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I helped launch Ashby from a total unknown to a major player in the Talent industry. You might be using it yourself! This is a deeper look into the spread of marketing I created. Unless otherwise noted, you can safely assume that I was responsible for ideation, SEO, creation, editing, publishing, and promotion.
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The full text of a downloadable data report. I worked with the data team to take the raw numbers nd build a narrative and provide context, creating a story out of raw data. (The download will ask for your email, but I can provide a copy by request.)
Skills: Data Storytelling, Information Design & Structure, Visual Communication & Data Visualization, Brand-Aligned Writing & Tone Development, Lead-Generation & Conversion Optimization
An example of my work supporting Ashby's podcast and setting up Shannon Ogborn as an influencer. I listened to each podcast, wrote a biography of the guest, and highlighted the biggest takeaways in a digestible summary.
Skills: Content Strategy & Audience Development, Social & Channel Distribution, Repurposing & Content Atomization, Influencer & Guest Relationship Management, Performance Analytics & Growth Optimization
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With very few exceptions, I wrote or ghost-wrote all of the content in the Ashby blog during my tenure.
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Still Ashby's top pinned article, four years later! I wrote this article as part of a ghostwritten series of interviews with company leadership to offer more insight into how Ashby itself operates. This was based on an interview with our Head of Engineering, and I used my personal method to craft an article that truly sounded as if he'd written it, using his own words and style based on our discussion.
Still Ashby's top pinned article, four years later! I wrote this article as part of a ghostwritten series of interviews with company leadership to offer more insight into how Ashby itself operates. This was based on an interview with our Head of Engineering, and I used my personal method to craft an article that truly sounded as if he'd written it, using his own words and style based on our discussion.
A regular article for Ashby - one that I designed and planned from SEO keywords, researched, wrote, edited, and published - the end to end process I used for all articles at Ashby. I wrote almost all articles in the Ashby blog from Jan 2022 to Oct 2023, changing the bylines to promote audience trust and spotlight knowledgeable team members.
A bread and butter "listicle" style article, optimized for search engines and designed to be highly shareable via socials.
Skills: Interviewing & Insight Extraction, Strategic Storytelling & Narrative Structure, Data & Outcome Framing, Cross-Functional Collaboration & Brand Alignment, Copywriting for Credibility & Conversion
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I’m especially proud of my case studies. As an unrepentant people-person, talking to Ashby users, getting their stories, and alchemizing their experiences into case studies was a joy. And it produced some of Ashby’s top-performing content!
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I created Ashby's Case Study program, using a similar interview-to-article process I used for ghostwriting for Ashby's leadership. I pulled numbers and data from customers' own words and assessments and turned them into a unique story with a repeatable format that Ashby is still following in this content long after my time with them ended: Company context, Pre-Ashby problems, Adoption process, Biggest successes using Ashby.
A second example of the same Case Study format. My attention to detail was always a hit with customers in these calls! I let the voice of the customer lead rather than trying to fit their words to a pre-determined narrative.
In creating PostHog's case study, I realized we had a wealth of interesting material that could be genuinely helpful to our users (one of our content north stars!) I proposed and created this additional deepdive based on a secondary interview, offering creative ways for recruiting teams to design their application pages.
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A sprinkling of other content that didn’t quite fit anywhere else!
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| Project | Type | Description |
|---|---|---|
| Feature launch post | Social Media | A straightforward post to support a feature launch. Under my leadership, Ashby reached their first 10k LinkedIn followers by following simple, small, scalable stepping stones like these. |
| Ashby logo debate | Ghostwritten Founder Social Media | I helped Ashby's co-founder, Benji, write this after a long and intense internal debate about potential logos for Ashby, poking a bit of appropriate fun at the heat of the deliberation. |
| Ashby’s Story | Web Copy | Ashby’s heroic origin story - one I had a big hand in storytelling! |
| Ashby vs Greenhouse | Landing Page | One of a set of landing pages I helped write, edit, and publish. |
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Love what you see? Here's how to reach me.
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Phone
614 301 6670
Website
https://www.haldencontent.com/
Social Media