From May to August of 2018, I was a Marketing Intern for Amazon Web Service’s Worldwide Public Sector (WWPS) team in Washington, DC. Amazon Web Services (AWS) is a global cloud computing company that works with clients across all sectors. My team works with nonprofit, education, and government organizations to help them use cloud technology to achieve their goals for communities, students, and/or citizens.
I was the sole intern on the Content Marketing Team, the group responsible for telling our customers’ stories. This took shape in blog posts, video testimonials, podcasts, event sessions, and more. My main project focused on customer engagement at the annual AWS Public Sector Summit in DC, an event with over 10,000 attendees from around the world. I was tasked with creating a positive customer experience for our video testimonials from beginning to end and with creating innovative strategy to promote our content assets in new ways.
Throughout this project, I sought out pain points and learned how to fix them. I expanded the scope of my project as I learned more about the company and our marketing team. By the end of the summer, I’d developed recommendations for three challenges to the general practices of the WWPS marketing team.
- It takes great effort and resources to capture customer stories, especially live. We need new ways to maximize the value of these assets.
I used the video testimonials we captured as standalone videos, social media content, and content to drive digital marketing campaigns. I created video visuals to accompany podcast audio we collected at Summit so that we could promote podcasts in a more engaging, innovative way.
- My team tells the stories of customers using the cloud to change the world. We need to make sure we’re making it easy for them to use these stories in marketing, too. Additionally, we should make these assets easy to find for prospective customers with similar stories.
I reorganized and refreshed the main landing page for public sector customer stories. I used webpage analytics and dove deep into the customer experience to understand how page visitors were actually looking for content.
- Field marketers are our bridge to sales teams and the customer. We need them to have quick, easy access to assets that tell customer stories, give examples of customer success, and make the impact of the cloud clear.
I led meetings with each vertical’s field marketers to learn about their pain points in finding and using content. Based on their feedback, I redesigned our internal system for sharing new customer stories. I also worked backwards from their role to create kits that contained everything a field marketer needs to use a blog post, case study, video, or other asset.
Addressing these challenges taught me the value of working backwards. Understanding the customer or stakeholder gives you insight that’s necessary to creating a useful product or service. It’s worth noting that this took time and effort to learn. Before I scheduled meetings with the field marketers, I started creating plans for a system that I thought would fix the issue. After talking to them, I realized that I’d failed at working backwards. The people who use a service know what problems they face better than the creators of the service do.
After interning with RocketBolt during Summer 2017, I knew I wanted to keep exploring tech. But, I was left curious about what customer engagement and marketing looked like in large companies. My summer at AWS fit exactly what I was looking for. I worked closely with technology products and customers, I worked across multiple teams to achieve common goals, and I got to take ownership of strategy using principles of marketing and innovation.
Below, take a look at what the aforementioned website looked like before my redesign.