Brand: Quiq

Role: Head of Content 

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I was brought into Quiq's marketing team as a content leader focused on strategy. My approach was to first understand the messaging and conversational AI market, our business, and top competitors through ingratiation, immersion, and study. I wanted to become an expert on the technology, products, and what differentiates Quiq in a saturated market.  

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My goals are tied into those of the business, so our content should be moving us towards those goals at all times. The business is focused on building awareness, so I focused first on establishing a consistent content program with a dependable promotional schedule. This hadn't been done before, and we grew organic traffic by over 100% in the first 6 months.

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But to scale the business, Quiq needed to refine its positioning. From a content perspective, I worked with our SVP of Marketing to answer some key questions in partnership with a brand consultant:

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• Who’s our target audience (ICP)?

• What is our positioning?

• How are we really solving problems our ICP cares about?

• What’s our voice or personality in the space? Which tones do we use to express that voice?

Once we answered those fundamental identity questions and documented them, I was able to really roll up my sleeves.​

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What I'm most proud of: Developing a completely brand new website at the same time that I launched a brand new editorial and promotional content program at Quiq. While my team and I were founding 'content at Quiq' and determining what that should look like, I recognized our legacy website was problematic: outdated, inconsistent, and difficult to understand. It also did not reflect our most recent product offerings. I grouped content according to the gaps I identified with an SEO agency's consultation and worked with a designer and freelance writer to execute on the content strategy we needed to uplevel the site and exceed B2B expectations.

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An important part of the website work involved rethinking and redesigning the site map, navigation, and demo experience—all of which I led and you can see exemplified here.

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If you're reading this on mobile, tap the images and they should pop up for an easier read.

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Project spotlight:

Demo'ing the Demo