Content Strategy for B2B Software Company
My work related to online content strategy and content creation has included brand messaging, research-driven story-telling, and targeted marketing. While this work has been accomplished in collaboration with cross-functional teams including business stakeholders, project managers, visual designers, developers, copy editors and proof readers, the focus has always been on the target audience -- the users, the consumers of these experiences.
I managed the online presence for EnterpriseDB (EDB), an emerging database software leader, including the company's website and their online marketing initiatives. I created and managed A/B tests for critical website conversion pages, writing copy and supervising visual design, continuously updating and tweaking these pages based on user interaction metrics. I ensured brand consistency across the website and online marketing programs. I also led a major website redesign project in collaboration with business stakeholders and an outside design firm, and oversaw the localization of the website in five languages.
The objective was to achieve positive business impact and increased ROI by engaging those who interacted with the online content I managed, meeting user needs and enhancing their experiences through research, analytics, and innovation. I consistently achieved this objective by leveraging my UX, IA, and copywriting, and search engine optimization skills.
B2B Software Company Website
Software download "thank you" page (highest traffic page on the website)
The EnterpriseDB blog generated a huge volume of visitor traffic, but it was built on a stand-alone WordPress platform that was not well-integrated into the company's Drupal website. Also, due to the structure of the WordPress blog, it was not possible to drive traffic to individual blog articles through online marketing and social media outreach. The ability to integrate images into the existing blog's articles was also limited, and there was also no way to display links to relevant white papers and webinars alongside the blog's articles. To address these issues -- in collaboration with business stakeholders -- I designed and oversaw the development of a custom Drupal blog, The structure of this new blog met business goals by enabling the promotion of specific articles through online marketing and social media outreach, and converting a much higher percentage of blog visitors through relevant white paper and webinar promotions in the sidebar of the new blog's articles.
New Blog Homepage:
Original blog homepage:
New blog article page:
I wrote EDB website copy in collaboration with subject matter experts, and built website pages hands-on in the Drupal CMS:
I created website infographics in collaboration with graphic designers to communicate concepts to the target audiences:
I created onsite and offsite branded promotions in collaboration with graphic designers. These samples show homepage slideshow banners; similar graphics ran as banner ads on relevant third-party websites:
