At TPGi, I combined persona-driven strategy, storytelling, and AI-enabled execution to deliver measurable results across the funnel. Explore the showcased assets, and let's discuss how I can help bring the same clarity, scale, and impact to your content marketing team.

Featured Campaigns

TaaS Video Campaign
- Goal: Introduce “TPGi as a Service (TaaS)” in a clear and engaging way, moving beyond text-heavy explanations.
- Execution: Produced a video using Adobe Stock, VEED, and ElevenLabs for narration.
- Optimization: A/B tested across two landing pages.
- Result: The page with video outperformed the static page by 16.7% conversions, proving the value of multimedia storytelling.

Cvent VPAT Campaign
- Goal: Position TPGi as the go-to partner for enterprise procurement compliance and accessibility transparency.

Execution:
- Partnered with Cvent on a webinar, later repurposed into a case study.
- Transformed key takeaways into a LinkedIn carousel and drove traffic to a VPAT Guide download.
- Collaborated with a freelance designer Amy Clark (https://www.linkedin.com/in/clarkamy/) for graphics.

Narrative Highlights:
- VPATs shifted from “check-the-box” compliance to strategic tools for transparency.
- Accessibility became part of “done” in agile processes, not an afterthought.
- Clear documentation built client trust, especially in regulated industries.
- Strong VPAT practices reduced late-cycle surprises and sped up releases.

Result: Campaign assets strengthened TPGi’s credibility in enterprise sales conversations and positioned VPATs as growth enablers, not barriers.

SEO Blog Campaign: Accessibility Audit
- Goal: TPGi wasn’t ranking for the high-value keyword “accessibility audit,” a core term for its services. My objective was to create an authoritative, optimized blog that would capture organic search traffic, establish thought leadership, and support top-of-funnel awareness.
(Blog on TPGi website: https://www.tpgi.com/a-step-by-step-guide-to-conducting-a-web-accessibility-audit/)

Execution
- Conducted keyword research and competitor analysis using SEMrush and Google Search Console, identifying gaps around terms such as “website accessibility audit” and “manual vs. automated accessibility audits.”
- Wrote and structured the blog “A Step-by-Step Guide to Conducting a Web Accessibility Audit” with SEO best practices (H2/H3 keyword placement, internal links, meta optimization, and readability improvements).
- Integrated educational storytelling to balance SEO crawlability with user value, making the post a resource guide rather than keyword stuffing.

Optimization & Repurposing
- Monitored keyword performance monthly, adding in TL;DR techniques to boost visibility after a performance decrease as a result of the March 2025 Google Core Update.
- Repurposed key takeaways into LinkedIn snippets and included the blog in nurture campaigns to extend reach across owned and shared channels.

Results
- Search Ranking: Achieved Top 10 rankings YoY for target terms including “accessibility audit,” “website accessibility audit,” and “manual vs. automated accessibility audits.”
- Organic Traffic: By Q1 2025, the blog consistently drove 100+ monthly organic views with engagement rates averaging 65–70%.
- Engagement: Maintained strong performance across multiple months, with peaks such as 121 views at 70% engagement (Feb 2025).
- Pipeline Influence: Served as a key top-of-funnel content piece feeding into campaigns for accessibility audit services.

- Takeaway: This campaign demonstrated how SEO-driven content can transform visibility: from 0 rankings on a strategic keyword to consistent top-10 placement, with measurable traffic, engagement, and contribution to lead-gen campaigns.

Webinar & Nurture Campaign: VPAT® 101
- Goal: Turn webinar attendees into qualified leads by nurturing them post-event with targeted content, while also building broader awareness and credibility through thought-leadership content. The combined strategy was designed to move prospects from education → exploration → consultation.

Execution
- Nurture Workflow: Built a 3-part sequence in HubSpot with smart logic to remove booked leads from subsequent sends.
Email 1 (Value-first): Thank-you with on-demand link + recap of key takeaways.
Email 2 (Deepen learning): Educational content series with practical next steps.
Email 3 (Conversion-focused): Direct CTA for consultation, framed around solving org-specific accessibility gaps.

- Thought Leadership Blog: Authored “Top 3 Risks of a Poorly Created VPAT” to extend reach and address common misconceptions.
Identified topic via Contrast.io, which predicted “3 Risks” framing would drive strong social engagement.
Transcribed SME insights and collaborated to ensure technical accuracy.
Optimized for SEO around keywords like “VPAT,” “accessibility compliance,” and “procurement accessibility.”

- Content Integration: Blog linked directly to the webinar and VPAT guide, reinforcing the campaign narrative across multiple touchpoints.
- Messaging Strategy: Optimized subject lines and copy for clarity/action while balancing educational storytelling with soft-sell positioning.

Results
- Email 1: 55.09% open rate, 16.1% CTR (2–3x above industry benchmarks).
- Email 2: 37.44% open rate, 5.91% CTR.
- Email 3: (data pending) designed to drive direct consult bookings.
- Blog Impact: Published shortly before my layoff, so long-term data unavailable. However, it positioned TPGi as a trusted voice in procurement accessibility and was designed to capture search/social traffic while feeding nurture campaigns.

- Takeaway: By combining educational webinars, nurture automation, and supporting thought-leadership content, I built a campaign that moved prospects smoothly from awareness into consideration. The VPAT 101 initiative became a model for full-funnel content orchestration, showing how blogs, webinars, and nurtures can reinforce each other to accelerate lead progression.
(Read the blog: https://www.tpgi.com/top-3-risks-poorly-created-vpat/)

Long-Form Asset Campaign: ADA Title II Compliance Blueprint
- Goal: Create a flagship resource to position TPGi as the trusted advisor for public entities navigating ADA Title II digital accessibility requirements. The objective was to generate top-of-funnel awareness, capture leads through gated content, and nurture those leads into consultation opportunities.

Execution
- Guide Creation: Wrote the ADA Compliance Blueprint, a comprehensive 18-page downloadable resource that outlines Title II requirements, deadlines, and actionable steps for compliance.
- Audience Segmentation: Produced tailored versions of the guide for educators and state & local government entities, reinforcing persona-based relevance.
- Nurture Workflow (HubSpot): Designed a 3-email sequence spaced 3 weeks apart:
Email 1 (Thank-you + risk awareness): Positioned demand letters as a key urgency driver.
Email 2 (Actionable next step): Linked to my SEO-driven blog “A Step-by-Step Guide to Conducting a Web Accessibility Audit” for deeper education.
Email 3 (Conversion-focused): Framed compliance as an ongoing process and included a direct CTA to book a consultation.
- SDR Outbound Integration: Created a supporting outbound email sequence for Sales Development Reps to connect with consultation form fills, reinforcing messaging with additional resources.

- Results
- Guide Engagement: Early traction showed 40–60% engagement rates across versions, with the core ADA Blueprint guide achieving 75% engagement and strong download activity.
- Nurture Performance:
Email 1: 40% open, 26.7% CTR
Email 2: 37.5% open, 25% CTR
Re-engage: 100% open, 50% CTR (small but highly qualified segment)
- Pipeline Alignment: Consultations booked directly from nurture and SDR sequences (data partially pending due to timing).

- Takeaway: This campaign demonstrates how I combine long-form thought-leadership assets, persona-driven segmentation, and nurture workflows to generate leads and progress them through the funnel. By integrating the guide with SEO blogs, email workflows, and outbound sales enablement, the ADA Title II campaign served as a model for multi-channel, pipeline-oriented content strategy.

Sales Enablement Collateral: AT Software Subscriptions
- Goal: Support sales reps and dealer partners in introducing a new subscription-based pricing model for TPGi’s assistive technology software by creating collateral that simplifies the shift from perpetual licensing.

Execution
- Developed a side-by-side comparison sheet contrasting Perpetual vs. Subscription licenses.
- Clarified complex differences in Definition & License Duration (one-time vs. recurring), Updates & Support (SMA renewals vs. included updates), and Costs & Renewals (higher upfront vs. predictable billing).
- Wrote copy to emphasize subscription benefits (continuous updates, lower upfront cost, AI feature access, auto-renewal convenience).
- Designed the document for internal use (dealer reps + customer-facing support), ensuring consistent messaging across teams.

Results
- Equipped sales reps with a quick-reference tool to address objections in real time.
- Improved dealer rep adoption of subscription messaging by providing clear, customer-friendly language.
- Helped shorten sales conversations around licensing confusion, streamlining the pitch for new subscription adoption.

- Takeaway: By distilling a technical licensing change into a simple comparison tool, I enabled sales to focus on value and outcomes rather than legal/technical details. This collateral bridged the gap between product marketing and sales execution, supporting a smoother rollout of subscription offerings.

TECH STACK
- Adobe Creative Suite
- WordPress
- HubSpot
- VEED (AI video)
- ElevenLabs (AI audio)
- Contrast.io (Webinar AI)
- ChatGPT
- SEMRush
- Google Search Console
- Microsoft Excel

Overall Results at TPGi
- Full-Funnel Campaigns: Orchestrated 10 cross-channel campaigns in 2025 that generated 640+ gated submissions, influenced 4,000+ contacts, and contributed $37K+ in attributed deal value.
- SEO & Visibility: Increased site visibility +15% YoY by optimizing blogs and landing pages; added 1,100+ new views with 70% mid-funnel engagement by mid-2025.
- Content Repurposing: Converted webinars, blogs, and case studies into multi-format assets (guides, infographics, carousels, and sales one-pagers) for PESO distribution.
- High-Performing Content: Authored and optimized assets (blogs, whitepapers, case studies, PR, sales collateral) that drove 4,100+ views and accounted for ~40% of total engagement in late 2024.
- AI-Driven Operations: Built and deployed 15 custom GPT agents trained on brand voice and product knowledge, enabling 10 concurrent campaigns and reducing production bottlenecks.