Content strategy.

Research, plan, execute, measure. Refine. Repeat.

Content strategy requires more than just a content calendar to be successful. I’m a data-driven writer whose creative process is backed by methodology.


Content strategy case studies

 

118 118 Money

SMS + Email strategy

Vox/SB Nation

Audience growth: social + script writing

 
 

118 118 Money

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Collections strategy at 118 118 Money just wasn’t working. Mostly passive, they relied on expensive tools like physical mail and inbound calls to costly call centers. Something needed to change, and quickly.

My Role

Working across executive, compliance, design, and data teams, I led creative conceptualization of a new proactive content strategy which leveraged inexpensive tools like email and SMS.

I crafted messages tailored to customers’ unique circumstances, ensuring communications were: on-brand, educational, and most importantly, easily actionable for customers. 

What I delivered

  • Scalable cross-product strategy

  • Laid groundwork for machine learning automation

Results

+£500,000 in increased revenue and reduced overhead

 

Vox/ SB Nation

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SB Nation is a high-traffic sports website encompassing a network of team-specific sub-sites. The flagship podcast for one of those sub-sites (AcmePackingCompany.com) was underperforming and needed a strategic approach to increase downloads. 

 

My approach

Sports media typically targets older, more conservative consumers. This demographic is shrinking. I set about deliberately targeting the growing young, left-of-center demographic through:

  • Topics and themes (politics is on the table)

  • Booking guests popular with our target listeners (like Mina Kimes and Justis Mosqueda)

  • Crafting a tone and vernacular across social media channels like Twitter and Instagram emblematic of this audience. 

What I delivered

Market analysis + strategic plan to grow audience and revenue.

Our results

+500k annual downloads over 3 years

+1400% revenue growth over 3 years

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Check out more work

Branding

Loyalty built one word at a time.

I’m an empathetic writer with a finely honed radar for brand voice.

 

User experience

 Intuitive experiences that drive conversion for business.

On product teams, working with designers and engineers to craft apps where every word, prompt, button, and call to action is intuitive for users and drives conversion.

 

Marketing

 The joy of balance, from cheeky B2C to sober B2B.

My work strikes a cord between consumer desire and business goals.