NEXTSTEP
At the time of my engagment, NextStep was an early-stage start-up wanting support with both content strategy and production. They needed a lean, data-driven content marketing strategy that would help them achieve their revenue goals and sustain long-term growth. I created and implemented the company's first content marketing plan, overseeing both strategy and tactical execution.
Streamlined messaging for consistent buyer's journey
Managed content creation for organic and paid channels
Developed and implemented a
data-based content marketing strategy
Alice has a brilliant mind to create and the organizational skills to execute. ... She led in the development of an entire content marketing operation including creation of style guides that reflected our audiences, implementation of project management and workflow practices, and application of rigorous analysis of content performance. ... I wholeheartedly recommend working with Alice and am grateful to have had the opportunity. — Julie Melton, marketing director
Because NextStep is an EdTech company, its buyer's journey flowed through marketing and sales to learner support and then beyond graduation. I mapped this journey, defined the brand voice and tone, and brought messaging in line so that users experienced a smooth, consistent conversation throughout their relationship with NextStep.
As a young start up, NextStep had little content to leverage in support of its expanding marketing channels. I directed the creation of new social media assets, videos, sales collateral, webpages and a variety of other content types.