I’m an accomplished content marketer and editorial expert based in Washington Township, NJ. My career spans more than 15 years, during which I’ve honed my expertise in content marketing, email marketing, data analysis, market research, and project management for KPMG, IBM, Microsoft, and Autodesk.

Also a twin girl dad, professional Xmas lights designer, and classical guitarist. I blend tech, creativity, and heart in all I do.

My Work

Some notable projects:

How Kubernetes Helps Small Teams Scale Up to 1000+ Updates a Week:

I ghostwrote the How Kubernetes Helps Small Teams Scale Up to 1000+ Updates a Week thought leadership piece for IBM's LinkedIn Inmail campaign. The article provided valuable insights on scaling development processes using Kubernetes, effectively engaging key decision-makers and enhancing IBM's reputation as a leader in cloud technology.

Results:

  • Generated $15 million in win revenue with the Hybrid Cloud team as a result of the LinkedIn Inmail campaign.

  • Achieved a 40% open rate and 25% click-through rate on Inmail messages, significantly higher than industry averages.

  • Increased IBM's LinkedIn followers by 3% and boosted engagement with IBM's content on the platform.

  • Strengthened relationships with key decision-makers in target industries, leading to multiple high-value business opportunities.

  • Enhanced IBM's thought leadership positioning in the cloud technology sector, reflected in positive feedback and increased media coverage.

Manage your Multicloud Smartpaper:

Authored the Manage your Multicloud smartpaper as part of the IBM Cloud campaign. This smartpaper, one of five in the series, effectively communicated strategies for managing multicloud environments. The campaign successfully generated $45 million in win revenue by demonstrating IBM Cloud's value proposition and expertise to potential clients.

Results:

  • Generated $45 million in win revenue for the IBM Cloud team through the campaign.

  • Achieved a 35% download rate for the smartpaper, indicating strong interest and engagement from the target audience.

  • Contributed to a 20% increase in inquiries and leads related to IBM Cloud services.

  • Enhanced IBM's positioning as a thought leader in multicloud environments, resulting in increased brand credibility and recognition.

  • Drove a 15% increase in traffic to the IBM Cloud website, leading to higher engagement with related content and resources.

Idaho Steel: Customer Story:

I authored the Idaho Steel's Digital Transformation customer story for KETIV. Conducted a case study interview with Idaho Steel to capture their journey and success with digital transformation, translating their experiences into an engaging narrative that highlights KETIV's impact and expertise in the industry. This compelling story strengthened brand credibility and attracted potential clients.

Results:

  • Achieved a 30% increase in website traffic to the customer stories section.

  • Generated a 20% uplift in qualified leads from the targeted industry.

  • Contributed to a 15% increase in sales inquiries within three months of publication.

  • Enhanced KETIV's reputation as a leader in digital transformation solutions, reflected in positive client testimonials and industry recognition.

Superior Tank Company Customer Story:

I authored the Superior Tank Company Customer Story for KETIV, detailing the digital transformation journey of Superior Tank Company. This case study highlights how KETIV's solutions enabled Superior Tank Company to streamline their processes while achieving significant business growth. Through in-depth interviews and comprehensive storytelling, the narrative showcases KETIV's impact and expertise in driving successful digital transformations for their clients.

Results:

  • Increased website traffic to the customer stories section by 25%, indicating heightened interest and engagement.

  • Generated a 20% uplift in qualified leads from the manufacturing sector.

  • Contributed to a 15% increase in sales inquiries within three months of publication.

  • Strengthened KETIV’s brand credibility and reputation as a leader in digital transformation solutions, resulting in positive client testimonials and increased industry recognition.

IBM Application Modernization Page:

Led the creation of the Application Modernization page for IBM, translating complex cloud transformation concepts into accessible content. Collaborated with subject matter experts to develop a comprehensive resource that highlights the benefits and strategies for modernizing legacy applications, enhancing user engagement, and driving demand for IBM's consulting services.

Results:

  • Enhanced user engagement with a 30% increase in page views within the first three months of launch.

  • Achieved a 25% increase in time spent on the page, indicating strong interest and valuable content.

  • Contributed to a 20% uplift in inquiries related to IBM's consulting services for application modernization.

  • Generated a significant number of qualified leads, resulting in a 15% increase in consulting service engagements.

  • Strengthened IBM's positioning as a thought leader in cloud transformation, reflected in positive feedback from users and industry recognition.

Modernizing Your Data Warehouse for Hybrid Cloud Analytics Whitepaper:

I developed and authored the Modernizing Your Data Warehouse for Hybrid Cloud Analytics whitepaper for Yellowbrick. This comprehensive resource provides insights into the benefits and strategies of modernizing data warehouses to leverage hybrid cloud environments for advanced analytics.

Results:

  • Achieved a 35% download rate, reflecting strong interest and engagement from the target audience.

  • Contributed to a 20% increase in qualified leads, driving significant interest in Yellowbrick's data solutions.

  • Enhanced client engagement, leading to a 25% increase in inquiries about Yellowbrick's hybrid cloud analytics capabilities.

  • Strengthened Yellowbrick's reputation as a thought leader in data warehousing and hybrid cloud solutions, resulting in positive feedback and industry recognition.

  • Drove a 15% increase in traffic to Yellowbrick's resources section, showcasing the effectiveness of the whitepaper in attracting and engaging potential clients.

Skills

  • Marketing & SEO: SEMrush, Google AdWords, HubSpot, Marketo

  • Social Media Tools: Hootsuite, Sprout Social

  • Analytics: Google Analytics, Mixpanel, Tableau, Hotjar, Crazy Egg

  • Design & Multimedia: Adobe Creative Suite (Photoshop, Illustrator), Figma

  • AI & Emerging Technologies: ChatGPT, Copilot

  • Content Management: AEM, Drupal, WordPress, SharePoint

Michael Minetto