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

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?

Lee Densmer

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

I just unsubscribed to 12 newsletters. 🙄 

Most were just links to blog posts, webinar announcements, or lists of product updates I didn't ask for.

There are only a few that actually teach me something every time they show up. 

That's the difference between a newsletter people love and one that just causes inbox clutter.  

Here are a few things that make a newsletter worth keeping:

🔸 Give readers insight into and answers to their problems, not your news

🔸 Write native content that stands alone in the email

🔸 Send from a real person, not "The Marketing Team"

🔸 Skip generic subject lines like "Latest Newsletter". What are you talking about today? 

🔸 Send consistently—monthly or bi-monthly

🔸 This isn't long form content like a blog or article, so make it skimmable with short paragraphs and clear structure

🔸 Put your pitch at the end like a P.S., not front and center

Make people glad they opened your newsletter. 

Do not treat your newsletter casually: email marketing still has a commonly stated ROI of 400%.   And high unsubscribes are a signal that you must do better. 

Go audit your last newsletter. Would you forward it to someone you respect?

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

A few months ago a $100M company engaged me for an hour to review their social media strategy. 

We started by looking at their planning spreadsheet. 

17 tabs 

--1 for each channel, with the posts actually being written in the rows (678 rows there already)
--1 tab for hashtags to use 
--1 tab for all the holidays to remember to post about
--another for employee anniversaries to post about
--yet another tab for 'best practices' related to posting on social
--one more for people to add articles that maybe would be interesting to post about called 'inspo' 
--one more for an approval workflow

You get the idea 

I wish I was making this up. 😬 

The poor social media manager had to write the posts in there, get someone else to review it (editing in Excel is NOT a thing, please), and then paste them into LinkedIn for publishing. 

To hell with that. It's a classic example of layers of strategy, random ideas, and all the best intentions accidentally turning itself into a hot complicated mess over the past 3 years.  

At the end of the call we agreed to author the content in a doc file so it could be easily edited, use Publer to schedule posting (and make reuse and first comments really really easy), forget about the hashtags completely, and I even convinced them to not do the workversary posts (clients don't care).  

I think the social media manager cried a tear or 2 of joy. 

DO NOT OVERCOMPLICATE your strategy.  

Simple is strategic.  

If you need help simplying something messy, DM me. I've got bandwidth in 2026.

One of the first things I ask for when I’m assessing a content program is buyer personas.  

Many of the teams I work with have beautiful buyer persona decks and documents. Well formatted, lots of words, lengthy.  

And yet….missing the mark. I see demographics that don't matter (college degree, average income, marital status). They detail what they buy but not WHY. 
And often there are far too many of them - 12 in the case of one team I worked with. 

What a waste - because you really do need tight buyer personas so you can choose the right topics, create the right format, and publish in the right channels. 

Remember what I always say: Simplify to be strategic.  

You don't need more personas or more detail. You need things to be so clear people can quickly use it to do better work.  

Great buyer persona documents do three things well:

🔸 They cover motivations, goals, pain points, and objections instead of demographics
🔸 They connect to specific content decisions (topics, formats, channels)
🔸 They're short enough that someone can remember them without scanning a 10 page .document (I distill these to one slide)

Test: if your sales and marketing teams can't describe your top three buyers and their pain points concisely, you have a clarity problem.

Clarity beats complexity every time. 

How many buyers have you profiled?

‘All brands should be storytellers.’

Great, but what does that really mean? 

For those of us who weren’t English majors maybe it’s a little baffling. 

I like to define things in simple terms so people can understand and execute. 

This is how I’ve worked it out for my own efforts in building content programs for B2Bs: 

A business story is content in visual or written form that shares a familiar scene, relatable characters, an obstacle, a resolution, and impact for the future. 

It uses relatable emotion (fear, relief, stress) to connect with readers. 

A cmo feels stress and pressure because their content program is expensive and not getting results, the obstacle is budget approval and buy-in, the solution is a streamlined content strategy that is easy to execute and saves money, and the impact is leads. Told with emotion and color and details. 

A case study, when done well, is a great example of a business story. 

But your social posts can also tell stories in mini format.  

Part 2: this isn’t easy. It’s why there are pro writers, videographers, and social media experts out there who do it.  

How do you define storytelling in business? 👇

Also, love the list created by Jeannie Ruesch

Deciding topics for your B2B content program is hard over time when you feel like you've already written about it all, but you're possibly making it harder than it should be. 

You need 5-6 pillars (core themes) and then your topics explore ideas within each. Putting these boundaries around it makes it easier, not harder, to think of things to write about. 

Your pillars sit at the intersection of customer questions, search, your people's expertise, what your competitors talk about (or not), and your company's priorities for growth.  👇 

But above all: answer customer questions.  These show up in customer calls, emails to the support desk, QBRs, and postmortems.  

How are you identifying your topics for 2026?

Are you publishing blogs and posting content on your corporate social page? Good for you!  That’s a start! 

But it’s not a content strategy. It’s 2 tactics. 

To make those tactics count you need:

🔹 A solid understanding of your buyer so you can decide topics, formats, and distribution channels specifically for them
🔹 Other content types - longer-form like case studies and mid-form like newsletters.  
🔹 Full funnel content - problem awareness, solution awareness, and product awareness.
🔹 A podcast, video, and / or webinar strategy - all content marketing is NOT written content. 
🔹 Everyone on your team to be involved in content and using their own networks to distribute (distribution as a team activity)
🔹 A repurposing strategy so you aren't struggling to create new content every week. 

Ask yourself if your ‘content strategy’ is really just a writing program.  

And if so, challenge yourself to put some strategy around it. 

The strategy part is how you make sure you’re giving the right content to the right audience at the right time. 

Otherwise you’re kinda just throwing spaghetti at the wall.

I think I need a new pitch for our thanksgiving event to (finally) explain to my family what I do. 

Because 80 year old parents and preteen/teenager people do not get digital marketing.

But they do get shopping online.  

This is what I’m thinking:

You know how you spent 7 hours reading stuff on the internet before you bought the smart watch / sweat pants / orthotic shoes you’re wearing? I create all those words so businesses like that can convince you to open your wallet. Pass me the rolls. 

How do you explain what you do to your family? 👇

Top 5 most useless pieces of feedback on a piece of content (that I’ve both written and received):

-Could you zhuzzhh this up a little?
-Make it more punchy. 
-does this seem accurate to you?
-I don’t care for this 
-fix this please (or the more concise ‘rewrite’) 
-is this your actual opinion? 


You?

I'm thinking a lot about content tactics v strategy lately. 

(I have 3 clients doing tactics well, but not getting results).  

My latest newsletter tackles the difference between them and how to make sure you have both.

Are you a B2B with loads of blog content already? And are you still writing 2+ posts/week? 

✋Good way to burn through money and burn out a team. 

Most B2Bs with established blogs can just stop doing this. 

Continuing to write 1-2 posts a week regularly -- no matter what — is a hamster wheel of doom, and doesn't make sense anymore. 

(Unless you are writing content that is unique, fresh, and valuable to your market. And that is very hard to do at that scale over time.)

I've seen this approach force people to come up with random topics, or to write a post around a random keyword they hope to rank for, or copy a competitor post just to have one out there on the same topic. 

This is what I recommend: 

--aim to publish at a cadence of 2 posts/month - but make damn sure you are creating something well beyond what chat could answer for someone. 

--Write posts that answer customer questions. If a customer’s not asking about it, don’t write about it. 

--Narrow down what you talk about. With so much noise, it's best for brands to double down on the 3-4 things they really can shine on, and go all in. Deep, not broad. 

--Update and refresh your old, good content. Often, fixing up an old post has more value than an all new one. ércule has great content on how to update old posts. 

—distribute and promote broadly 

What a relief to not have to write 2 blog posts a week anymore.

So many marketing managers I speak with don’t actually know if their content is of good quality.  There's some loose anecdotal evidence that it's not: 

"It doesn't bring in traffic".
"The CEO doesn't really like it."
"It reads fine but it doesn't convert."

They don't really know what's wrong with it but they do know that high quality = tells a compelling story to the right audience to inspire a specific action. (Not so much about 
good grammar and clear sentences.)

What if an expert would:
🔸look at 3k words of content (that’s 2 blog posts, an ebook, several newlsetters, 10 social posts), 
🔸edit them so you can update them online or reuse them, and 
🔸give you a written overview of things to do instead? 

I’m considering a new offer. Give me a thumbs up or send me a DM if this diagnostic and associated next steps would be helpful.

Over and over, I see sales and marketing teams try 'social advocacy' or 'social selling' programs on LinkedIn, only to have it fizzle out after a couple months. 

The gaps? Low confidence that it will work, lack of training, missing mentorship and coaching. 

Basically, people never gain the skill to get past the cringe factor so it will work to grow the business. 

There is still a massive opportunity for brands to reach customers on LinkedIn when done right.  

Fact: 75% of B2B buyers  use social to make buying decisions 🤯 

I do 90 minute workshops for sales/account/marketing teams to gain the foundations to succeed in building their brands and growing audience for their company. 

Last time I did one, the CSO got an inbound lead within 2 weeks that ended up bringing in a $575k opportunity.  

I have 1 opening in December and 2 in January. DM me if you'd like to book one.

There are far too many content marketing programs that don't have solid results (despite so much work). This is what marketing leaders often tell me: 

🔸 The C-suite is asking me to provide ROI...and i really can't
🔸 Sales colleagues are always asking me ‘why don’t we have any good content?’
🔸 Our CEO thinks our content sucks
🔸 We can't get anything done.  Teams are burned out and processes feel chaotic
🔸 We can't figure out why content isn't generating leads

This is why I wrote I wrote Content, Simplified - to help heads of content and content team members to understand where their gaps and problems are and what to do instead. 

Grab your copy using the QR code below or there's a link in the comments. 

“I can’t recommend Content, Simplified enough for content marketing teams trying to level-up their program.  The writing is fantastic — clear, with lots of examples. I love how extremely specific it is. It's actionable; there's nothing vague. There's no fluff.  Teams could also consider it as a content strategy course.” - Rosanna Campbell

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