Company/Partner: MarkMonitor
Role: Creator and lead of the New gTLD Resource Center, an online thought leadership vehicle for the enterprise software company.
background
With the decision by the internet’s governing body to expand its namespace by allowing new generic Top-Level Domains (“new gTLDs” aka the letters to the right of the “dot” such as “.com”, “.net” and “.org”), many brands and professionals were not sure how to proceed. A misstep in a brand’s new gTLD strategy could result in reputational disasters, loss of business or sales and/or the waste of funds. One of the core businesses of MarkMonitor is domain management, so the company needed to ensure it was seen as the industry leader and expert in this new landscape. The solution? Create a thought leadership vehicle that kept both existing and potential customers informed about the ever-evolving new gTLDs and sold the domain management services of MarkMonitor.
“She gets the big picture, she gets the details right, she asks the right questions and she delivers high-quality results. ”
tactics
· Developed the overall vision of the site including content and architecture (through partnering with design)
· Identified audiences and crafted a journey and content specific to each group’s understanding of new gTLDs.
· Formulated content so that it could be repurposed in direct marketing efforts, social posts, etc.
results
New gTLD Resource Center continues to be a successful lead gen vehicle for the company 6+ years after it was created.