Thought leadership blogging
The story
I was brought in as a copywriting consultant for Creative Business School, Hyper Island's Marketing Department. One goal was to bolster their blog content.
Upon auditing their existing content, one thing stood out to me: They were speaking to the right people, but the storytelling approach was too focused on selling the school and not enough about how the school laid the foundations for their alumni's success.
I suggested they flip the script. Continue speaking to course leaders, alumni, and in-house experts, but switch the focus to make it about them and their initiatives and achievements. Then bring in the connection to the school and its foundational or integral role as an underpinning message.
Making the subject the hero of the story increased engagement and supported the goals of: a) getting more interest and more importantly applications to the courses and programs, and b) positioning Hyper Island as a thought leader in their field.
From here on in, I connected with the subjects, dug into the research, set up a chat, and wrote and edited the content.
The work
Use Case 1: Fun At Work Blog Series
A three-part thought leadership series exploring how play, engagement, and conversation shape the modern workplace.
Use Case 2: Paving the way for female tech leaders
Spotlighting the journey of Hyper Island alumnus, Julia and how she's mentoring future female tech leaders, and advocating for more inclusive workplaces.
Read the article
Use Case 3: How brand and design agency Several is staying ahead of the trend
A profile piece on how an agency, started by students whilst still studying, keeps its creative edge sharp in a fast-moving industry.
Read the article