Burhanuddin Ezzy

BASc Mechanical Engineering @ University of Waterloo
Experience in Content Marketing with an Engineering background

Autodesk
Marketing Specialist Internship
16 Months

Jan 2023 – Jan 2024 | Toronto ON Remote
As a Marketing Specialist at Autodesk, I developed impactful marketing materials and strategies that enhanced internal engagement and partner relations. I created a quarterly newsletter for over 1,500 recipients, designed an event landing page, and managed the development of an eBook and whitepaper. Additionally, I overhauled content libraries, produced customer story videos, and conducted market research to identify new opportunities, all aimed at streamlining sales enablement and supporting effective marketing initiatives.

eBook

Led the end-to-end development of an eBook, from concept to launch, overseeing copywriting, messaging, layout, and graphic design. Collaborated closely with stakeholders to ensure high quality and relevance, while also directing market activation strategies to maximize its impact.

View eBook

Landing Page

I developed a dedicated landing page for AU2023 to showcase AEC strategic partners, overseeing every aspect from copywriting and visual design to page layout. This ensured their contributions were effectively highlighted, driving increased engagement.

View Page

FAQ SEO

Enhanced the Autodesk-Esri landing page by adding an SEO-optimized FAQ section. This process included researching relevant BIM and GIS keywords using tools like Google Search Console and Keyword Planner, collaborating with the SEO team to review findings, and strategically integrating the FAQ to boost search visibility and drive increased traffic.

View FAQ

Whitepaper

I facilitated the stakeholder review process for the IFMA Survey Research Whitepaper, collaborating with vendors and stakeholders to ensure content accuracy and alignment with key objectives through effective coordination and communication.

View Whitepaper

Webinar

I drafted the webinar form, including the title, summary, and participant details. Additionally, I designed promotional slides for the eBook to support the Eptura strategy team, enhancing their presentation and outreach efforts during the webinar.

Content Management Platform Updates

Page Updates
Performed regular updates to our internal content management platform, ensuring accuracy and relevance of on-page content.

Asset Management
Consistently added and edited assets within our internal content management platform, enhancing the overall quality and organization:

  • Partner snapshots
  • Videos
  • Links of externally hosted assets
  • Playbooks.

Public-Facing URLs
Managed the submission process to create public-facing URLs for respective assets, ensuring proper accessibility and visibility.

Market activation

The Market Activation Process outlined below was implemented for all the assets mentioned and several additional marketing materials.

Social Activation
Collaborated with the Social Media Marketing Manager to publish social posts across appropriate channels. This involved providing a summary of the asset, its purpose, the primary target audience, key Autodesk products highlighted, as well as sample social post copy and visuals. Additionally, we worked on establishing a timeline and frequency for scheduling.

Bonfire Posts
Created a social post for Bonfire (our internal platform) to enable Autodeskers to promote the asset through their social media channels, increasing its visibility.

SSN & CN Newsletter Articles
Drafted an article for the Sales Success & Channel Newsletter to promote the respective asset.

Blog Posts
Composed a blog post to enhance visibility through SEO and attract organic search engine traffic.

Landing Page Updates
Collaborated with the web development team to incorporate the asset into relevant landing pages.

Reporting
Provided performance metrics for the above marketing efforts using tools such as Quick Sprout, Google Search Console, Google Analytics, and Adobe Analytics.

Esri Customer Story Videos

I coordinated with Esri customers, stakeholders, and a third-party vendor to streamline four customer story interviews from 30 minutes to 2 minutes. My responsibilities included securing customer consent forms, obtaining B-roll video assets, acquiring radio cuts from vendors for review, and encouraging customers to provide additional footage.

View Video

AEC Strategic Partner Newsletter

I developed an internal quarterly newsletter to update 1,500 Autodeskers on AEC strategic partners—Esri, Eptura, and Schneider Electric—fostering transparency and collaboration. This initiative originated from competitor market research.

Content Curation: Coordinated with the strategy team to gather updates and insights about the partners.

Copywriting & Stakeholder Review: Created engaging copy and ensured consistent messaging, reviewed drafts with strategy leads.

Drafting the Newsletter: Transferred content to Proze, formatted for a clear and appealing layout.

Testing, Scheduling, & Performance Tracking: Conducted cross-platform testing, scheduled distribution, and tracked engagement metrics like open and click-through rates.

Competitor Research & Industry Content Analysis

I researched the “requirements & benefits” of 150 companies to enhance Autodesk’s partnership framework with Esri, Eptura, and Schneider Electric. This work generated 1,500 benefits and 500 requirements, which I distilled into key initiatives. This research led to the creation of the Quarterly Strategic Partner Newsletter.

Additionally, I analyzed the content strategies of these companies to identify opportunities for improving Autodesk’s content production.

Mercku
Marketing Specialist Internship
4 Months

Sept – Dec 2021 | Toronto ON Hybrid
Developed targeted content and SEO strategies to drive engagement and optimize conversion rates, significantly enhancing Mercku’s online presence.

Blog Writing

Crafted blogs and infographics on technical content, optimizing them for SEO to guide customers through the buyer’s journey and highlight Mercku’s solutions. Note: Articles were published under Temirlan Toktabek (Tim) due to his WordPress access, though I was the author.

Whitepapers

Developed three detailed whitepapers for Mercku’s M6, M6a, and M2 Queen products. These whitepapers provided in-depth technical insights and benefits, aimed at educating customers and supporting the sales process with well-researched, persuasive content.

Other Initiatives

  • Analyzed Google Search Console for key metrics such as clicks, impressions, CTR, and average position, along with top-performing queries and pages.
  • Evaluated Google Analytics for bounce rate, session duration, and pageviews, segmented by demographics and traffic sources.
  • Reviewed site design and copy for SEO and conversion rate optimization, leading to a user-centric site redesign.
  • Conducted medical data research to support the relevance of WiFi intelligence sensing.

GoFleet
Marketing Copywriter Internship
4 Months

Jan – May 2021 | Mississuaga ON
Developed SEO-focused content and streamlined blog workflows to enhance GoFleet’s industry presence and drive thought leadership.

Blog Writing

Wrote blogs & whitepapers on technical content, & SEO optimized them — The intent was to position GoFleet as an industry thought leader.

Note: While the first five blogs display my name as the author, the remaining articles are listed under my manager, Victoria Gole, due to her role in editing and publishing. I wrote all the content, but she handled the final steps. The first five were times when I formatted and published directly, as she was occupied with other projects.

/

Whitepapers

Did the copywriting for the following four Whitepapers.

Other Initiatives

  • Analyzed Google Search Console for clicks, impressions, click-through rate CTR, average position, data on top-performing queries, pages, & devices
  • Analyzed Google Analytics for bounce rate, average session duration, & pageviews segmented by demographics, geography, & traffic sources
  • Reviewed design & copy for SEO & conversion rate optimization CRO — Feedback used for creating a newly revised user-centric site

Personal Blog in the “Blogging & SEO” Niche

  • Created this personal blog in 2022 – 2023 to rank one on Google, in the hyper competitive niche of “blogging and SEO”. Stopped working on it because of changes in priorities with School and internships.
  • Created ~40 blog posts, written by myself (No AI or GPT), from start to finish, some having word lengths of up to 5000 words of content.
  • SEO: Optimized ON-page & OFF-page SEO, metadata, image optimization, topical authority, EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness), search intent, page speed, internal linking, & mobile friendliness; 
  • Successfully ranked on Google’s first page for keywords like “blog sidebar examples” with the blog post: https://ebizlr.com/blog-sidebar/
View Blog

Landing Page for My Client’s Business

  • Built this landing page from end to end on my own from industry research, copywriting, visual design, and video creation; Also setup sales strategy to bring in leads to drive user engagement & conversions.
  • Created the video from start to finish, made the script myself, and also recording the video, and then edited and finalized with VSDC video editing software.
  • Did thorough industry and solution research as this was a legal solution and had to ensure content accuracy and avoid any misrepresentation.
  • Using this landing page, my client is now getting 4 – 5 clients every month (Previously got 1 – 2 every 3 months), as it has leveled up their credibility and highlighted their authority in the space.
View Landing Page

eCommerce Shopify Store

  • Recently started this eCommerce store on Shopify on September 7, 2024. This is a print on demand metal sign shop.
  • Here I sell steel signs of different designs that are laser cut and sent to the customer on demand, and each sign is personalized as a result.
  • I’ve also started to run Facebook ads with a Campaign Budget Optimization (CBO) campaign to test out over 40 – 50 different creatives and spent $600 budget to gauge which perform. I have now paused my progress and will begin the ads again as Black Friday approaches
  • And yes, I have built everything on this site from designs, to copy to inventory management and backend.
View Store

Let’s Chat

Copyright © Burhanuddin Ezzy 2024. All Rights Reserved.
Privacy Policy. Terms Of Use. Enjoy The Rest Of Your Day!