Here’s a glimpse of my work across industries and channels.
You’ll notice a wide range of clients, but a common theme within the projects: connecting with customers on a human level to grow brand impact.
At DipWell, I functioned as the director of editorial content, working in concert with the Brand Manager to strategize and execute a content program that supported both acquisition and retention. From creating our quarterly editorial calendar, to managing freelancers and overseeing multimedia production, my work spanned the creative and operational areas. And I loved it.
Client: DipWell
Work: Editorial leadership, blog management, tutorial production, content distribution, newsletter, email marketing
Editorial leadership for ecommerce
The need: messaging to draw people into the booth and initiate conversations that raise brand awareness and encourage sales.
The audience: nonprofit professionals attending a large industry conference.
The solution: I worked with the events team to clarify our audience, then worked alongside the designer and brand director to create messaging that draws people in from every angle. Each piece of copy builds on the others, but also stands alone, so it works no matter where you’re viewing it from.
Client: Blackbaud
Work: Tradeshow booth copy
Software messaging becomes tangible
From a 52-page ebook, to a 26-email drip campaign, I lead the strategy and execution for the content on this integrated campaign, including the company’s first external podcast.
Company: Bandwidth
Work: Editorial direction, original industry research, survey analysis, thought leadership, multimedia content strategy, freelancer management
Multimedia B2B thought leadership
The Need: Even as a household name, HelloFresh still needs to repeat is primary value propositions, once of which is the flexibility you get with your plan.
The Audience: Lapsed subscribers.
The solution: Emails that clearly, concisely, and colorfully convey how your subscription flexes to match your busy lifestyle.
Client: HelloFresh
Work: Direct mail copy, email copy
Getting more meals onto tables
The need: While most logistics companies have bland copy, First Call knew they wanted to differentiate themselves on having really great customer service - not just cutting edge tech.
The audience: Harried logistics managers tired of dealing with surprises like extra fees and late arrivals.
The solution: I worked with the marketing manager to create conversational copy that clearly conveys First Call’s unique value propositions.
Client: First Call Logistics
Work: Website copy
B2B Shipping doesn’t have to be boring
Sip Herbals case study
Sip Herbals is an autoimmune protocol (or AIP) friendly coffee substitute beverage. It fills a gap in the market for coffee lovers who have to give up their favorite beverage, but still want something more satisfying than a cup of tea.
“Anna is an absolute gem.
We needed help with on-brand copy for our CPG website. Anna was able to create the most perfect copy for us and we’ve already seen an improvement in conversions.
We can’t wait to work with her again.”
Sip Herbals wanted to sell more online
Founders Kelly and Orleatha came to me for help increasing conversions on their ecommerce site. I met with them to learn about their goals for the site, then wrote engaging on-brand copy for their homepage, about, and product pages to convert more sales.
Retention requires happy customers
Part of a building a brand is making sure customer know exactly how to get maximum benefit and enjoyment from your products. So I went out of the way to include super-easy-to-understand usage instructions to give customers the best experience possible. (Of course they also get a helpful how-to card in their orders.)
Growing through recurring revenue
Kelly and Orleatha chose to add a Subscription page to our project. Most consumable brands would do well to consider adding subscription options to keep customers happily stocked, and revenue consistently flowing.
Editorial writing samples
How Telling an Origin Story in Your Ecommerce Copy Can Double Your Sales
Written for Foundr. Click to read.
How the Right Website Copy Is Like Having a Sales Team
Written for Create & Cultivate. Click to read.
How to Write Product Descriptions that Stand Out in a Crowded Marketplace
Written for Parsnip. Click to read.
Short copy, long copy, good copy
More client work from ads to packaging to web copy… click to enlarge :)
Longform Content That Teaches
Blog posts and how-to articles serve many functions for a brand and I’ve loved serving as writer and editor for content marketing.
Click to read: DipWell’s Blog
About Pages That Spill the Secret Sauce
About pages are often an after thought. But thoughtful consumers want to get to know you and what your company stands for!
Click to read: SO Handmade
Product Pages Beyond Basic
Product detail pages can be clean and simple. Or they can act as landing pages for your innovative products!
Click to read: Three Farm Daughters
Social Ads That Sell Your UVP
Acquire new customers with clear, on-brand ad copy.
Packaging Copy That Gets Picked Up
Tell your story in a small space and get more brick & mortar sales with great packaging copy.
Your Brand Story Belongs Everywhere
This project entailed creating richer romance copy for ecommerce product detail pages.
I’m an editorial strategist with a penchant for creating conversational messaging that grabs attention, and grows brands.
I started by career doing marketing and operations support in the nonprofit and higher ed spaces. There I saw that putting the right message, in the right words, at the right time, is key for getting people to take action.
Since then I’ve worked in enterprise B2B business development, SaaS brand marketing, and ecommerce content marketing.
You should know that I believe in real, human writing and reading and art. Don’t hire me to put in AI prompts. Maybe someday the tech will be good enough to actually contribute to creating great content, but that day is not here yet.
I’m currently based in Cary, North Carolina and love spending time with my family and reading up on the latest marketing data in my free time. Oh, and I’ll do anything for an ice cream cone.
Before we go further, a quick intro
Let’s talk about how we can work together to grow your business!
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