Content marketing
Before transitioning into UX, I worked in the wonderful world of content marketing for 8+ years. I love content marketing because you utilize consumer behavior and attitudes to create creative campaigns and valuable content that are useful for consumers.
As a result of that consumable content, the business continues to grow and gain leads, sales, and followers. I worked in content marketing for small tech companies and startups geared towards small businesses and the music industry, supporting up-and-coming artists.
Building out Vevo’s emerging artist program: dscvr
dscvr, Vevo's emerging artists program, had been around for a year, but its viewership and recognition remained flat, the competition continued to appear, and Vevo's "tastemaker" audience wasn't engaging.
I conducted quantitative and qualitative research—sent surveys, interviewed music bloggers and radio DJs, conducted competitive analysis, and analyzed social media and music video data and behavior. I then launched new marketing strategies and content (social media, email, editorial) for dscvr, focusing on user feedback and behavior, which increased viewership by 60% and made dscvr Vevo's most extensive program.
Developing Vevo’s first Lifecycle Email marketing program
While Vevo occasionally sent random emails, they didn’t have a consistent email program, especially for new subscribers. I developed and wrote all content for the Vevo email Lifecycle program, which drove awareness of new Vevo programs and increased YouTube channel subscriptions and video views.
See an example of three of the lifecycle emails: 1) The welcome email 2) dscvr awareness email (emerging artist program) and 3) Vevo originals, educating new users on the type of content they could find on Vevo, as well as our biggest program (dscvr).
Increasing Vevo Hot This Week video views 93%
Vevo’s Hot This Week is a weekly video recap covering the latest trending music videos and new music releases. After some research, I redeveloped, redesigned, rewrote, and tested Hot This Week emails, increasing click-to-video views by 93 percent.
Building out the FiveStars Small Business Marketing hub & Increasing revenue 30%
While working at FiveStars, I proposed and built the small business marketing knowledge base and education center/site (Insights) to provide small business owners with engaging, helpful, and educational content about running a small business, retaining customers, and customer loyalty marketing.
I redesigned the old blog, added a product education center, drove content strategy, hired and managed a team of 10+ writers, edited all content, and contributed articles.
The site’s traffic doubled in one quarter, drove significant leads, and increased revenue by 30% monthly.
How to Compel and Not Repel Customers on Facebook [Infographic]
This is a blog post and infographic I produced for the VerticalResponse small business marketing blog, teaching small businesses Facebook best practices. The infographic was picked up and published on Fast Company.
Ideating & launching the most successful marketing campaign in the history of the company
While working as the Content Marketing Manager at FiveStars, I ideated, wrote, and launched a series of lead-generation marketing campaigns (launched via email, social media, search & direct mail) called “Your Punch Card Wants an Upgrade” along with a “punk punch card” character. The campaign drove more leads than any other campaign in the history of the company.
The image above is an example of the print media campaign.
Women’s history month – Video content campaign for Vevo
This is a content campaign I ideated, researched, co-wrote, managed, and developed for Vevo. It was designed specifically for Instagram stories and became the most engaged social media campaign in Vevo's 9-year history.
The Women's History Month campaign highlights 8 artists who've made music video history: Pat Benatar, Cyndi Lauper, Paula Abdul, Madonna, Janet Jackson, Missy Elliott, Beyonce, and Shakira. Each artist has a story that delves into each of their accomplishments.