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John Steele

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My story

For the last 5 years, I have been working as a digital marketing professional. I started out as a search engine optimization (SEO) writer for a digital marketing firm, and was promoted to a project manager in social media. This led me to my next opportunity as the inbound marketing director at a new agency. While there, I led the first inbound marketing effort in the company's history, implementing the HubSpot email automation platform to great success for a wide variety of clients. I was later certified to the top level of HubSpot's training program. This success led me to Kanban, where I vetted and implemented the Pardot email automation platform and used my SEO and UX design skills to increase traffic to the Kanban website.

Now that I have a slew of professional digital marketing skills and successes, I am looking to bring those skills where they will really matter.

Before I moved to the digital marketing world, I started my career in journalism because I believed that great content had the ability to move and inspire people. I created the first online-only column in Philadelphia Weekly's history--a sustainability column covering alternative energy and environmental issues in Philadelphia. Being an online-only column drove a new audience to our paper's website. Plus, it was more sustainable!

I soon became obsessed with this power, watching comments pour in, digging through analytics reports to check time-on-page metrics and behavioral flows to see where the paper was losing readership. This combination of market research and content, mixed with my news junkie persona and a firm belief in environmental and sustainability issues led me to my next opportunity.

With Solar States, I built a successful website, created an email newsletter, threw numerous networking events and even hosted an event to flip the switch on our first solar array. This Flip The Switch event was attended by city council members, local business leaders sustainability professionals from across the Philadelphia region. Working with Solar States was the most rewarding and life-affirming time of my career. I have been as successful in roles since, but never as passionate.

Since Solar States, I have seen content move visitors across websites and social channels. I have compiled reports to show how this movement can be channeled effectively to turn visitors into customers and customers into evangelists. And I have the numbers to prove it.

With Stream Companies, I created content offerings and SEO strategies that increased traffic to car dealer websites exponentially. By identifying personas of different potential buyers, I combined SEO, inbound and paid search content to share winning messaging. This strategy proved effective for several clients, and was backed up by analytical data.

Because Kanban had a longer buying cycle than even the average car buyer, and because it was B2B, the strategy needed to change. We relied on partnerships with key thought leaders, getting published in international email newsletters and publications like Internet Retailer, CMSWire and more. We also hosted several events, webinars and presentations with industry thought leaders.

I believe these skills and strategies translate very well to the world of digital campaign strategy and non-profit marketing.

I am not sure if I am the perfect candidate for Idealist, but I would love the opportunity to share the many thoughts and ideas I have to bring proven digital marketing strategies and best practices to your campaigns. Thanks for your consideration.

-John Steele

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