Problem

GoAnimate wanted to expand market reach, establish our COO as a thought leader, drive links to the site, and lift organic traffic. As a small startup at the beginning stages of repositioning from B2C to B2B, it was working on a shoe string budget. After determining market fit (mostly e-learning and content marketing), we established that an easy win would be a thought leadership program that focused on placed articles.

Solution

I worked as a ghostwriter for our COO and partnered to help determine the areas of expertise he should speak to, in addition to partnering with the PR agency to select outlets to pitch.

Because I was employee 2 in the U.S., I worked very closely with Gary and could easily emulate his voice. The process was iterative: as a subject matter expert, I began with topic ideas, outlines, and main points. Next, Gary and I chatted through angles and any other information we should add in. I authored the drafts, then he would work on any final edits needed. Then PR worked on placement.

This company rebranded to Vyond and many of the pieces I authored no longer exist, but here are four that remain live.

• Five Ways to Avoid Script Development Pitfalls (The Learning Guild, 2014)

• Tips for Using GoAnimate in eLearning (The Learning Guild, 2013)

• Why should marketers care about creating videos? (Marketing Profs, 2013)

• How to Combine Explanation and Storytelling in Your Video Script (Wistia, 2014)