SparkToro

SparkToro is an audience research startup founded by Rand Fishkin and Casey Henry.

I launched and send a newsletter that goes to over 60,000 subscribers and has a 40% open rate. I also launched and host Office Hours, our series of webinars that garner as many as 1,200 registrants per show. I also coined the phrase "zero-click content."

VP of Marketing

Wix Studio

As a product advisory board member, I supported the Wix Studio team on product development and GTM strategy.

Product Advisory Board

Growth Machine

I grew the podcast to 20K downloads, launched the YouTube channel, and sent out a weekly newsletter with a 30% open rate.

Growth Machine is an SEO & content creation agency. Growth Machine has worked with sites like Sumo, Patreon, Kettle & Fire, Four Sigmatic, and many more.

Head of Marketing

Liftopia, Inc.

I led marketing for Liftopia, the leading provider of dynamic pricing and online ticket sales platforms for high volume ticketing businesses. I further grew the Liftopia Blog audience, improved email lifecycle, and yielded a positive ROI on paid acquisition.

Amanda Natividad, Inc.

Strategic marketing services from content marketing deliverables to product marketing collateral, top-line messaging, and more.

Marketing & Creative Consultant

Fitbit

I headed up B2B content marketing strategy for Fitbit Health Solutions, having led creation of thought leadership content, customer success stories, conference agenda/content, and social media. In 2018, I led the launch of the Fitbit Health Blog, as well as Fitbit Health Solutions' LinkedIn, Twitter and Facebook channels. During my tenure, I helped build out the B2B marketing team.

B2B Content Marketing Lead

NatureBox

NatureBox is a direct-to-consumer healthy snack company. In leading content marketing and communications strategy, and helping to shape the company's voice, I wrote website messaging, product messaging and brand collateral, and hired and managed a PR agency. Leading the content/social media team, I was responsible for editorial direction, created healthy recipes for the NatureBox Blog, and oversaw social media strategy.

I secured reviews and features in TechCrunch, Lifehacker, Forbes, StrictlyVC, Fast Company, Kotaku, and USA Today, among others. I helped increase blog growth by over 50% within my first six months. I also named 45+ snacks, including the deliciously received "pop pops", and I coined the phrase, "snackisfaction guaranteed."

Content Marketing & Communications Manager

Los Angeles Times

I cooked. I ate. I wrote. Aside from having tested recipes by prepping, cooking or baking dishes from start to finish, I assisted with food styling in photo/video shoots. I wrote articles about upcoming events and restaurant openings, and have also been featured in “how to” online videos.

Test Kitchen Cook & Freelance Writer

Gigaom

I juggled various roles in news production and marketing. I managed editorial partnerships; managed the social media accounts; created graphics, tables and charts for news articles; copy edited and coordinated workflow among the reporters; wrote the community guidelines and moderated comments across the sites; and assisted with editorial copy for in-house events.

One highlight during my tenure was a TV appearance on KTLA News during the technology segment to discuss streaming video services.

Editorial Producer

Lifescript

Lifescript.com was a women's healthy living site (now owned by Everyday Health). I wrote/edited feature stories; edited/produced the recipe and diabetes newsletters; managed the recipe database; edited food/recipe features; produced art and graphics; wrote daily health news roundups; and helped troubleshoot the content management system (CMS).

Editor & Producer

VP Marketing at SparkToro | Can keep hydrangeas alive in a vase for 10 days

I'm currently VP Marketing for audience research startup, SparkToro. I also co-host the Meme Team podcast, where Sonia Baschez and I discuss the marketing logic behind viral moments.

I've spoken at conferences like AdWorld, MozCon, and SaaStock. I've guest lectured at Columbia Business School, Cornell University, Stanford University, and University of Washington. In my spare time, I teach Content Marketing 201 which I host on Maven. I'm also a Le Cordon Bleu-trained chef, and a former journalist.

Be sure to scroll down to the bottom of my profile to see the top 100 lists that I am not in.

Stop treating content like a vending machine. Start treating it like a service.

I call this method Content as a Service (CaaS) where every asset has:

- A client: the internal team it serves
- A job: the business outcome it drives
- A metric: how we’ll know it worked

This was how I ran my B2B content team at Fitbit. That simple mindset shift changed everything. Sales started coming to us first instead of last. Output went down — but impact went way up.

We weren’t asking, “What should we publish this week?”

We were asking, “What asset would actually shorten the sales cycle?”

That’s the difference between content for content’s sake and content as a service.

👇 I share the full framework (plus the CaaS map and intake brief template) in my latest SparkToro post. There’s also an audio complement to this advice — I recently discussed CaaS on Corey Wilks’ Creator Alchemy podcast.

Amanda Natividad

VP Marketing at SparkToro | Originator of "Zero-Click Content"

In a CaaS team…

Every piece of content performs a clearly defined job for another function of the business.

New post on sparktoro dot com slash blog.

The CaaS Map shows, the content type, client, and metric. An example of this would be a case study, sales, and win rate.

Taplio

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