Mark Burdon

• Freelance B2B and B2C content writer, editor, and marketer. I create web content, including blogs, web pages, case studies, whitepapers, ebooks, and educational content for several innovative companies.
• Other activities:
• Drove digital marketing campaigns from ideation to final execution and results analysis.
• Collaborated with customer UX/UI design and technical teams, working with client content wireframes to plan content publishing
• Wrote and edited content to meet accessibility standards, such as active voice and short sentences.
• Collaborate with clients on social media and marketing plans and strategies.
• Tailored content to client Content Style Guides to ensure the tone and language adhere to their communication standards for their defined audience segments.
• I worked on a contract basis as an SEO Customer Success Manager for gShift and as a Senior Content Strategist for five months for Retina B2B, a multinational digital agency.
• I contracted with Rogers Communications on a Unified Communications platform. Wrote marketing and support content for the project, and my team won the Digital Team of the Year for 2016. Contracted with Canada Post, MediaEdge, HubSpot and digital agencies on various content projects.

• As a member of the Precise ParkLink Proposal Development team, I write and assemble proposals using applications such as Loopio, Microsoft 365 (Word, Planner, and Excel), Adobe Acrobat and other applications. I collaborate with subject matter experts and sales capture colleagues to create proposals for parking-related technology such as gated security and license plate recognition systems and electric vehicle chargers.

• I wrote and edited certification program content for Canadian commercial building operators and the Property Management Institute of Canada. Interviewed and collaborated with subject matter experts, to develop content about building automation, smart buildings, HVAC, decarbonization, and energy conservation. Wrote, curated, and edited content for clarity, audience engagement, and relevance. Collaborated with graphic and learning system designers.

Result Highlight: Lead writer on a Decarbonization module that hit 2,500 enrollments in the first week of availability.

Content Marketing Manager/Strategist
• Planned, wrote, optimized, and edited web and landing page copy, blog posts, sales enablement presentations, sales collateral, emails, and technical guides. Managed the content calendar, project managing campaign initiatives and reported results. Created cobranded channel marketing content for FC carrier partners including AT&T, TELUS, and Rogers. SEO-optimized website content and tracked performance with Google Analytics. Left due to acquisition by PowerFleet.
Result Highlights: My featured articles increased website traffic by 14% and ranked on Google page 1 top 3 for several focus keywords. Managed a key campaign creating content assets to motivate existing customers to migrate from legacy software to a modern platform. Drove record subscriptions of FC Vision, Fleet Complete's flagship AI-powered video telematics solution.

Responsibilities included:

• Planning, writing, optimizing, and editing web pages, blog posts, sales enablement playbooks, brochures, emails, press releases, customer correspondence, and social media posts.
• Managed the content calendar, project managing campaign initiatives and reported results.
• Provided marketing support to FC carrier partners, including AT&T, TELUS, and Rogers. Created co-branded brochures, press releases, and other marketing assets in collaboration with agencies and freelancers. Managed events and presented solutions at industry conferences.
• SEO-optimized website content and tracked performance with Google Analytics.

Result Highlights:

• My featured articles increased website traffic by 14% and ranked on Google page 1 top 3 for several focus keywords. Managed a key campaign creating content assets to motivate existing customers to migrate from legacy software to a modern platform. Drove record subscriptions of FC Vision, Fleet Complete's flagship AI-powered video telematics solution.
• Spearheaded a key campaign creating content assets to motivate existing customers to migrate from legacy software to a modern platform. The campaign accelerated customer migration volume targets three months earlier than expected, driving record FC Vision subscriptions. (1060 subscriptions, 160 over the May target).
• Reviewed and edited content flowing to website.
• Utilized analytics and site metrics to determine areas of improvement.
• Collaborated with marketing and design teams to develop and plan site content, layout, and style.
• Managed content distribution to online channels and social media platforms.
• Conducted regular content audits to identify gaps and redundancies of content.
• Used content management system to analyze user engagement and website traffic metrics.
• Edited and sourced images and videos using Adobe Stock and our internal library .
• Directed content of website by gathering information and integrating data from other departments.
• Streamlined functions by developing and implementing processes and task management ticket systems.
• Approved, reviewed and edited content flowing to website.

As a senior content marketing specialist at Geotab, I:

• Outlined, wrote, and edited blog articles, social media posts, ebooks, emails, and whitepapers promoting Geotab’s connected, GPS-enabled fleet solutions.
• Collaborated with data engineering, product management and OEM teams to edit and optimize subject matter expert (SME) content for clarity and discoverability.
• Conducted Ahrefs keyword research to ensure that web content was SEO-optimized. Collaborated with product managers and SMEs to ensure content conveyed impactful, on-brand messaging.

Result Highlights:

• Acted in a project leadership role in rewriting, editing, and publishing a white paper that featured a data quality proof of concept for Geotab’s largest customer. The white paper was downloaded about 2,500 times in the first month of availability, exceeding the engagement goal by 30%. The report was stuck in internal, partner, and customer reviews for three years after the proof of concept before I took ownership of its completion.

• Responsibilities included:
• Wrote and edited customer-facing web content, whitepapers, email newsletters, and proposals.
• Managed digital marketing campaigns from ideation to final execution and results analysis.
• Planned, wrote, and edited content for digital publishing and ensured the content was optimized (using Google Analytics and SEMRush) for SEO and AODA standards.
• Created new website information architecture for better navigation from menus and home page sliders.
• Made recommendations for content services like proposal automation tools, video production services, and social media scheduling apps.
• Wrote two whitepapers for our parent company, Alectra Utilities, about the changing state of electricity rates in Ontario and across Canada.
• Result Highlight:
• Website traffic increased by 25% in 2020 due to new content introducing new security and smart metering service offerings.

• As the lead writer for Xe.com’s marketing team, I wrote, edited, published, and distributed content across our digital channels.
• The first lead B2C and B2B writer and editor for the corporate blog and website on the Ghost and Contentful platforms.
• Edited and managed page copy for the Xe.com website and daily international currency market updates.
• Acted as the lead writer and project manager for Xe.com’s consumer and business-oriented blogs.
• Monitored SEO performance across our digital channels to ensure our website maintained its ranking among the top 100 websites for traffic worldwide.
• Generated monthly executive reports using Adobe Analytics.
• Collaborated with international colleagues on the relaunch of the rebranded corporate site using mockups and wireframes. Pages focused on a new banking mass payments service. Contributed to user interface and experience journey mapping.

Result Highlight:

• I exceeded new account registration and first-time money transfer goals by 18%. At the end of my tenure, my responsibilities were moved to the Xe office in Los Angeles.

• Collaborated with partners and clients to acquire and develop self-service client/partner/e-commerce portals, which extend the value of Microsoft Dynamics 365 and CRM
• Managed client and partner relationships with a focus on business process efficacy, brand strategy, user engagement, integrated marketing strategies and delivering innovative, business process-centric web portals
• Gave direction to web designers and developers on design, workflow, and user experience (UX).
• Wrote content for customer and partner presentations and proposals
• Helped coordinate and staff customer- and partner-targeted events
• Result Highlight:
• Exceeded quota by 23% in my first year.