Becky Lawlor

Technical Editor/Writer

Redpoint

With over 10 years of experience creating thought leadership content for B2B tech brands—from startups to Fortune 500s—I saw firsthand how original research-based content could drive performance unlike almost any other type of content.

As a result, over the past several years, I've honed my original research skills, surveying hundreds of B2B audiences and working with marketing teams around the globe to create high-quality research-based content that drives demand and builds awareness.

As Chief Research & Content Officer, my goal is to ensure that every project is tailored to deliver thought-leading, high-quality content that will deliver my client's content marketing goals.

Founder and Chief Research & Content Officer

Becky Lawlor, Inc. Freelance Writer

Provide written content strategy and writing services with a focus on content marketing collateral such as white papers, eBooks, case studies, articles, playbooks, in-depth guides, and website content. 

Subject matter expertise: audio visual, big data, business processes, business productivity, cloud computing, customer experience, brand loyalty, data analytics, healthcare technology, IT infrastructure, managed services, mobility, marketing technology, outsourcing, professional services, project management technology and methodologies, and more.

B2B Tech Content Marketing, Copywriter, & Consultant

Town of Avon

Managed all communication and public relations for the Town using a variety of communication mediums such as Internet, video and traditional media outreach. Responsibilities included public and media relations, development of strategic communication plans, website and email campaigns, newsletters, annual reports, and ballot and issue campaigns. 
Selected Accomplishments:
Oversaw redevelopment of website to improve design, usability and content, resulting in a year-over-year increase in web site traffic.
Increased email list growth by more than 20% and implemented online communication options for public record comments.
Created and distributed materials to market Avon, as well as assisted with the marketing and advertisement placement for Avon's special events.

Community Relations Officer

Great Old Broads for Wilderness

Developed and implemented fundraising and communication strategies for a national non-profit organization through grant writing and budget development, donor development, online fundraising and communications, public and media relations, annual reports, marketing collateral, website development, and quarterly newsletter.
Selected Accomplishments:
Placed stories in national newspapers including a front page story in The Chicago Sun-Times and an in-depth article on the organization and its issues in The Los Angeles Times. 
Developed new website and its content, including the implementation of online fundraising capabilities. Online traffic and donations continued to double almost every year during my tenure.
Researched, wrote and tracked all grants for the organization, resulting in over $100K in grants.
Implemented an effective mass email model for alerts, newsletters, and other communication purposes.
Developed creative renewal and appeal letters that consistently received a higher response rate than the national average for non-profit direct mail.

Communications Director

SANDSTONE EDITING

Editing and writing consulting firm; Edited and wrote a diverse collection of materials including:  interior design books, technical manuals, and interactive teaching tools.

I partner with B2B tech firms to elevate their market presence and brand recognition by producing original research and authoritative insights. With over a decade of experience, my approach has helped to scale pipeline growth and enhance industry authority for top-tier tech companies like Adobe, Samsung, IBM, Fivetran, and Zapier.

Some of the results I’ve helped clients achieve with original research include:
🎯2-3X more leads than previous campaigns
🎯2.5 million readers reached
🎯80+ media mentions
🎯10+ long-form editorials
🎯$255,000 worth of free media and advertising

What I’ve found is that no other type of content achieves more marketing performance than original research-based content.

Connect with me to explore how we can work together to craft content that not only performs but sets new benchmarks in the B2B tech industry.

- Interviewed 38 subject matter experts (so far) and turned their insights into well researched and optimized TOFU, MOFU and BOFU content .
- Created product-led content, case studies, guides, thought leadership content, FAQ and landing page copy for 8 clients. 
- Developed content and SEO strategies that form the foundation of a conversion focused content engine. 
- Created distribution plans for 6 clients with a focus on search engines, LinkedIn, Twitter, Facebook, Pinterest and other platforms where their audience finds and consumes content. 
- Tracked content performance, then used the insights I gleaned to update the content strategy and optimize existing content leading to a 30% increase in traffic for a small business client within 3 months.
- Created a brand tone of voice guidelines for my clients to inform brand and content cohesiveness across every online platform.
- Built the newsletter framework for a client including strategy, copy , auto-responders, and opt-in forms/landing pages.
- Ideated and created topics to fill a content calendar for 6 months for 3 different clients.

Content Marketer

Office Otter

- Created a content strategy that was based on bringing customer-focused and product-led content into harmony.
- Built a backlink acquisition process that led to a do-follow link from WordPress within 3 weeks of use and grew the company's domain rating from 10 when I started to 30 at the end of my role.
- Planned and launched an original research report from survey to report. This led to an 218% increase in traffic for the site within a month of launch.
- Repurposed the report into 9 months worth of content that fuelled user acquisition, brand awareness and positioning the brand as an industry thought leader.
- Wrote long-form guides based on data uncovered by original research aimed at building the brand’s reputation as a thought leader as well as acquiring new customers.
- Hired and managed freelance writers to increase content production output.
- Conducted a content audit that helped shape our content optimization process and efforts.
- Identified and implemented usage of a mix of owned and non-owned distribution channels for our content marketing efforts (Search, LinkedIn and email).
- Revamped customer acquisition email sequences including creating a landing page, landing page copy and different copy formats for our newsletter, product announcements and others.
- Wrote copy aimed at increasing conversions at every stage on the website.
- Created brand documents guiding brand voice, content and image usage.

Content Marketing Manager

Convert.com

-  Created topics on A/B testing and Conversion rate optimization from the questions prospects and customers asked Sales and Support Reps via Live Chat, Emails and in Demos.
- Grouped these topics into the different buyer personas created for customers. 
- Researched keywords related to these topics. Created and edited B2B content marketing articles based on those topics. 
- Interviewed subject matter experts to get expert quotes to bolster the authority of content I created.
- Tracked content performance (including free trial and demo sign-ups) via Google Analytics. And collected these metrics to track content performance month over month. 
- Maintained a content calendar of topics to make it easy to track the process of content creation from topic research to publication. 
- Refreshed existing content using Google analytics, Search Console and SEMrush data. 
- Worked with the Graphic designer on implementing ideas to boost time on page for the blog. These included better content designs and downloadable visuals, call to action banners, email newsletter subscription banner, etc.
- B2B Marketing Zone nominated an article of mine for their 2020 award in the MarTech category.

Content Marketing Writer

I worked with small businesses, marketing and content agencies in the B2B space to develop and implement content marketing strategies that drove business growth. 
- Created and edited search engine optimized editorial content tailored to fit each client's unique needs.
- Developed content calendars and filled them with ideas that become editorial content,
- Created marketing copy that propelled a customer further along the marketing funnel.
- Used my HTML5 and CSS skills and tools like SEMrush, Trello, WordPress, ProWritingAid and Copyscape to deliver the best content experience to my clients.

OMG Digital, Inc.

- Read and edited the content created by 3 writers to improve readability by correcting any errors in spelling, punctuation, syntax and ensuring it meets the company’s standards. 
- Edited images in posts to comply with the company guidelines and correctly credited said images where required. 
- Tracked industry trends, generated topics around these trends and assigned them to the writers.
- Conducted daily meetings that set the tone of the day’s content production. 
- Held bi-weekly meetings where we generated video ideas, discussed and turned them into scripts. I handed off these scripts to the Video Production Unit. 
- Maintained a database of current trends, news, and memes for the end of the year content creation.
- Generated and developed ideas into written form for clients’ content marketing campaigns.

Editor

- Researched and created relatable articles that followed the company’s editorial guidelines. 
- Tracked relevant industry trends and created articles around such trends. 
- Sourced, edited and credited appropriate images, Gifs, and memes used in my posts. 
- Created content marketing articles geared towards the brand’s audience after receiving an approved brief from the Editor.

Content Creator

Urban Vision Nigeria

- Tracked industry trends and produced well-researched articles with appropriately credited images around these trends. 
- Edited and rewrote articles from 2 writers and 2 contributors according to the company’s editorial standards. 
- Held training meetings with contributors and writers. 
- Created and managed the website’s content calendar. 
- Created social media campaigns in conjunction with the social media manager, aimed at expanding the readership of the website. 
- Grew the website’s readership and built a contact list of subscribers with weekly roundup emails sent to each person every Monday.

Content Manager

Freelance (Self employed)

- Live blogged for the Nigerian Bar Association annual conference held in Lagos. Worked in tandem with photographers, and videographers to ensure lawyers unable to attend could get a minute by minute account of happenings at the conference. 
- Created content for various websites including freight sites, online flower shop in Australia, and a real estate site in the US.
- Developed sales copy for an eco-friendly manufacturing company in the US.

Content Writer

NERVE IT

- Wrote content for the company’s blog as well as for clients' websites in collaboration with the company’s development and design team.
- Grew and diversified the company’s social media presence. 
- Created and maintained a social media calendar. 
- Engaged with the company’s customers on social media to ensure their needs were met in a timely manner.

Social Media /Content Writer

Hi there,
I’m Nneka. I've been in content marketing for the past 6 years. I have primarily worked in the B2B SaaS space creating strategies and content that marry business goals with helping customers via storytelling.

I started my journey in content as an editor in the lifestyle space before transitioning to working with B2B SaaS companies. I first worked on the execution side of content marketing before getting into content strategy!

Now, I run original research and use the data from it to create unique strategies and content that:
- Is AI-proof
- Gets you found on search engines
- Positions you as a thought leader in your industry (I have opinions on who is a thought leader, btw!)
- Earns you backlinks (Grew the domain rating at Office Otter from 10 to 30 at the end of my time there - even though DRs aren’t a big deal, I’m super proud of my efforts).
- Builds lasting awareness that keeps you top of mind for your customers
- Increases traffic to your website (I grew traffic by 218% at Office Otter after publishing an original research report)!

When I’m not killing a houseplant, I’m building out 9-10 months worth of content, social media copy, guest posts and email campaigns off of one research report (Did this in my last role as content marketing manager at Office Otter).

Yes, my distribution and repurposing skills are that good (the original research does a bit of the heavy lifting, to be fair).

When I’m not nerding out about content or freaking out about AI coming for us all, I’m:
- volunteering in underprivileged communities where I help distribute clothes and food.
- reading sci-fi and fantasy books and gushing about Terry Pratchett and J.R.R Tolkien.
- trying to deny the existence of my black thumb via tortured houseplants
- dreaming of cats.

taplio

The Battle

Becky Lawlor

Nneka Otika

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