microsites + seriesWhen I work with a client on retainer or help them with an ongoing campaign, I enjoy crafting blog posts and articles under a wider narrative arc.
These projects saw each new deliverable add more value to their overall campaigns.
Drift —Brand Refresh + The GTM Guide to Drift
Drift takes its role as a conversational marketing leader seriously, offering regular webinars, guides, and thought leadership pieces to a highly-engaged audience. That also means that they are always looking to update their existing content when it’s at risk of being outdated.
My ongoing relationship with Drift has found me pitching new projects and initiatives to their Content Marketing Manager and working alongside my creative team to sharpen and refresh existing landing pages or write new gated guides from scratch.
Drift moves at the speed of (AI-generated) knowledge, and I’ve been quick enough to meet their needs.
Dropbox — Work in Progress
The shift to remote and hybrid work inspired Dropbox’s Brand Marketing team to launch Work in Progress, their internal publication where they tackled bigger questions around our shifting relationship to our jobs and our creativity.
I regularly contributed to the series as a freelance writer, writing their highest-viewed article to date before leading a team of writers through years of further contributions.
I spearheaded creative strategy, working with a half-dozen writers to invent and sharpen their pitches.
I also ensured our creative approach was in sync with Dropbox’s as we pitched and completed multiple feature-length articles monthly.
Notion — Customer Stories (Small Business to Enterprise)
Notion values efficiency and clarity in their content marketing, which means their Customer Stories have been fine-tuned over time. That format needed to be reevaluated when they shifted focus to Enterprise-level clients. They needed a trusted partner.
I was familiar with their standard Customer Stories, and had been writing and developing their creative strategy for over a year. I worked directly with their Head of Content to develop their first-ever Enterprise Customer Stories, and the work my team published became their internal standard ever since.
Spekit — Learning at Work is Broken
As a platform built to support the onboarding and everboarding process at work, Spekit knows how to educate people.
But when they needed to not just explain, but introduce a new way of thinking to their audience, the approach needed to be equal parts head and heart.
I developed and executed the creative strategy around their Just In Time Learning campaign, supporting my writer as we found the perfect experts to speak on an emerging topic.
The final Microsite and accompanying eBook has been a huge sales driver for Spekit, and serves as the template for their brand voice and tone.