YouTube – Client interview or testimonial
BACKGROUND This project was for an independent running brand and coaching community. The goal was to attract recreational runners who feel stuck at a plateau by telling a specific, credible improvement story rather than a generic success narrative. I wrote the full video metadata, thumbnail brief, and a detailed interview outline structured around a real […]
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YouTube – Behind-the-scenes vlog
BACKGROUND This project was for a plant-based meal delivery brand. The goal was to build genuine affinity with food-curious viewers by showing what actually happens on recipe development days, including what doesn’t work. I wrote the full video metadata, thumbnail brief, and a loosely structured script outline designed to follow a real development day rather […]
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YouTube – Tutorial or explainer video
BACKGROUND This project was for a B2B content and copywriting studio. The goal was to establish the brand as a credible practitioner voice on YouTube while driving downloads of a free resource. I wrote the full video metadata, thumbnail brief, and a detailed script outline for a 9 to 12-minute tutorial on writing better content […]
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LinkedIn – Client or team appreciation
BACKGROUND This project was for clients in the HR and finance industries, both writing under their personal LinkedIn profiles. The goal was to recognize people publicly in a way that felt specific and genuine rather than performative. For the Head of People, I wrote a post that grounds the recognition in the actual difficulty of […]
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LinkedIn – Showcase whitepaper or resource
BACKGROUND This project was for clients in the digital health SaaS and HR consulting industries. The goal was to drive downloads and establish each brand as the practical reference point in their space. For the digital health SaaS company, I wrote a post that leads with a specific, quantified problem before mentioning the resource, so […]
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LinkedIn – Long-form educational post
BACKGROUND This project was for clients in the B2B content and logistics industries. The goal was to demonstrate real expertise through specific, opinionated content that earns saves and builds inbound. For the content and copywriting studio, I wrote a post that locates the problem in the brief rather than the writer, which immediately makes it […]
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LinkedIn – Professional poll
BACKGROUND This project was for clients in the HR consulting and digital health SaaS industries. The goal was to generate qualified engagement while surfacing real intelligence from the right audience. For the pay equity consultancy, I wrote a poll framed around a forced choice with no obviously correct answer, so respondents would have to reflect […]
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LinkedIn – Industry insight and personal story
BACKGROUND This project was for clients in the finance and HR industries, both writing under their personal LinkedIn profiles. The goal was to build individual authority and attract inbound from the right professional audience. For the fractional CFO, I wrote a long-form post built around a real founder situation that reframes a common problem, cash […]
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X – Industry news reaction
BACKGROUND This project was for clients in the lifestyle goods and startup industries. The goal was to use a relevant news moment to strengthen each brand’s voice and position rather than just commenting on the news itself. For the handmade leather goods brand, I wrote a dry, understated take on a fast fashion sustainability pledge […]
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X – Quick case study shoutout
BACKGROUND This project was for clients in the HR consulting and food and beverage industries. The goal was to build credibility and drive inquiries through short, specific customer stories that let the result do the talking. For the pay equity consultancy, I led with the number, explained the work in three lines, and included the […]
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