I believe that every marketing interaction should be driven by a focused content strategy that derives from deep customer insights and aligns with marketing & company goals.

Getting STARTED

To get a content strategy framework started, I aim to DEEPLY know prospects and customers and step into their shoes. What are their biggest problems? What are they trying to solve? What resources are valuable to them and why? Where do they go to learn and level-up in their role and industry knowledge? What communities are they joining? Are there resources they need that we might be able to build?

At this stage, it’s also important to review and align with marketing goals. What are marketing’s key objectives, priorities, and specific KPIs? How can the right messaging, content, & targeted approach best support those goals? What specific metrics matter most to us? It’s important to have those goals at the forefront of every content strategy every quarter, and have the right tracking and content feedback mechanisms in place.

From there, it’s also important to align with sales and customer success goals to form a unified go-to-market (GTM) motion. The more you are in sync with pipeline and ARR targets, as well as in-sync strategies, the better you’re positioned to hit quarterly and yearly teargets.

FRAMEWORKS

Customers and prospects should be able to learn, engage, and interact with content on their own terms. The framework should be created at three depths: conceptual (what, why), strategic (frameworks, processes), and tactical (‘how to’ details). When building at those depths, it’s important to focus on credibility, relationship building, volume, and strong depth of ideas. The key idea is that marketing needs to provide relevant context and perspective with a focus on more of a longer-term, lasting value play instead of a linear journey than ends in a purchase. The result: building trust and affinity with your audience that truly lasts.

Content BUFFET

The old, linear view of a funnel needs to be reimagined. Not everyone follows the same direct path. What if we could delight, engage, empower, and delight our audience when and how they want it according to their own timeline? What if we could build content in a way where they can experience a seamless journey, no matter which path they take or how much they want to consume? By paying attention to how our audience digests, and what they like to interact with the most, we can focus on creating a really delightful experience for our audience, educating and empowering them, and build long-term, trust-based relationships.

measuring success

There is an art and science to measuring successful content. It’s important to gather feedback from the field if your audience finds your content valuable. Hearing feedback such as this is gold (this is a real quote): “I have been reading your reports for years and have been bringing them into my weekly team meetings — I figured if your content is that good, I should talk to you about a demo.” On the quantitative side, it’s also important to keep a pulse on engagement metrics and tracking how content is influencing revenue whenever possible. Measuring against marketing goals and business outcomes is key.

ABOUT ME

I’m a detail-oriented marketing leader with years of experience working with technology companies in the B2B space. After graduating from the University of Washington with a degree in English literature, I started out my career working with an online curriculum company, marketing to counselors and principals (I even dabbled a bit in product). That early exposure to my first SaaS startup convinced me that I had found my calling — and I have been focused on technology marketing for 14+ years now. I am intrigued by technology and the huge impact it can have on our world; I also admire and feed off of the drive and brilliance of the people who tend to align themselves with tech companies.

I’ve strategized, planned and executed every aspect of marketing that impacts customers and prospects. Where content and key messages are at the heart of it all — ranging from website revamps and onboarding programs to community initiatives and customer evidence programs. My strong project management and people skills, along with my clear communication style, set me apart from other marketers in the same field.