My favorite integrated content project presented Poison Waters’ new (at the time) “History of Portland Drag” class to the Portland community; the story was pitched and picked up by local media, and buoyed by owned communication channels and social media.
Content
Content in this context is a broad marketing term that includes the written word, imagery, design and video. I’ve produced high-level strategy while directing agency teams; I’ve also spent a lot of time crafting my own tactical creations for innumerable communication channels and mediums.
Print.
At Portland Community College (PCC) I contributed to a team that produced its quarterly print catalog (available in 380,000 homes per term). I worked with Design, Marketing and Public Affairs teams to select cover stories that fulfilled a specific marketing need or that addressed our values as an institution. I also wrote feature stories. My favorite cover and feature story presented Poison Waters’ new “History of Portland Drag” class to the Portland community.
Digital.
At PCC I worked with an inbound marketing agency to create dozens of pieces of content each term in support of four different departments. The content was part of an inbound marketing strategy that I highlight in other parts of this website. I’d meet with an agency representative bi-weekly to direct program-based content needs for the coming quarter in support of registration goals. I’d engineer the content to integrate with CTA’s, Forms, newsletters, automated emails and KPI reports. The content included feature length program features, interviews with staff, student success stories and career-related information for prospective students.
Strategy.
As part of an integrated inbound marketing strategy I’d produce niche, targeted content for relevant stakeholders. Using the example of PCC’s Herbalism class, I’d produce content relevant to people with that specific interest; demonstrating how to turn that expertise into a career, or offering resources for prospective students based in Portland. The content was designed to drive organic search to our website. It’d be repurposed in newsletters and social for maximum reach.
Tactics.
On each page we had forms and CTA’s to entice readers to sign up for more information or perform a desired action. The acquired contacts then became part of our email-strategy to remind users of registration dates and other important deadlines. We produced this type of content for dozens of classes. The content would be repurposed in newsletters and social for maximum reach.
Measurement.
Each term I’d measure views per page, clicks per page (on images, URLS, etc), time on the page, contacts submitted per ad spend, etc.
Examples of Writing:
Obituary - (2024)
I wrote an obituary for one of my pals. Raised $600 and bought ad space to ensure he was remembered in the paper of record in my hometown.
FolkeFIRE - (2021 - Present)
This is my personal website in support of my music and personal finance interests.
PCC CLIMB - (2018-2021)
Worked with an agency partner to produce content for the CLIMB blog in support of four departments to acquire prospective students, create organic search traffic, shareable social media content and inform prospective students. Also produced weekly emails for all four departments using HubSpot.
PCC Community Ed (2018-2021)
Worked with an agency partner to produce content for the Community Education blog to create organic search traffic, shareable social media content and inform prospective students. Also produced its weekly newsletters using MailChimp.
AM:PM PR (2012-2017)
Was the lead blog writer for several years, focusing on issues related to marketing and communications. Also produced its semi-monthly newsletter using Emma.
WilderNewport (2013-2016)
Was the lead blog writer for several years (though my entries have been attributed to other people). Part of a strategy to build interest and community support for a new housing complex on the Oregon coast.
