Projects
Brand messaging
Voice & tone guidance
Context
A rapidly scaling B2B company that designs, manufactures, and sells safety knives had increasing content needs that required hiring multiple contract writers.
Self-initiated projects
I created guidance to train new writers and marketing staff; both high-level voice and tone guidance and content-specific format guides.
Outcome
The brand had a consistent content voice across multiple writers and content products. Content quality was a driving factor that positioned the company for acquisition.
Copywriting
Context
A tech company that has raised a total of $227.6M in funding over 6 rounds had just gone through a rebrand and needed fresh copy to express new messaging guidance.
Projects
I wrote a variety of content pieces, including transactional emails, new footer copy, and promotional copy for email campaigns.
Outcome
New Year’s promotional email campaign:
● Promotion drove +40% YoY units, resulting in +53% YoY revenue.
● New units sold: +28% YoY
● Beat new units forecast by +61%
● Uptick credited to longer campaign and better performing creative.
Content ecosystem mapping
Context
A B2B company pivoting into D2C, starting work on a redesign of the website.
Self-initiated project
I worked with marketing and SEO experts to map out the existing content ecosystem. I designed the exercise in a workshop format.
Outcome
Mapping clarified the current state of content, enabling us to spot patterns and create strategies.
Information architecture
Context
Client company pivoting from B2B into D2C wanted a new website to reflect this new business model.
Self-initiated project
I designed a discovery workshop to get alignment on purpose and assumptions at the outset of the project. This information was intended as a foundation for the site’s information architecture.
Outcome
The team had a chance to look at common understandings and identify outstanding market issues. The company was acquired shortly after this and web design took a new direction.
Search intent analysis
Context
I was asked to identify SEO opportunities for a document management system (DMS) tech company.
Project
I started with identifying search intent for two target audiences. I analyzed SERPs to find queries relevant to the software solution, and categorized by buyer journey phase and theme.
Outcome
The search intent analysis revealed intent themes and opportunities for the client and laid the foundation for a topic guide, which is a more granular planning document that identifies keywords, appropriate content pieces, and priorities.
Content operations: workflows and governance
Context
B2B company required operational clarity across ICs and leadership to drive content production and publication. Company was scaling rapidly from approx 20 to 70 SKUs in the space of four years.
Self-initiated projects
Workflow charts and documents outlining procedures for design departments, contracted writers and editors, and all product content updates.
Outcome
Consistent content creation through rapid scaling with growing content needs.
Image: Sample workflow design for printed line card, mapping out dates, roles & responsibilities.
Content audits
Context
My client’s B2B business required content operations structure as there was little to no follow-up after publication of content products.
Self-initiated projects
I designed audits to ensure that all work was completed (e.g. Amazon product descriptions), to ensure cross-brand content was maintained, and to set a cadence for regular evaluation and revision.
Outcome
Consistent content creation through rapid scaling with growing content needs.
Image: Sample audit of content types and review schedule