Content Portfolio
A selection of projects I've worked on covering value propositions, learning and development programmes, thought leadership white papers, case studies, website narratives, articles and more.
A New Value Proposition
My client's initial value proposition didn't highlight their unique value. Neither did it clearly express what they offered.
I worked with their leadership team to identify their unique value proposition. I grouped their offerings into four distinct propositions, identifying areas that set them apart from their competitors. I distilled their narrative, ensuring it covered the Why, the How and the What, as well as plenty of proof points to demonstrate credibility. This narrative informed all external comms: websites, sales decks, videos etc.
I created the user journey and narrative for their website.
Click above to view the website.
A Research Paper With A Revolutionary Approach To Addressing The Gender Gap At Work
With my client, I co-authored the white paper, How Did She Get There, which takes a revolutionary approach to shifting the reality for women at work. It focuses on dozens of interviews of female leaders who had succeeded without changing themselves to fit the prevailing paradigm. I surfaced key insights and patterns and shared practical solutions.
The response:
- Over 1000 downloads, all potential leads for BRIDGE.
- A 30% increase in BRIDGE's networking system.
- Featured articles in Business Leader and CEO Monthly.
- Several high profile speaking engagements for BRIDGE including Meta.
Click above to view the paper.
A Digital Hub To House The Research How Did She Get There
With my business partner, we created this digital hub (with its own visual language) to house the How Did She Get There research paper.
I designed a marketing campaign to launch the research (PR, Organic, Email, Online advertising).
Click above to view the hub,
A White Paper On How To Lead During A Crisis
In this white paper I co-authored with a client, we delve into three practices that leaders lean on during a time of crisis.
The level of disruption that leaders are facing today
is unprecedented. The complexity of the
challenges they are navigating has left many leaders
feeling overwhelmed.
But not all leaders are struggling. Some are actually flying. The leaders who are thriving are not doing so by chance. In this white paper, we reveal what they are doing - their mindsets, behaviours and practices that set them apart.
Click above to view the paper.
A New Sales Narrative & Visual Identity
Working with my client's leadership team, I created a new sales narrative that fully expressed their unique value proposition.
In addition, I fed into the new visual identity for my client which was initially created by an agency and then by my business partner.
For the initial visual identity of the website, I held workshops across the organisation to feed in and bring the organisation along.
Click above to view the sales narrative.
Twitter's Original Take On YouTube Ads - Article For Think With Google
As a freelancer, I wrote a series of articles for Think With Google, Google's thought leadership blog.
Having worked in Business Development at Google as a full time employee, I understood challenges and goals of their clients, as well as Google's marketing solutions. This put me in a unique position to highlight success stories and breakthrough campaigns when they happened.
Click above to read the article.
Santander Brought Their New Purpose To Life With UGC - Article For Think With Google
As a freelancer, I wrote a series of articles for Think With Google, Google's thought leadership blog.
This campaign highlighted how Santander took advantage of YouTube's latest targeting option called Life Events, enabling them to engage with consumers at important milestones in their lives.
Click above to view the article.
A Self-Led Learning Journey So Learners Can Discover Their Purpose
I created the learning journey (the instructional design, the written content and the practices) for this 90 minutes digital immersive journey enabling participants to discover their personal purpose.
I read widely to find a suitable methodology - but none of them quite hit the mark. So I experimented and tested and created a brand new methodology for learners to use to discover their purpose (creating proprietary content for my client).
Click above to learn more.
A Self-Led Learning Journey - How To Resource Yourself
When the pandemic hit, many organisations had to quickly think on their feet.
My business partner and I supported a global organisational development consultancy to transition into the space of digital learning. We created a pilot digital programme, transforming their content into an immersive self-led experience with the primary intention to truly shift the mindset of the learner. This included elements of self-reflection, gamification, micro-missions and learning through doing.
This programme has become a staple in our client’s programmes and has been rolled out to thousands of people across the globe. Furthermore, our client has now incorporated digital journeys across all their programmes and initiatives.
Click above to read more.
Porsche Reaches New Audiences With YouTube - Article For Think With Google
As a freelancer, I wrote a series of articles for Think With Google, Google's thought leadership blog.
This article highlights how Porsche teamed up with YouTube Gamer, Ali A, to create a video campaign across 13 countries which was viewed by millions.
Click above to read the article.
A Content Programme And Enabling Employees To Become Writers
I conducted research into the content-habits of my client’s audience. Based on these findings, I activated a content programme within my client’s organisation by mentoring inhouse writers and setting tone of voice guidelines. Enabling them to sustain content creation without me.
Launched And Authored The Google Travel Blog
Click above to view the blog.
Wooshii's Knowledge Centre
I delivered all onsite content across the website, blog and knowledge centre to educate & delight customers.
I established an in-house recording studio for content creation.
Here is an example of an article I wrote for Wooshii's knowledge base. It highlights the importance of a hook in the first five seconds of a video.
Click above to view article.
A Portfolio Of Case Studies & Enabling An Inhouse Team
In order to demonstrate credibility and highlight my client's impact, I created a bank of case studies showcasing their work, which sits on their website.
I mentored employees, providing guidance on how to interview subject matter experts and how to write impactful case studies. I shared templates and tone of voice guidelines so that they could continue the work without me.
Click above to peruse the bank of case studies.
Wooshii Blog & Articles
I launched Wooshii's blog, creating numerous blog posts and articles for Wooshii that also featured on partner sites. These articles supported Brand Managers with common challenges they faced.
In this particular article, I share a quick exercise in how to keep active on YouTube without breaking a sweat.
Click above to read more.
How Vodafone Turned Youth Audience Into Customers - Article For Think With Google
As a freelancer, I wrote a series of articles for Think With Google, Google's thought leadership blog.
This article highlights how Vodafone used the latest VOGON technology to create highly targeted ads to appeal to the Youth Audience with great success.
Click above to read the article.
Another Wooshii Knowlege Centre Article
Another example of an article I wrote for Wooshii's knowledge base. It showcases how the Travel Agent Alpharooms gained thousands of video views.
Click above to view article.
Conceptualising Campaign Adverts
As part of a campaign launched, I created the concepts for LinkedIn advertising spots.
Click above for the draft version of several campaign ads.
An Animation For A New Learning Journey - Discovering Your Purpose
For a learning journey rolled out to 1000s I scripted, directed, edited and animated live-action videos and animations (using Adobe Illustrator, After Effects and Premier Pro).
In this particular video, I created the script and storytelling, I directed the voiceover talent and I co-created the storyboard.
For a snippet click above.
An Animation For A Facilitation Learning Journey
This learning journey has also been rolled out to 1000s of people. Leaders are operating in a highly complex and unpredictable environment. One of the most critical capacities is their ability to facilitate meetings and conversations, no matter how challenging they are.
For this animation, I wrote the script. I also co-created the storyboard and I animated the animation.
For a snippet click above.