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Driving Engagement Through Humor on VMworld’s Blog and Social Channels – Amber Kaplan

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Copywriting & EditingSecuritySocial MediaStrategy

Driving Engagement Through Humor on VMworld’s Blog and Social Channels

VMworld is a global conference for virtualization and cloud computing, hosted by VMware. Newer products and services focus on security.

Within VMware's suite, VMworld channels have historically had the most flexibility when it comes to personality. That's partially because it's an offshoot of the main brand and partially because VMworld's primary goal is to engage an audience that includes a mix of customers, prospects, and people who are there to improve their knowledge of security, networking, and virtualization technology.

While working on content for VMworld, I executed on our editorial strategy by authoring several blog posts that leveraged creative content like GIFs, photos, videos to emphasize the educational and humorous content and drive engagement.

In addition, I served as an editor for the social editorial calendars, ensuring content laddered back to the strategy, correctly leveraged CTAs (calls-to-action), and was humorous.  Peruse the @VMworld Twitter handle here.

Across its suite of products and respective blogs and handles, VMworld's content and social channels have the highest time on page and engagement rates, despite having no paid promotion behind its content, indicating that the humorous strategy works.

Read the VMworld blog here
Client

VMware (VMworld)

Role

Writer, Editor

Year

2018