Cross-platform content strategy

What I do
Evaluate, organize, and create content in order to monetize a brand’s knowledge base and reputation.

Facebook post showing hydrogen peroxide and dish soap on a table in someone's backyard, plus a "Tip of the Day"

Man spraying a shirt with something in a spray bottle. Two talk show hosts, Kathie Lee and Hoda, look on.

Two books on white background, named Who knew? Customer's Choice and who knew beauty secrets

Case study: More than 4.2 million sold
Make a line of cinnamon to keep ants away. Instead of window cleaner, just use vinegar. Simple tips like these were the foundation of the Who Knew? brand, which was sold to Macmillan in 2016. As the Director of Content and Digital, I created an online and monetized print content strategy that capitalized on readily available consumer content (household tips) and a “homespun” brand image, including:

Knowledge Base Creation and Management: Created an information hierarchy, architecture, and coding system for more than 250,000 words of content that allowed it to be quickly and easily used for responding to media requests, sales presentations, advertising, podcasts, talk show pitches, books, ebooks, calendars, and other monetized products.
Web: Directed the launch of WhoKnewTips.com, consulted on UX strategy, and created or commissioned all content on the site, including text and images. When the brand was sold to Macmillan, audited material for key metrics, then transitioned material to their Quick and Dirty Tips site.
Social: Created a brand presence on all major social media platforms (Facebook, Instagram, YouTube, Twitter, Pinterest) and organically grew a following to more than 150,000 using insightful content calendars that prompted posts to go viral (more than 2.5 million views).
Email marketing: Created and maintained an email list via Constant Contact, commissioned and edited content.
Print: Wrote and commissioned content and served as art director for a series of print books and calendars that sold more than 4.2 million copies, directing writers, visual designers, and other editors.
TV: Wrote TV scripts for a 30-minute infomercial, regular appearances on The Today Show with Kathie Lee & Hoda and other talk shows, and sales presentations for home shopping networks.
Ebooks: Used existing content to create a series of a dozen bite-sized ebooks, wrote SEO-based sales descriptions, and art directed covers. Several of the ebooks appeared regularly on Amazon bestseller lists.
Podcasts: Co-hosted and wrote scripts for the Who Knew? podcast, which ran for a year on Macmillan’s podcast network.