John C
Strategist #46766
Joined 2/4/2018
5 Star Rating
123 Projects
John has more than 20 years of marketing and digital marketing experience. A pioneer in the corporate blogging industry, he has been responsible for directing and managing content marketing and social media campaigns from websites to blogs to online communities. John is the author of Strategies and Tools for Corporate Blogging, published in 2007.
Areas of expertise include:

Customer journey mapping – Mapping customer buyer journeys from 1) Consideration 2) Decision 3) Purchase and finally the 4) Post purchase process for lead development and retention. Using buyer journey mapping strategy. I’ve mapped a number of clients’ customer journeys, and developed triggers and messaging by conducting a series of interviews with clients. Determining initial triggers, success factors, barriers to entry, criteria for decision making, and the customer journey map.

SEO - Working with a variety of clients on their SEO, and search engine optimization campaigns. Work includes:
• Starting with SEO and content audits to develop a work strategy, and then implementing a monthly SEO campaign that includes 1) site optimization, 2) Page optimization and 3) link building.
• Developed SEO strategic plans and audits. Using Ahrefs, SpyFu, Google Analytics, Google Search Console and Screaming Frog.
• Director of SEO for real estate digital marketing Agency
• Customer journey mapping research, development of keywords, topics, and content.
• Create social media analysis and influencer marketing strategy document for education services consultant.

Content operations and optimization - At McDougall Interactive, as SVP of Marketing He was responsible for operations for the agency. Managing account managers, and the content creative teams on overall production and strategy. We used a combination of in-house writers, freelancers and WriterAccess to produce content. He also ran McDougall's audio and podcast video production for clients. Managing the overall team, from SEO account managers to video production, to content production.

While John receives quite a few requests to write content here. As a content strategist, he focuses on strategy. Working on audits, giving advice to clients on how to organize and generate their content.

John does occasionally work on writing projects, but usually longer projects, white papers, or books. However, he doesn't typically work on smaller writing projects.

He has been working with WriterAccess for several years as both a client and strategist and can highly recommend the writing talent here, it's excellent. That's often what John does for clients is help them find the best writers and help them with briefs.

He strives to provide the best value to clients, and in many instances that means recommending, clients hire writers, so they get the most content and best ROI. Need help with strategy advice, set up a call with John today.
Sports
Pharma
Finance
Legal
Electronics
Book
Manufacturing
Medical
Real Estate
High Tech

Specialties

Customer Journey Mapping - He uses the buyer persona institute's method of persona development. Understanding triggers/initiatives, success factors, barriers, the customer journey, and decision criteria. Working with each client we can quickly define the list of causes and so define each persona for the client's market. Once completed we can think about the buyer's journey. Then develop keywords and content ideas for each step in the journey, 1. Consideration, 2. Research, 3. Purchase, and 4. Post Purchase.
Here is an example of a simple buyer journey to illustrate the concept:
1. Consideration - The customer does not necessarily know that they want to make a purchase. An example of this might be if you and I wanted to get lunch. We might search online for San Francisco and restaurants. We will face a multitude of options, and from those results we decide to choose a Thai restaurant. Once we decided upon the type of restaurant, we have just gone through the consideration stage to research.
2. Research - We have decided what type of restaurant we wanted to find, and that we want lunch. Next, we start searching to determine which Thai restaurant we would like to visit. We conduct a search on Yelp! Or Google For Thai restaurants near us in San Francisco. We pick a restaurant and walk to the place.
3. Purchase - At the restaurant, we decide the menu works for us, there's not much of a wait and sit down, so we order a meal, and pay. We've purchased.
4. Post Purchase - After we've finished our meal the restaurant owner asks us what we thought of the food, and points to their listings on social media sites such as Yelp! And other places. We make a recommendation there.
We need to combine the needs of the customer with each stage of the buyer journey. Consideration is where your customers are now in the buying process, they do not know anything about your product, are not considering it, but do have a need. What we'd do is sit down and talk through how we can bring customers from consideration to purchase and beyond.

Interests

Father of two kids, so spends a lot of time taking care of them. One is elementary age and the other middle school. When he does have time, he works on his personal podcast, all about Agile Marketing. Which explores how marketers use agile marketing to manage their work and marketing digital transformations. In 2021 he launched AIContentGen an analyst firm researching and reporting on the use of AI content generation tools.

Education

DeMontfort University, Leicester, England

Studied marketing in Leicester, United Kingdom. He recalls one of his professors always gave at least 2-3 examples and case studies during every lecture. As students, we were always amazed at his depth of experience and many, many case studies. It illustrates something fundamental about the marketing role, you need a lot of case studies.

This reminds him of the Steve Jobs quote, where he suggested Pablo Picasso said, "Good artists copy, great artists steal" except the quote was probably a misquote. Many other writers wrote similar ideas.

And T. S. Eliot said "Immature poets imitate; mature poets steal; bad poets deface what they take, and good poets make it into something better, or at least something different. The good poet welds his theft into a whole of feeling which is unique, utterly different from that from which it was torn."

This only goes to show that as the marketing professor illustrated as marketers we borrow a lot of ideas, and meld them into our own when building a marketing program.

The other lesson, marketers often move around a lot!

Manufacturing

20 Projects Completed

Worked with a number of manufacturing clients over the years, from filtration companies to dress manufacturers. Provided b2b and b2c digital marketing consulting. From help with SEO, to content marketing strategy, to support of website conversion, and marketing strategy.

Medical

20 Projects Completed

Worked with a number of medical, biotechnology, and pharma clients over the years. From providing content marketing, to SEO services, and overall digital marketing services.

Real Estate

20 Projects Completed

Working with a portfolio of real estate clients on their search engine optimization campaigns. Starting with SEO audits to develop a work strategy, and then implementing a monthly SEO campaign that includes 1) site optimization, 2) Page optimization and 3) link building. Work includes:
• Managing a team of 5+ remote SEOs for site optimization, page optimization and link building.
• Developed SEO strategic plans and audits. Using Ahrefs, SpyFu, Google Analytics, Google Search Console and Screaming Frog.
• Providing regular reporting on metrics and KPIs.
• Keyword and SEO competitive research.
• Developed writer briefs and managed content production using WriterAccess.
• Customer journey mapping, development of keywords, topics, and content.
• Author of book about real estate SEO.
• Writing another book on real estate VR.

High Tech

20 Projects Completed

Conducted a lot of B2B digital marketing over the years, working with a number of tech clients.

Pharma

10 Projects Completed

Worked with a number of pharma and biotech clients over the years. I once worked with BioData in San Francisco, we provided services to biotechs in California. Also provided customer journey mapping, SEO services, and content marketing services to clients.

Finance

10 Projects Completed

Worked with a number of banks from members of the top 5 banks in the united states, to smaller regional banks. Content strategy, SEO, email marketing, e-commerce, and website development.

Legal

10 Projects Completed

Provided digital marketing services to both trial and business attorneys. SEO, Content marketing, and website conversion services.

Electronics

10 Projects Completed

Worked with a number of manufacturing and engineering companies. Providing marketing strategy services.

Sports

1 Projects Completed

Worked on sporting e-commerce project. Providing digital marketing conversion, and SEO high end marketing strategy advice.

Book

2 Projects Completed

Wrote back about SEO and Real Estate. Recent search algorithm shifts and seismic movement in the advertising space have changed the SEO landscape. Are you keeping up?

This book was written to help the real estate professional navigate the new reality for SEO in real estate. To share the latest real estate-based SEO strategies, tactics & advice, and equip you with the tools to compete at a higher level–as larger companies begin to enter your market and apply pressure to your business model.

In addition, he wrote a book about corporate blogging in 2007. He has about 18 years experience with social media and blogging.

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