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How we've helped some of the world's most recognizable brands reach their audiences with timely, relevant, and interesting content.

Case Study: Improving traffic by 30% for The National Association of Realtors

Client: The National Association of Realtors
Role: Content Director, Concept, Managing Editor
Agency: Article Group
Services: Content Marketing Strategy, Audience Research, Competitive Research, Content Production

After years of publishing and several redesigns, HouseLogic—the publication for homeowners published by The National Association of Realtors (NAR)—was struggling with flat traffic. After exploring the competitive space and auditing HouseLogic's content creation process and assumptions, we created an omnichannel content publishing plan that leveraged NAR's expertise, forged a new relationship with readers, and led to a sustained 30% increase in traffic.

Case Study: Defining the audience and audience journey for Adobe's new 3D product

Client: Adobe
Role: Content Director, Concept
Agency: Article Group
Services: Content Marketing Strategy, Audience Research, Competitive Research, Journey Mapping

Adobe had a hot new 3D design tool, Dimension—but they weren't certain who their target audience was, how to reach them, or how to get their attention to convert. Through user and designer interviews and market research, we defined the target audience and created a strategic messaging framework that made the messaging task at hand approachable and actionable.

Case Study: Helping Box lead the future of work conversation with a branded content publication

Client: Box
Role: Content Director, Concept, Managing Editor
Agency: Article Group
Services: Content Marketing Strategy, Audience Research, Competitive Research, Publication Launch, Content Staffing, Content Production, Social Media Strategy

Box develops fascinating software, but they needed a way to drive awareness and prime sales conversations. Working closely with product executives, we mapped the conversational topics that Box could own. We then developed a publishing and distribution strategy (Medium, newsletter, and twitter), and created a workflow that produced 6-10 new stories a week—all utilized by the sales team, social team and cross-pollinated with media appearances.

Driving app interaction with original content for Anheuser-Busch. A content engine for ABI's ordering app.

Agency: Independent
Services: Content Marketing Strategy, Content Production, Editorial Management

To encourage adoption and use of its new inventory ordering app for bars, ABI needed original and compelling content. We worked with ABI to understand their target audience (bar owners and managers), then developed a content plan and hired writers to publish directly into their app.

Building and launching a men's lifestyle site. A city guide for driven men.

Agency: Independent
Services: Founding Editor, Publication Strategy, Business Leader

Founding editor for InsideHook, a newsletter-driven city guide for men of means. Built nationwide editorial and design team, and set publishing strategy across web and social. Created and led native advertising strategy, including video, social and written content, leading to recurring deals with marquee advertisers (e.g., Porsche, Glenlivet, Cartier, and Ralph Lauren). Grew subscribers to 500,000+.

Building native studio capability for NBC. Org charts, job descriptions, workflow, and recruiting.

Agency: Independent
Services: Organization Plan, Staffing Plan, Recruitment

Working closely with the SVP of Creative Partnerships, we developed a native studio org plan and workflow that allowed CNBC to launch their native content capability. We created an org chart and staffing plan, complete with job descriptions, and recruited key editorial leaders for interviews.

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