Beginning about a year ago, I began marketing myself as the biometric proposal writing expert and biometric content marketing expert. From a search engine optimization perspective, I have succeeded at this, so that Bredemarket tops the organic search results for these phrases.
Well, it seemed like a good idea at the time.
And maybe it still is.
Let’s look at why I declared myself the biometric proposal writing expert (BPWE) and biometric content marketing expert (BCME) in mid-2021, what happened over the last few months, why it happened, and who benefits.
Why am I the BPWE and BCME?
At the time that I launched this marketing effort, I wanted to establish Bredemarket’s biometric credentials. I was primarily providing my expertise to identity/biometric firms, so it made sense to emphasize my 25+ years of identity/biometric expertise, coupled with my proposal, marketing, and product experience. Some of my customers already knew this, but others did not.
So I coupled the appropriate identity words with the appropriate proposal and content words, and plunged full-on into the world of biometric proposal writing expert (BPWE within Bredemarket’s luxurious offices) and biometric content marketing expert (BCME here) marketing.
There’s been one more thing that’s been happening in Bredemarket’s luxurious offices over the last couple of months.
I’ve been uttering the word “pivot” a lot.
Since March 2022, I’ve made a number of changes at Bredemarket, including pricing changes and modifications to my office hours. But this post concentrates on a change that affects the availability of the BPWE and BCME.
Let’s say that it’s December 2022, and someone performs a Google, Bing, or DuckDuckGo search for a biometric content marketing expert. The person finds Bredemarket, and excitedly goes to Bredemarket’s biometric content marketing expert page, only to encounter this text at the top of the page:
Update 4/25/2022: Effective immediately, Bredemarket does NOT accept client work for solutions that identify individuals using (a) friction ridges (including fingerprints and palm prints), (b) faces, and/or (c) secure documents (including driver’s licenses and passports).
“Thanks a lot,” thinks the searcher.
Granted, there are others such as Tandem Technical Writing and Applied Forensic Services who can provide biometric consulting services, but the searcher won’t get the chance to work with ME.
Should have contacted me before April 2022.
Why did it happen?
I’ve already shared some (not all) details about why I’m pivoting with the Bredemarket community, but perhaps you didn’t get the memo.
I have accepted a full-time position as a Senior Product Marketing Manager with an identity company. (I’ll post the details later on my personal LinkedIn account, https://www.linkedin.com/in/jbredehoft/.) This dramatically decreases the amount of time I can spend on my Bredemarket consultancy, and also (for non-competition reasons) limits the companies with which I can do business.
Those of you who have followed Bredemarket from the beginning will remember that Bredemarket was only one part of a two-pronged approach. After becoming a “free agent” (also known as “being laid off”) in July 2020, my initial emphasis was on finding full-time employment. Within a month, however, I found myself accepting independent contracting projects, and formally established Bredemarket to handle that work. Therefore, I was simultaneously (a) looking for full-time work, and (b) growing my consulting business. And I’ve been doing both simultaneously for over a year and a half.
Now that I’ve found full-time employment again, I’m not going to give up the consulting business. But it’s definitely going to have to change, as outlined in my April 25, 2022 update.
So now all of this SEO traction will not benefit you, the potential Bredemarket finger/face client, but it obviously will benefit my new employer. I can see it now when people talk about my new employer: “Isn’t that the company where the biometric content marketing expert is the Senior Product Marketing Manager?”
At least somebody will benefit.
P.S. There’s a “change” Spotify playlist. Unlike Kevin Meredith, I don’t use my playlists to make sure my presentation is within the alloted time. Especially when I create my longer 100-plus song playlists; no one wants to hear me speak for that long. Thankfully for you, this playlist is only a little over an hour long, and includes various songs on change, moving, endings, beginnings, and time.