About the company: Plastiq is a payments platform that allows anyone to pay expenses with their credit card, when cards are not accepted.
Role: Content Marketing Manager
My main focus at Plastiq was to produce B2B financial content spanning a wide range of channels, medium, and topics in order to help small business owners better understand their cash flow and credit needs. As the company moved from a B2C to B2B focus, I worked on shaping the brand voice and tone guidelines during this transition, crafting content strategy, experimenting with new marketing tactics, and forging numerous content partnerships.
Additionally, I implemented KPIs and best practices for the company’s blog and social channels, built a content editorial calendar and production team, handled public relations duties (media inquiries and press releases), and worked to improve the way that Plastiq communicate with customers.
My role also encompassed work in acquisition marketing within the e-commerce vertical. I have launched marketing campaigns, created marketing collateral in numerous formats (e.g. e-mails, customer case studies, partner co-marketing materials, direct mail, radio ads, and event materials), led event marketing, and handled some media buying. A subset of that work was affiliate, influencer, and loyalty management (a major revenue channel for the company).
Email Copywriting and Layout
Email copywriting and layout were two of my regular duties at Plastiq. It was a great way to bring together many facets of my job as content marketer and acquisition marketer.
Left: In the September 2019 newsletter, you'll find an abbreviated product launch announcement that I wrote copy for in multiple channels and one of the first customer testimonials that the company publicized.
Right: In the November 2019 newsletter, you'll find blurbs about an on-site marketing event that I curated and credit card promotions that came by way of a content partnership I helped broker.
Plastiq's B2B marketing initiatives included targeting e-commerce and small business owners. Creating landing pages copy, layout, and promotions were a major part of my duties as both a content marketer and acquisition marketer.
Left: As part of a quick launch campaign, our company mobilized to help local business owners hurt by rolling brownouts instituted by the local electrical utility, we launched our first radio ad. As part of the campaign, we directed listeners to a special landing page. Our goal was to take our existing design language and create a trackable landing page that radio listeners could go to in order to learn more about Plastiq.
Center: ASGTG is one of the premier ecommerce conferences in the United States. As part of my tasks running offline marketing channels, I worked on pulling together an online landing page to direct potential clients to. Including an exclusive promotional offer that tied into printed marketing collateral. This landing page marked the next evolution of the Plastiq visual design and voice.
Right: With Plastiq's push into the Ecommerce vertical, our team was focused on experimenting with how we marketed to our new target audience. This included evolving how we deliver our information (e.g. comparison charts, testimonials, iconography). This landing page shows an evolution of Plastiq's visual design and voice.
Plastiq leaned frequently on promotions to help customers use specific payment cards with our service or to induce specific behavior. As part of my role, I created copy, layout, and the promotion itself. I also consulted with image design and identifying target customers.
Left: Our team looked to capitalize on small businesses that were savvy enough to juggle their debt through arbitrage. In this example, by providing a slight discount, we illustrated how business owners could make money by paying invoices with Plastiq.
Right: Referral opportunities were a big part of the marketing strategy at Plastiq. In an effort to increase the number of referred customers, we launched our biggest referral promotion in the company's history. It became the highest revenue grossing promotion for Plastiq.