Format case study (Marketing analytics newsletter)
BACKGROUND This project was for a client in the B2B recruitment technology space. The goal was to rebuild the brand’s editorial identity after a content audit revealed that the existing content was actively undermining the sales process, with prospects consistently rating competitor content as more credible and more useful during the consideration stage. I started […]
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Newsletter – Sharp Margins
BACKGROUND This project was for a client in the freelance business education space. The goal was to build a newsletter that gave independent professionals genuinely useful, numbers-grounded advice rather than motivational content dressed up as strategy. I wrote a three-issue arc covering the fundamentals that happen before a project starts: pricing, proposals, and onboarding. Each […]
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Newsletter – The Understory
BACKGROUND This project was for a client in the nature writing and environmental education space. The goal was to build a newsletter with a distinct editorial identity that could hold a genuinely curious, intellectually engaged audience across a connected arc of issues. I wrote a three-issue arc around the theme of noticing, moving from acoustic […]
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