Hey there, that’s a mighty fine orange ya got there…
From tech-heavy storytelling to human connection, it’s all content. And when everyone’s comparing apples to apples, the right content will make you stand out as the lone orange.
Building the Internet of Agents
I ghost wrote in collaboration with engineers and PMMs.
Part of a large, ongoing campaign to position Outshift/Cisco as pioneers of the Internet of Agents.
I worked with partners (e.g. Galileo, LangChain, and many others) to develop joint messaging for blogs and landing pages, as well as quotes for social carousel posts.
WebexAhead Thought Leadership
Pitched, planned, designed, and built this site from scratch with a small, agile team (webmaster, web designer, analyst, and collaboration with thought leaders across a variety of industries):
It has now been adopted and fully enveloped into https://blog.webex.com/.
I worked with business analysts and researchers to develop content guardrails, brand guidelines, and specific areas we wanted researched and reported. I planned, wrote, published, managed budget, and worked with advertisers—Economist, Harvard Business Review, MIT, NASA, CMSwire, Conde Nast, WIRED, Lockheed and Martin, GitHub, and Amazon—to deliver and measure content across channels. I also planned and produced supporting content such social media and internal comms.
Webex Future of Work
I leveraged an existing relationship, via marketing programs at other companies, with siliconANGLE and theCUBE. I knew they had an extensive network with leading voices across industries, which made them a logical choice for getting a variety of luminary perspectives and positioning Webex as a thought leader.
I strategized messaging, established brand guidelines, assisted with interviews and research, and wrote supporting content (blogs, social media, whitepapers, video scripts, internal and C-suite comms).
Telling Stories with
Subject Matter Experts
I developed a set of questions and primary points, interviewed SMEs, and wrote 80% of the report, including supporting marketing materials such as internal comms, public-facing social media, and blogs.
I Ain’t Afraid of No Ghost
I frequently ghostwrite content on behalf of senior leadership, C-suite executives, technical personalities, product managers, and subject matter experts (SMEs). Ghostwriting liberates teammates to stick to their core responsibilities such as managing other programs, advancing product innovation, and advocating for the brand.
Okay, beyond letting the content expert do what they excel at, while letting others focus on their business-impacting priorities, why else employ ghostwriting? Let’s say you’re considering a specific new tech solution for your daily workflow. Do you listen to a peer who understands your daily struggle, primary objectives? Or, do you listen to the monolithic brand? The brand often best serves as the umbrella of quality, lending trust and expertise to the brand’s individual representatives.
In other words, we’re going to pay a heck of a lot more attention to a product manager, someone who develops and deploys the solutions we’re considering, versus the amalgamated face and voice of the brand at large. Not only does ghostwriting nurture critical credibility amongst your audience, publishing under individual names and personalized perspectives allows you to publish your content across more media outlets, including more opportunities to get picked up by additional free, earned-media channels. Think thought leadership versus advertising. It’s not just about external awareness. I’ve worked in different marketing pods at global enterprises where few people outside our pod were aware of our team. For example, I worked on the Outshift by Cisco marketing team, Cisco’s tech incubation engine. That was approximately the 7th different department I’d worked in at Cisco, and I’d never heard of them. Continue to publish as the brand, not individuals, and you could be missing out on thousands of employee advocacy opportunities, failing to capitalize on internal-comms clout, and missing out on capturing more slices of the corporate-resource pie.
Finally, you can’t forget about social media sharing. Content shared by individuals on LinkedIn is shared, read, and engaged with exponentially more than content from brand pages. Employee-shared content reaches 561% further than identical messages shared through official brand channels.
Research and Analyst-Based Collaboration for Mass Amplification with Targeted Value Props
These pieces a comprehensive collaboration with Dimensional Research, where I worked with our internal business analyst/researcher to develop the content focus. The agency conducted the actual research and provided a content outline based on that research. I shared writing responsibilities with our internal researcher. I conducted brand accuracy and compliance reviews across multiple phases, and I executed final proofreading. I also worked on the supporting content such as blogs, guest posts, social, and internal comms.
