Earlier this month the American Marketing Association of Phoenix awarded the Castelazo Content team three Spectrum Awards for our submissions in the inaugural content category. Our submissions included a bylined article, a white paper, and a content marketing campaign. We were so honored by the wins and proud of the work we did for each client that we wanted to share our entries and lessons learned with you all. We’ll start with this post about our winning entry for Content: Case Studies / Articles.
About a year ago, Castelazo Content was asked to run a thought leadership content workshop at the Arizona Technology Council’s 2014 CEO Retreat. In preparation for the workshop, Chief Content Strategist Molly Castelazo asked three local tech company CEOs to work with her in the process of thought leadership content development and marketing and then share the experience with their fellow CEOs during the workshop.
The article we submitted for the Spectrum Award, Bridging the STEM Talent Gap Not About Degrees, But Skill Sets, is the outcome of that process with onTop’s Tony Portela. The article was published in TechCrunch, one of the most prominent online tech publications with 37 million page views per month.
Our objective with this article was to showcase Tony’s thought leadership in the area of STEM skill development. After creating the article we submitted to TechCrunch. An hour later, Molly received an email from the editor declining to publish the article. After some back and forth it was concluded that the editor saw the story from a different angle. After receiving his feedback, Molly reframed the article and resubmitted it. The persistence paid off!
TechCrunch published the article Bridging the STEM Talent Gap Not About Degrees, But Skill Sets on August 16, 2014. While the publication doesn’t release page view statistics for individual articles, the social media distribution of the article was phenomenal. As of May, readers have shared Tony’s article 1,352 times, including:
- 659 Facebook shares
- 416 Tweets
- 209 LinkedIn shares
- 68 shares on Google+
onTop Technology Corp. is a fast-growing IT managed services firm. The company’s founders Tony Portela and David Ziton are active in the tech community in Arizona, including as Advisors to the high school students participating in the House STEM App Challenge (students from across the country compete by creating, submitting and exhibiting their app).
PDF of the article: http://castelazocontent.com/wp-content/uploads/2015/02/onTop-TechCrunch.pdf
The article is also still live at http://techcrunch.com/2014/08/16/bridging-the-stem-talent-gap-is-not-about-degrees-but-skill-sets/