One of my favorite classes was Digital Marketing where we were tasked to research, write, and tell captivating stories about different topics that were critical to learn when becoming great marketers. SEO has always been a love and fascination of mine - the power to hook a reader and a robot is truly an art and a science.

This is a blog post I wrote leveraging our podcast transcript to pull out the key highlights for those that don’t have time to listen to the full podcast but still want to obtain the key information.

Part of working at a large company is learning the balance between leveraging company messaging frameworks with your own lens as a writer to cut through noise, position copy to your readers, and still tell an engaging story that creates Ah-ha moments.

I studied UX & UI design in college and have been obsessed ever since. My passion for building human-centered experiences and audience-focused content leverages the design principles and processes that I learned, as well as innovating processes to be intuitive and simple.

One of my favorite parts about being a thought leadership writer for SAP Concur is connecting ideas and concepts that audiences aren’t aware of and then using that positioning to educate and draw them towards a viable solution. I love helping audiences cut through the noice and make complex topics engaging to read and easy to understand.

As a content marketing manager, I have to write and edit content to position and resonate with many different audiences - like the C-Suite. Considering their time is limited, they don’t often have a glimpse into the day-to-day work, and they think broadly, writing content for them that is concise yet descriptive in examples and conclusive in the business outcomes our company can have on their organization is critical.

Here’s an example on how I have to write for different industries like Higher education institutions and K12 schools who are required to comply with a variety of government laws, regulations, and oversight. These audiences struggle to obtain budgets to update their systems and often have little control over transformative efforts. The strategy here is to educate, inspire, and motivate them to voice change from the ground up. Higher Education specifically loves to collaborate and is often competitive in keeping up with other institutions.

City and county finance teams are required to comply with various government laws and regulations. However, many state and local government organizations have multiple outdated, on-premises legacy finance systems that contain employee spend data. Before this data can be used by an organization, it must first be manually combined in a spreadsheet.

Admins are a core part of the SAP Concur family, being the connectors of buying groups and knowing the ins and outs of the tool. Obtaining their advocacy and buy-in is crucial through enabling them to be successful and a partner with SAP Concur.

This blog post demonstrates my knowledge and ability to understand PPC and Digital Advertising. I partner closely with our PPC team to craft and tweak ENT campaign landing pages with relevant keywords, content, and positioning based off website behavior, industry challenges, and internal business targets our market is trying to reach.

My love for content marketing started here! The power of pulling in an audience through storytelling, design, and impact has always been an interest of mine - since the days of Myspace where I was crafting my own brand, coding my wall paper, and choosing which music suited my mood for the week.

This is an example of an evergreen piece of content that used to be a tip sheet, trapped in a PDF behind a gated form. After uncovering the analytics it wasn’t performing well, I realized this content wasn’t high-value enough for our consumers to want to hand over their information. I decided to run a test to see if the content was still relevant and turn it into a easy to read blog post. It quickly excelled to being one of our top performers.

After diving deep into our benchmarking data we uncovered some insights to share with our audience and challenge their traditional spend management thinking.

I think the key here with some of my college work is seeing the art of how I tell and format the story. I enjoy short paragraphs, captivating data, deep insights, photos, quotes, and bullets. I think one of the frustrating things about working at Concur is my lack of control over the formatting of the blog posts (I just write the content). I think formatting is just as important in how we tell the story. One look at a terribly crafted website, and I’m out of there; if it’s too much of a headache to sort through, I don’t want it.