ebooks + guidesA huge amount of my work involves long-form content and brand marketing.
I dig deep to find a brand’s story and make it shine, alongside any writers, artists, and editors the project needs to succeed.
Afresh — Food Waste:
A Solvable Problem
By providing grocery stores with tech that increases productivity while greatly reducing how much food waste they generate, Afresh is a platform that is good for businesses and the planet in equal measure. They needed the perfect narrative to showcase their data and their mission simultaneously.
By taking a feature magazine approach to the topic, I worked alongside my lead writer to provide the client with alternative takes on their original idea to ensure we were telling the best story possible.
As their first and most popular eBook to date, it stands as the perfect encapsulation of their voice and values.
Asana — The Asana Playbook to OKRs
Asana was sitting on a mountain of data and internal expertise around Objectives and Key Results (OKRs), and they needed to strike the right balance to turn that info into a gated eBook that would be instrumental to their sales funnel.
My journalism experience helped me and my creative team balance the hard data in the playbook with approachable real-world anecdotes.
The final product is detailed enough for industry insiders while still reading like a smooth, refined story.
Calendly — The Art of Cold Outreach Campaign
With over 10 million users worldwide, Calendly wanted to target different parts of its audience in a meaningful way and provide tangible value with a campaign built around a gated guide full of practical sales advice.
Sales reps aren’t known for sharing their secrets. I provided ongoing creative strategy and feedback as my team coordinated with almost a dozen stakeholders to create an eBook and a suite of accompanying blogs that serve as a key part of the Calendly marketing funnel today.
Frontline Magic —
The 7 Daily Habits of World-Class Frontline Teams
The pandemic and its aftershocks proved true what Frontline Magic has been saying all along: Frontline Workers deserve our support. To drive that point home, they wanted to write a literal book on the topic, with an all-star cast of experts.
This project involved hours of interviews, weeks of research, and coordination across multiple time zones. I worked alongside Frontline Magic’s founder and supported a multi-writer team through the process of sourcing and reaching out to over 100 potential experts before we landed on the dozen in the book.
They loved our work so much that they ordered a physical print run of the final product to share with their clients.
Lattice — The 2023 State of People Strategy Report
As the leading people success platform, Lattice is finely attuned to the pulse of wider HR trends. When their yearly survey gave them unexpected data and outcomes, they wanted to share the whole story with their audience.
This eBook was pure data journalism. I served as the bridge between my creative team and Lattice’s internal designers to ensure the story we told was consistent across dozens of charts and infographics. The final product scored them a ton of organic (and ongoing) interest and accolades across the industry.
