Content development Archives - Action Point Associates

Marketing: Be AI-savvy and a Strategic Sales Partner

By Michelle Bowman | April 21, 2025

Recently, a colleague told me that their marketing team just puts something into ChatGPT, and it spits out topics and drafts an article, blog, or email without any strategic insight, knowledge of their product’s features and benefits, or understanding of the audience/customers/members. When did marketing go from a strategic partner providing insightful market and customer…

Why Storytelling Matters in Healthcare

By Michelle Bowman | April 1, 2025

Stories make an organization’s products come to life

Let’s Upcycle Content Y’all!

By Michelle Bowman | March 21, 2025

I believe it’s my creative mind combined with a frugal/practical upbringing that makes up my approach to content strategy. Anyone who’s collaborated with me knows that I see such waste when a company takes time and talent to create content – video, article, or presentation – and not produce at least a dozen ways to…

Michelle is one of the most talented professionals we have had the privilege of hiring.

Rose Lester

President / Lester Consulting Group

"Michelle is quick, cost-effective, responsive, and exceptionally professional. As a result, she is now working on a second training manual."

Shauna Ross

Director of Operations and Client Services / Lester Consulting Group

“Michelle earns especially high marks for her ability to work well across a diverse, complex organization, while also managing competing needs and personalities in a cross-functional environment.”

Eric Earling

VP of Corporate Communications / Premera Blue Cross

“Michelle demonstrated a remarkable ability to dive deep into a topic that is complex to consumers and create compelling content that helped us to meet our marketing objectives.”

Tom Thompson

Lifecycle Marketing / Premera Blue Cross

“I hired Michelle to help design a comprehensive communication strategy focused on building an internal brand, encouraging employee engagement, and strengthening company culture. I highly recommend Michelle as a strategic partner as well as a practical implementer to support business goals.”

Carol Criner

CEO / Wireless Advocates

“I hired Michelle with the goal of gaining a market leadership position in our industry. Michelle architected, planned and executed a targeted campaign to hit this goal and her efforts beat the timeline and clearly established us as the worldwide leader.”

Glenn Hoogerwerf

COO / VMC (Volt)

"Michelle excels at harnessing the latent talent of the customer and generated a substantial number of viable new product and service ideas for Coinstar. As a consultant, one of her greatest strengths is providing the client with actionable insights and recommendations. Not only that, but she is a joy to work with."

Bill Gottlieb

Director of Marketing Research & Insights / Coinstar

“Michelle helped me tremendously with intellectual property development, including articles, case studies and solution/practice overviews. She did a great job of proactively exploring the best options for leveraging the IP, as her deep expertise in Marketing/PR clearly shines through, and her work is top quality.”

Brad Hairston

Vice President / Hitachi Consulting

“Michelle is a gifted communications practitioner, leader, coach and mentor.”

Denise Hartman

Weber Shandwick

“I worked directly with Michelle to create our industry content. The format we developed is now used as the standard template across all of our industry vertical consulting organizations.”

Dave Dragon

Operational Excellence Leader / Hitachi Consulting