Content Marketing + Case Studies
When 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.
I also love using my interview skills to dig into the unique story behind both clients and customers, crafting case studies that are a far cry from the typical paint-by-numbers approach that usually dominates the marketing scene.
Homebase —Customer Stories
Homebase has established itself as the true all-in-one app for hourly teams and owners, many of them operating brick-and-mortar stores that are often left out of the conversation when it comes to B2B software and business advice.
These owners are highlighted in their Customer Stories series, shining a spotlight on the unique challenges and wins that various Homebase users are proud to share. My journalism background allows me to conduct interviews and write feature-length profile pieces that feel true to the story of each individual business, while still highlighting the support they receive from Homebase.
We all deserve a feel-good story or two, right?
Circle — Why community automation helps you be your best (and most human) self
Circle is quickly emerging as the platform of choice for creators and founders who want to foster community away from the chaos and algorithms of the leading social networks. Their blog leans into providing sharp, well-researched, and useful deep-dives on topics relevant to their audience.
These articles require a good deal of familiarity with Circle as a tool, and the ability to combine that with a deep well of outside knowledge to give weight and authority to the topic at hand. I used all those tools (and more) in this article that gave readers practical tips on how to run a healthy community using automation tools while also serving as a crash course through the history of social media.
You’ll laugh, you’ll learn. And most importantly…you’ll live.
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 That also means that they are always looking to update their existing content when it’s at risk of being outdated.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.