Globia Content Marketing

Globia is a content marketing agency helping language services and language technology companies drive revenue with buyer-aligned content strategy, editorial planning, and content development. 

We do: 
•	Content strategy - buyer personas, channel strategy, differentiation, messaging. Strategy answers the question: "Who do we speak to, how, about what, and where?"
•	Calendar planning - full funnel, across all content types 
•	Content repurposing - create once, re-use everywhere (CORE)
•	Content development - writers with localization expertise
•	Content team or agency management 
•	Competitor content audits 
•	Thought leadership programs 
•	Social selling strategy - teaching teams the why and how of LinkedIn 

DM me with your goals and questions about how I can help. 

https://globiacontent.com/lspservices

Content Marketing Strategist and Business Owner

Assistance League of Boise

ALB helps local school-age kids. As a volunteer-led organization we: 
•	Assist local low-income school age kids to select coats, shoes, and clothes as part of the Operation School Bell program (~3,500 children)
•	Help high school students choose and rent low-cost tuxes and dresses for formal dances with the Cinderella’s Closet program
•	Work in the thrift store which is the major generator of program funding
•	Run monthly membership meetings as chair

https://www.assistanceleague.org/boise/

Chair and Volunteer

PROS

I managed the content marketing strategy and operations for their SaaS platform. 
•	Worked to understand product and buyer (aka buyer persona) and tailored content accordingly
•	Authored content and provided editorial, including for blogs, e-books, websites, and social. 
•	Developed content strategy within ABM context
•	Partnered and collaborated cross-functionally with multiple departments and stakeholders, including social, digital marketing, product marketing, and product management. 
•	Overhaul and reboot of blog, including optimizing all content for SEO.
•	Hired team and built operations, including implementing PM tool (Monday.com). 
•	Implemented data-driven measurement and reporting strategy. 
•	Championed brand voice and style and helped determine how it manifested across all content. 
•	Worked with social media manager on maximizing promotion of content.

Senior Content Marketing Manager

I was responsible for content marketing initiatives for a $400M business such as:
•	Positioning, differentiator/USP, competitive strategy, buyer persona research, branding
•	ABM campaign development and deployment
•	Content strategy and planning / editorial calendar management
•	Content development including blogs, videos, ebooks, solution briefs, social content and industry articles
•	Podcast planning and production (first podcast in industry: GloballySpeakingRadio.com)
•	Webinar planning and production
•	Market and competitor research
•	Project management and team management (remote)

Moravia

Responsible for global strategic marketing initiatives for a $400M business such as:
•	Positioning, differentiator/USP, competitive strategy, buyer persona research, branding
•	ABM campaign development and deployment
•	Global content strategy and planning / editorial calendar management
•	Content development for global audiences including blogs, videos, ebooks, solution briefs, social content and industry articles
•	Podcast planning and production (first podcast in industry: GloballySpeakingRadio.com)
•	Webinar planning and production
•	Market and competitor research
•	Project management and team management (remote)

•	Identified and built services matching client needs, conducted research on market demand and competition, and developed strategies related to pricing, product naming, brand look/feel and go-to-market approaches. 
•	Created sales training and sales enablement materials. 
•	Applied extensive market and competitive research and analysis strategies to identify four new specialized service offerings to address the needs of Fortune 500 clients. 
•	Drafted business plans and ROI calculations to drive creation of customized products and services for global clients. 
•	Became subject matter expert (SME) for new services.
•	Identified operational gaps and built capabilities in order to execute new services.
•	Assisted with product messaging, value propositions and go-to-market (GTM) strategy for the new services.
•	Created sales enablement presentations and documents for training, services, and messaging strategies.

Sr. Product Marketing Manager

•	Custom-built specialized globalization solutions to address the needs of Fortune 500 clients. 
•	Created customized programs and services based on extensive research and interviews, designing unique, client-based solutions, aligned with specific business needs.  
•	Built teams and operations to complete the new scope of work. 
•	Drove positioning, branding and naming of new service offerings. 
•	Procured over $3.2M of new business through authoring proposals, determining pricing, delivering presentations, and building trust and a reputation of excellence with prospective clients.

Solution Architect

•	Interviewed business unit leaders to assess training needs
•	Developed training programs for global colleagues 
•	Instructed groups of up to 100 people remotely and in-person
•	Focused on customer service, influencing and team-building/management, and Gen Y in the workplace
•	Designed and completed benchmarking and satisfaction assessments

Strategic Training Manager

Lionbridge Technologies

•	Analyzed the needs of Fortune 500 companies to make concrete recommendations
 regarding globalization SaaS, translation services, and language strategy consulting
 •	Made frequent VP-level presentations to describe service offerings to clients
 •	Developed training materials for sales and operations
 •	Worked with operations to ensure transition from project award to active program
 •	Conducted market research to understand needs aspects of business in 50+
 countries
•	Created service programs for prospective clients to meet their business needs
•	 Drove new operational models to align with and achieve client goals
•	Developed complicated ROI calculations and profit/loss statements
•	Created processes to maximize the time and effort of all contributors
•	Effectively managed collaboration and performance of local and remote (off-shore)
 contributors

Solutions Architect

•	Managed up to $20M of annual revenue, including effective control of profit/loss and
        cost of sales
•	Served as primary operational liaison with HP and several other Fortune 500 clients;
        ultimately responsible for successful program execution
•	Managed up to 15 direct reports; managed hiring, training, performance,
        promotions, and terminations
•	Directed, at a high level, the daily production of all North American content
        development projects
•	Defined and mandated quality processes to ensure consistent delivery
•	Developed and delivered training on a variety of topics such as working with remote
        colleagues, quality processes, risk mitigation and troubleshooting, and excellent
        customer service
•	Created proposals, cost estimates and solutions for clients such as HP, Nokia,

Business Unit Manager, Content Development

Provided customer service, program management and solution building to several local (Boise) divisions of HP.

Client Services Manager

Sakson & Taylor

•	Managed client projects, including scope, schedule, budget and issues/risk resolution.
•	Coordinated the work of different resources.  
•	Provided solutions and consulting to various clients on technical writing process (including XML and content management strategies). 
•	Liaised with the localization partner to make sure content reached global markets.

Project Manager

Fractional Head of Content Marketing / Expert content strategy, precise editorial planning, and top-notch writing / Specializing in the language services industry

I build and run B2B content marketing programs that drive awareness and growth, focusing on the language services industry.  I usually come in and optimize / expand current programs, rather than building from scratch because most of my clients are already doing some form of content.  

BUT, if you are publishing content but aren’t growing your audience and seeing an increase in revenue then something’s deeply wrong. 

Content marketing should give you 6x the ROI of other marketing methods. 

But yet marketing directors tell me they: 
--are blogging and posting on social but it’s random and they want to 'put strategy around it'
--have a sales team saying ‘where’s the content’ or ‘our content sucks’ 
--lack the bandwidth or expertise to build a content strategy themselves
--have an agency writing their content but are frustrated because they don't understand the industry 
--don’t know what their target audience wants to hear about so are just copying what competitors write about
--have a content development process that is chaotic and stressful 

If any of these challenges ring a bell for you, there's a fix:  

Long-term, part-time content strategy and program execution that drives awareness and leads, frees up your time, and grows revenue for your business.  

If you work with with me you will get: 

➡️ Revenue growth from content aligned with your top-value buyer
➡️ Done-for-you execution of your ongoing full-funnel content program
➡️ Multiplier on your content ROI because of planned repurposing and broad distribution
➡️ High-quality, substantive content due to my subject matter expertise  

My clients would say I am both strategic and tactical, I focus on teamwork and clear communication, and that I provide organization and focus to everything I touch. 

‘Lee is a rare gem! She is not only fluent in the language of localization, but also keeps her finger on the pulse of content strategy best practices. From helping us produce compelling campaigns, to refining our personas and improving operational efficiencies, she has been an invaluable asset to our team.’
—Natalie Ayers, Senior Director of Marketing at United Language Group

And what about me as a human? I love to hike and run trails, cook, golf, and travel (34 countries so far). Lifelong student, teacher, and writer.  I was born in Peru and I speak Spanish. I live in Idaho with my husband, son, and Westie terrier. 

If you're a language services provider who needs to improve your content program to drive growth, DM me. We can chat about your goals and gaps.

Www.globiacontent.com/lspservices

I often see overly complicated explanations of BOFU/MOFU/TOFU. (And since we marketers can't seem to get rid of this framework, which has flaws, I'm just going to flip it upside down to reflect what I recommend).  

I'm all about keeping it simple, so:

TOFU - ‘what is’ content
MOFU - 'how to'
BOFU - 'how WE'
 
And how much to create of each type? Your funnel mix should look like this. 👇 

10%, 45% and 45%. 

Overweighting on TOFU is a mistake, because AI chat and your competitors have it covered and it does little to differentiate you. All too often, it’s content wrapped around a keyword, ala 2015.  Unfortunately, TOFU is easy to write (ie, little thought leadership), so I think that's part of why teams are still overweighted there.  


Yes, there will be variation for your industry, category (new or old), business size and goals, but my point is to shift your focus to content further down the funnel.  

Is your team shifting your content down the funnel?  If not, why not?

Lee Densmer

I turn ad hoc, disconnected content efforts into a focused content marketing program that drives revenue / Content strategist, author, and teacher

So many of us marketers did not study marketing. It doesn't matter. 

If I could go back in time to my university days, I would not make different choices.  I have three degrees, 2 of which didn't put me on any direct career path.   

🔹 I have an English degree in professional writing, which taught me how to think, research, draw conclusions, and put my findings into the written word.  

🔹I have a degree in secondary education which has helped me understand how to relay concepts so the maximum number of people can understand it.  I’ve learned how to bring information clearly to others.  

🔹I have a master's degree in Romance language linguistics. I learned to see the world through the lenses of others, to play with language, and to see parallels across language structures. This has made me both more empathetic and more creative. 

Overeducated? Maybe. 

But perfect content marketing qualifications: writing, teaching, and understanding people through language and culture. 

What did you study that prepped you for your marketing career?

I turn ad hoc, disconnected content efforts into a focused content marketing program that drives revenue / Improving ROI of complex, established enterprise content programs / Content strategist, author, and teacher

Bottom of funnel content is where the $ is, but many B2B blogs don't have much of it.   (Especially services companies).  

It's where you should be putting your effort right now.  

Quick check: is your blog full of 'what is', 'how to', or 'how we' content? The latter is bottom of the funnel.  

To help your team do more of these, here's a terrible BOFU blog post outline: 

- This is who we are
- Here are our product features
- Here’s our pricing

Now here's a good one:  

- Here’s your challenge and why it's hurting you
- Here’s how this specific service or product of ours can help you
- Here’s a success story or social proof to convince you we're the best choice
- here’s how to get in touch with us to talk about a solution to your challenges

 Bonus points for SME insights or a strong opinion on how to fix what your customers are struggling with. 

What’s holding your team back from writing conversion content?

I build efficient, revenue-generating content programs out of ad hoc, disconnected content efforts / Content strategist, author, and teacher

Content marketing is the system that turns what your people know into what your buyers need to learn.

That’s literally it. 

Read that again then ask: 

🔸What do our buyers need to know in order to buy from us? 
🔸What are their top questions on calls? 
🔸What are their objections? 

Start there.

I create content marketing strategies to bring global customers closer to your brand / I fill the content marketing gaps on small B2B marketing teams

I help marketing leaders turn scattered content efforts into a focused system that drives revenue / Business owner, author, teacher, and traveler 🌎

Look what I’m reading now. 

B2B content marketing strategy by Devin Bramhall 
 
Love the chapter on building a content culture.  It’s about the problems that occur when you don’t align teams and it gives frameworks to fix it. That chapter is a must read for any marketing team struggling to reach goals with their content program.  

what are some other good reads out there for marketers who need to shift their content programs?

It's pretty crazy to see blogs with 497 articles in them, some from 2015, and yet no one has the priority to clean that up (update, refresh, archive) so that searchers and LLMs are getting valuable, current content. 

It's like having a closet that's overstuffed with jeans that haven't fit you since high school.  (Nobody needs that level of emotional baggage). 

So, when I do my 1-hr strategy calls with marketing leaders, one of the easiest  and most effective things things to start with is the blog. 

You can pretty quickly tell if the blog strategy is anemic, outdated, or overactive. 

🔹is there a breadth of topics covered?
🔹 Are the same topics covered multiple times? 
🔹 Are the posts all from the past two years or are some from 2015? 
🔹 Are they long and detailed enough for readers, LLMs, and search engines to like them?
🔹 Are they well formatted? 
🔹 is there content across the funnel or is there too much at the top? 
🔹 Is any of it real thought leadership? 

For one recent client we decided their blog was too top of funnel (generic) and bloated at 298 articles. We decided to do more bottom of funnel content, update highly performing  or customer-relevant posts, and do a massive purge of old content.  

Many marketing teams can’t see the forest for the trees because they have been creating those trees for many many years.  In an hour’s time we can formulate a strategy that will yield much better results (leads, conversions, ai mentions, brand awareness) with the blog. 

Are you aware you could be doing better and interested in an outside expert’s opinion on your content? You can schedule a strategy call with me – link in comments.

I met with a cmo last week who had spent thousands for a ghostwriter to create content for a leader in their company who had a large audience. They thought that the combo of the large audience and the ghost writing would really grow their business. 

It didn't. 

It's my guess that that the ghostwriter did the writing, but wasn’t able to also do the thinking. 

That was the death of yet another ‘thought leadership program’.  

So I told him: 
🔹 Thought leadership content requires that someone has original ideas and is willing to put them out there in the market. Being a thought leader requires deep thinking, testing ideas, writing about them, and distributing that content. 

🔹 Most CEOs and founders are not thought leaders. Sorry! They don’t have time and  it's not their purpose: they are busy building the business or answering to investors.

🔹 Ghostwriting may not be the right answer. A ghostwriter is not and cannot be a ghost thinker. They need to partner with your SME or potential thought leader to pull out those interesting thoughts and write posts in their voice. The actual thought leader must participate - non negotiable.  

🔹 Thought leadership should show up in blog posts, webinars, newsletters – all over the place. Social posts, being short form content, aren't really of enough length to deeply explore ideas.  

The answer? Successful thought leadership programs happen in partnership with a content marketer. 

In a structured program, thought leaders can be found within your org, coached, mentored, collaborated with, and grown.  

Succeeding requires understanding the factors that play and hiring the right people to help out with it. 

If you want to build a thought leadership program that works, hit me up. One opening in December. 🙋‍♀️

It's so frustrating to me when CMOs abandon or deprioritize LinkedIn when they don't see results (ie leads) quickly. 

Then I go look at their corporate handle and it's all 'we are excited' posts. aaaaagh 

Instead, I advise my B2B clients to go all in on social selling. That's employees posting on their handles, commenting, and sending DMs.  Don't bag the corporate posting, but do this ALSO.    

I've seen calls booked within a week of starting the practice. 

Why? Because employee handles get 561% more reach than your brand's account. 🤯🤯🤯

So what is your business doing to: 

🔸 encourage employees to share work-related content on here?
🔸 make it easy for leadership to post a 2-3 times a week? 
🔸 help employees build their personal brands?

First, you need to need to show your colleagues how it benefits them, your brand, and their career. 

Then teach them how to do it. (Many companies ask but forget to teach).  And finally, mentor and coach them over time.  (Some companies teach but don't support.)

I've taught 8 teams how to do this in a workshop setting. In each case, when done well and the employee commits, leads and sales have come of it. 

One business development manager got a lead in the first week that led to a $500,000 contract.  

If you're a CMO or Chief/Director of Sales who wants to explore social selling and help employees build their personal brands, I offer a 90 minute live class that covers optimizing your profile, commenting/engaging, posting, and sending DMs.  The workshop is fun and interactive and teams leave feeling empowered. 

Interested? Send me a DM.

"Sales enablement" is crucial for driving your growth, but few seem to know really what it is and few marketing teams prioritize it.  And yes, marketing should own this.  

But what is it and how? 

(TL;DR - it's the process of helping the sales team use your content to close business.)

I go through the who/what/why/how in my latest article.  👇

I’ve done content strategy for 10 clients over the past year and no matter what strategy we dream up (wishlist) you know what happens at the end? 

We lean into what their unique advantage is as a content team.  That’s how we prioritize activities on that wishlist.  

This means that though I could tell them it would be great to write ebooks, do more video content, double down on social, and on and on, in the end they really must focus on what the team is good at or ALREADY has in place.  Leverage what you've already got. 

Can be a person or an asset: 

🔹You’ve got a person with great podcast experience but someone is stuck on doing registered webinars. 
🔹You’ve got a great writer but are dragging your feet on a newsletter.  
🔹You’ve got 500 blog posts.  Please update those before creating more. 
🔹Your CEO has 20k followers on LinkedIn and doesn’t post. Whaaat?

'Should do' must be separated from 'want to do.' This is how you do that. 

So what is your team’s competitive advantage already? This matters as much as your company’s. 

Start there.

Content, Simplified: The Biggest B2B Content Marketing Mistakes and How to Fix Them 
 
is now available on Amazon! Link in comments.

Have you started yet on your 2026 content strategy to bump your pipeline numbers in the new year (and continue to justify your existence)? 

Time to get moving: 

It takes a while to assess the effectiveness of what you did the previous year and then put your evolved/updated strategic plan on paper. 

So, do these 4 things: 
🔹Set up your strategy team now. Have the players changed? 
🔹Find your 2025 strategy deck and measure yourself against it. 
🔹Take some time to understand what happened in 2025 and where you are succeeding.  
🔹 Set up your first meeting to plan the plan to update the strategy.  

My book covers 40 problems I've seen over time with B2B content strategy and offers new approaches that work.  It might help you as you assess 2025 move into 2026. 

DM me if you want a discount for teams.  

If you need help with your 2025 strategy – I have just 1 opening in December.

2026 strategic planning steps

A firm ‘no’ is strategic.  It’s as important to decide what you will not do in your content program as it is to decide what you will do. 

So I tell my clients no all the time (but in a nice and diplomatic way - I'm not a jerk).

The times I say no allow time/space/budget for the YESs that will move your business in the right direction.  

Here are a few of the top things I probably will tell you no to do: 
🔹Write a newsletter that is just links out to your blog
🔹Profile all 15 buyer personas that 𝘮𝘪𝘨𝘩𝘵 buy from you
🔹Gate case studies and ebooks (at least not all of them)
🔹Use social media as a billboard (think ‘we are excited to announce' content)
🔹Write thought leadership pieces without thought leader input (ie, traditional ghostwriting)
🔹 Write new blog posts every week when you have 279 that can be updated 
🔹 Write 'what is' blog posts that your competitors also wrote 
🔹 Work ad hoc in email, phone conversations, and teams chats (I’m going to organize you in a PM tool)

Trust your experts when they say "I'd recommend something else".  

my experience with 22 companies in 20 years has shown me a more than a few things aren’t great for brands in 2026 if they want to grow their revenue.  I have plenty of regrets from saying yes to the wrong things but now know what to avoid. 😬

If you want a strategist and a doer who will say no to you, nicely, DM me. I have one opening in December.

I'm kind of tired of the "boring versus bold" conversation around B2B content. Is content really one or the other? I think it's not the right dichotomy, especially if "bold" means edgy, in-your-face, flashy, or controversial (and that is off brand for you). 

It's ok to NOT be bold. It's ok to be serious or even academic in your content...if that vibe is right for your audience. (Like maybe manufacturing or life sciences.) 

And also, who cares if you bore people who are not your target audience? Great content repels the wrong customers while it attracts the right ones.    

What you actually need is content that sets you apart from your competitors.  Standout content.  

I think there are 5 characteristics that make content stand out.  👇  Your content doesn't need to have all of them, so choose a few that you can accomplish. 

But yet knowing these 5 and saying 'yup' doesn't actually bridge the gap between blah and standout content.  

You have to write editorial guidelines and train your writers on them. Your editorial guide should get as granular as suggesting words to use (and not use) to make your content sound human, opinionated, and unique (your TOV). 

You can also create custom ChatGPTs or agents to help make sure your content sounds like you. 

So, how is your brand making sure your content stands out? 

(This is chapter 3.1 in my book.)

Are you a CEO, founder, or owner of a small to mid sized businesses who: 

—wants to put out more content to build authority and awareness but is not sure what to talk about
—doesn’t have the time to figure it out and experiment 
—finds the whole thing unbearably frustrating 

If that’s you, would you be interested in a three month sprint where I help you hands-on figure out: 

- topics in your zone of genius that your audience will care about 
- what kind of content to create (blog, social, newsletter, videos)
- how to get your ideas out of you and into publishable formats

My system helps you harvest your best ideas, put them into the world in various formats, and do it consistently in 2-3 hours/week.  

It’s some "done for you": I will write you a couple blog posts and newsletters. 
And some "done with you": I’ll teach you how to do it yourself so you don’t need to keep paying for it. 

I recently helped one CEO and small business owner decide what she wanted to talk about and how to capture her expertise, and then we put it all together in a newsletter, monthly blog post, and biweekly social that all told the same story.  It did not take us long to capture her knowledge and turn it into content - a couple hours a week. 

And she had fun doing it (most important). 👇 

If this sounds like something you might be interested in, send me a DM or comment 'yup' below.

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