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

jacmedia.co

As an experienced B2B content marketer, I'm best at campaigns for companies ready to make an impact. I have experience in lead gen and demand gen actions through audience research, content testing, and go-to-market execution. 

Let's talk if you're overwhelmed with: landing page copy, full website content, SEO results, audience ICP research, website content republishing, and a relevant platform distribution plan. Some of my best partnerships have included: HeyTaco, Blackstrap Media, Sustainable Concepts, Your Jerusalem, Wild Story Productions, and more.

Marketer

Go Mini's Franchising LLC

Organize for personalization and efficiency: local assets, security, and records.

Participate in organization-wide goals, including:
- Work-life balance for employees. 
- Service to our community marked by compassion and excellence.
- Complete work with the satisfaction of having done a day’s work in a day, not more and not less. We can all be mentally present with our families outside of work.
- Workplace full of integrity and respect in the way we treat coworkers, customers, vendors, and in dealing with the government.

Director of Focused Projects

Blackstrap Media (name changed to Kei in March 2025)

Developed high-level plans by creating marketing strategies that align with client goals.
- Reported to clients by clearly communicating the wins and adjustments of the strategy.
- Managed campaigns, carried out by building and maintaining marketing calendars and funnels.
- Planned and executed through developing cross-channel campaigns with meaningful outcomes.
- Measured performance on HubSpot, email lists, website views, and social platforms to evaluate campaign performance and make recommendations based on analytics.
- Standardized visuals to make sure that visual elements like the logo, tagline, and voice are consistent across channels to create a user-friendly brand voice.

Integrated Marketing Manager

Leading the Account Management team, staying up to date on project status and budget.
- A voice of strategy and goal completion for account managers
- Reported directly to the Operations Manager
- Delivered creative and strategy to clients
- Account Manager on Tier 1 Clients
- Managed strategy of campaigns
- Set up the team for success
- Managed deadlines and budgets
- Executed digital marketing strategies
- Displayed collaborative leadership skills
- Included traditional advertising elements in campaign management

Lead Account Manager

Sustainable Concepts, LLC

Nationwide Sustainable Building Consultants.
We’re here to help you create better buildings for people, planet, and profit.

Managed a full update of the website on WordPress.
- Conducted a current audience analysis
- Updated website color palette to be brand consistent
- Increased SERP visibility through content: up 94% at launch
- Discovered and presented marketing directed at keywords and decision makers
- Produced and published high-impact case studies of the most notable sustainability projects

Web UX Designer and Builder

RevGenius

RevGenius is a group of revenue-generating sales and marketing professionals brought together to learn, share, support, and grow with each other.

Member

Your Jerusalem

One of the hardest and most rewarding projects I've worked on. 
Customized evangelism coaching and training for your church.

The biggest part of this role was taking a manuscript from a Google Doc to publish it on Amazon. If you're considering a similar self-publishing journey, I suggest you go for it! However, prepare for it to take longer than you expect.

Some of my responsibilities included: 
- Research, anticipate, and address potential challenges throughout the publishing process.
- Creating a marketing campaign to ensure sales success on the Amazon platform and the website.
- Coordinate with author on securing ISBN and Amazon upload.
- Ensure compliance with publishing platform terms and conditions.
- Manage book listing, metadata, pricing, and distribution channels.
- Research and select ebook and print publishing platforms: book is available on Amazon!

- Track deadlines and milestones, communicating tasks to freelancers and contractors.
- Communicate closely with the author regarding scheduling, feedback, and progress updates.
- Facilitate communications between author, editor, designer, formatter, and other freelancers, clarifying deadlines and expectations.
- Oversee direction of formatting, cover design, and interior layout, brand consistency, and quality standards.

Project Coordinator

HeyTaco 🌮

Effortless recognition and meaningful rewards.

Working alongside the founder, my responsibilities included:
- Evaluate existing content performance, identify gaps, and recommend improvements
- Analyze content performance data to identify areas for refresh and distribution
- Align marketing goals to attract, engage, and retain target audiences
- Develop and execute a comprehensive content marketing strategy 
- Improve organic visibility
- Conduct a thorough content audit 
- Perform in-depth content research 
- Initiate and deliver content refresh initiatives
- Implement SEO best practices for blog content 
- Use audience needs to inform content creation and strategy
- Conduct blog content audit to identify underperforming content
- Implement keyword research, audience research, and link building
- Rewrite existing content to improve its relevance and SEO performance
- Develop and write compelling case studies that highlight customer success
- Define the target audience through research and data analysis to ensure content is relevant

Content Marketing Consultant

Blackstrap Media

A digital advertising agency in Evansville, Indiana. Advertising has a lot of moving pieces, we bring them all together.

A freelance opportunity that included:
- Audience Journey mapping and implementation
- Audience Research
- Persona Development
- Campaign Messaging
- Campaign Management
- Video Project Interviews
- Video Production

Marketing Consultant

Employer Blueprint

Through talent acquisition and leadership coaching, we help our clients gain more freedom in business and in life by developing a high-performing team around them.

Responsible for:
- Email platform set-up, list management, template structure, content creation, and monthly send
- Initiate and report on audience interviews
- SEO keyword research
- Audience research

Email Marketing Manager

Zuia Trafficking

One of the fastest projects I've delivered.

We imagine a community free from human trafficking and abuse.
Our foundational program of education, trafficking awareness, and entrepreneurship creates a different story for families at higher risk of becoming victims to human trafficking and abuse. Simple programs bring abundant change in individual lives.

Responsible for: 
- Wireframing, building, and delivering the website on Wix.
- Edited client-created content to read clearly to the audience.
- Established the wireframe of content to flow from story to mission to donation.
- Researched local narratives so locals in Tanzania and supporters in the United States resonate with the mission.

Website Designer & Content Manager

Make your content work for you | Content Marketer

An experienced B2B marketer, I believe that marketing is a conversation -- connecting people who have a problem with those who solve it. 

Implement marketing to make a difference in the bottom line of your business.

Your service and your business can be the right solution when you use marketing channels to connect with people at the right time. Very few businesses need to implement every complicated marketing theory that exists. You need to focus on marketing tactics (doing) using strategies (the thinking) that solve a specific problem for your customer right now. 

I enjoy creating content with a purpose, so let's chat about marketing together. There's a link at the top of my bio.

taplio

The Battle

Ryan Paul Gibson

Jodie Coher

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