Yext integrated campaign
I was the editorial lead for Yext’s integrated campaign on AI-powered search, publishing two ebooks, 10+ sponsored articles, and two blog series, in addition to writing marketing copy and sales engagement content.
The goal of this campaign was to establish Yext as a thought leader in the voice search and digital marketing space, and to position our platform as a solution that helps businesses meet customers’ changing expectations by optimizing for AI-powered search experiences.
ebooks
How Voice Search Changes Everything
How Voice Search Changes Everything is a print and digital publication authored by Yext’s SEO subject matter expert.
I worked with the author to structure his insights into an accessible and engaging long read that stayed on brand without losing his unique voice.
Inspired by this evolution in tone, our graphic designer developed a cut-paper collage concept combining vintage style imagery with modern tech devices in a playful and distinct way. This facilitated a pivotal shift in both our brand aesthetic and our approach to long form thought leadership.
Great Marketing Minds: On Voice
Great Marketing Minds: On Voice is a print and digital publication featuring insights and observations about voice-activated devices from leading digital marketing experts.
I worked with our CMO to write the questions, then curated, edited, and organized their responses.
The questions were lighter in tone than typical for a thought leadership interview, yielding more casual answers. This aligned with the theme of conversational search, and set this piece of content apart from the rest our publications.
Integrated campaign
These gated ebooks were the anchor content pieces of an integrated campaign for our AI-powered search solution.
Over two years, we published 10+ sponsored articles, two blog series, and hosted 20+ webinars diving deeper into both the high-level business cases to optimize for intelligent search services, as well as tactical SEO best practices.
Thought leadership & lead generation
Sales support
We also partnered with the sales team on conference booth and speaker messaging, and on direct mail campaigns.
In support of this, I wrote marketing emails, direct mailer copy, leave-behinds, seller communications, vertical messaging, video scripts, and landing pages — contributing to a total pipeline generated for FY19 that was 112% to goal.
Results
$711k
Voice campaign generated pipeline
(first touch, all time)
112% to goal
Total pipeline generated
(all campaigns, FY19)
All images: Tyler Lee