I have experience writing the widest variety of content — from 3-word headlines to 10,000-word articles. Take a look at the samples I’ve posted below which include video scripts, infographics, articles, ads, and case studies. I am a quick study with a knack for assuming the voice of the brand or individual whom I represent. Let’s chat!
CMG is a small marketing consulting firm based in Durham, NC. To support the firm’s new Agile Marketing practice, my design partner and I created several materials on the topic, including this eBook, “CMOs Top Challenges” about how the agile marketing methodology addresses the challenges CMOs face in our new fast-paced digital market.
I ghost-wrote several articles for CMG on the topics of Agile Marketing and worked with publications to have them placed. Agile Marketing is a hot topic for marketers and we were invited to contribute articles on a number of targeted sites. The following are contributed articles that I wrote and placed for the firm.
The Financial Brand: Agile Marketing: 3 Ways Financial Institutions Should Shift Their Digital Strategy
VIAVI sells very sophisticated test and measurement equipment to telecom service providers, manufacturers, and enterprises. Often, VIAVI is aware of looming issues in network performance and they need to alert customers to what is ahead. For service providers, the move to 5G networks brings many challenges. In this video, for which I wrote the script and managed production, we are alerting our customers about the adverse effects to a process called “timing and synchronization” that will come with 5G and IoT.
I enjoy writing case studies because it involves interviewing people who have benefitted from solutions or services of my employer or client. I’m curious and like to learn how customers actually apply products or services to make their jobs better. It is common for the client and I to gain new insights on their success during an interview.
Here are links to a few examples of case studies I’ve worked on:
This is a campaign for VIAVI Solutions on the topic of test and measurement for “Ethernet Service Activation“. This has been a successful campaign that includes a web page, Test Guides, Webinars, and social promotion covering the most essential test solutions for Ethernet service activation. I worked with SMEs to edit and shape content, direct creative, and drive promotion via social channels. We captured names via webinar registrations for the live webinars and then continuously over the following year via social promotions and cross-links. This campaign proved the effectiveness of high quality, relevant content and its ability to deliver over time.
Each year, CMG would conduct a study/survey and report for marketers called the CMO’s Agenda. With one of the CMG partners, I conducted interviews with several CMOs and VPs of marketing to research, develop, and write The Customer: Your #1 Resource for Innovation. In this case, we wanted to understand and share how different companies use different approaches to involving their customers in the product development process.
This report is the result of that research which garnered solid press coverage (Forbes, CMO, Marketing Profs, CTAM), social attention, and several good leads for the firm.
CMG worked with several cable companies (MSOs) and had great understanding of both the consumer and business sectors. My design partner and I put together this infographic to encapsulate information from a series of white papers for cable clients. The infographic captures a range of data to show the key areas for revenue growth in the residential cable market.
Triad Magazine – I worked as a freelance writer for the Piedmont Triad Partnership, an economic development organization for the Triad region of North Carolina. I interviewed several business owners for this feature article (advertorial) about the transformation of the area from a manufacturing hub, to a modern biotech center.
The fun of this article was the “hook” I found while interviewing one of the CEOs. As we talked in his office in the newly refurbished Winston-Salem biotech center, Phil Shugart told me that he used to come to this very brick building — once a tobacco warehouse — with his grandfather to auction their tobacco. He would sleep with his grandfather near their horses overnight on these trips to deliver tobacco from his hometown to the market. With this juxtaposition, Shugart personified the aspirational transformation of the region from the tobacco capital to a biotech-focused region.
At the time I served as their corporate editor, VeriSign was very much in acquisition mode. They bought more than ten companies during this time and needed to re-brand from an internet security company to one that ran the DNS for .com and .net, and also provided back-end telecom services to carriers. In 2003, we worked with CEO, top executives, developers, sales, and customer service to come up with a way to make the somewhat disparate areas of the business coherent.
We developed the category of “Intelligent Infrastructure” with the tag “Where it all comes together.” All of our materials, including this Verisign brochure, explained the integration of our services and capabilities. We developed branding guidelines, editorial guidelines and a quick brand review process. This re-branding got a fantastic reception — especially by the analysts and the market — and it was reflected in a higher stock price and increased positive attention by the press.