I scripted and directed the elaborate, entertaining “top of funnel” music video below to drive downloads of an eBook about incorporating customer advocates into your content marketing strategy.

It’s about the one mistake every marketer is guilty of making at some point in their career…

…Yep. We marketers can be preeeeetty vain. All we usually do is talk about how great our product/services are, without realizing that buyers don’t care about what we have to say about ourselves; they care about what others have to say about us.

If marketers took half the time they spend rejigging their websites or tweaking new value props, and then used it to have their advocates say it for them instead, they’d have powerful, authentic, messages that truly resonate with buyers. </end rant>

This was one of the most fun video projects I’ve worked on. (But, it unfortunately ruined my favourite Carly Simon song for me.) The best part is we had some of our customer advocates lip-syncing along! Their enthusiasm makes this video amazing.

Note: credit for the original parody idea goes to my brilliant mentors Jim Williams and Cassandra Jowett. I just wrote the lyrics and brought it to life.

Our goal was rank #1 for B2B referral related keywords. Our growth marketer researched the terms, while I created several pieces of content for each.

Over a 6-month period, I created and/or updated 23 blogs, published 3 new static pages, and wrote two referral related eBooks to create conversion points.

After realizing I could only write so much about B2B referrals before I bored myself to death, I came up with an idea for a fun video series that would help us hit our keyword targets: Rachel, The Referral Relationship Expert.

She looks familiar…

Through a blog/video series, “Rachel” answered marketer’s questions about referral program—with a her signature, sassy style—in a format that mimicked the well-known “Dear Abby” newspaper column.

You can read all of the articles here, and all of the videos here. (Note I did not design the branding for the series.)

As a result of the work, we were quickly able to land the #1 spot on several referral SERPs.

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