Kargo
I launched content operations for a computer vision logistics startup.
OUTCOMES
Developed 5 new website conversion options
Directed content template kit of 3 blog formats, 15 social graphics, 12 videos, 5 emails, and 4 sales sheets
Systemized production cycles and digital asset management
Introduced Hubspot for social media, marketing emails, and collaboration with Sales
Wrote SOPs and SLAs for Marketing, Sales, and Engineering
Kargo had just raised its Series A and was ready to grow Marketing. I strategized and produced content motions that let us begin collecting data. These scalable systems let Kargo expand its presence quickly and efficiently.
STRATEGY
Creating Conversion Paths Kargo had a brochure site that explained its value propositions, so I added conversions in key places. I designed these paths to encourage email conversations and product demos, shortening the funnel between leads and sales qualified opportunities.
STRATEGY
Operationalizing Content Kargo needed scalable, repeatable systems. Before my engagement, they had a contract team create single-use assets ad hoc. I directed the team in a content template toolkit focused on easy storytelling devices, like value props, takeaways, call-outs, customer successes, quotes, and stats. We expanded the brand colors and repeated frames across colors to develop brand recognition and build engagement. This let me move image, graphic, and video assets through production in minutes rather than hours or days, so we could seed the site with resources and launch LinkedIn.
STRATEGY
Getting Creative I owned all content production on a tightly constrained budget, so I used a “small things often” approach to build awareness. Content was distributed organically and repurposed across multiple audiences as dark ads to drive demo signups. My tactics directly showed how Kargo innovates to prevent and resolve freight-shipment errors.
I wrote copy that explained how AI and computer vision support accuracy to improve supply chains. I edited videos captured by Kargo Towers and repurposed data visualizations from the Kargo Platform to educate. I activated warehouse installation teams to deliver behind-the-scenes video. I used graphics to drive to explainer pages and blogs. I developed a news-reaction series to engage with high-value accounts and provide quick industry insights. As followers grew, I identified influencers to help build social networking and community.
We hypothesized that Kargo’s ability to flag shipment errors in real time would attract companies at two ends of the market. One group was high-volume shippers that lost millions even with low error rates. The other was 3PLs that couldn’t afford any errors. We partnered with trade publisher FreightWaves to survey 200+ companies about overages, shortages, and damages (OS&D) and publish a white paper with the survey results.
OUTCOMES
Launched new lead generation workflows
Quantified market costs and sentiment around OS&D to connect with audiences and inform content strategy
Gained more than 100 marketing qualified leads
Distributed findings across ~ 25 additional content assets, including blogs, social media, and emails
Kargo had a long-term opportunity to gain clients ahead of new Food and Drug Administration (FDA) traceability requirements. With insights from Sales and help from subject matter experts, I planned and created content to acquire search traffic, increase domain authority, and build trust as a compliance partner.
OUTCOMES
Researched, planned, and produced articles and infographics on the use of AI to automate recordkeeping
Optimized content for search engines
Distributed content on social media and in emails
Collaborated with Sales on talk tracks
