Success Story #1:
Shelton Group
I helped my client, the marketing communications firm Shelton Group, make the transition from a content-selling format for their proprietary research product to a lead-generating content marketing strategy. I proposed the format change because I believed it would solve some marketing challenges Shelton was facing—plus reach a much wider circle of prospective clients.
I helped design the new strategy around a recurring series of free downloadable reports, wrote all the new content, and crafted the marketing materials used to promote the series.
Launch Results:
- 1000+ downloads
- 450+ new newsletter subscribers
- Leads generated were high-quality and targeted, and included dozens of well-known global brands
Success Story #2:
Wilson Kehoe Winingham
Wilson Kehoe Winingham, a law firm in Indianapolis, approached me after I profiled one of their partners for Super Lawyers magazine. Recognizing that the bulk of their business came from referrals—and wanting to avoid the me-first, over-the-top advertising approach adopted by many personal injury firms—they proposed publishing a series of career profiles of distinguished local attorneys from other firms. The WKW-branded Leaders in Litigation series now runs in the Indiana Lawyer trade magazine, sparking conversation, promoting a collegial atmosphere among firms, and inviting readers to get to know their colleagues in a more meaningful way.
Results:
After the full story is published on the WKW website and the copy teaser is published in Indiana Lawyer, WKW immediately sees a spike in site traffic, with visitors typically spending several minutes on the profile page.
Success Story #3:
HouseLogic.com
Because of my years of experience writing for HGTV.com, I was recruited to help establish the initial content library for HouseLogic, the online presence of the National Association of REALTORS®. The goal was to make HouseLogic the #1 expert resource for homeowners concerning home maintenance and ownership. I researched and wrote extensive packages of detailed content laying out rationales and quantifying the ROI for different home improvement tasks, making sure the result was clear, easily digestible and engaging to read for the average homeowner.
Results:
During the time I wrote for the site, HouseLogic won a number of media and web awards, including being named “Program of the Year” by the Content Marketing Institute in 2012.
Success Story #4:
Fox Chase Cancer Center
Fox Chase Cancer Center sought to establish its leadership position in cancer care—and communicate its deep level of compassion for patients—through high-level journalistic content in its award-winning flagship magazine, Forward, and its annual reports. I wrote physician profiles and feature pieces designed to bring the nuts and bolts of cancer research and care to life for readers.
Read my in-depth feature on race and cancer care (p. 6)
Need to see more?
- I help top business schools promote their graduate and executive education programs with case studies, website copy, in-depth features, and other marketing pieces.
- I wrote a special research report examining Americans’ beliefs on climate change—and whether those beliefs stood in the way of saving energy.
- I helped bring in an unprecedented flood of donations for a local nonprofit with a series of fundraising letters.