Rich Content Builds Social Impact Careers
Content Strategy | Content Development
Students and professionals visiting netimpact.org are looking to make a career transition with more meaning, but don’t know where to start. I helped design a variety of content that’s accessible across platforms, and provides the visitor a self-guided path tailored to their particular skills and interests.
Rich media brings career opportunities to life
Net Impact’s visitors are on-the-go students and professionals, who are torn between limited time and the desire to make a positive impact. Working closely with our program team, I helped translate focus group research into the online Career Center, featuring how-tos, member success stories, and other content that helps visitors identify the path that’s right for them. Stories from the Field, for example, is a series of video shorts embedded throughout the section and shared across social media that brings member narratives and advice to life.
Repurposing content and making it shareable
Looking to unlock the valuable and often evergreen content buried within an archive of old webinars, I developed a slideshow series highlighting key takeaways from each call. By repurposing existing content and adapting it to a more accessible channel, Net Impact is able to reach more changemakers and call attention to complementary programming. My role in Net Impact’s career curriculum included conducting focus groups and online user research; interviewing, writing, and editing stories; front-end design, video production support, content strategy, and more.
Teaching the Fundamentals of Beer
Content Strategy | Curriculum Development
Contracted by WineQuest, a leading hospitality training company, I developed a flexible curriculum that teaches Four Points servers, bartenders, and managers everything they need to know about beer. Courses cover everything from history and production to storage, styles, and flavor.
Building a Brand with Editorial Strategy
Editorial Strategy | Social Media Strategy | Content Development | PR
The editorial strategy I created while at Net Impact brought nearly a dozen digital channels into alignment, created a coordinated brand voice, and expanded the organization’s reach by the tens of thousands.
Telling a unified story across channels
Like many nonprofits, Net Impact struggled with disjointed and uncoordinated messaging. As senior manager of our digital channels (multiple social media accounts, an active blog, an email list of 40,000+, earned and placed media, and numerous content channels like Vimeo, Slideshare and, of course, netimpact.org), I knew we needed a formal editorial strategy.
I implemented new systems to identify year-round editorial themes, translate them into a manageable day-by-day editorial calendar, and produce high-quality content appropriate to each channel (read more about my process). Over time, individual communications became the building blocks of a cohesive brand story, ensuring the public encounters a consistent voice and message that feeds into their experience of the Net Impact community whether they’re reading an e-newsletter, viewing a Net Impact follower’s retweet, watching a video, or using Net Impact’s programming to start a Green Team at work.
With these efforts, Net Impact’s social media reach grew by 47% and those channels drove 58% more web traffic to netimpact.org year-over-year. By focusing on meaningful indicators of engagement, we were able to identify what kind of content drew visitors in and use that to develop appropriate material (such as practical tips and emotionally-driven success stories) for our email and blog channels. In fact, the original stream of content I developed for the blog kept visitors on netimpact.org twice as long as the site average.
This kind of engagement has the benefit of deepening members’ relationships with the organization, making people want to talk about their experience. One small example came at the 2012 Net Impact Conference, when our social media efforts paid off as thousands of #NI12 attendees flooded Twitter and got this popular sustainable business event officially trending by the end of the weekend.
Making Graphic Design Sustainable
Brand Strategy | Content Strategy | Content Development | PR
Less than a decade ago, there were few resources for designers interested in environmentally-responsible graphic design. As partner and content lead of Re-nourish, I was involved in strategy and planning, research and content development, and PR and social media outreach.
Balancing research with reality
Re-nourish quickly became the go-to resource for reliable sustainable design best practices, known for making an often-heated subject accessible to designers of all experience levels. We did this through balanced writing, honest behind-the-scenes conversations with working designers, and focusing on transparency and disclosure.
In addition to leading PR and social media efforts, my role as content lead had me developing case studies and interviews, interaction and help text, blog posts and press releases, and more. I also helped develop Re-nourish’s tiered project and studio standards, and provided UX support for the Project Calculator and Paper Finder tools.