B2B Content Marketing for Small Businesses
At Insperity, I contributed to a wide range of B2B marketing initiatives focused on thought leadership, lead generation and conversion-focused content strategy.
The Challenge
Insperity needed thought leadership content that could support lead generation, sales enablement and long-term brand credibility across multiple stages of the customer journey. The content also needed to translate complex HR, leadership and workplace topics into clear, engaging and accessible insights for business decision-makers.
Strategy & Execution
Partnered with subject-matter experts to research, interview and ghostwrite long-form B2B content focused on leadership, workplace strategy and business operations topics for a national audience.
Contributed editorial and long-form content for Insperity Magazine, a quarterly print and digital publication used to support sales enablement.
Developed lead nurturing email campaigns tied to downloadable resources.
Collaborated on broader digital marketing initiatives including a homepage refresh.
Results
The Insperity blog generated the greatest share of marketing leads across company marketing efforts.
Led homepage redesign project that increased homepage conversion rates by more than 30 percent.
Awards
Lantern Award in the Blog category from the Business Marketing Association of Houston
HOW In-House Design Award for Insperity Magazine
Thought Leadership Blogs
In partnership with subject matter experts, I developed ghostwritten B2B content 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.
Homepage Refresh Project
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%.
Email Nurturing Campaigns
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.
Customer Chat Bot
Working collaboratively with a developer using IBM Watson, I helped to create a chatbot experience that took over the role of customer service in off-hours and helped to set sales appointments.
Featured Blog Posts
How to Connect Employees With Your Company’s Mission
This thought leadership blog explored how stronger alignment between company values, workplace culture and day-to-day employee experience can help organizations improve employee engagement and long-term retention.6 Team Player Traits to Look for in Your Next Hire
This workplace-focused blog was written to help employers identify collaboration, communication and adaptability traits during the hiring process.