Michelle Jackson Named WICMA’s Content Marketer of the Year

We’re beyond excited to share that our very own Michelle Jackson, Chief Strategy Officer at BackPocket, has been named Content Marketer of the Year by the Women in Content Marketing Association (WICMA)!

A Recognition of Strategy, Creativity, and Heart

Michelle’s win is a celebration of what we believe in most at BackPocket: the power of strategy, innovation, and empathy in creating content that truly connects.

As the strategic engine behind so many of our clients’ success stories, Michelle blends big-picture thinking with on-the-ground results. She leads our content, creative, marketing, and digital teams with a relentless focus on clarity and purpose — ensuring every idea we put into the world is rooted in strategy and designed to move the needle.

Helping Clients Surpass Their Goals

Michelle’s leadership has redefined what’s possible for our clients. From breakthrough content programs to multi-channel strategies that deliver measurable impact, she’s helped brands tell their stories in ways that don’t just meet goals, they outperform them.

Her philosophy is simple but powerful: Start with “why,” lead with empathy, and always innovate. That approach has earned BackPocket national recognition and gained our clients the kind of results that keep us all inspired.

A Win That Reflects the Whole Team

While this honor celebrates Michelle’s individual brilliance, it also shines a light on the culture she’s helped build here — one where curiosity, creativity, and strategy go hand in hand. Her drive to elevate content marketing as both an art and a science pushes our entire team to think bolder, dream bigger, and deliver smarter.

Michelle invests deeply in developing her team’s strategic mindset and capabilities, creating an environment where everyone is empowered to think critically and contribute boldly. One way she does this is through her monthly Strategy Labs for all team members, diving deep into emerging content marketing trends and translating them into tangible, elevated client work. 

As a mentee in CMI’s Mentorship Program, Michelle models what authentic leadership looks like: always learning and never afraid to roll up her sleeves.

Architecting BackPocket’s Marketing Strategy

When Michelle joined BackPocket in 2024, she didn’t just launch a marketing strategy, she reimagined what was possible for a startup agency in a saturated market.

With zero link equity and a brand-new website, Michelle focused on two core drivers: SEO-rich pillar content and executive LinkedIn thought leadership.

She piloted the LinkedIn strategy through her own profile, growing her following by 51% and boosting engagement by nearly 12%. From gamified engagement tools to team-wide training, she built a scalable system that turned BackPocket’s leaders into strategic storytellers.

On the SEO front, Michelle led a pillar-based content approach around high-intent keywords like “content marketing strategies.” The results: Organic search quickly became the top referral source, and the site climbed seven spots for key search terms.

Michelle brought structure to vision, and strategy that sticks. Her blueprint didn’t just elevate awareness, it fueled measurable growth.

Congratulations, Michelle!

We couldn’t be prouder to see Michelle recognized by WICMA — and we can’t wait to see what’s next as she continues leading BackPocket and our clients into new frontiers of strategic, high-impact storytelling.

Learn more about the Women in Content Marketing Awards and this year’s incredible winners at womenincontentmarketing.com.