Services
Create content that
enhances credibility
and drives action.
Content and Strategy
for Complex Industries
Maybe you’re an effective but under-resourced marketing manager. Perhaps you’re a busy executive with lots of thought leadership ideas but no time to write. Or your business needs to develop messaging that communicates what you do or a content strategy framework that brings in more leads.
Together we can plan and create high-quality content that resonates with your target audience, builds your authority, expands your business or professional profile, and helps you reach your marketing goals.
Want to know more about my background and experience?
Learn more about me here.
Writing
From long-form thought leadership to punchy web copy, I create content that communicates your value clearly and compels your audience to act.
See examples of my work here.
Articles
Blog posts
Case studies
White papers
Playbooks
Reports
eBooks
Ghostwriting for executives and senior leaders
Websites
Consulting & Strategy
Sometimes you don’t just need a writer—you need a strategic partner who can step back, assess the landscape, and help you build a plan. I work with marketing teams and executives to develop content frameworks, audit existing assets, sharpen brand messaging, and create roadmaps that align content with business goals.
Whether you need a one-time strategy session or ongoing consulting support, I can help you figure out what to create, where to publish it, and how to measure success.
Brand messaging for startups and early-stage companies
Comprehensive content strategy
Ideation and editorial calendar planning
Competitor and content audits
Thought leadership positioning
Industries
I specialize in complex industries where the stakes are high and the terminology can be dense. My background in journalism and research means I get up to speed fast—and translate what’s complicated into content that connects.
See the brands and clients I’ve worked with.
• B2B SaaS—software for business operations across sectors
• Healthcare and healthtech—hospital systems, digital health platforms, healthcare analytics software
• Biopharma technology—software solutions for organizations in life sciences
• Climate technology—decarbonization platforms, sustainable energy solutions
• Higher education and edtech—colleges and universities, online learning tools, learning and development platforms, associations and nonprofits
Case Study
Turning Technical Expertise
Into ~100 Qualified Leads
Challenge
A construction company saw a major business opportunity in new federal funding for rural broadband infrastructure. It wanted to establish its expertise with rural municipalities and potential project partners—but needed the right thought leadership strategy to reach them.
The company engaged me to identify a compelling topic and develop a white paper that could educate prospective customers while positioning the company as a trusted resource.
My Approach
I began by interviewing the company's business manager to understand the federal funding landscape, the challenges facing rural municipalities, and the specialized expertise the company could bring to broadband projects.
From those conversations, I recommended focusing the white paper on best practices for outside plant (OSP) broadband construction—a topic that would provide practical value to municipal leaders while showcasing the company's engineering and construction expertise.
I researched the federal program and OSP infrastructure, then interviewed the company's heads of engineering and construction to capture their technical knowledge and translate it for a nontechnical audience of decision-makers.
I developed the white paper through a structured review process, providing an outline, draft, and final version. This allowed stakeholders to validate technical details and ensured the final paper aligned with expectations and the company's business goals.
Results
Within six months, the white paper generated nearly 100 qualified leads, with the company in discussion with several prospects.
A LinkedIn campaign promoting the white paper achieved a 1.01% click-through rate, providing another indication that the topic and messaging resonated with the target audience
Case Study:
Making Complex Business Intelligence Accessible Across a University
Challenge
The University of Chicago needed a website for its new Business Intelligence Center of Excellence (BI CoE). The site had two purposes: build awareness of the center and help a diverse audience of faculty, staff, and administrators understand how its services could support better planning and decision-making across the university.
The university's creative agency brought me in to develop the messaging strategy, design the site's information architecture, and write the copy.
My Approach
Business intelligence is a highly technical field. Many of the site's potential users wouldn't necessarily know what BI was, what resources were available to them, or how those resources could help them do their jobs.
To bridge that gap, I conducted multiple interviews with the center's data engineers and other technical experts, as well as key university stakeholders. The interviews helped me understand not only how the university's data infrastructure worked, but also its practical value to users. I also gathered real-world examples to show how university departments were already using data and analytics to solve problems and make more informed decisions.
I then developed the sitemap and page architecture around the needs of users with varying levels of technical knowledge. Someone unfamiliar with business intelligence could quickly understand what the center offered and why it mattered, while more sophisticated users could drill down into services, data, reporting tools, and resources.
The resulting site included an overview of the center and its mission; detailed descriptions of four service areas; real-world use cases; access to university reports and data; training and knowledge-base resources; and an explanation of how university data flows through its BI platforms and into analytics and reporting applications. I also commissioned a custom visual to make this complex data ecosystem easier to understand.
Every section provided a clear path for users to learn more or request help from the BI CoE. I also worked closely with university web staff to implement and format the content in Sitecore.
Results
The finished site gave the BI CoE an organized central resource for introducing its services, educating users, and demonstrating the strategic value of university data.
It also attracted attention beyond its intended audience. After I shared the project on LinkedIn, the then-director of the graduate program in human and computer interaction at Iowa State University reached out and requested a tour of the site and examples of the university's BI reports.
Case Study
Building a Thought Leadership Program for an Edtech Consultancy
Challenge
Unicon, an education technology consultancy, had recently launched a redesigned website and wanted to build out its thought leadership content, showcase the expertise of its internal team, and attract prospective clients.
Working through a small creative agency, I was brought in to develop and write four substantive blog posts each month. My role went beyond writing: I helped identify topics, uncover internal expertise and resources, interview subject matter experts, conduct supporting research, and turn complex ideas into accessible content for education and technology leaders.
The subject matter ranged from AI enablement and technology modernization to data infrastructure, interoperability, education-to-workforce initiatives, and product development.
My Approach
Because the content program was new, there wasn't yet an established process for generating topics or moving content from idea to publication. I worked with agency and client stakeholders during weekly editorial meetings to refine ideas, identify timely opportunities, and find internal resources—including subject matter experts, presentations, reports, webinars, and ongoing projects—that could become the basis for original thought leadership.
The first month's posts were due within weeks, so I developed this approach while simultaneously getting up to speed on Unicon's business and the complex education technology landscape.
For each article, I interviewed Unicon subject matter experts to uncover their perspectives and technical expertise. I supplemented those interviews with independent research into industry trends, statistics, reports, standards, and policy developments to give the articles broader context and connect Unicon's expertise to the challenges facing its audiences.
I then translated that material into articles designed to be useful even to readers without deep technical knowledge, while retaining enough substance to speak credibly to sophisticated education and technology audiences.
Before publication, SMEs reviewed drafts for technical accuracy, followed by agency and client review.
Results
Early results showed significant growth in traffic to Unicon's newly redesigned website. After just three months, daily traffic had increased from a few dozen visits to more than 300 per day—roughly a 10x increase.
Ready to start creating content that converts?