HOW I ROLL
LET’S START WITH WHY
I believe that the right story has the power to change everything.
The stories we tell ourselves. The stories we tell each other. The stories we tell the world.
As Joan Didion so simply said, “We tell ourselves stories in order to live.” It’s true.
More specifically, I believe that the stories we tell about the following are the key to living more fulfilling, sustainable, and connected lives:
"In real life" is the way of the future.
Health is wealth (and you won't find it in a tiny pill).
Consuming less enables you to live more.
We can work differently (even less) and be more effective, more creative.
It's possible—and in our best interest—to live sustainably, even regeneratively, and live well.
Face-to-face connection with nature and people is essential for a life of meaning.
Privacy is a luxury (and it shouldn't be).
According to Cassandra, “67% of global youth believe brands have the power to change the world.” I do, too.
So, What Exactly Do I Do?
This is a question I get asked a lot. And for good reason: We creative and brand strategists use too much industry lingo to describe what we do.
So, here are the services that I offer—translated into non-marketing speak:
Note: These tools/services are listed in the order that I recommend using them—each building on the one before it. The best content comes from strong foundational brand story and a smart content strategy.
Foundational Brand Strategy
This is the story that you tell about your business/organization. Every business has one. It’s why your business exists, what it does, and how it does it. The right brand story (paired with a great product) can move mountains: Think Apple, REI, Nike—or the brand that you, personally, are most loyal to. Without a strong foundational brand story, it’s almost impossible to get your Content Strategy right.
Your content strategy is the who, what, why, how, and when of your content marketing. Content marketing?
Let’s start with content: It commonly takes the form of blog posts/articles, email newsletters, videos, SlideShares, infographics, social media posts, e-books, print books, whitepapers, and magazines. However, anything used to tell a story can be content. The only limit? Your imagination and courage to try something different.
And content marketing: “A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” - Content Marketing Institute
Once you have your content strategy, the next step is developing ideas for specific pieces of content and making strategic decisions about what ideas to put action (ie. production).
Content + Editorial Production
This is how you take that idea for an e-book and turn it into an actual e-book. It involves finding and managing the right talent — writers, editors, designers, developers, video teams, copyeditors, and more — to take content ideas and make them real.
Writing + Editing
If you need copy developed from scratch—writing. If you have copy that needs improvement—editing.