Content Marketing

For four years, I was a content marketer with a design skill set, creating content to support the marketing function at IBM. In other words, I care deeply about clients, prospective clients, and their needs. I know the importance of well-crafted calls to action, and I know how to strategize for and execute on high-performing campaigns.

I’ve worked in business units like Cloud—IBM Business Analytics, IBM Collaborations Solutions (now divested to HCL), IBM Corporate Headquarters, and IBM Systems. I’ve produced content in many formats; videos, web sites, interactive demos, infographics, brochures, solution briefs, white papers, blogs, social media graphics, event activations, and more. I’ve saved the company millions of dollars building many of these projects myself, while some have been group efforts in partnership across teams or with paid production agencies.

Other duties as a content marketing professional traversed into the realm of product marketing and campaign management; including creating thought leadership, writing case studies, partnering with analyst firms like Forrester, Gartner, and Aberdeen to publish reports, organizing conferences, and interacting face to face with customers. I also hired and managed contract employees and interns.

Videos

Working with both internal teams and external agencies, I worked as project manager, script writer, and at times, producer for discover and learn videos. My background as a designer and animator enabled me to boost the quality of the story and the production, and ensure projects were on-time and on-budget.

Events

Events are a crucial part of generating leads and growing a community of experts. I’ve worked in the planning and ochestrating of dozens of events, including Think, Interconnect, Connect, Vision, Insight, ICONUK, Analytics University, and more.

Most notably, I served as a Curriculum Lead for my team, curating all the sessions for our Business Analytics group of 3,000 of IBM Think’s 30K attendees in 2018, including our well-attended analyst sessions and keynotes. I also assisted with the planning of our data campus with our dedicated events team and our vendors (see renderings below), our business partner event celebration, created marketing materials and activations like demos, giveaways, a custom flip disc display, and contributed to a VIP party for our clients with special guest Paul Rudd also known as “Ant Man” who was in attendance!

White papers

White papers are guides or reports that inform potential clients and users about a product or solution while addressing the specific needs and pain points they have. They might enable people to understand an issue more deeply, solve a problem, or make a purchase decision. I authored or coauthored these white papers for the various product teams I served on. Some were made available as accessible digital experiences, but we always offered a PDF version as our clients typically preferred to download them for casual reading.

How can you trust your data without the big picture? smarter paper

Trust your data with IBM Business Analytics... or face disruption

Accurate forecasting and optimized planning

IBM Connections brings focused collaboration to teams of any size

Campaign experiences

I often created content experience pages for campaigns—whether they individually marketed solutions, or marketed a portfolio of solutions. Our pages were created with a templated CMS system, so we were limited in our design abilities, but the pages were effective in building trust and providing information to our prospective clients. I incorporated top-ranked search terms to increase the likelihood that prospective clients would find our campaign pages and incorporated all my relevant campaign assets like videos, demos, trials, case studies, and more to enable and educate them in our solutions.

Demand forecasting and resource allocation campaign page

Infographics

Infographics communicate a visual story, showcasing proof points rooted in validated client use case data. These infographics that I wrote and designed proved useful in capturing client’s hearts and minds with engaging visual storytelling. I was able to save our company money in production costs with my writing and design skills. I also created infographics for nonprofit organizations in need of marketing support.