Ghostwriting; the C-suite’s secret.
How I helped Built.io rise into the spotlight and raise its Share of Voice through thought leadership and well-placed articles.
What I did
Project: Ghostwriting
Role: Director of Marketing, Writer, Content strategy
Company: Built.io
year: 2016-2017
Problem
Built.io was a new startup that had recently repositioned from being a services company to a product company. Its Share of Voice was low, but it wanted to be known for its great technology. There were several areas where it could speak to, leveraging the talented people behind the company.
Solution
I set out to build out a communications plan that included thought leadership as one way to garner earned media and increase Share of Voice. I partnered with our PR agency to develop a plan to place content in relevant outlets. I also worked directly with our C-Suite and senior staff members to help deliver the content.
I started with an editorial plan, focused on topics we could speak to with authority, and assigned topics to stakeholders. Then I worked with them each individually to tease out their content. Depending on who they were, my tactics changed, but for almost all of them I ghostwrote their content for them after interviewing them and helping them share insights like “Why does this matter?” “Explain it to me in simple terms.”
This company sold and spun off into a new direction, but here are some of the pieces that remain live.
On Wine And Tech With Built.io's Neha Sampat (Forbes, 2016)
How to build a multilingual chatbot for billions of users (Venturebeat, 2016)
When the downturn starts killing off your company’s SaaS providers (Venturebeat, 2016)
Micro apps for enterprise mobile: Evolve or die (venture beat, 2016)
Building J.A.R.V.I.S. (SXSW, 2016)
Blockchain, IoT, chatbots, and connected finance: Built.io predicts 2017 (App Developer Magazine, 2016)
You can also view how much of that work was repacked into a glossy Magazine here.