Crafting a Human-Powered Content Marketing Engine

Conceptualizing the Engine

My journey in transforming content marketing for various companies began with a simple yet effective idea: leveraging the deep expertise within each organization through concise, human interaction. The concept was to record 30-minute phone calls with internal experts, extracting their knowledge to create rich, authentic content. Instead of relying on AI or automated systems, I opted for a method that maintained the human touch, enhancing credibility and engagement.

Execution and Iteration

The process involved setting up these calls with subject matter experts, capturing their insights on various topics. Post-call, I enlisted freelancers to meticulously transcribe and then expand upon these recordings, crafting multiple blog posts, articles, and guides from each session. This approach not only produced content that was deeply informed but also allowed for rapid scalability, as freelancers worked on different aspects simultaneously, refining and personalizing the content to fit each brand's voice.

Impactful Results At Every Stop

Schoology: One of the most notable successes was with Schoology where we produced "The Definitive Guide to Blended Learning." This piece was not just a hit among educators but was so well-received that a State Department of Education reached out, asking if they could use it in their teacher training programs. This was a testament to the quality and relevance of the content we created.

SNHU: For Southern New Hampshire University (SNHU), I spearheaded the creation of the "Liberal Arts eBook." This asset became a pivotal part of SNHU's marketing strategy, directly contributing to $3.2 million in closed deals from prospective students who engaged with the content. The eBook's success demonstrated how targeted, expert-driven content could drive significant business outcomes.

Rize: At Rize, we implemented this strategy to not only generate content but also to build stronger client relationships through thought leadership. The result was a staggering $3 million in client value, alongside a significant reduction in churn. By providing clients with valuable, bespoke content, we ensured they saw the continuous value in our services, fostering loyalty and engagement.

This content marketing engine was all about harnessing the power of human expertise, storytelling, and the meticulous work of a skilled freelance team. The results across different companies were a clear indicator of how impactful, human-generated content can truly be, setting a high bar for marketing effectiveness in various sectors without the need for AI intervention.