Who is Steven Kluber?
From humble beginnings slinging bread bowls, my journey has certainly been an interesting one. And in the past decade and a half, I've brought my unique blend of snark, bold ideas, and quality content to a unique mix of companies. It started with a simple goal... Churn out content for a personal injury attorney. I parlayed it into a social media internship at a local agency. Within a year, I became the cornerstone of their content marketing practice.
The Agency Days
This is where things got interesting. Still slinging bread bowls, I started carving a name for myself in the world of content & digital marketing. The first two clients I was assigned to? A garage door builder and... a healthcare payments provider. Like I said, unique mix of companies. It only got more interesting from there.
Over my seven years in agency life, I've become a thought leader in a variety of industries, most notably, accounting & enterprise resource planning software. I was the voice for at least ten of the top 100 resellers in the industry. I was a key part of the team that created Acumatica's VAR playbook. I learned more about new accounting standards than I'd like to admit.
But as much as I... loved helping companies understand unique business challenges (and how NetSuite/Acumatica/Intacct made life easier), I had a few other clients that were either more fun or more interesting. Three of which stood out: An OSHA training company, a PPE ecommerce brand that made better arc flash suits, and a manufacturer of pollution control solutions.
There was something a whole lot more fun about selling tangible products. But throughout the pandemic, these companies became harder to come by. And in 2021, it was time for a change. I made my move from agency to brand, and set out to deliver on my vision.
The Brand Side
In Summer 2021, I took on my most recent role as a digital marketing manager at a custom manufacturer of fixtures, furniture, and graphics. I immediately set out to rebuild the role. It started with rebuilding every page on the site to accurately reflect the company, its services, and its identity. I established the company's social pages as a top source for insights pertinent to their buyers.
And for two years, I implemented my vision. I established a strategy, tailored content to the right buyers, and measured my effectiveness along the way. Clicks to bricks? We were a player when I started. By time I was done, we were one of the biggest names among DTC companies looking for fixtures. I established the brand's student housing message.
Website traffic doubled. Every website page served a purpose. Content was educational. The company grew from $50 million to $80 million... mostly on the backs of those DTC brands I worked so hard to target.
I enjoyed what I did and did damn well. But sometimes, visions differ. And as of July 2023, I'm a free agent.
The Next Chapter
I spent the past decade dragging a whole lot of companies kicking and screaming into the world of strategic content. I set SMART goals. I tailored content to fit every stage of the buying cycle. I established brands. Simply put, I spent more than half a decade making B2B digital marketing un-boring.
And I'm ready to help someone like you.
Skills
Background & Resume
Morgan Li
08/2021 - 07/2023
Digital Marketing Specialist
Morgan Li specializes in creating fixtures, furniture, and graphics. Throughout my tenure as a digital marketing specialist with the company, I rebuilt, modernized, and significantly expanded the role. Through social media, content, and optimization, I doubled website traffic, supported sales as the company added $30 million in revenue, and established the brand as a thought leader.
- Established brand voice and authority through website content, social media, email marketing, and additional outreach.
- Collaborated with sales and support teams to understand the buying process and develop content for each stage of the sales process.
- Played significant role in doubling website traffic and supporting company growth from $50 million to $80 million.
- Positioned brand as a thought leader in fixtures, furniture, and graphics. Tailored thought leadership to connect with a wide range of potential clients including cannabis dispensaries, apparel retailers, DTC brands, and big box stores.
- Developed educational top, middle, and bottom of funnel content focused on unique industry focuses: Direct-to-Consumer Brands opening physical retail spaces, cannabis dispensaries, emerging brands, and student living.
- Developed and tailored social media calendar for Facebook, LinkedIn, Pinterest, Instagram, and Twitter accounts.
- Curated, drafted, and published content to reinforce company’s role as a thought leader, great place to work, community member, and expert.
- Grew social media following by over 60%. Used increased social following and improved content schedule to increase traffic from social by thousands of percent.
- Implemented basic and intermediate search engine optimization tactics to improve search presence and searchability.
- Recommended and managed appropriate WordPress plugins focused on site speed, architecture, and interlinking. Led image and page optimization, including image alt tags, meta descriptions, schema, etc.
- Optimized website pages for web crawlers and humans. Rebuilt every single informative page, landing page, and project page to drive buyer interest and capture leads.
- Managed keyword research for both SEO and PPC, tailoring on-site content to satisfy organic searches and inform future keyword purchasing on Google AdWords.
- Created, managed, and expanded press database to facilitate outreach to news media and industry publications.
- Established brand as an expert in its space through outreach to press outlets, blogs, and more.
- Acted as first point of media contact for company throughout warehouse fire and company rebuild. Controlled messaging throughout local & national media scrutiny.
- Oversaw development and deployment of new morganli.com website, setting expectations for leadership team, prioritizing best practices where possible, and ensuring that go-live happened on time.
- Influenced selection, development, implementation, and ongoing use of HubSpot inbound marketing software.
- Collaborated with HubSpot team and web design agency to ensure that integrations between WordPress site and HubSpot were operational.
- Tailored and managed forms, calls-to-action, and automations, improving on-site user experience for prospects, job applicants, and more.
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Modern Marketing Partners
11/2013 - 05/2021
Content Marketing Manager, Partner
Business to Business Marketing Agency built to help brands connect with clients. Specialties included website design, search engine optimization, and content marketing. Your friendly agency creative who developed the content to fuel more than $2 million in sales. The voice of the cloud ERP industry for the better part of five years. Spent this time positioning resellers, accounting firms, and other B2B brands as experts.
- Established content marketing practice at agency, pivoting content creation methodology from pushy to educational.
- Developed unique voice, focus, and content strategy for variety of B2B clients in wide range of industries.
- Specialized in creating technical and educational content for long sales cycles, specifically focused on value-added resellers and technology practices at accounting firms.
- Became the go-to content creator for wide range of additional industry players including both startups and publicly traded companies. Industries served include legal technology, electrical PPE, healthcare payments, virtual payments, air pollution control, and more.
- Combined top, middle, and bottom of funnel content to convert visitors to leads and leads to buyers. Content includes blogs, articles, infographics, case studies, whitepapers, and more.
- Implemented content calendar methodology to provide consistency and consistent traffic throughout the buying cycle.
- Built landing pages focused on services, industries served, locations, and more. Recommended optimization to user experience and flow to facilitate lead generation.
- Managed internal content initiatives to educate potential clients on the value of modern content marketing and the role that Modern Marketing Partners plays in connecting clients with their buyers.
- Spearheaded Modern Marketing Partners’ Controllers Council community, leading strategy, content creation, and delivery for the fastest-growing community of finance professionals.
- Supported executive initiatives to diversify Modern Marketing Partners brand through diversification. Became the voice for agency “sub-brands” focused on branding, social media, construction marketing, and more.
- Supported company's branding partner in creation of brand identity including taglines, brand naming, and additional communications.
- Influenced selection, development, implementation, and ongoing use of HubSpot inbound marketing software.
- Established and grew client social media following to support broader content initiatives.
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Charles Boyk Law Offices
08/2012 - 12/2012
Content Marketing Intern
- Drafted original, keyword-rich content to support company in excessively competitive industry.
- Drove traffic, built links, and focused pages to reduce PPC costs.
- Facilitated path from website visitor to lead through interlinking and calls to action.
Toledo Mud Hens/Walleye
08/2012 - 12/2012
Ticket Sales Intern
- Supported group and season ticket sales account managers.
- Provided new leads to account representatives, facilitated transactions, and provided information in a timely manner.
- Completed ticket transactions in fast-paced, high-stress environment using TicketWeb ticketing software.
Panera Bread
06/2008 - 06/2015
- Delivered high-quality service in a fast paced environment.
- Learned systems, processes, and customer service styles. Educated new hires and managers on how to thrive in high-stress fast casual restaurant.
- Operated point of sale system, drove customer loyalty through high percentage of loyalty program signups.
Education
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University of Toledo
December 2012
Bachelors of Business Administration
Major: Marketing
Minor(s): Business Law, Professional Sales
Organizations: Sigma Alpha Epsilon