Leader Series: Maximizing Real-Time Marketing

In 2014, Zoomph’s founders needed to begin building their personal brand. As individuals, they needed to be seen and understood across the tech world, so they could be in the right conversations with other industry giants. 

Getting in the door wouldn’t be easy. So I applied a content marketing approach to create assets that didn’t market ourselves, but rather gave something valuable to other business leaders that would make them look to us in the future. 

I proposed an e-book series, ghost-written on behalf of my Chief Executive Officer and Chief Strategy Officer. My strategy was to electronically deliver the series to targeted business leaders (free of charge) to open the door for future interactions. 

To create the series, I: 

• Conducted a narrative workshop with my leaders to distill their key areas of expertise, voice, tone, and writing style
• Created a content framework that kept them in-the-know of intent and direction
• Collaborated with designers to establish the series look and feel
• Wrote, edited, and published the work under leadership bylines

Result: 

Using a content management and tracking system, we saw that our first launch generated 38% downloads across thousands of businesses. Not bad, for a brand new player in the industry! And as time went on, we saw an uptick of ~4% increase with each issue. Zoomph’s founders began receiving speaking engagement requests from all over the nation, and quotes from their e-books were used in Forbes, Reuters, and WIRED.