Role
Head of Content
Context
Brought on to lead content strategy and execution for the company’s push into the western market.
Contribution
I wrote, edited, and transcreated every article, case study, and piece of on-site copy across the help center, the Accent publication, and the Setka blog, plus eBooks and other educational materials. I also wrote all UX copy for Setka Editor and created the brand, editorial, and style guidelines the team worked from, while managing a team of designers and freelancers.
Output included thought leadership articles on visual design; client case studies including the Center for Investigative Journalism and Robb Report Singapore; product announcements covering integrations with Magento, Unsplash, Ghost, and Drupal; and a series of externally commissioned pieces on B2B branding and content strategy.
In partnership with The Poynter College Media Project, I also co-created and presented a webinar centered on digital publication design, audience engagement and readability tactics.
Outcome
That work helped carry Setka through its western expansion and into its acquisition by Tiny. Under my content strategy, organic traffic and newsletter subscribers both grew. The first feature I published, “10 Insights on the State of Visual Storytelling in 2019,” was picked up and shared across design newsletters throughout the community, and a later feature on female designers in the industry included a Q&A with Debbie Millman, host of the podcast Design Matters.
Select Work
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
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
