Ryan Paul Gibson

content lift

We help B2B businesses run investigative customer interviews,
so they can build a more qualified pipeline,
and avoid wasting money on go-to-market activities that don't influence buyers.

We map out a customer's entire journey in their own words.
We find the hidden reasons people are buying your product.

The data helps you make smarter choices with marketing budgets. 
It helps uncover ideas for messaging, campaigns, content and copy.  

All the stuff we do: 

* Primary Buyer/Market Research 
* Voice of the Customer Work
* Brand Perception & Identity
* Subject Matter Expert Interviews

Founder

RPG Marketing 

I work with B2B marketing teams as a fractional senior marketer,
helping build, launch and maintain marketing programs.

The benefits of hiring a part-time senior marketer are:
* Flexibility: I can work on a variety of projects, rather than one deliverable 
* Cost savings:  A senior skill set without an increase in headcount
* Dependability: I'm in independent contributor who can balance strategy and execution

My specialty is research, content and product marketing.
Some of the projects I've worked on for clients:

* Buyer & market research, gathering insights to create new personas and messaging
* Development of content strategies to support the entire customer lifecyle 
* Thought leadership and strategic narrative development with C-Suite 
* Sales enablement programs
* Copywriting for paid search, landing pages and other high-conversion content.
* Traditional PR activities with trade media and other communications tasks 
* Original research for whitepapers, ebooks and other content formats 

Happy to chat, walk you through these various projects and see if I can help in any way.

Fractional Senior Marketer

Invest Ottawa

I teach early-stage entrepreneurs the fundamentals of customer discovery. We cover: 

- different methodologies like Jobs to Be Done and Lean Canvas 
- different types of customer research
- how to define your research objectives and find potential buyers
- how to conduct 1:1 interviews with examples from projects I've run

Mentor - Customer Discovery

GrowthMentor

Mentor - Customer Research 

Rewind

Working with the CMO and the rest of the marketing team, I help the company refine it's go-to-market strategy and oversee special projects.

Senior Marketing Consultant

Managing content team & company strategy.

Head of Content (Interim)

Helping the company with Messaging, Content, PR & Branding as they build out their core team. I have led or assisted in the following projects: 

* Messaging frameworks for multiple products
* Customer research  
* Content strategy
* Tone & voice documents
* Audits & analysis of organic channel performance 
* Overseeing contract writers
* Creation of lead magnets (Reports, Ebooks, etc)
* Customer case studies 
* Content for product launches
* Sales enablement materials

Senior Marketing Specialist

Perth Brewery

Giatec | Smart Concrete Testing Technologies

Member of the senior leadership team, reporting directly to CEO.

Led development of annual operating plan for marketing, ensuring marketing activities aligned with overall business strategy.

Oversaw a team of six direct reports, responsible for Lead Generation (SEO, PPC, Content), Social Media,  Graphic Design and Web Development.

Worked with the product, sales and customer success teams to refine the go-to-market strategy and positioning of core product lines.

Created preliminary key messaging documents, brand guides and buyer personas.

Interviewed customers for success stories and content ideas; during tenure as manager, organic traffic increased on average 175% YOY.

Built relationships with industry analysts and trade media; successfully achieving media coverage goals in annual operating plan. 

Oversaw execution of tradeshows and events.

Worked with designers and UI/UX to improve customer experience and increase conversions on key landing pages.

Copywriting for google ads, landing pages and other high conversion content.

Marketing Manager

Entrepreneurs, Tech, Jobs. Rinse. Repeat.

Helped shape and execute marketing plans, to meet the strategic objectives.

Oversaw creative development of local, national and international campaigns.

Chief architect of the “Work in Ottawa” Campaign, which generated over six million unique impressions through our digital tactics.

Member of Amazon HQ2 Task Force Marketing Committee

Senior Marketing Strategist

Manager, Marketing & Content Strategy

Dan Rascal

P/T with Ottawa's strongest & spiciest video creative agency. 

http://danrascal.com/

Consultant

Northern Army

I help B2B businesses run customer interviews that don't suck / Founder @ content lift 🎈

Today B2B buyers spend most of a buying journey,
figuring stuff out on their own.

They spend weeks, months or years.
Trying to solve problems.
Evaluating solutions.
Trying to determine what’s credible.
What makes sense for them? 

Data from your dashboards & CRMs can help. 
Yet it’s a fraction of the buying story.
And this data typically measures the end.

Marketing teams have to influence the ENTIRE buying journey.
If you don’t have a detailed understanding,
of HOW and WHY you best fit buyer buys,
Then you will FAIL to influence their buying decisions.

In-depth customer investigations (aka interviews),
are the best process for reverse engineering the buying journey.
And the best source of data,
To build marketing & sales programs that win new business. 

Yet B2B teams struggle with this.
They tell me:

- We don't have experience in it
- We don't know how to be unbiased
- We struggle with how to use the insights
- We don't have the bandwidth
- We don't want to bother our customers
- We did it before and hadn't seen the value
- Honestly, it can be intimidating

It's hard out there for a marketing team
Always guessing.
Always spending $$.
Rarely moving the needle.

🤔 HOW I CAN HELP:

I help B2B marketers run better customer research interviews 🕵️‍♂️

After working with me you will have:
*  A reversed engineered buying journey, in the words of your ideal client
* A list of the business triggers & motivations for your target buyer (ICP)
* Insights on how to spend marketing $$$
* Possible solutions and action items for each insight
* Fresh messaging, campaign & copy ideas.

🤔 HOW WE CAN WORK TOGETHER:

There are three ways:
* I can run a turnkey research project for you ($$$)
* I can interview your customers & hand over the content ($$)
* I can teach you how to do it ($)

You can read my ONE case study in my "Features" section.

🤔 WHY ME:

I've logged 21+ years in Marketing, Branding & Communications.
I spent 3 years working as an investigative reporter.
I've interviewed over 1900 people in my career.
I've worked with over 100 businesses of all shapes and sizes.

👋 SAY HELLO!

- Feel free to DM me here on LinkedIn
- Send an email to ryanpaulgibson@contentlift.io
- Visit my website: https://www.contentlift.io/

We help B2B marketing teams run investigative customer interviews. 

We map out a customer's entire journey in their own words.
We find the hidden reasons people are buying your product.

The data helps you make smarter choices with marketing budgets. 
It helps uncover ideas for messaging, campaigns, content and copy.  

All the stuff we do: 

* Primary Customer Research 
* Brand Perception & Identity
* Subject Matter Expert Interviews

I help B2B tech companies harness the power of content and social media to build unforgettable brands, attract the right audiences, turn followers into customers and generate inbound demand.

Colin Steele Content Services

York IE

Doubled organic website traffic every year, with a more than 8X overall increase. Converted hundreds of organic blog visitors into platform users and marketing leads.

Increased LinkedIn following from 2,000 to 12,000 by posting daily longform content for target customers, running employer branding campaigns and empowering employee advocacy.

Helped the executive team increase impressions by 11X and engagement by 13X on their personal LinkedIn accounts by optimizing their profiles and consistently posting content relevant to their specific areas of expertise.

Generated more than 100 inbound links and dozens of pieces of mainstream media coverage by writing and pitching the semi-annual Fastest-Growing Startup Cities report.

Consulted B2B technology clients on content strategy (including SEO, thought leadership and PR) and social media.

Director of Marketing Communications

Head Of Content

Oracle

Managed editorial calendar and wrote copy for multiple Oracle-branded Twitter, Facebook, LinkedIn and Instagram accounts. Collaborated with public relations, marketing and design teams to develop and execute strategic campaigns. Monitored and engaged with employees, customers, media and analysts.

Provided live social media, video and blog coverage of industry events.

Ghostwrote blog posts for executives. Produced a regular podcast featuring interviews with customers, analysts and executives.

Senior Manager, Public Relations and Social Media

Directed blog and social media content strategy for Oracle Cloud Infrastructure and Oracle Dyn. Planned, wrote and edited content for the Oracle Cloud Infrastructure Blog and other properties. Managed multiple social media channels and influencer marketing campaigns.

Product Communications Specialist

TechTarget

Managed a large staff of writers and editors with a six-figure annual freelance budget. Oversaw the planning, production, and promotion of more than 100 pieces of B2B technology content per year across eight websites.

Founded two monthly e-zines and launched two websites. Managed multiple major industry projects, including the Best of VMworld Awards and Best of Citrix Synergy Awards.

Wrote and edited news stories, feature articles, and technical tips, and implemented search engine optimization best practices. Collaborated with sales and marketing teams to produce e-books and other content packages for sponsored programs.

Editorial Director

Associate Editorial Director

Executive Editor

Senior Site Editor

Site Editor

News Writer

North Of Boston Media Group

I wrote news and feature stories about the schools and local government in Andover, Mass., as well as larger news features for the Sunday Eagle-Tribune. I also took photographs and helped the design team produce maps and charts to accompany my stories.

Staff Writer, The Eagle-Tribune

I started off covering the towns of Essex and Manchester-by-the-Sea, Mass., then moved on to the schools and crime beats in Gloucester. I also revived the weekly Education Notebook column and the Cape Ann Student Profile feature.

Staff Writer, Gloucester Daily Times

Community Newspaper Company

I covered news and features in the towns of Boxford and Middleton, Mass., where I also took photographs and wrote opinion columns.

Reporter, Tri-Town Transcript

Director of Marketing Communications | Helping B2B tech companies build strong brands through content and social media

I’m a former journalist with 18 years of experience in B2B tech content. After 11 years at TechTarget, where I won multiple ASBPE Azbee Awards of Excellence, I moved to Oracle, working on marketing, PR and social media. At York IE, I doubled organic traffic every year and drove hundreds of thousands of impressions through executive thought leadership.

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