Content Marketing and Ebooks
Over the last decade, my career has centered on strategic marketing content in B2B industries. The process begins by defining target buyers, company strengths, corporate messages, and growth goals. Then we create optimized digital content that speaks directly to target buyers, conveys our differentiation points and value, and nurtures them to a consultative sales touch (and hopefully, after that, a sale).
As a content-focused marketer, I focus on two types of content:
Compelling, readable content that supports productive sales discussions about services.
Downloadable content that progresses leads through the marketing funnel.
Below are a few links to marketing content I've worked on. They’re by no means comprehensive—just a tasting.
A Few Business Blogs I’ve Written
3 First-Year Realities of a New Profit Center Marketing Strategy (while with Marketri)
How to Set Marketing Priorities to Drive Your Marketing Rollout Plan (while with Marketri)
What's the Difference Between NPS and Customer Engagement? (while with PeopleMetrics)
Emotional Intelligence in Customer Experience Leadership (while with PeopleMetrics)
Why Customer Centricity is a Lot Like Painting by Number (while with PeopleMetrics)
Ebooks and Guides
I’ll note I personally edited, developed, and designed the pieces below after receiving technical drafts from other subject matter experts.
ASC 842 Review Guide
This comprehensive guide to reviewing new and existing leases under FASB's ASC 842 standard. Written by a technical accountant on our team, designed by yours truly. Turned out nice!
Subscription-Based Financial Modeling Guide
This whitepaper features a vaporwave-type design and covers best practices for building financial models. Fun project. Again, I designed and developed this based on a draft by a financial consultant.
Sell-Side Due Diligence Decision Tree
This flow chart stemmed from a draft and the experience of a finance consultant familiar with being in charge of fielding due diligence requests.
Post-Acquisition Finance Transformation Guide
This ebook explores how to transform a finance function post-acquisition, which is a nuanced project given the push to create synergies and generate value. Once again, a finance consultant delivered this draft, and I coached, edited, and designed it into its final form.
Accounting Process Improvement Guide
A consultant submitted a draft of this guide as a long-form ebook in Word. I worked to turn it into something we could leverage and developed it into a downloadable resource.
Financial Reporting Process Infographic
This piece was created by a consultant as an outline in Word. I edited and designed it into a one-page infographic (thinking it would be useful on a bulletin board in a cubicle).
Banking Customer Experience Research
This started as a did-you-know type PowerPoint presentation created by Tom Roscoe, who then worked on the PeopleMetrics Insights team. I reformatted all the charts, wrote all the copy, and laid out the entire ebook.
Retail Banking Customer Insights Report
I created this sample report as a marketing piece for bank prospects. PeopleMetrics conducts what we call Baseline reports, in which we conduct in-depth studies of clients' customer experiences. This provides examples of the types of findings that those studies can reveal.