As a content strategist, I’ve built engaging, branded content experiences through multiple channels and platforms. My approach is streamlined, looking at specific audience segments, use cases, and platforms to determine the most efficiently effective strategy. I always start with the “why?” and make my way through data, SEO research and customer sentiments to determine the best content types, message, timing, and distribution channels.
Examples:
OpenText Threat Research Hub aka CyberRes Galaxy (Content Marketing Strategy Lead, GTM Comms Lead, Integrated Campaign Lead, Product Marketer): This campaign supported the GTM launch of a free interactive research hub tool that was the first of its kind in the cybersecurity realm. I developed multi-channel marketing strategies to introduce audiences to the research and the value of the tool. The tool garnered media support and broke organizational records for sizable registrations to the initial live launch event on LinkedIn. I also served in a product leadership role helping to provide feedback on the UI and technical scope.
https://www.microfocus.com/en-gb/media/flyer/cyberres-galaxy-flyer-a4.pdf
Microsoft Autonomous Systems (Content Marketing Strategy Lead, Lead Editor): This campaign was knowledge-driven, helping people in business to understand how autonomous systems learn and making the training accessible to everyone. This campaign included a robust ecosystem of content that drove engagement and increased form fills:
https://blogs.microsoft.com/ai-for-business/why-how-autonomous-systems/
Microsoft Humans and AI (Editor, Writer, Creative Director): This campaign’s mission was simply to emphasize the ways AI can empower human ingenuity. Through storytelling that focused on people and how AI powered their ideas, as well as powerful imagery combining technology, nature, geometry, and human faces, my team created a memorable campaign that drove engagement across new audiences.
https://blogs.microsoft.com/ai-for-business/humans-and-ai/
Norton- In Search of The Most Dangerous Town On The Internet Campaign (Content Marketing Strategy and Storytelling): This campaign garnered over 4M views with the aim of creating disruptive content that aligned with the brand message to “Go Boldly, Not Blindly.” We offered strong imagery in a documentary style that allowed audiences to see the real people and places behind cybercrime, to pull back the technological veil between the end user and the attacker.
In addition to providing editorial and creative support for the documentaries themselves, I developed a full funnel content marketing strategy and ecosystem that included an experiential microsite with clips, downloadable guides, blogs, and more.
Episode 1:
https://www.youtube.com/watch?v=un_XI4MM6QI&list=PLMHhjKfBkIZSsAlC8pZqKCzQFo4UKbnht&index=1
Episode 2:
https://www.youtube.com/watch?v=4dDJdQrUP_s
SymantecVoice branded Forbes Blog (Editor in Chief, Writer): This blog served as a way to elevate our thought leadership outside of our owned content strategy and drive traffic to our website. I managed the editorial calendar and coached SMEs, as well as crafted some of the articles.
http://www.forbes.com/sites/symantec/#c1fde7b4a87f
Cisco HCI Innovators eBook Campaign (Content Marketing Strategy Lead, Editor): This campaign served to highlight the individuals using hyperconvergeance technology to inspire the target audience to explore the possibilities offered by the technology. This campaign was, at the time, Cisco’s highest ever performing campaign with regard to engagement and MQLs.
TIAA Multigenerational Workforce Campaign (Content Marketing Strategy Lead, Creative Director, Chief Editor):
This campaign was part of a major rebranding for a longstanding corporation. The brand design increased brand affinity and purchase intent by 90% and the interactive infographic microsite (no longer live) doubled MQLs.
https://www.tiaa.org/public/pdf/babyboomer-financial-needs.pdf
https://www.tiaa.org/public/pdf/addressing_the_needs_of_the_millennial_workforce.pdf
https://www.tiaa.org/public/pdf/tiaa_healthcare_ebook.pdf
2024 OpenText Threat Hunter Perspectives Report (Editor in Chief, Creative Director, Content Marketing Strategy Lead): The initiative for this campaign was to raise brand awareness and establish credibility for the brand in the cybersecurity thought leadership space. With massive restructuring across the organization and a loss of several data analysts, gathering data and insights proved an additional hurdle. However, after adjusting the scope of the report and identifying key areas of interest, my team was able to create a strong, industry-leading narrative and was able to release it prior to the deadline.
Solange Deschatres 