MY SAMPLES
Editorial, Thought Leadership, Lead Gen
Unpacking the Biggest Takeaways from Shopify's Winter '24 Edition
Content for experienced merchants in the enterprise and midmarket space demands expert perspectives. We put together this piece working with our PMO and data teams abroad to provide a breakdown of the most significant changes from Shopify’s (typically massive) updates, speculating on the direction the company is heading and highlighting core features of most use to our customers and community.
2019 Is the Year of Page Speed. Are You Ready?
I wrote this piece of thought leadership supporting the argument that marketers weren’t spending enough time making sure their sites and campaigns load quickly. It attracted a ton of attention and drove nearly 15k unique views in its first year.
Unique views (first 90 days):
6,500
Christmas in July! Create Smarter Ecomm Landing Pages for the Holidays
As part of Unbounce’s efforts to target ecommerce marketers, this piece gathered together influencers in the DTC community to provide expert tips about prepping for Black Friday. (We published it in July to generate buzz.)
Doing more with content: how tagging can help you survive a downturn
Working as part of the PMM team, I created this thought leadership to promote better use of Uberflip’s context experience platform (CXP). Targeted at customers and prospects sitting on mountains of content used only for SEO, this piece argues for smarter auditing and tagging content can support demand generation, ABM initiatives, and customer marketing and deliver better ROI from content marketing.
Think Fast:
The Page Speed Report
(Stats & Trends for Marketers)
Supporting the go-to-market launch of new features, this report relied on industry and consumer surveys prepared by me to highlight the importance of ensuring fast load times on landing pages.
Unique views (first 90 days):
5,000
Backlinks generated:
3,000
Unbounce’s Conversion Benchmark Report 2020
A personal favourite. I combined forces with our data and design teams to spin up an insight-rich resource for marketers. It became one of our most successful pieces of lead gen ever—and the third most visited asset on our website.
Leads generated (first 90 days): 6,000
Unique views (first 90 days): 40,000
Artificial Intelligence Will Change How You Do Marketing in 2021
Part of a push toward becoming industry leaders in AI-powered marketing tools. Focusing on AI skepticism we’d seen from some of our prospects, I prepared this initial thought piece to remind marketers that AI is coming (but not for their jobs).
Unique views (first 90 days):
1,500
Customer Education, Product Launches, SEO
How To Sell on TikTok Shop: What You Need to Know [Ultimate Merchant Guide]
Our attempt to create a helpful educational resource while owning a relatively low-volume keyword before a wave of interest from others in the SaaS space (“how to sell on TikTok Shop”). This strategy aligned with a product push around AfterShip Feed, a TikTok Shop management tool that makes it easier for merchants to sync their existing storefronts with TikTok.
Marketers Need an Easier Way to Optimize Landing Pages [Introducing Smart Traffic]
We found pure “launch” announcements don’t resonate with audiences, so we created a wealth of content about how the product helps overcome challenges typically encountered by SMB marketers. This higher-level piece became part of an ongoing series that included use cases, customer stories, and explainer videos for Smart Traffic.
Unique views:
6,000
Dynamic vs. static: Why dynamic personalization always wins
Part of an SME-driven interview series that foregrounded the expriments the Uberflip marketing team were doing with “dog-fooding” our own platform. In this initial interview, I interviewed our ABM manager, Joanna Zerga, about using Uberflip’s personalization features to support ABM efforts. (The first in a series of five pieces with this focus.)
34 Best Landing Page Examples of 2021 (For Your Swipe File)
A cornerstone of Unbounce’s evergreen SEO strategy that’s been updated and optimized multiple times since I created the initial version in 2019, this piece satisfies search intent and shows off some amazing customer-created inspiration. It generates ~20k UPV of organic traffic per year.
Organic ranking keywords:
1,100
Landing Pages 101 [The Landing Page Articles]
A “glow up” of an existing resource section that historically ranks very well for basic Google searches about landing pages (“what is a landing page?) but seemed too complex for foundational marketers. I based our rewrite and redesign on introductory college textbooks, emphasizing callouts, visuals, and clear, simple language.
Unique views in 2021:
210,000
Backlinks generated:
5,000
5 Thank You Pages That Take Post-Conversion to the Next Level
An example of an SEO play (e.g., searches for “thank you pages”) that still provides maximum value. Organic content shouldn’t be fluffy, and I’m particularly proud of how we created a piece that ranks. But it also smartly addresses the search intent.
Web & Campaign Copy, Marketing Collateral
Unbounce Smart Traffic [Product Page]
Supporting the launch of Smart Traffic and based on positioning we co-created with the product marketing team. Over time, we iterated based on changes to the positioning and what heatmap data told us about how visitors interact with the page and doubled conversion rates on the page by optimizing over time.
"The Barbara" Special Edition Website Platform [Product Sheet]
Beyond the work I did for our clients, I helped write and update product spec sheets and other collateral at Real Estate Webmasters, including this one featuring the Barbara Corcoran Special Edition website.
>> See the Sample (PDF)
Unbounce Landing Pages [Solution Page]
As part of Unbounce’s 2019 rebrand, I wrote copy and helped wireframe for a webpage that specifically spoke to landing pages as a solution for foundational marketers. A version of this page remains a cornerstone of the buyer’s journey today.
REW Spring Release Announcement [Customer Communications]
At REW, I was responsible for regular customer communications notifying clients of updates to the leads manager, templates, and CRM.
>> See the Sample (PDF)
AMP Beta Launch [Campaign Landing Page]
We created this landing page to capture sign-ups for the beta launch of a new feature (now deprecated). Visitors mostly came to the page through emails, popups on our website, blog posts, and a social media campaign.
Signups: ~100
>> See the Sample (PDF)
Vidoes, Talks, Webinars
How COVID-19 Impacted Conversion Rates in 2020 [Webinar]
Based on original research done by Unbounce, I hosted a webinar on marketing during COVID-19 with two ecomm experts, Ayat Shukairy and Luke Carthy.
Registrants:
400
Introducing the 2020 Conversion Benchmark Report [Script]
This striking animated trailer produced by Alana Thorburn-Watt supported the launch of the Conversion Benchmark Report in Unbounce’s social channels and on Product Hunt.
Don’t Fake It: How Smarter Research Can Fuel Your Content
At Unbounce’s Call to Action Conference, I conquered my nerves and took the stage to talk about the importance of honest research—and how truth can help you stand out in a marketplace of ideas awash in fluff and misinformation.
Ecommerce Landing Page Tips & Examples… [Script]
An experiment in the early stages of Unbounce’s Youtube strategy, as well as an example of repurposing content for multiple channels, I adapted a blog post into this script expertly delivered by Chelsea Scholz.
Views:
360,000
Likes:
800
Other Stuff
Fiction Review of In The Cage by Kevin Hardcastle
Fiction reviews published in The Malahat Review, one of Canada's oldest and most prestigious literary journals. These reviews offer a critical perspective on the work of established Canadian writers.
Fiction Review of The Secrets Men Keep by Mark Sampson
Fiction reviews published in The Malahat Review, one of Canada's oldest and most prestigious literary journals. These reviews offer a critical perspective on the work of established Canadian writers.
“Counterfeit Machismo”: Joan Didion, American Masculinity, and the Monroe Doctrine
Academic publishing from a previous life. I wrote extensively on American fiction, gender studies, and political philosophy. This piece on Joan Didion covers all three of them.
>> Read the Article (Gated)