) and more.

Program Details

The DC Entertainment program was unique and large-scale. It encompassed not just sharing links from the on-site blog but also third-party sites where interviews, previews and other news was shared. That required constant monitoring of RSS, search alerts and social media to be timely.

An important part of the program was the tone and voice of the posts. That started out very dry but soon evolved to take on a more informal, conversational tone. The shift resulted in a sharp spike in engagement, which consistently remained above industry averages.

A daily editorial calendar was managed through Google Sheets, which allowed for collaborative curation, writing and editing. Shoutlet was used as a publishing CMS and program reporting was done through SimplyMeasured.

Notable Moments

  • Launch of The New 52 in 2011
  • Launch of Before Watchmen in 2012
  • Launch of DC You in 2015
  • Support for The Dark Knight Rises theatrical release
  • Support for Man of Steel theatrical release
  • Support for TV shows including Arrow, The Flash, Constantine, Supergirl, Gotham and more
  • Launch of DC All Access in 2014
  • Live coverage of San Diego Comic-Con 2011 – 2015
  • Live coverage of New York Comic-Con 2011 – 2015
  • Live coverage of other events like WonderCon, C2E2 and more