Content strategy, management & development
None of us consume content in just one way, which is why I believe that the core idea for content really sings when it’s adapted for a variety of channels.
Making content, regardless of format, takes quite a bit of work and resources, so my philosophy is to squeeze every drop out of content: Reformat it, plan a robust promotion campaign around it, make sure that people can consume it in a variety of ways so it reaches the widest possible audience, effectively.
The content services I offer include:
Multimedia content creation, including:
- Educational & PR videos
- Blog posts
- Sales enablement collateral for print and web
- Pitch decks
- Web copy
Cross-channel content promotion and repurposing
Content audits and realignment
Style and tone of voice development
As you might imagine working primarily for information security clients, most of my client work is proprietary and not publicly disclosable. Samples of my public work is below, and additional samples are available upon request.
Technical & corporate audience
Often the value proposition for corporate blogging is to tie product strengths to relevant current events, as well as promote gated content, like webinars and whitepapers. Sample work of mine in this vein:
Broad target audience
Sometimes part of a B2B communication strategy to broaden brand awareness is to appeal to a broader, non-customer audience. This often involves creating a lot of “explainer” content. The example blogs below are targeted at an audience with little to moderate information security knowledge, and the goal is to educate on important privacy and security topics without relying on jargon or FUD (fear, uncertainty, doubt).
- Why you should use a password manager
- There’s no best way to handle the disclosure of zero-day vulnerabilities
- Two-factor authentication (2FA): Why you should care
Promotional video: High-level product pitchIn addition to scripting and editing this video, I also provided the voiceover — truly a beginning-to-end effort with this project. We needed a hero video for the very top of the app’s landing page, one that could explain the product’s feature set and unique differentiators, as well as show off the product at work. We made a series of feature-benefit explainer videos to accompany this video as well.
Promotional video: Quick, impactful social media contentShort and sweet video for social media, especially Twitter. Content like this needed to be match corporate voice and standards — a higher level of polish than what we could film on a cell phone — but also filmed and published quickly as to be timely and relevant. We pushed this video primarily on social media but also created an accompanying internal promo email to encourage staff to share the video with prospects and customers.
Educational video: Explaining a core product featureIn response to sales feedback that certain key product features weren’t well understood by prospects and existing customers, we created a series of feature walk-through videos with a gimmick of a two-minute timer. I scripted, filmed, and edited this series of explainers, which was part of a larger promotional campaign we built with our sales team.
Educational video: Addressing a customer pain pointWe created this video to educate prospects, customers and the general public about a time-sensitive issue, as this particular attack was prevalent in the news at the time and a particular pain point for customers. We referenced this video heavily in a great deal of outbound content and blog posts, so this also served as a brand-awareness video to establish expertise.
Brand awareness video: Promoting in-house expertiseThis video was purposely higher production value, and we collaborated with a video studio for the filming. We wanted to highlight the fantastic experts working for our customers and have them directly address major customer questions and pains. This video complemented existing corporate content (such as print collateral and blogs), and was used for playback in tradeshow booths and showcased on the website.