ANGIE MACPHAIL | WHAT I DO
Content and Product Marketing
I am a highly skilled storyteller and strategist with expertise in persona development, KPIs, targeting, SEO, and ROI. Every content marketing campaign I create is a meticulously woven narrative, strategically placing plot twists to guide buyers through the purchase funnel.
Whether it's thought leadership or digital marketing, every piece of content is meticulously crafted to captivate the audience, leaving them eagerly anticipating the next chapter. Drawing from my background in film and journalism, where I sharpened my storytelling skills, I bring a unique blend of narrative flair and strategic precision to my marketing campaigns. My focus is on creating compelling content that deeply resonates, seamlessly transforming curiosity into unwavering customer loyalty with every carefully orchestrated plot twist.
Check out my case studies below to learn more about my work.
MY WORK EXAMPLES/CASE STUDIES*
Thoughtware : Private Wealth Planning Campaign redesign
Engaged by a top-tier consulting firm's Private Wealth practice, I led their content marketing campaigns, with my initial focus on transforming their Annual Wealth Guide report into a dynamic multi-year and seasonal campaign.
Content Transformation: In collaboration with subject matter experts, I orchestrated the redesign of the 80-page white paper, turning it into an optimized digital PDF. This involved incorporating infographics and search functionalities, simplifying intricate tax codes, and breaking through complex consulting language. I introduced visual elements like breadcrumbs and textbook-style navigation for enhanced accessibility.
Ensuring Ongoing Relevance: To maintain continuous relevance, I established a year-round editorial calendar and update schedule, strategically aligning with the ever-evolving landscape of Private Wealth planning.
Supplementary Content Enhancement: I developed a range of supplementary content, including engaging videos, insightful webinars, exclusive events, and interactive workshops and public relations strategies. This approach provided stakeholders with a comprehensive experience beyond the core report.
Leveraging Digital Platforms: I oversaw the creation of an interactive micro-site and crafted a customized iPad app for the sales team. This empowered dynamic presentations to clients, enhancing engagement and communication.
Sustainable Impact: The innovations implemented during my 2015 campaign have evolved into enduring best practices, still driving success within the Private Wealth practice to this day.
Transformative Launch: Unveiling an Advanced RPA and AI Solution for Document Digitization and Data Processing
While leading content and product marketing for the financial technology practice at a prominent professional services firm, I spearheaded the product marketing strategy and business development campaign for a cutting-edge, in-house technology product, and platform solution. This innovative solution, developed by the firm's Innovation Technology Ventures Fund, harnessed the power of Robotic Process Automation (RPA) and Artificial Intelligence (AI) technologies.
The newly launched platform aimed to revolutionize document management and data extraction by significantly reducing the reliance on manual processing. Tailored to support both semi-structured and unstructured documents, the premium service solution delivered rapid, cost-effective, and efficient data extraction and document processing.
My responsibilities encompassed:
- Crafting the marketing strategy and leading the planning of a 3-month launch campaign, while also strategizing for subsequent marketing and business development initiatives.
- Conducting interviews with subject matter experts to grasp the platform's benefits, enabling the creation of compelling marketing content such as web copy, images, videos, social media assets, and thought leadership pieces, all housed on the ECM platform.
- Developing and writing videos, industry-specific sales sheets, and iPad presentations to effectively communicate the value proposition of the solution.
- Establishing and managing intranet webpages and teaching portals for the sales and business development teams, playing a pivotal role in creating go-to-market sales materials and iPad App Content, including demo videos.
- Orchestrating the SEO and Google paid ad search campaign and coordinating a 5,000-unit seat drop for the campaign's launch at a major European Tech Conference.
Thoughtware: Longterm Impacts of a Cyber Attack
As a contractor for a leading professional services firm, I played a crucial role in reshaping and overseeing an integrated thought-ware campaign focused on the long-term impacts of a Cyber Attack. Tasked with redesigning the report and reimagining its launch and promotion, my responsibilities included collaborating with SME stakeholders from their Valuation, Cyber Risk, and Forensics practices.
Key contributions to the campaign included:
- Redesigning visuals to provide a fresh and engaging perspective.
- Creating and producing a teaser video and infographic for the external launch, strategically unveiled at a prominent cybersecurity conference.
- Seamless collaboration with Global Marketing teams to customize and translate the report for the EMEA, European, and South American markets, ensuring a global rollout with maximum impact.
Thoughtware: M&A Corporate Development Survey & Infographic
While serving in a content and digital marketing role for a consulting firm’s M&A Practice, I led the development, project management, and launch of their Annual Corporate Development Survey thought-ware campaign.
My responsibilities included:
- Collaborating with leaders, content creators, and PR to refine survey questions and enhance market relevance.
- Creating an animated Infographic in collaboration with our publication team.
- Formulating an internal sales-enablement toolkit and microsite for the practice to effectively share the report and its insights with clients
- Developing press release materials, and embargoing early findings with the news media.
The toolkit comprised:
- A customizable key findings infographic placemat for client discussions.
- Preparing client emails and social media posts for promotional purposes.
- Crafting an executive summary PowerPoint deck tailored for client interactions.
- Designing a survey data visualization dashboard (leveraging Tableau) for client meetings.
- Creating the report PDF and other essential elements
Thoughtware: Integrated Smart Cities Campaign
Serving as a marketer for a consulting firm's Real Estate and Construction practice, I led a thoughtware campaign to establish the firm’s experience in providing “Smart City” solutions globally. The execution included:
- Implementing a paid advertorial writing program with renowned editorial boards and writers from Forbes, MSNBC, Wall Street Journal, etc.
- Collaborating with our SME writing team and journalists to create the article "Smart Cities: Being Smart about Smart City Solutions" and an accompanying infographic
- Strategically launched the content at the Meeting of the Minds Urban Cities Conference, coinciding with our firm’s leadership speaking at the event
- Featuring the article and infographic on a microsite for a panel session at Davos, where the Firm’s then-CEO was a speaker.