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Content Strategy
Editorial
Profile: Nancy Pekala is a web content strategist, journalist, editorial leader and social community builder. As a leader, she fosters high performance by encouraging shared responsibility, personal engagement and authentic customer-focused relationships.
Core Competencies Content Strategy
Social Media
contact
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Content Strategy Editorial Planning Persona Development Content Management Content Mapping Content Curation Taxonomy Planning Usability Testing User Research Search/Web Analytics
Editorial ● ● ● ● ● ●
Content Development Journalistic Writing Reporting Editing Publication Strategy Interviewing
Social Media ● Social Media Strategy ● Blogging ● Community Engagement ● Community Management ● Social Content Planning ● Social Monitoring
Leadership ● ● ● ● ●
Strategic Planning Training Public Speaking Project Management Mentoring
Career Highlights Senior Director, Online Content (2008~Present) American Marketing Association
Serves as Editor-in-Chief and Content Strategist Defines and directs the strategy and execution of organization-wide online content; develops business
[email protected] requirements, creates custom content offerings, manages content partnership program negotiating 40+ corporate partners; develops messaging that communicates the brand voice; implements SEO best practices; and promotes business objectives across a variety of channels including social media.
312.965.7025
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Architected and implemented organization-wide content and digital strategy for award-winning MarketingPower.com attracting more than 200,000 monthly visits and 600,000 page views Created organization-wide content calendar and strategy, increasing registered users by 20% Launched content partnership program, negotiated contracts and managed 40+ partners including McKinsey, GfK Research, Maritz, Prophet, Aberdeen Research, Aquent, WOMMA and Colloquy Acquired and created more than 1,500 partnership content offerings including articles, white papers, best practices, case studies, podcasts and webcasts Directed 30+ content producers ensuring adherence to content authoring best practices Defined content strategy for international countries including China, India and Japan Developed content needs assessment research including writing of survey instrument, recruitment of participants, creation and delivery of insights presentation to leadership team Hosted and produced leadership podcasts netting 3,000+ downloads and 1,000+ page views Established Wikipedia Common Terms for marketing industry via industry association partnership
Editor, E-Newsletters and Publications
As Editor of portfolio of 8 e-newsletters with 250,000+ subscribers, increased subscription rate by 54% and average open rates by 15% Researched and wrote more than 250+ articles on topics ranging from social media, technology, research, strategy, b2b marketing, trends, branding and nonprofit marketing Conducted interviews with key thought leaders for feature articles and podcasts including Seth Godin, Jonah Lehrer, Brian Halligan, Jonathon Salem Baskin, David Meerman Scott and Jeffrey Hayzlett Wrote and produced e-books on topics including mobile marketing trends, content marketing, customer experience management and international social media practices Developed executive-level white papers including “Marketing Transformation,” based on interviews with top nonprofit organization leaders
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selected articles Niche Communities Nurture Networking From Dead-end to Deadhead Marketing Marketing Transformation Collaborative Imagining Want to Market Remarkably?
Website Strategy/User Experience
EpicMix: Redefining the Customer Experience Year of Mobile Roadmap
Planned, launched, managed and grew professional online community (AMAConnect) to more than 9,000 users and 40+ groups including blogs, forums, media galleries and wikis Developed and implemented organization’s social strategy including company-wide social media guidelines, policies, procedures and social monitoring Managed and hosted corporate Twitter account (@marketing_power), engaging 20,000+ followers Produced and hosted popular social media podcast series with top social media experts including David Meerman Scott, Joel Rubinson, Geoff Livingston, B.L. Ochman and Peter Kim Directed the AMAConnect community team, including group ambassadors, owners and community manager to increase engagement throughout the community Developed and implemented content plan for branded online community including blog and forum posts and custom community offerings resulting in 20% increase in community participation
Managed launch of $1M+ website including implementation of SharePoint CMS, content migration , content author training, measurement and user testing Crafted, delivered and sold business plans to Board of Directors and leadership teams on key digital initiatives including branded online community, website and content research programs Crafted annual website strategic plan including defining business requirements for website redesigns and major initiatives, business requirements, website taxonomy, site architecture and usability guides Defined SEO best practices and developed content author training sessions and manuals for 30+staff on content authoring, SEO Best Practices and Style Guide Conducted first-ever website usability testing leading to website improvements and redesign Directed website measurement program including identifying KPIs, tracking and reporting Delivered presentations on website and social media strategies at key events including Telligent’s “Big Social” conference, AMA Leadership Summit and Non-Profit Marketing Conference
Communications Consultant (2004~2008) Consulting work included producing editorial, marketing, and communications projects for a financial institution. Developed website content, created marketing materials targeting Latino market, crafted promotional campaigns for savings and mortgage programs, launched campaign promoting Citizenship Conference and prepared regular reporting communications for financial agencies and committees.
Institute of Real Estate Management, Chicago, IL (promoted four times) Editor, Journal of Property Management (2000 ~2003) As editorial director for award-winning industry magazine, established editorial calendars; developed and managed budgets; hired, trained and managed editorial and production staff; edited, reported and wrote features; created subscription and advertising programs, and represented the magazine at trade shows and conferences.
Led creative team in major award-winning redesign and positioning of 70-year old magazine As advertising manager, developed campaigns resulting in $1,000,000+ in annual revenues Created industry’s only software review research, top-selling reprints and monographs Developed new traffic control process resulting in 33% savings in production schedule
Editor, IREM Online (1999~2003) Oversaw major $1M redesign of 600+-page Web site (www.irem.org) including development of Strategic Plan and RFP; analysis of bids; selection of vendor; negotiation of hosting agreements; direction of task forces and management of budget and site maintenance. Researched, wrote and updated content of four star-rated site. Increased unique user visits by 60% with two site redesigns.
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"Nancy is truly a talent in web content management and ensures that everything she does has measureable results against the organization's strategic drivers." Christine Moffett Learning Solutions Manager at Crowe Horwath LLP
Web Strategist and Editor, IREM Online (1996~1999) As Editor of award-winning, 10x-a-year news publication targeting senior-level managers, established editorial calendars, reported and wrote content, directed design and production and managed budgets. Additional Experience Created business plan and launched award-winning Perspectives business magazine including management of editorial and production staff, writing, budget development, subscription promotions and marketing Produced award-winning Annual Review utilized in USC graduate program Executed communication strategies including annual media plan, press conferences, media placements, media buys, speeches and direct mail campaigns; effected 65% increase in news placements in national publications Successfully launched award-winning crime prevention program in marketplace Developed Diversity program resulting in 33% increase in minority participation Scripted, planned and produced award-winning corporate video program series
Other Information: In early career, served as reporter for multiple publications. Reported and wrote news stories for: Commercial Property News, NREI, FORUM, NACORE, Multi-Housing News, FM Link, Multi-Family Executive, Regional News, Rockford Register Star, DeKalb News Service, The Northern Star, and NIU On-Line
Education:
Northern Illinois University--BA (Journalism/Communications) Columbia College: Extensive course work in video communications Continued education courses in publishing and communications
Honors Earned 30+ awards for website, publishing and editorial excellence including: Best Business/Finance Website (Editor and Publisher) SNAP Award, Magazine Publishing Award First Place, Association Trends Magazine Competition “Outstanding Journalist” Award (SPJ/SDX)
Computer Proficiency: SharePoint 2010, Dreamweaver, WordPress, Telligent, Word, Photoshop, Excel, PowerPoint, HTML, Omniture, Unica, SubscriberMail
