My Strategies & Results
When you don’t have a budget, you still have analytics and strategy.
PogoTec was a start-up that created a tiny, wearable camera. It was under-spec’d and over-priced. In an era when everyone carries a 4K video camera in their pocket that a child can operate, it was also user-unfriendly. The ecommerce and digital marketing team was unable to make any changes to the technical specifications, so we had to load our marketing funnel using good strategies and efficient testing.
EMAIL MARKETING RESULTS
Our well-designed emails used economic copy and focused on a call-to-action, but we also A/B tested subject lines, preheader text, and CTAs. PogoTec’s email open (37.16%) and click-through (7.51%) rates exceeded industry average (20.87% and 2.16% respectively).
In January 2018, PogoTec reduced the social advertising budget which had previously supplied almost all of their followers. We wrote a strategy that included targeting followers and hashtags, relying on user-generated content, and providing honest-to-goodness human interaction. Instagram followers grew by 400% organically after that social strategy was implemented.
Using best practices in content strategy provides support that goes beyond users’ interaction with that content.
Alcatel struggled with software platforms for nearly a year as they grew their direct-to-consumer ecommerce business. When they made the decision to stop selling through their website and instead create a catalog site with CTAs to other channels, they took a chance on a customized website platform built on the Angular framework.
Despite removing the ecommerce functionality of the website, Alcatel still needed the full-functionality of a catalog site. Angular proved not to be up to the task of managing all that content. During the platform shuffle, I managed all my content through its workflow with a tool called GatherContent. When the Angular build experienced critical errors, myself and one developer used GatherContent’s integration with WordPress—and the assistance of a designer and project manager—to stand up a pixel-perfect, responsive site with all the correct content in less than a week.
RED DIGITAL CINEMA
I have a strategy: it’s called doing things.
I joined RED as their first web content manager shortly after a website relaunch. They had created a website with the ideas of great content to come. But they had none. The website had sections for educational content, news, video interviews, and more but nothing to fill them.
I transformed the News section from a diminished list of press releases into a constant stream of news, interviews, and event coverage—often attending industry events and acting as a reporter. I performed interviews for a video section called RED: BTS.
My changes grew Pageviews on News ten times greater during my tenure. Entrances to the News section grew four times greater. RED BTS continues as a series today.
When you can’t manage the process, manage the personalities.
It was nearly impossible to maintain an editorial calendar at RED because of an ill-defined approval process and several departments creating content independently.
SOLUTION AND RESULTS
Multiple teams sending single articles and content pieces for approval resulted a bottleneck, so I began creating an editorial calendar behind the scenes, collecting the final content from every team creating it, and sending one deck of all content to publish in the next month for approval. Working a month ahead and sending one approval deck broke the bottleneck and allowed us to publish regularly.
Justice Industries is a non-profit in Nashville, Tennessee that creates jobs for the unemployed and chronically under-employed. I volunteer my time to assist in their digital efforts.
Like many small non-profits, Justice Industries relied on volunteers to set up much of their digital infrastructure. They had an email marketing platform but its content, lists, and templates weren't structured correctly. They had a website but it was not maintained well. They had some blog and social media content but no strategy or editorial calendar.
I reorganized their MailChimp account so that the lists were properly imported from their CRM, their templates modernized, and their content presented cleanly with recognizable calls-to-action. I re-organized pages of their website for better user engagement. I created a content strategy and schedule for sharing content across social media, their blog, and their email list.
Justice Industries more than doubled their donations and tripled their donors over the previous year. A related success was that the intense campaign raised community awareness of the Just.Glass service. During the Big Payback campaign, Just.Glass grew their subscribers by 5% increase. By comparison, the previous month only gained 1 subscriber.
A good content strategy can help re-launch a website, grow subscribers, or just save money.
Christ Presbyterian Church in Nashville, Tennessee spent nearly $10,000 in one year just to maintain a WordPress website that did not present their content at its best.
I moved their website to Squarespace, demonstrably saving them almost $9000 annually.
Content is no good if you can’t distribute it or measure it.
Christ Presbyterian was already doing a wonderful job producing content (podcasts and articles) and they had a clear goal (active congregants). Their tools prevented them from becoming successful.
Often podcasts would not appear on iTunes correctly, content on their website was poorly organized, and they had difficulties getting staff to understand how to make updates. They originally hired me to fix a few WordPress problems but I created a strategic plan for them to succeed into the future.
I moved their podcast operation to SoundCloud and implemented best practices. I migrated all their episodes, tagged them with the correct meta data, and created playlists to organize their content.
To solve their overall website technical and user adoption problems, I created a plan to move them away from WordPress and their private server. I moved all their content to Squarespace, created their initial content hierarchy, and made sure they understood how to maintain the site into the future.
SoundCloud provided them a solid content delivery network for their podcasts that relieved them of the home-brew solution their original developer had created in WordPress. The staff immediately took to the ease of Squarespace to rearrange their content and design.
The greatest result from this overhaul is that their results are now measurable. They were previously unable to measure listens and shares to their podcasts. Their website server often went offline leaving them unable to engage with their users. Squarespace immediately gave them a more stable platform through which they can easily measure progress towards their goals.