Feed Your Curiosity
Discover Magazine
Content strategy and copywriting
Discover's weekly email newsletter wasn't growing. At the time, it was just a roundup of top stories with no new content. So, I proposed offering subscribers unique email content.
After examining which content was performing the best, Feed Your Curiosity was born. It’s a section that highlights an interesting event, current or historical. It includes fun and interesting content for readers to keep in their arsenals for dinner parties, drinks with friends, or water-cooler chats. The logo pays homage to Discover’s most popular web story — that vampires exist and researchers are studying them. The Discover audience is curious and hungry for science and tech-related content. The weirder and stranger, the better. It also highlights the fun, quirky side of the Discover brand.
Before
Web Server Error Message
Kalmbach Media
Content strategy and copywriting
Kalmbach brands were losing web traffic when users arrived on the web server error page. The copy didn't sound like a human wrote it, offer a solution or link back to any brands. And it certainly wasn't on brand.
So, I crafted an empathetic message that informs users of the error. I made sure to include language from Kalmbach's mission statement to maintain brand voice. I added a call to action to refresh the page, which typically resolves the issue. That allows people to dive into the content they wanted and feel like they're in control of the situation.
Also, the logo for each brand under the Kalmbach umbrella is on the page. That makes the page easier to implement and maintain across all 18 websites.
After
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Social Media
Drone360 Magazine
Copywriting, social media management, and social media strategy
Social was a major engine of traffic for the Drone360 website, driving 24% of all visits from March 2016 to September 2017.
Due to its visual nature and the many drone enthusiasts on the platform, Instagram was a natural place for Drone360. A core part of the Instagram strategy was the hashtag #drone360aerial. It served multiple purposes: 1) to generate content for Instagram and website 2) to engage with drone enthusiasts 3) to generate awareness of Drone360. The hashtag was successful overall.
