Approach

To demonstrate leadership, you need a media platform — a channel of your own.

I’ll help you build that platform — and an audience.

I use my background as an editorial leader at WIRED and VentureBeat to mine your stories, bring them to the surface, and polish them into editorial products that shine brilliantly.

As your writer, story coach, and messaging expert, I’ll challenge you to defend and refine your ideas. I’ll bring the perspective of readers and target markets to ensure you’re not just preaching to the choir, but sharing stories that can reach a wide audience and convey power and authenticity.

And then, as your editor and publisher, I’ll craft publication-ready content, help you deploy it across multiple channels, and build an audience on the platforms that matter to you — your blog, LinkedIn, news brands that publish op-eds and bylines, and more.

Here’s what that looks like:

1. Research, discovery, and sourcing

I start by analyzing your existing content, including previously published thought leadership work. When relevant, I also review existing comms, marketing, and sales decks as well as any website and marketing materials. I also review the messaging used by competitive and/or comparable companies.

I then conduct story mining calls with executives and key team members to understand current messaging, to identify thought leadership challenges, and to uncover stories that can help deliver the right messages to the target audiences. We can also use these sessions to discuss message and story parameters (must-haves, want-to-haves, and must-nots).

As needed, I conduct sourcing calls prior to each writing assignment to ensure alignment on goals and the hoped-for outcomes, as well as to capture key anecdotes and examples that will make your stories come to life.

2. Organizing

I create abstracts to share ideas and guide the content creation process. Once you green-light a story idea, I provide outlines for review and approval, then proceed to draft your copy. 

When speed is important, and we already have clear alignment on your goals, I often can proceed directly to drafting without first outlining.

3. Writing, editing, and delivery

With decades of experience in journalism and corporate content creation, I deliver polished, engaging, on-message content with speed and grace.

But first drafts are often just a starting point, and collaborative creation is often an iterative process. After you provide comments, edits, and revision requests, I deliver a revised and updated draft.

I work with you to make sure that every step of your review and approval process goes smoothly, leading to publication-ready copy.

4. Studying outcomes and learnings

I don’t abandon you after delivering the copy. I’ll work with you to understand what works and what doesn’t, incorporating traffic analysis, social media metrics, and qualitative feedback as necessary to ensure you (and we) understand what resonates with your target audience. I incorporate these learnings into style guides and frameworks that I use to guide ongoing content creation and strategy development.

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Notepad photo by Dylan