MY ROLE:
Head of Marketing, Abstracta
DESCRIPTION:
An evergreen content piece on Abstracta’s website, we published an ebook, The Ultimate Guide to Continuous Testing, in HTML for visitors to read or download as a PDF. The guide is a culmination of all the knowledge the company has gathered in various aspects of software testing and how they relate to modern software development practices, pointing to how testing can enable a culture of continuous integration and continuous delivery (CI/CD) for faster releases and better quality software. The guide is one piece of content that helps to promote our software testing maturity model, upon which we also built an online software testing maturity assessment.
OBJECTIVES:
- Demonstrate Abstracta’s thought leadership in the area of Agile and Continuous Testing in Software Development
- Add more pages to the Abstracta website related to DevOps, Agile Testing, CI/CD etc for SEO purposes
- Increase Abstracta’s email subscriber count through form submissions and nurture leads
- Promote Abstracta’s online software testing maturity assessment which is a useful tool for prospects to obtain personalized advice and also helps us to helps us qualify prospective leads
METHOD:
The source material for the guide was originally a white paper that the Abstracta COO, Federico Toledo, Ph.D. had written for an academic institution in Spanish. I translated the material into English and changed it to fit our content marketing needs.
RESPONSIBILITIES:
- Edited the translated material, checking that all technical aspects were properly conveyed and improved the verbiage
- Oversaw the design and development of the web pages, working with our graphic designer and web developer
- Set up a form and a sequence of automated emails to nurture the leads that opt to download the PDF version, encouraging them to accept a free testing consultation with our sales team
- Promotional activities and materials
- Social media graphics
- Email announcement to existing subscribers
- Sponsored social media posts on Linkedin, Facebook, and Twitter
- Link building
- Measured results of the content and the quality of leads that it generated
RESULTS:
- Increased our email subscriber list by 25%
- Google Analytics shows that the web pages of the Continuous Testing Guide have been visited by over 15,000 readers
- The sales team now uses the assessment as a way to engage with leads at events and to promote our consulting services