Content marketing
Content marketing is just one marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other forms of media. I help brands use this strategy to establish expertise and promote brand awareness.
Google Ads Launch
What: Worked with Ready State, a boutique branding agency to create new landing pages, step-by-step sign on, troubleshooting guidance, and all related onboarding comms for Google.
Problem: Google had recently rebranded Google Adwords to Google Ads and needed comprehensive marketing materials for all aspects of the product.
Fix: Our team created the winning submission for the launch, adhering to their internal style and brand guidelines under an extremely tight deadline.
Result: Not fancy, but hard-working collateral that accounts for 78% of Google revenue.
Team: Art director, creative director, and four client-side reps.
Stockwell.ai
Complete marketing collateral
What: Responsible for every piece of marketing content for Stockwell’s AI-based e-commerce start up.
Problem: This company had no communications or content framework to explain what the product was to potential customers or their own employees. There was no style guide, no branding work, and no tone or voice established. Marketing materials of any sort were not-yet created.
Fix: In partnership with a fabulous Head of Marketing and Creative Director, we did it all. We worked with a SF firm to determine the branding, and our internal and external language. I wrote a style guide, created all the marketing materials including sales sheets and case studies. I produced photo shoots, creative directed all video production, wrote all the website copy, assisted the CEO in internal comms, wrote media announcements, and launched a website. We built and implemented all customer and partner comms through an external CRM.
Udemy
Seasonal campaigns
What: Global online education platform Udemy needed fresh material for their annual Black Friday sale (as well as dozens of other campaigns).
Problem: The previous year’s sale had been disappointing, so Udemy was hoping to make up for it and requested new creative.
Fix: I pitched the CMO an idea that included a photoshoot, wrote all the content, and distributed the collateral for landing pages, several paid media ads, and listserv campaigns. I also hired and produced the photoshoot staff to execute.
Result: A gorgeous campaign that was localized into 12 languages and sold a record-breaking $6M, the largest ROI they company had experienced to date.
Team: Art director, head of brand, freelance photographer.
Yahoo!
Small business campaign
What: Worked with Ready State, a boutique branding agency to create all marketing materials for a Yahoo! women-owned small business webinar.
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Problem: Yahoo! Was hosting a paid webinar for their new Small Business program. They needed everything from conversion ads, to landing pages, to sign-up flows, to speaker bios from interviews I conducted, to day-of itinerary.
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Fix: Working with design colleagues, I wrote three versions of everything so the client had their choice of creative.
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Result: The client was so happy with the options, they decided to increase scope and purchased all the work, starting the campaign early.
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Team: Creative director, design partner, and three client-side reps.
Munchery
Sushi campaign
What: Food delivery startup, Muchery, had partnered with a local restaurant to offer an extensive sushi menu option.
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Problem: I was asked to write a blog post announcing the new food items. Immediately, I thought “who wants to read a blog post about sushi?”
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Fix: Instead, I pitched a fun, visual idea that let people choose the path to find the right sushi based on their preferences. The idea was so popular, we planned a photo shoot around it and used the materials for all the digital, print, and social marketing.
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Result: The shoot was gorgeous and had a huge response from customers. Sadly, it was so popular, the restaurant sold out early and we had to end the promotion ahead of schedule.
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Team: CMO, Creative director, in-house photography staff, and design team.
