Voice and Strategy
Defining and developing a brand's personality and tone of voice is the whip cream of my work. Not everyone needs it, it may feel a little gratuitous when you first order it, but you never regret having it.
I cut my teeth developing and rallying thousands of global marketers behind one unified brand voice at Dell. I've brought this insight to Verb, and other small businesses not yet appearing on these pages. I look forward to bringing more clear voices to market in the future.
Read more about my thoughts on this topic!
This is a bold stance to take in my line of work, but I'm going to call "content strategy" a buzzword. Lots of people are talking about it, but not many really know what they mean when they say it. The way I have worked as a content strategist is to help a business outline a strategic, holistic view of the brand's communication goals, and the ways and means of accomplishing these goals.
For some, it may simply be simplifying a previously scattered, cluttered website, while supporting it with regular, relevant postings on a business Facebook page. (I do this!)
For others, it includes truly robust research and development of audience personas, designing and building marketing funnels, and managing metrics. (I support folks who lead these projects!)
COLLABORATION IS KEY.
The best projects are ones that have prioritized collaboration. Similar to supporting marketing directors on executing an effective editorial calendar as part of a content strategy, my web copy works best when laid out by an experienced designer, and supported by smart marketers. I'm happy to integrate SEO terms, that are made more impactful when an SEO specialist works their magic on the back-end.
From creative concept through execution, the agencies of yore who first relied on a creative team were not for nothing. I value my designer and marketer friends and colleagues and we happily refer one another for projects of all kinds!