Researching and listening are the foundations of a solid content marketing strategy. It’s how I find the target audience I need to reach. More importantly, it’s how I discover what they’re eager to hear and see from the brands I work with.

As a writer and editor, I’ve interviewed dozens of subject matter experts to help me define an organization’s content marketing strategy. At Textron Aviation, I created aviation-related content for different touch points along the customer journey. The launching pads for the content were often email drip campaigns aimed at educating specific audiences about an aircraft with different types of content, and using a narrative approach to highlight value propositions.

I oversaw copywriting and advised campaign managers on tone of voice, messaging and content style. In my role, I helped leaders and project managers answer questions like, when is sharing a how-to article better than linking to a video? How can we get this message across with an infographic instead of dense copy?

Tap on an image below to view my work in detail.