B2B Content Marketing
At Insperity, I developed content marketing assets designed to educate, engage and convert business decision-makers throughout the customer journey. Working closely with subject-matter experts, product marketers and internal stakeholders, I translated complex HR, compliance, benefits administration and workforce management topics into accessible, audience-focused content that supported thought leadership, lead generation and customer education.
Strategy & Execution
Partnered with subject matter experts, product marketers, sales teams and executive leadership to develop content that supported thought leadership, lead generation, customer education and sales enablement initiatives.
Created and optimized content across multiple channels, including blogs, email nurture campaigns, landing pages, website content, sales materials and customer publications.
Developed messaging frameworks that translated complex HR, compliance and workforce management topics into accessible, business-focused content for small and midsize business owners.
Applied SEO best practices, audience insights and conversion-focused messaging to improve web content performance throughout the customer journey, from awareness and consideration to lead nurturing and conversion.
Results
Insperity blog served as the company's highest-performing lead generation channel
30% increase in homepage conversion rates following homepage messaging refresh
Awards
HOW In-House Design Award — Insperity Magazine
Lantern Award — Blog Category, Business Marketing Association of Houston
Thought Leadership Blogs
In partnership with subject matter experts, I developed ghostwritten B2B blogs and guides covering leadership, workplace strategy and business operations topics for a national audience. The Insperity blog generated the greatest share of marketing lead generation efforts and earned a Lantern Award in the blog category from the Business Marketing Association of Houston.
Insperity Magazine
As part of the Insperity content team, I contributed editorial and long-form content for Insperity Magazine, a quarterly publication designed to support sales enablement, lead generation and customer engagement efforts. The publication, which earned an HOW In-House Design Award, was distributed in both print and digital formats.
Email Marketing
To support Insperity’s lead generation efforts, I developed nurture email campaigns designed to engage prospects who downloaded guides, e-books and other educational resources. Each campaign helped support ongoing customer education while moving prospective customers further through the marketing funnel.
Homepage Refresh
I led the homepage refresh team and developed SEO-aligned messaging, conversion-focused calls-to-action and trust-building content designed to improve user engagement. The result was an increase in homepage conversion rates of more than 30%.
Featured Thought Leadership Content
This thought leadership blog addressed common misconceptions about professional employer organizations (PEOs), helping business owners better understand co-employment, HR outsourcing and the strategic benefits of partnering with a PEO.
Talent Acquisition: 13 Secrets to Recruiting and Retaining Top Talent
This educational lead-generation guide explored the foundational elements of a successful talent acquisition strategy, from employer branding and candidate experience to workforce planning and onboarding. Combining research, practical recommendations and strategic insights, the guide helped business leaders build recruiting processes that attract, engage and retain high-performing employees.4 Ways to Continue to Get the Most Out of High Performers
This leadership-focused blog explored practical strategies for supporting and retaining top-performing employees by removing obstacles, providing meaningful recognition and fostering a culture of continuous improvement.