Strategy, Operations & Staffing

I advised a major entertainment industry association on the content aspects of its digital transformation initiative, including performing a gap analysis, creating a staffing plan, writing job descriptions, recommending staff assignments, designing new processes, and providing training to level up skills and introduce new approaches for content creation.

On another project, I advised a national magazine specializing in long-form journalism on reorganizing its newsroom to prepare for a digital-first initiative. I interviewed all members of the content team (writers, editors and designers) to assess strengths and interests, and then suggested how to re-form teams and change roles to produce new and existing content types more efficiently without a change in headcount.

From creating an entirely new messaging architecture, developing messages for a specific product, service or audience, or revising existing language, I can help. One diversified company hired me to align top-line messaging for each of its verticals to ensure consistency. I worked with a start-up ecommerce company to create its first messaging architecture and to revise it prior to a successful IPO.

I've also worked with an international personal safety device maker to revise its marketing messages into language that resonates more with its target audiences. The "translation" included using more emotional and values-based words and recasting concepts to align with the emotional and functional needs of customers. The same client engaged us to similarly evolve product packaging language for a major retail promotion. Learn more about our messaging framework: the Key Message Architecture [download].

 A major membership organization engaged me to review its current content offerings and develop a new menu of content types designed to support internal business objectives and meet audience needs. I also reviewed content product and developed a set of criteria to ensure new work was produced to standard. For another project, I was part of a team of external experts advising an international online content hub on how to upgrade its home page, and to produce more content from its internal team and through better management of user-generated content.

I've worked with several companies to streamline content creation, speed time to publish and improve content workflow management. I review the current process for developing content from concept to delivery, identify bottlenecks and recommend changes to ensure quality and increase speed to market. For companies seeking to establish higher-quality output, I create a shared language of quality (based on your own samples of high-performing content) and criteria for reproducing it. Then I train them how to provide actionable feedback that reduces confusion and cycle times. I also design systems and processes that dovetail with marketing automation and content management systems to produce top quality in short order. For instance, I recently helped a music industry group develop a new creative brief, content calendar and project planning framework to establish standard processes across the digital content team.

 A company needing to engage freelance content producers engaged me to create onboarding and quality-assurance processes. I developed a template to ensure standard formatting; selected models of high-performance copy and created criteria to help writers create relevant, well-produced content; and provided a story-planning strategy to speed approvals and reduce misdirections. I can do the same for user-generated content programs.

With multiple decades in content marketing, corporate communications, and public and analyst relations, I'm ready to help you develop or hone your strategy, or show you how to operationalize it. I can guide, brainstorm or evaluate ideas to help you reach your goals. I created an industry analyst outreach program for a disruptive technology company, securing valuable coverage that influenced investors and partners. Other projects include managing media outreach and op-ed writing for the SwitchPoint conference, and a social media strategy for a candidate for local office.

 I collaborated with a large organization's tech team to develop a plan to migrate content to a new web platform, including planning workflows, prioritizing content to be upgraded or created, and trouble-shooting.