In numerous positions, I’ve had the opportunity to coordinate content budgets and manage staff. As a leader and as part of a team, I’ve helped improve traffic numbers and raise brand awareness through an organized and online-friendly approach to content.
I am proud to have instituted a content marketing strategy devised to attract, engage, convert and retain customers. Through knowledgeable and insightful content — published strategically — we’ve been able to grow the brand, improve sales and help position Arccos as the leader in the golf tech category.
As senior editor, managing editor and, ultimately, Director of Digital Media, I had the opportunity to craft an ever-changing but always growing content strategy geared towards brand awareness and loyalty as well as being able to compete with limited budget in a crowded golf media market.
The Spalding Hoophall Classic takes place in Springfield, Mass. Through my posts at MassLive.com and CoachesAid.com, I had the opportunity of becoming a staple of the event’s coverage, planning and promotion.
Overall, coverage has included:
Content budget creation: Extensive previews, game stories, feature stories on top players, teams in nation; production and promotion of All-Tournament teams, interacting with and working alongside media members from many national publications. Budget creation entailed scheduling of and execution from up to 10 staff members and contract workers.
Multimedia: Highlight videos and interviews, featured preview and wrap-up podcasts, photo galleries and live audio broadcasts, which I’ve planned, coordinated, produced and been featured in.
Content Geared to Search: With the top players and teams across the country, including many who will be high-level NCAA and NBA players, the demand is high. Player and college recruiting-specific content, done with SEO-techniques in mind, have made coverage into a true traffic winner.
As New England Coordinator for CoachesAid.com, I coordinated content, marketing and freelance budgets for six states.
Content: Working with each state’s content coordinator, we planned, budgeted and published quality written and multimedia content for state-specific daily magazine sites.
Marketing: Despite low marketing budgets, I oversaw the execution of major social media and grass-roots marketing campaigns to get the new websites into the browsers of target users. I planned a state-wide media day, engaging covered teams and coaches while further raising brand awareness. I also visited numerous events, using the opportunity to talk with target audience members and users about the appeal of the site.
As Website Content Manager, I had the opportunity to handle all content budgeting and planning, manage content staff members and steer the direction of the website as a whole, including content, marketing and sponsorships.
Content: Major content includes daily/nightly coverage of live events, player/member profiles, equipment reviews and sponsor news
Marketing: I took the lead on updating the site’s new media kit, including re-write, facts, images and more.
Social Media Promotion & Marketing: I’ve also spearheaded the site’s approach to social media marketing, including Facebook and Twitter. Also, I coordinated the Player Staff Program, which consists of a group of members that serve as ambassadors for amateurgolf.com nationally.