Michele M.

Location:

Philadelphia, PA

Member since:

February 2, 2012

Networks

When did you learn that you were a content strategist?

I was a journalism major back before content strategy was probably ever really a thing. What was a thing back then was the inverted pyramid approach to copywriting... which in my opinion, is still a relevant model once you make it down into the weeds of content strategy, but I digress. My Type A personality combined with a mild case of OCD (allegedly) also makes my attention to small details extremely acute. I like to think I have a very systematic, logical way of approaching just about everything in my life, including content, which made understanding what I truly am exciting (and validating that I wasn't just a total control freak!) I had previously held an Account Director position for a smaller agency that lacked a content department, so much of the strategic development and execution was done directly by me. My content strategy chops evolved from there.

What content strategists do you admire most?

I've got to give props to Ann Handley, for holding what I assume is one of, if not the first ever Chief Content Officer position for MarketingProfs. I also read Erin Kissane, Kristina Halvorson and Joe Pulizzi, to name a few.

Tell us a content strategy that inspired you—

If I gave the predictable brand answer, it would be Nike. And as a specific example, their Write the Future campaign during the 2010 World Cup that bested the actual event sponsor, Adidas. I also believe Unilever has a great grasp on strategically motivating their target audience through content. American Express Open Forum as well.

I'd love to develop a content strategy for: a) Phillies, b) Free Library, c) Tastykake, d) other

I'd love to develop a content strategy for Tastykake. I hate to see heritage brands lose their perceived value because they are not able to keep up with marketing trends or leverage the appropriate channels to reach their consumers.

Introduction

Well hello! I'm Michele Miller, Director, Content Strategy for EPAM Empathy Lab. I have 15+ years experience in both traditional and digital media, and love motivating clients to think differently about their content through collaborative ideation.


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