Marketing

Women’s History Month: 12 Influential Women in Content Marketing You Need to Know

When I first took on this assignment to find — and write about — influential women in the content creation/content marketing world, my first thought was: “Eh, piece of cake.” Just do a little research, target the names that pop up frequently, and present them through clever write-ups.

But the “piece of cake” turned into an entire bakery. Once upon a time, finding a professional woman writer was akin to searching for that infamous needle in its equally famous haystack.

While gender inequities are still a thing in this day and age, there are many women out there who have carved their roles as exemplary content creators, producers and marketers. This trend is terrific for the industry. For one thing, women leaders are great when it comes to lifting and supporting others who demonstrate skill and potential. Plus, women who head up content marketing and creation efforts are in a great position to create messaging for, and engagement with, other women.

The takeaway here is that this article could have encompassed hundreds of women who’ve influenced content marketing. But the 12 below prove to be outstanding representatives of this industry. Some successfully do so from C-suites, while others carve out their niches as entrepreneurs extraordinaire. In addition to their focus on strategies, they are also in a position of content strength in their particular fields.

12 women in content marketing who are innovating the industry

As a female content creator myself, I’m honored to present the following women in content marketing that you need to know, in no particular order. I find them inspirational and awe-inspiring. I hope you do, too.

Amy Porterfield

1. Amy Porterfield, CEO, AmyPorterfield.com

Amy’s content efforts don’t necessarily run to her own creation of blogs or articles (though she has written and posted on her website). Rather, her emphasis and expertise focus on content creation, distribution, and usage to build online businesses. Specifically, she works with businesses and entrepreneurs on starting and growing their email lists.

She also provides insight on creating online courses and selling those courses with help from webinars. Finally, she creates and hosts a podcast, ‘Online Marketing Made Easy.’ Amy launched her own business backed by plenty of experience; she was once a former contributor to, and Facebook Community Manager for, the Social Media Examiner, and as director of content development for Anthony Robbins Cos.

Ann Handley

2. Ann Handley, chief content officer, MarketingProfs

No discussion about women and their influence on content marketing would be complete without the mention of Ann Handley. She bills herself as “the world’s chief content officer,” and with good reason. In 1997, she co-founded ClickZ.com, one of the first digital platforms for news and commentary.

For close to two decades, Ann has headed up MarketingProfs’ content efforts and strategies. In her “downtime,” she authors best-selling books, provides content marketing and marketing writing training, pens numerous blogs for social media, and speaks at national and international conferences and events. So yes, there is a reason why Ann is recognized by ForbesWoman as one of top 20 women bloggers and is cited by Forbes as one of the most influential women in social media.

Cristina Jones

3. Cristina Jones, chief marketing and engagement officer, Salesforce.org

Here’s a fun fact: Well-known customer relationship management company Salesforce has a non-profit social impact center. It’s called Salesforce.org, and its head of content and marketing is Cristina Jones. Her focus is on motivation to action, directing her team to use high-level content, effective storytelling and other means to create communities and support advocacy and partnerships.

She joined the Salesforce corporation in 2018 from Twentieth Century Fox, where she was EVP of Technology & Creative Strategy. In addition to her content oversight, Cristina appears on podcasts and frequently authors blogs about how technology can be used to emphasize connections between storytellers and their audiences.

Heidi Bullock

4. Heidi Bullock, chief marketing officer, Tealium

Heidi Bullock pops up frequently as a content marketing influencer, namely because of her stellar resume describing a “who’s who” of leadership positions. In her current position at Tealium, she focuses on how to make the most of revenue generation across customer life cycles. She also served leadership stints at Engagia and Marketo where she handled product marketing, internal sales and account-based marketing strategies.

From a content perspective, Heidi has outlined her expertise by authoring blogs and contributing to thought-leadership books, such as ‘Clear and Complete Guide to ABM Analytics’ and the ‘Definitive Guide to Account-Based Marketing, Lead Generation, Content, Mobile Marketing, and Engaging Email.’ Thanks to her experience, Heidi is a frequent speaker and guest lecturer for B2B marketing conferences and a visitor on similar podcasts.

Kay Hsu

5. Kay Hsu, head of Creative and Design, Partnerships Marketing at Facebook

Kay is another influential female leader who often can be found as part of content marketing discussions. As a Facebook executive, she focuses on storytelling as a viable tool for communications and digital planning. She’s no newcomer to Facebook – she joined the organization in 2014, working with Instagram for many years.

These days, she makes her mark as an award-winning and strategic marketer, with an emphasis on communications, digital planning and product development. Making her appearance on many lists focused on women in advertising, Kay has also regularly contributed to trade press publications including Adage and Campaign UK. In her downtime, she leads the battle against Asian bias, and more recently, has gone public about her experience with Stage 4 breast cancer.

Lilach Bullock

6. Lilach Bullock, founder, Lilach Bullock Ltd.

Lilach identifies herself as “an entrepreneur and passionate blogger,” someone who has authored thousands of blogs on her own website, as well as popular websites elsewhere (think Forbes). But she’s being modest in her self-appraisal. Lilach was a social media content pioneer when social media first became a thing in the 2000s.

These days, she’s recognized as an international social media expert. In addition to being a highly prolific content creator and in-demand speaker, Lilach works with and coaches small businesses and entrepreneurs, helping them boost their images, while improving website traffic and lead gen opportunities. She is also a huge supporter of, and advocate for, ethical online marketing.

Mari Smith

7. Mari Smith, entrepreneur

Normally I’m leery of self-proclamations. But Mari’s description of herself as “Queen of Facebook” is well-founded. A long-time social media expert, she is well-known when it comes to successfully working with businesses on boosting their presence on Facebook and similar platforms. She considers Facebook an ideal marketing tool and trains others on how to use it as such.

No wonder Forbes lists her as one of the Top Ten Social Medial influencers. Mari is also a successful author of relationship marketing and social media marketing books. When she isn’t training, consulting or writing, she can be found hosting webinars or at many marketing and other events as a keynote speaker and presenter.

Melanie Perkins

8. Melanie Perkins, co-founder and CEO, Canva

As someone who uses frequently relies on visuals in my content creation, I’m no stranger to Canva for its ease of use and reasonably priced services. And I’m thankful for Melanie Perkins, who co-founded this company and serves as its leader. Also impressive? That she spearheaded one of Australia’s largest early-stage investment rounds to support and grow this online design and publishing tool.

She was also busy before her Canva years; her first business venture was Fusion Books, an online system allowing schools to create their own yearbooks. Now the largest yearbook publisher in Australia, Fusion Books expanded to France and New Zealand.

Mina Seetharaman

9. Mina Seetharaman, GVP Strategy & Operations, Global Product Management at Gartner

Mina regularly pops up in high-level content marketing discussions. For one thing, she’s a C-suite executive for a top-tier international technological research and consulting firm. For another, she made a mark as The Economist Group’s Content Solutions Unit. As EVP and member of the Publisher Team, Mina managed a team of intelligent thought leadership writers and editors with backgrounds in finance, healthcare and technology.

She also worked with The Economist Group’s publisher-side agency to assist Fortune 500 companies with top-notch marketing programs. Also on her resume: executive positions with OgilvyOne, where she headed up content and advanced video practices. In addition to her “business” pedigree, Mina was involved in the UN Women Global Innovation Coalition for Change, as well as serving on the advisory council for the Digital Marketing Institute.

Nancy Badillo

10. Nancy Badillo, entrepreneur

Nancy makes this list for several reasons. Yes, she’s a digital marketing specialist, similar to other entrepreneurial women on this list. But Nancy is focused on one niche, that of helping online businesses, specifically those who operate on Etsy. She’s gone so far as to proclaim herself as the “Queen of Growing Businesses Online”— yes, another self-proclaimed expert.

But she backs up that declaration with solid digital marketing and content experience, advice, and training imparted through multiple blogs, guides, ebooks, and YouTube videos. In fact, she walks the talk – much of what she has learned and passes on is based on her own experiences as an Etsy seller.

Rebecca Lieb

11. Rebecca Lieb, Ph.D., content strategist, advisor and author

Many might recognize Rebecca as a content strategist, author and speaker. One of her books, ‘Truth About Search Engine Optimization,’ came out in 2009; while another, ‘Content Marketing,’ was one of the first books on this particular topic. She can be found as a presenter at various digital marketing events.

And many might recognize Rebecca’s name because of her notable body of research work pertaining to content marketing strategies, and their role in paid and owned media, as well as previous high-level roles at ClickZ.com and Econsultancy. But she doesn’t confine her information and knowledge to – er – content. She’s in demand as a speaker, and also teaches at Northwestern University’s Kellogg School of Management and Avans University of Applied Science.

Stacy Minero

12. Stacy Minero, global head of Twitter ArtHouse

According to Twitter, Twitter ArtHouse helps “brands design content for culture, communities, and conversation.” Stacy Minero has oversight of the entire operation, which focuses on converting brands into compelling content. She joined Twitter in 2014, heading up the company’s newly formed Content Planning Team; by 2017, she had launched a creative service that optimized video as a viable brand support tool.

Stacy’s efforts have netted her plenty of accolades; some of the most notable include that of Media All-Star (Adweek) and Campaign US Female Frontier honoree. Business Insider has also weighed in, listing Stacy as one of the best business people to follow on Twitter.

In honor of #WomensHistoryMonth, we’re delighted to present 12 of the most innovative women in #contentmarketing. Learn all about these inspiring leaders. Click To Tweet

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About the author

Amy Sorter

Amy Sorter is an award-winning journalist, copywriter, and principal of The WordSorters. Her work has been published in regional and national business and consumer publications. Amy's focus is on creating customized, highly engageable content in a variety of formats for non-profit organizations, small businesses, and Fortune 500 companies.