DEMAND GENERATION
Word of the year (Grammarly Business)
Both heritage and emerging brands really benefit from breaking their own rules about what business communication “should” sound like, look like, and do to build pipeline and drive revenue.
Want to break through? Break some rules.
DEMAND GENERATION
Writing for Bus. Impact (Grammarly Business)
This 8-touch nurture campaign doubled as a MOFU demand generation program we shipped quickly by 1) optimizing old content 2) repurposing content and 3) creating net new.
Want to know the secrets to self-editing?
BRAND + COPYWRITING
Look good campaign (Tenfold)
This project will always be one of my faves. Why so much love? The clients were designers who became great partners and friends (aka the dream). And it’s voicey. “Mouthy” even.
We all know how hard that is to come by in B2B (and B2C).
CONTENT MARKETING
Definitely NOT a blog (Vacasa)
When the CEO strictly forbade a “blog,” I turned a content marketing landmine into a gold mine by suggesting a back-to-basics content marketing solution.
Use your resources.
BRAND + CONTENT MARKETING
RiskRX magazine (Integro)
The classic marketing question for teams of any size — but especially for small, “scrappy” creatives — is how do you impact more, faster, with less?
Make less look like more.
DEMAND GENERATION
BOFUish webinar campaign (Vendia)
We took a page from Lashay Lewis while we took a beat to test and product a webinar explaining how CDOs could use our SaaS with their existing data tech stack.
Vendia + Snowflake = Chef’s Kiss
PRODUCT + CONTENT MARKETING
Blockchain isn’t bad campaign (Vendia)
Time and again, our prospects told us they didn’t trust blockchain, didn’t understand its potential or already had a failed blockchain initiative. Our founders took that hard.
So, it was the perfect opportunity to run a messaging test.
BRAND + WEB
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Make the logo…better (EPI)
EPI is a woman-owned, woman-led team of L&D professionals. They create adult learning experiences that melt resistance to change and drive high performance.
(We went purple before it was #trendy.)
PRODUCT MARKETING
Case studies (Grammarly Business)
It’s not rocket science, but sometimes SaaS teams get so caught up in features and use cases, we forget that stories are more sticky than punch lists — especially when they show customers as the heroes of their own stories.
Humanize your customer stories to build trust.
BRAND + VIDEO
The future of field to fork (Front Forty Foods)
A client referred me to a Denver-based fitness trainer and foodie who dreamed up a way to give people field-to-fork food at the touch of a button.
Yes, I got to test the product.
BRAND + COPYWRITING
Cocomels (JJ’s Sweets)
What’s better than helping a local candyman catapult his coconut milk caramels (chocolate-covered, too) onto the shelves of every grocer in N. America?
The only answer is NSFW.
CONTENT MARKETING
The Ultimate Guide (Vacasa)
Back in 2021, nobody nowhere got snooty about an “ultimate guide.” And certainly not readers who count on them for education and self-qualification.
Sometimes (often, actually) basic gets results.
BRAND + DIRECT MAIL
A classic holiday card (Integro)
Our insurance startup needed a custom holiday card brokers would absolutely send to their networks. Come to find out, brokers felt holiday cards were…
“The Most Important Communication they’d send All Year.”
BRAND + ABM
Circles of Trust podcast (Vendia)
I produced a 7-episode podcast season to help build domain authority for our early-stage startup, extend distribution across web, social, and video channels while supporting ABM.
I mean, who doesn’t have thoughts on data sharing?
CONTENT MARKETING
Blog content scaling and distribution (Vendia)
Here’s a hot take: an early-stage startup needs to a) develop domain authority, b) support product marketing’s messaging tests, and c) try like h*ll to tell stories customers care about.
Without product-market fit, a) b) and c) are pretty darn hard.
CONTENT STRATEGY + GRAPHIC DESIGN
eBook ideas are everywhere (EPI)
Slowing down to connect with your colleagues to talk about their work can help you scale everyone’s impact through repurposing and extending distribution.
Find out what your colleagues are working on and…
CONTENT MARKETING
SEO and editorial (Grammarly Business)
This work helped build client trust, then drove our account’s revenue growth 360% in 7 months while beating demand gen and content marketing benchmarks across web, email, and social channels.
You gotta give to get.
BRAND STRATEGY + COPYWRITING
Slow food really fast (Front Forty Foods)
It’s always rad when you can help an entrepreneur build their brand and GTM approach from scratch — especially when the offering is rich with products you believe in.
After all, the purest pleasure is a well-made meal.
CONTENT MARKETING
SEO copy with (long) legs (Vacasa)
Our digital team id’d a high-potential, low-performing SEO post. Within three months of my rewrite, we went from page nowhere right into the Featured Snippet.
Need four reasons to buy a vacation home?
BRAND + BROADCAST MEDIA
3-spot broadcast campaign (Advantis)
My VP wanted to cram all three of the credit union’s checking account products, our tagline, a larger brand value message and disclosures into one 30-second spot.
Don’t worry. I talked him down.
BRAND + CONTENT MARKETING
SEO meets editorial (Monrovia)
Need to scale content for more connection points with customers? Sometimes there are quick. lasting wins living in two copywriting tactics some marketers love to hate:
The Listicle and the Roundup.
SEO Copy (TOFU)
Domain authority/Page 1 SERP (Vendia)
Our startup had some SEO plays worth shining up. After a new collab with our SME, we increased organic traffic 8% MoM for 6 months and solidified our domain authority goals.
What is B2B data sharing? So glad you asked.
BRAND + PRODUCT MARKETING
Lead magnet and nurture (EPI)
Leadership workshops can get a bad rap. (They’re yawnfests. They’re not actionable. Etc.) EPI’s program is different, and we wanted to create a lead magnet that showed how.
Build one leadership skill every week — in 5 min. or less.