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I provide customized Growth Strategy and Branded Content Strategy work. The FAQs below explain my approach to helping solve your marketing challenges. 

  • How do you work with companies on growth strategy?
    I take two approaches: 1) Project Based - I can work with you to solve both acquisition or retention marketing problems. 2) Fractional CMO - As a Fractional CMO, I work side-by-side with the management team to analyze and improve marketing initiatives. Based on the needs of the business, I dedicate between 5 and 25 hours per week. For businesses with in-house marketing staff, I work directly with the team, coaching their work and managing implementation. For smaller firms without marketing staff, I plan and implement, using agencies as needed. Contracts can range from a few months to meet specific short-term needs or ongoing acting as the regular CMO on a part-time basis.
  • What value do you provide as a Fractional CMO that an in-house CMO can’t?
    For some companies with a stable marketing department, an in-house CMO is great. I’ve been an in-house CMO. But for others, as a Fractional CMO, I can help provide a “marketing reset” offering very tactical guidance that focuses on near-term results while balancing the long-term health of the business. It also can help that I bring an outside perspective. This usually works best for startups, smaller firms, or companies looking to make a larger shift in marketing strategy.
  • Do you have a consistent process you follow to improve marketing outcomes?
    Every business is different, but generally, I will uncover needs and implement plans using the following iterative 3-step process: 1) Marketing Analysis 2) Strategic Plan 3) Implementation/Measurement Depending on the needs of the business, common focus areas of work include: Budget Optimization: Marketing Mix Modeling to estimate the impact of marketing spend across channels Tech Stack Review: Recommendations for new tech and/or optimizing current tech Customer Persona Development: Identify unique personas used in ad targeting and positioning development Positioning Statement: Clearly defined statement on how your product or service fills a market need Go-To-Market Plan: Strategic plan for bringing a new or updated product to market Customer Retention: Detailed plan to build a loyal customer base using tactics including referral programs, automated, email marketing, content, and social media
  • What types of companies do you work with as a Fractional CMO?
    I work with B2C and B2B startups and financial services companies focusing on their go-to-market strategy and product marketing growth.
  • How do you charge for Fractional CMO services?
    My #1 goal is to create new value for the select companies I partner with as a Fractional CMO. I work with you to agree on a monthly retainer based on resource needs and the value being driven by my work. With startups, I also take equity based on the specific situation and goals of the founders.
  • What do you mean by “branded content strategy”?
    By “branded content strategy” I mean coordinating and creating value from all content touch points to create a deeper response from your audience. The goal is to increase awareness and loyalty via engaging content. I can partner with you to develop engaging and unique content for your blog, press, partnerships, affiliate channels, videos, or social pages. These are the typical areas companies focus on to build branded experiences to drive engagement. At the same time, each smaller interaction, including transactional emails, is a form of content, linked together to create a customer’s experience with you. I can also partner with you to make sure these smaller content touch points reinforce your larger branded content investments. The brand value built from the most engaging customer acquisition content can be ruined by one bad transactional email. I’m here to not let that happen.
  • Do you have a writing portfolio?
    Yes, you can see my portfolio work from across my career in FinTech and financial services as well as in education and market research industries.
  • Do you have a process for implementing a content strategy?
    Yes, I use the following questions to identify the appropriate strategy that balances creativity and business process to create value via your content: What business objectives or use cases need content? (customer acquisition, onboarding, etc) What is the budget and expected ROI for content creation? Who is the audience for the specific use case? (prospects, new customers, etc) How does the audience prefer to engage with content? (video, articles, white papers, etc) What distribution channels will most effectively deliver the content to your audience? What potential partners can help deliver the content or widen the reach of the content? How will we measure the effectiveness of the content?
  • What types of content do you create and how do you manage it?
    I write copy for articles, social media, email, and any other written form. For video content, I partner with agencies or freelancers for production as needed along with using cloud software tools. For content management, I work with you to use or implement tools that fit best for your business. If you already have content management systems or email marketing software, I adopt those platforms to increase project efficiency.
  • What are the business objectives of content strategy?
    This is my favorite question. Content at its core is trying to change how people experience and think about the world. For example, the goal of a landing page is not to communicate the benefits of your product, rather, it’s to get your prospective customer to say, “Hey, my life would be better with this.” We don’t want people to say, “I understand it.” We want people to say, “I feel better because of it.”
  • How do you charge for content strategy services?
    I use two approaches based on your needs: 1) Single project fees driven by the scope of the work 2) Monthly retainer driven by the ongoing strategic deliverables. My fees are custom-designed to create value for your business through your content.
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