Content Generalists are the new in-demand marketer
The old distinctions between content strategist, content marketer, and content manager do not make a lot of sense these days. Brands are living in a new era of marketing where any piece of published content from any stakeholder at any time can instantly become a revenue generating product or a public relations nightmare.
Leading brands understand how to balance this risk with potential opportunity by employing content experts that are familiar with every aspect of the Content 360 Framework. These Content Generalists may promote a specialization in one area of content, but they are in fact a jack-of-all-trades that understand how every element of the framework is interdependent.
Doing more with less
Today’s challenging business environment means that brands must grow top-line revenue and make more efficient use of every marketing dollar. Brands that adhere to a Content First approach to marketing recognize that content provides immense revenue generating opportunities. But that means that they must also have a piece of engaging content available at every touchpoint in the customer journey.
It is exceedingly important that leading brands employ Content Generalists that adhere to the Five Principles of Content. It is both a marketing ethos and a calling card that says to customers that this brand is digitally fluent and able to address their needs at a place and time where they are listening.
Five Principles of Content
- Strong content strategy drives revenue growth
- Savvy content marketing increases customer growth
- Efficient content management reduces marketing costs
- Informed digital fluency builds brand authority
- Robust communication management reinforces brand relevance
For over a decade, brands have trusted me to guide them through the everchanging content landscape. The complexities involved with creating engaging content has increased in lockstep with the changes in how customers consume content. In turn, I provide prudent and pragmatic advice to brands on how to launch contextually relevant and revenue generating content that can help them navigate through the intersection of marketing, communications, media, and advocacy.
As a content generalist with a specialization in content strategy and content marketing, my work spans all media, with an emphasis on fintech brands. My journalism background and multifaceted media production experience allows me the unique ability to take content from the concept stage all the through production and execution. A communicator and entrepreneur at heart, I am passionate about crafting effective messages that will provoke thought, influence behavior, and encourage positive change.
years of experience
media projects produced
videos & podcast episodes created
Decades-long experience in building overall content strategies for brands. Well versed in creating content (copywriting), building content frameworks, and measuring outcomes. Experience in merging revenue goals with new media format experimentation in order to build brand presence in new channels.
Extensive background in marketing and managing content. Aggressive in exploiting content engagement points in various channels along the customer journey. Familiar with implementing SEO, SEM, and digital advertising best practices, along with content calendars and pipelines. Experience with BI analytic tools, such as Periscope/Sisense.
Acquisition & Partnership Marketing
Unique experience managing a $20 million line of business with through the use of influencers and brand partners. Launched numerous marketing campaigns utilizing one-of-a-kind discounting, incentives, and referral programs. Equally successful with digital, traditional, and offline marketing.
Email Marketing & Landing Pages
Launched dozens of email and landing page campaigns. Responsible for copy, subject line testing, A/B testing, list building, customer segmentation, and analytics. Familiar with Salesforce Marketing Cloud, Salesforce ExactTarget, Instapage.
Social Media Marketing
Helped numerous brands build and accelerate their social media presence. Some tactics included launching influencer and partner campaigns, stakeholder education, creating social media calendars, and streamlining social media publishing processes. Familiar with Buffer, HootSuite, Salesforce, and Salesforce Social Studio.
Wrote short and long form stories for online and print publications. Covering breaking news, crime, transportation, real estate, and retail news. Highly sought after expertise fpr financial/consumer advice. Experienced in print and online media. AP style trained.
Journalism trained in a large market newsroom (250k circulation). Adept at punching out 700-word AP style stories with source interviews under a short deadline. Equally adept at producing A-block quality TV news packages, covering breaking news stories on-scene, and tailoring stories for offline and online audiences. Fluidly experienced in print, television and radio. Familiar with AP ENPS software and CNN Newsource.
Click to Watch TV News Demo Reel
Long-running experience with the entire video production process, from script writing, to shooting, to editing. Over 250 self-produced videos, in both short and long formats, for traditional and online media. Extensive experience with Final Cut Pro software. Familiar with Adobe Premiere Pro, Avid Media Composer, and Edius Grass Valley (non-linear editing) software.
Audio & Podcast Production
Hundreds of self-produced podcast episodes, radio station ID’s, advertising spots, and more under my belt. Extensive experience with all aspects of the audio production process, from script writing, spot production, radio board operation, and more. Trained on Avid ProTools.
Familiar with training individuals and executives on how to improve their media presence. Worked with C-suite level executives on diction, clarity, on-camera presence, and presentation style. All trainees successfully achieved positive news coverage for their companies.