A look back at my content marketing work leading the DocuSign Evangelism Content program (2019–2022).
Head of Evangelism Content
At the helm of the DocuSign Evangelism Content program, I spearheaded a transformative initiative marked by the conception, development, and meticulous execution of a robust content marketing strategy. My responsibilities extended to a profound understanding of customer needs, orchestrating content creation, managing a dynamic team of six content creators, and collaborating with a dedicated third-party editing team. The orchestration of a meticulously curated content calendar was central to my role, ensuring seamless alignment with our overarching objectives.
The fruits of these efforts materialized in a remarkable 17% growth in key metrics within a mere six months, vastly surpassing the program’s ambitious OKR of 5% growth set for an entire year. This achievement stands as a testament to the strategic prowess, leadership, and innovative thinking embedded in the core of the DocuSign Evangelism Content program under my stewardship.
Example Content
Content Growth
Overseeing the Evangelism content on YouTube channel, which focuses on technology education for eSignature, the channel has shown remarkable growth with consistent and professional content. Publishing tutorials, product demos, and how-to videos twice a week has contributed to a steady increase in subscribers and views week over week.
The audience actively engages through comments and social media, indicating a positive response to the high-quality content. The video “How To Create And Use DocuSign Templates,” strategically crafted based on customer searches, case submissions, and knowledge article views, has particularly excelled.
Marketing efforts, including online promotions, community outreach, and collaborations with DocuSign Salesforce community members, have further enhanced visibility. Additionally, offline promotion at conferences and meetups, combined with SEO-optimized titles and descriptions, has contributed to the channel’s success.
Monitoring key metrics through tools like YouTube Analytics such as views, subscribers, watch time, playback locations, traffic sources, audience demographics, likes, dislikes, comments, and sharing, allows for informed decision-making. The current strategies and engagement activities position the channel for continued growth and success in the technology education niche.
Content Strategies
In leading the effort for the upcoming launch of our new community platform, I have meticulously crafted a comprehensive go-to-market strategy. My goal is to not only generate platform awareness but also to build and nurture a thriving community that caters to a broad audience spanning diverse demographics and geographical locations.
Taking charge of the content strategy, I developed and executed a detailed content calendar, outlining key milestones for content creation leading up to and following the launch. From copyediting messaging for blog posts, social media promotions, and email invitations, I ensured that our messaging resonates effectively with our inclusive target audience.
Primary promotional channels, including social media and email marketing, were strategically utilized under my guidance. Key performance indicators (KPIs) for the launch, such as sign-ups, engagement levels, and user posts, have been meticulously planned and will be measured to gauge the success of our efforts. Additionally, I spearheaded the implementation of gamification elements and incentives to encourage community participation.
As we move into the post-launch phase, my strategy encompasses ongoing analysis of KPIs, user onboarding initiatives, feedback mechanisms, and a detailed plan for sustained engagement and growth. With no direct competitors, my leadership has focused on creating a welcoming and inclusive environment that effectively addresses the unique needs of our customers.
DocuSign Live at Dreamforce
In 2019, I conceptualized and spearheaded an innovative content marketing strategy that would elevate our presence at Dreamforce, Salesforce’s largest conference. Recognizing the challenge faced by millions of customers, developers, and admins who were unable to attend Dreamforce each year, I took the initiative to bridge the gap and ensure they didn’t miss out on the valuable content and knowledge shared at the conference showcasing booth demos, insightful speaking session wrap-ups, hands-on “follow along with me” learning opportunities, and exciting mini-hack competitions, all curated under my guidance. Our interactive approach went beyond traditional boundaries, empowering virtual attendees to actively participate and engage in the event’s rich content.
Under my leadership, #DocuSignLive emerged as a transformative force, revolutionizing the Dreamforce experience for remote Salesforce community members through a cutting-edge virtual event. This endeavor represented a historic milestone, as I pioneered the initiative to bring the vibrancy of Dreamforce directly to our community.
DocuSign DevCon
In this dynamic position, I served as the orchestrator of a high-profile conference, shaping its narrative and infusing it with vibrant energy. My responsibilities extended to moderating panel discussions, skillfully introducing presenters, sessions, and key moments, all while ensuring a seamless flow of the event.
A crucial aspect of my role involved providing essential context and clarity to keep participants well-informed and engaged. With a keen eye on the clock, I meticulously managed the schedule, ensuring each segment unfolded with precision. My dedication to keeping the audience captivated contributed to the overall success of the conference.
Beyond the spotlight, I adeptly navigated behind the scenes, liaising with speakers to ensure a cohesive and impactful presentation. This involved strategic wrangling for speakers and conducting thorough tech checks, guaranteeing a glitch-free and polished performance.
In essence, my role transcended conventional moderation, as I played a pivotal role in crafting an immersive and memorable conference experience.