- Ad copy and advertorials – We’re all familiar with advertisements; advertorials are a longer form designed to provide useful information while discreetly promoting company or product.
- Business blog posts – These are sometimes written to reflect current events or as excerpts or summaries of much larger pieces, often with a link at the end to encourage a download or exploration for more information.
- Case studies – These begin with an interview with a customer or client and, following a problem-solution format, tell a unique success story.
- Career guides – For educational institutions, this is a way to connect with potential students by showing them the possibilities of where their chosen coursework can take them.
- Event and email campaigns – Multi-touch campaigns designed to encourage registration, attendance and engagement; includes signage and at-event promotions.
- Executive bylines – These are created in collaboration with subject matter experts or by reworking existing materials. When finalized, the piece is attributed to the appropriate executive via a byline.
- Photography – I love travel and photography, and work with a colleague in providing photographs to bring life to stories of adventure, whether near or far.
- Press releases – Staying true to a company’s overall messaging, press releases are the standard way of alerting the press and public of important events and occurances.
- Tip sheets – Often drawn from longer briefs, guides and white papers, tip sheets are great used as a sales tool or trade show handout.
- Webinar briefs – Graphically pleasing pieces that summarize the important points of a webinar and provide a nice reason to follow up with those that attended.
- Website content – Lots of experience from B-to-B Web page development from starting a site from the ground up to rebrands.
- White papers and guides – Usually written working closely with subject matter experts with some research, footnotes and other references.
