Portfolio
Digital marketing and content management
Normandeau Associates
When this environmental consulting firm needed a refresh of its extensive website in 2023, I worked with MAYO Web Designs on site map design, SEO, and writing content. My approach was to transform a dry, policy-focused website into content that positions Normandeau as a group of smart, curious, and dedicated scientists who bring their best to every project.
idea hub
In 2020, Boston University School of Public Health created idea hub to elevate its reputation among policy makers and business leaders. I created a content campaign for the initiative’s launch which included a new SEO-focused website and social media content. In the months that followed, I developed a long-term content strategy focused on thought leadership that highlighted emerging faculty research. This included editing faculty articles to eliminate academic jargon and more directly speak to the target audiences.
Beth's content strategy is a continuous source of inspiration for me and our working relationship is easy because she understands our brand and goals. More importantly, each piece of content she completes adds tremendous value to our clients and agency.
— Carrie Mayo, President, Mayo Designs
Copywriting
Microsoft Partner Marketing as a Service
As a Senior Copywriter for the Microsoft PMaaS program at Indigo Slate, I led a team of writers that created lead gen and GTM campaign copy for tech companies across the globe. These campaign packages were produced at scale, and my role included copywriting end-to-end campaign assets, training staff, creating gen AI agents for content production, and working with the strategy team to ensure the work was aligned with both Microsoft and the partner’s standards. As a result, the project team completed 250 high-quality digital campaigns in FY25, including more than 40 e-book LinkedIn lead gen campaigns. Here is a sample of that work.
Beth served as Senior Copywriter on the program, but her role and influence extended far beyond that title. Her exceptional professionalism, collaborative spirit, and unwavering commitment to excellence were instrumental in the program’s success.
— Tony Malaj, Lead Program Management COE, Indigo Slate
E-books and
long form
Arctiq
North American IT and security provider
E-book lead gen campaign
This innovative tech firm wanted to generate new business for its cybersecurity services. Looking to move away from the clichéd “it’s not a matter of if, but when” messaging, the Indigo Slate PMaaS team presented a succinct overview of today’s security landscape and emphasized the tangible benefits of a comprehensive security approach. The resulting campaign met its conversion goals and exceeded lead gen goals by nearly 25%.
2023 Unit 42™ Network Threat Trends Research Report
Copywriting and editing
Palo Alto Networks Unit 42™ research team is an industry leader. In this report, I took information about current trends in malware and the evolving threat landscape, crafting a compelling executive summary and revising copy and data from Unit 42 team members into a cohesive narrative—all on a tight deadline.
Beth has the extraordinary ability to make difficult concepts and topics easy to grasp without “dumbing down” the content she creates (or even giving that perception to the audience).
— Marc Thaler, Director of Content & Creative, Indigo Slate
Blogs and SEO
IBM Blog
In 2021, IBM began building out its website content to rank higher in searches and target technology decision makers and C-Suite thought leaders. Over the next two years, I worked with Centerline Communications and IBM to draft SEO-focused blog content aimed at this audience. Many of these posts are today found at the top of Google rankings for their topics. Here are a few of the more than 50 posts I wrote:
What is endpoint detection and response (EDR)?
Kubernetes vs. Docker: Why Not Both?
Observability vs. monitoring: What’s the difference? (Ghostwritten for IBM leadership)
FISCAL community banking software
This financial sector SaaS needed to raise awareness of its unique software for small to mid-sized commercial lenders. Working closely with FISCAL’s head of sales and the account team at Conveyor Marketing Group, I drafted highly-focused blog posts targeted at commercial lending decision makers. As a result, FISCAL achieved top 10 Google rankings for more than a dozen highly niche and competitive commercial lending, credit tracking, and underwriting keywords.
Lacerta
I wrote numerous blog posts for this plastic food packaging manufacturer for a technical decision maker audience as part of a SEO-focused content marketing campaign highlighting the company’s move toward sustainability and other food packaging innovations.
Beth is a thoughtful leader, a superb writer, a strategic thinker, and a social media guru. She possesses a remarkable ability to develop new ideas and turn them into comprehensive action plans. Beth's vast experience with the media, advertising agencies, corporate communications, and running her own business allows her to approach projects holistically and with expert precision.
— Russ Kelly, Chief of Public Affairs at Hanscom Air Force Base and former Director of Communication for Eversource’s Northern Pass Project