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 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. I focused 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 are leaning on during times 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. We uncover what they are doing.
Click above to view the paper.
A New Sales Narrative & visual identity
Working with the leadership team of my client, 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 with 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 when they arrive at important milestones.
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 minute digital immersive journey enabling participants to discover their personal purpose.
I read widely to find a suitable methodology - none of them quite hit the mark. So I experimented, tested and refined to create a new methodology for learners to use to discover their purpose.
Click above to learn more.
A Self-Led Learning Journey - How To Resource Yourself
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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 Inhouse 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
Wooshii's Knowledge Centre
I delivered all onsite content across the website, blog and knowledge centre to educate & delight customers.
Established an in-house recording studio for content creation.
Here is an example of an article from Wooshii's knowledge base. It highlights the importance of a hook in the first five seconds of a video.
Click above to view article.
Wooshii Blog & Articles
I created numerous blog posts and articles for Wooshii that 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.
Creating a portfolio of case studies & enabling inhouse teams to continue writing.
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People are genuinely interested in learning more about you, so don’t be afraid to share personal anecdotes to create a more friendly quality.
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 to great success.
Click above to read the article.
Another Wooshii Knowlege Centre Article
Here is an example of an article I wrote for Wooshii's knowledge base. It showcases how the Travel Agents Alpharooms gained thousands of video views
Click above to view article.
Conceptualising Campaign Adverts
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