Context
Most content work is about maintaining or growing something that already exists. Building a brand’s entire content foundation for a market it hasn’t entered yet is a different challenge — and a different kind of pressure.
Contribution
As Head of Content at Setka, I led content strategy and execution for the company’s western market launch, working across every content surface simultaneously. I wrote, edited and transcreated articles, case studies and on-site copy for setka.io, its help center and two adjoining publications. I created all UX copy for Setka Editor, developed brand, editorial and style guidelines from the ground up, and managed designers and freelance writers throughout. The goal was a brand coherent enough to scale — and credible enough to attract an acquirer.
In partnership with The Poynter College Media Project, I also co-created and presented a webinar centered on digital publication design, audience engagement and effective readability tactics for the global leader in journalism.
Outcome
Setka was acquired by Tiny (TinyMCE) in 2021. The content foundation built during this period supported the transition.
What I worked on
Content strategy · UX copy · Brand and editorial guidelines · Articles and case studies · eBooks · Transcreation · Team management
Featured
10 Insights on the State of Visual Storytelling · Verbal Design: Attracting Audiences with Words + Visuals · Women in Design: Superheroes, Legends & Rising Stars · Mission-Driven Design with Illustrator Extraordinaire Kate Bingaman-Burt · Do Less Better: Intercom’s John Collins on the Power of Visual Design in Content Creation
Guides & How-Tos
The Ultimate Guide to Scroll-Activated Animations · How to Pick the Perfect Image — Even When It’s Stock Photography · Using Visuals & Imagery to Improve Content Engagement · Improving Content Comprehension with Layouts
Using Visuals & Imagery to Improve Content Engagement
Case Studies
Client Success Stories: Reveal from the Center for Investigative Journalism · Client Success Stories: Robb Report Singapore
Company News
Magento x Setka Editor: Visual Design for eCommerce Content · Introducing Easy Image Editing Inside Setka Editor · Enhanced Symbols Revealed Within Setka Editor · Easily Customizable Content Layouts + Design for Mobile · Bring Your Content to Life with New Animation Features · Drupal Makes Way for Setka Editor Module · Unsplash x Setka: Source Top Quality Images Right Inside Your CMS · Say Hello to Setka Editor 2.0 · Setka Introduces Live Chat Within Editor · Ghost Welcomes Setka Editor Integration
Commissioned and Edited
4 Steps to a Standout Visual Language for Your B2B Brand · How Design Builds Company Culture and Boosts Employee Engagement · 5 Design Solutions for Visual First Content Marketing · 5 Mobile Design Fundamentals to Engage Any Audience · 4 Simple Editing Tricks to Elevate Your Blog Imagery · Best of HR Blogs: How Effective Design Builds People-First Resources
