Writer and editor at large
Creating brand content that is engaging, entertaining, and educational: A brief portfolio
Editorial direction
“Good business relationships come from the right attitude and the right tools. Zendesk helps with the tools. Relate helps with the attitude."
Relate was a sub-branded editorial site tied to Zendesk’s flagship user conference. I wrote extensively for Relate before becoming its second editor-in-chief, where I oversaw all aspects of ideation, editing, publishing, and social media.
This digital publication focused on product-agnostic thought leadership content aimed at helping CX professionals build better connections with their customers and colleagues. We took a journalistic approach, explored relevant and timely topics, and nurtured existing customers with practical, engaging content while driving prospects deeper into the funnel.
Personally, it was both meaningful and fun to spend some time focused on developing values-based brand content. For a flavor, here are a couple of articles I penned:
Event activation
In customer service, a little gratitude can go a long way. Before becoming editor, this was one of my favorite projects to help produce. I coordinated directly with the printer and collaborated with our content and brand teams on copy for greeting cards for a “Thank you” booth. It was so well received that we reprised the concept as postcards at a later event. (That first card is my work.)
BRANDS I’VE WORKED WITH OR FOR
Airtable
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Yahoo!
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Zendesk
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GoFundMe
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GitHub
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Nava Benefits
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Teal Health
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Neo4j
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Braze
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LivePerson
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Salesforce
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Yelp
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The Bold Italic
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KQED Pop
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Golden Gate Mother's Group
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Airtable • Yahoo! • Zendesk • GoFundMe • GitHub • Nava Benefits • Teal Health • Neo4j • Braze • LivePerson • Salesforce • Yelp • The Bold Italic • KQED Pop • Golden Gate Mother's Group •
Campaign & launch support
After nearly 10 years at Zendesk, much of the demand gen content I’ve personally created (countless ebooks and blog posts) has been swallowed by the internet. Even after I was in an operational leadership role — focused more on frameworks, processes, and tools —I continued to work cross-functionally to support major field and social campaigns, product launches, tentpole research reports, and our flagship event.
Here’s a tongue-in-cheek social campaign for Customer Service Week (credit to Brooklyn Brothers) that we launched toward the end of my tenure, with its supporting blog post. Also, here’s the last product launch post I wrote for Zendesk.
SEO + AEO + GEO
Maybe we should just call this “visibility,” which remains a wildly dynamic space.
Within my marketing career, I’ve done a few things out of order. For example, I worked in-house before working for an agency, and I’m grateful now to have experienced both. I also inherited oversight of an SEO program even though I’d never written an SEO article before.
By now, however, I’ve written and/or edited hundreds of these articles, each to client specifications, sometimes involving subject matter expert interviews, and I follow along as the target continues to move.
