Shivani Persad

If your virtual event content isn't engaging, consider: - Do you even need to run virtual events? - Evaluate your last three virtual events: have they generated leads? Built community? Gotten more subscribers to your newsletter? - Why are you doing virtual events? Is this how your target customer consumes content? What other channels do you use that are producing better leads and meeting KPIs? If you find that virtual events are integral to your business objectives: - Ask for feedback. Find out from participants why they aren't engaging. - Change up the format. - Invite compelling guests. - Offer a free asset. Just because something isn't working out doesn't always mean it needs to be fixed. Double down on what works, or iterate!

Here's my winning resume formula (which I think is particularly great for content marketers). Before you start writing, take a closer look at the job description. What do they call out in their "duties" section that you can call out in your resume? Blog posts? Emails? Social Media? Landing pages? Tailor your resume to meet those and highlight your biggest achievement from your last position for each responsibility. Use this formula: an action you performed + what it accomplished + a data point + the timeframe you did it in. Example from my resume: Led blog management and oversaw four writers to research and produce regular blog posts increasing organic search CVR by 12%.

Here's the best way to set goals for your content marketing campaign: 1) Work with the product and BD teams to determine your CORE GOALS and SUPPLEMENTARY goals. Core goals are business-changing. Example: Acquire 2 - 4 new clients in this sector by EOY. Supplementary are smaller are more immediate. Example: Develop 10-15 new pieces of energy-related content between blog posts, whitepapers, and webinars over the next two quarters, to support content-led lead generation. 2) Determine your KPIs based on the nature of those goals. What will tell you if you're successful? Example: customer acquisition, lead gen, web traffic growth, social media engagement, CTR on content. For more: https://learnshiv.beehiiv.com/p/content-plan-breakdown

I'm helping to write an event program right now! Here are some simple ways I like to make sure it's clear and simple: Use Bullet Points: Break down complex ideas into digestible pieces, highlighting key details. Add an FAQ Section: Preemptively address common queries to clarify potential confusions. Integrate QR Codes: Offer access to in-depth explanations or videos, adding interactivity without page clutter. Ensure Design Consistency: Match the program's design with physical signage for easy navigation. Incorporate Visual Aids: Use icons or colour coding to quickly guide readers to the relevant information. Short Sentences and Active Voice: Clear and direct your message, enhancing readability. Hope this helps!

The number one reason to optimize images (in my humble opinion) is for fast page load time. It's a huge deterrent for readers if your page takes a long time to load. You don't want them to miss out on your great content because images are holding you back! At the same time, images on web pages and in blog posts are SUPER important. They help to break up content, add context and make your posts much more dynamic to read. I now have it as a step in my workflow for every blog post to ensure image sizes are reduced (but still high quality) by using a website like convertio.co. This way I never forget to do it for every image in my post. PS. Add a step to check page load time, and then optimize as needed!

I've done both. Freelance and in-house. Here was my path: I studied Political Science and French, two degrees that required A LOT of writing. In later years, while modelling internationally, I started a blog and began writing for small publications (not paid). Back then, I thought I wanted to be journalist, so I took a bunch of courses at Gothan Writers and with Pandemic University and started getting published in places like Teen Vogue, Cosmopolitan, TVO, The Juggernaut, Vogue Business etc. Later I realized, there wasn't much money there. So I decided to take my writing talents into content and learnt more about SEO and analysis to increase my skillset. The journalist > content marketer pipeline is super common!