PTO EXCHANGE

Content & Social Media

How We Executed This Project

Performed a content and social media audit on current channels and provided opportunity gaps and recommendations for improvement
Developed a comprehensive content and social strategy that leveraged PTO Exchange’s unique point of view and value proposition
Cross-team collaboration with graphic designer, PR consultant, and marketing manager to move marketing efforts forward
Drafted talking points for thought leadership pieces and conference speaking slots to increase CEO’s visibility
Created long-form content such as blog posts and ebooks based on trending topics in the industry and to customers
Ideated, wrote, and designed social content for LinkedIn, Facebook, Twitter, and Instagram

Outcomes

Increased social audience by 42% YoY
Increased blog production by 185% YoY
Published weekly blogs & daily social posts
Wrote regular guest blogs for partner marketing efforts
Thought leadership piece ideas have gotten picked up by industry-leading publications, such at HR Benefits Pro, TLNT, and HR Daily Advisor
Hundreds of marketing qualified leads (MQLs) generated from lead-generation content
Ranked on page one of Google for several search terms relating to PTO and employee benefits

Company Background

PTO Exchange is a seed startup based in Woodinville, WA. PTO Exchange is a benefits platform that turns unused paid time off (PTO) hours into liquid assets that can be converted into things employees value – retirement accounts, student loan repayment, travel awards, charitable causes, and more.

Problem

Due to competing priorities and the size of the marketing team, PTO Exchange couldn’t prioritize its content and social channels the way it wanted. Due to inactivity on its blog and social channels, PTO Exchange felt like it was losing its position in the industry and lacked brand awareness.

Solution

PTO Exchange needed someone to focus on building up its content and social media presence. This included writing blogs, long-form content (ebooks, whitepapers, etc.), and posting and managing its social media presence, mainly on LinkedIn. PTO Exchange also needed someone who was an extension of its marketing team and could be its go-to for all things content.

“When we hired Alexa, we were just trying to get our socials and PR to work more efficiently together. Being a startup company and having contracts with companies and individuals to support your marketing initiatives can sometime go terribly wrong. Alexa brought her experience with a very collaborative and solutions-oriented approach to all the other stakeholders and has been instrumental in getting our company’s message out. She has helped us get back in front as the thought leader in the category that we created. She has spent time making sure we don’t send out mixed messages and doubled our social engagement within ninety days. Alexa has always been available to answer questions or just jump in and help. The professionalism she has in her work shows through in her client’s marketing and social media campaigns.”

— Rob Whalen, CEO @ PTO Exchange