Adrienne Smith, content strategist and marketer
  • Adrienne Smith
  • Content Strategist and Marketer
  • (973) 652-5082

Hello! Adrienne here.

I’m a content strategy and marketing consultant. I believe every brand has a story to tell. And I love helping you tell yours.

I work with growing brands to establish their unique messaging opportunities and launch their content marketing strategies. 

I can help you with:

  • Brand messaging
  • Content marketing
  • SEO
  • Editorial processes
  • Social media
  • Email marketing
  • Site user experience

My Approach

I love helping growing companies establish their voice and connect the right people to their offering. And I firmly believe in content’s power to do so. My approach is three-fold:

  1. Set the strategy that establishes your brand’s unique opportunity within content
  2. Document the best practices that enable you to put the strategy into action
  3. Execute through launch so your team can hit the ground running

Setting the Strategy

After immersing myself in your marketing team’s goals, practices, and processes, I’ll develop a strategy that aligns with your marketing focuses. Every documented strategy is unique to your brand, story, and goals. Based on your needs, I can establish your approach to content at large. I can also leverage an existing content strategy, and hone in on your approach to SEO, email marketing, or social media.

Regardless, your strategy will always answer one question: What is the unique opportunity your company has to provide value?

Documenting the Best Practices

I’ll set the clear guidelines that empower your team to execute according to the strategy, now and down the road. I’ll also help your team set the stage for success. In addition to best practices, I can connect you with the right tools for your team, create your editorial calendar, build out your reporting, and set your editorial processes as needed.

Executing Through Launch

Finally, I can help your team hit the ground running by executing on the strategy — in accordance with best practices — through your launch. Doing so can take the form of:

  • Writing and copywriting
  • Editing and content management
  • Securing writers, designers, and creators
  • Data analysis and reporting
  • Social media management
  • Project management
  • Whatever your team needs to execute!

My Experience

2017 April - Present

Independent

Helping Growing Brands as a Content Marketing Consultant

I’m currently an independent content marketer, editor, and writer with a passion for connecting brands directly to their users.

I help growing companies establish and their strategic approach to content — and hit the ground running. My work focuses on brand messaging, content strategy, editorial management, SEO, social media, and email marketing.

2015 June - 2017 April

Justworks

Building Content Marketing at Justworks

I joined Justworks for the chance to build its content marketing from the ground up. Justworks now has a well-oiled content machine that empowers business owners with approachable, helpful resources as they grow their companies.

Over the course of two years, I developed the editorial process — establishing a small team that would ultimately create 200+ articles, eBooks, videos, infographics, and case studies in-house each year. I developed SEO, email marketing, and social media strategies to grow that content’s readership by over 300%. And I connected Justworks’ readers with its sales funnel, 50x’ing content’s lead generation as a result.

I also worked on some really rewarding projects, like:

2013 February - 2015 May

CBS Local

Operating Editorial Processes at Scale at CBS

I capped off my five years at CBS as the lifestyle editor for CBS Local’s ‘Best Of’ and Travel sections. Both sections provided readers with local recommendations on what to eat, see, and drink in CBS’ 22 markets across the US.

I oversaw the publication of 100+ articles each week in this role; polishing the mechanics of an editorial process at scale was my main priority. So I established editorial best practices, managed a robust editorial calendar, and coached local writers and editors. With the creation process running smoothly, I was able to shift the editorial calendar’s focus to either search-optimized or highly shareable content — Best Of’s audience grew 78% year-over-year as a result.

I also worked on some really rewarding projects, like:

  • Launching 22 Travel sections to open up content sponsorship opportunities
  • Collaborating with Foursquare on a content partnership that included the podcast Foursquare On The Pin
  • Activating Best Of’s 22 weekly, local newsletters with the latest food, drink, and activity tips

2011 June - 2013 February

CBS Local

Fine-Tuning My Writing and Editing Skills at CBS

I doubled down on content planning and creation as an associate producer at CBS Local. My role involved supporting editors in assigning, editing, and publishing editorial content for CBS’ 22 Best Of sections. As a result, I learned the ins and outs of a fine-tuned editorial calendar. I also produced digital lifestyle videos and wrote video scripts and lifestyle articles.

Check Out My LinkedIn Profile

To see the rest of my professional experience and education history, head to my LinkedIn profile.

  • + >

    Justblog Strategy

    Building Justblog from the ground up.

  • + >

    Justworks Resources Center

    Launched a Resources Center to bring curated, evergreen content to the Justworks site.

  • + >

    Hubspot Marketing Blog

    I shared my social strategy as a one-person content team with Hubspot.

  • + >

    Everwise Blog

    My writing samples for Everwise cover how to better the workplace through mentorship, as well as learning and development.

  • + >

    CBS Local

    I operated editorial processes at scale at CBS Local.

  • + >

    Justblog Writing

    Check out the Justblog pieces I wrote, in addition to leading Justworks' content strategy.

Over the course of two years, I developed Justblog's editorial process — establishing a small team that would ultimately create 200+ articles, eBooks, videos, infographics, and case studies in-house each year. I developed SEO, email marketing, and social media strategies to grow that content’s readership by over 300%. And I connected Justblog readers with the Justworks sales funnel, 50x’ing content’s lead generation as a result. Peruse Justblog here.

I launched Justworks' Resources Center in order to bring helpful, evergreen content to the Justworks marketing site. In doing so, the Justworks site established itself as a place to learn about the Justworks product — but also a place to learn how to best run a growing business. The Resources Center offers content that's been curated from Justblog, from articles to eBooks to infographics. Since its launch, it's earned the highest rate of conversion in readers downloading gated content. Check out the Resources Center here.
I shared my social strategy as a one-person content team with Hubspot. On their request, I further documented and published my lean social media process at Justworks. While the piece shares how I built a social media process for a one-person team, I believe the approach is applicable to marketing teams of all sizes. My approach to social media earns the best bang for your buck in terms of growing an audience in an efficient manner. Read my contributed piece on the Hubspot Marketing Blog here.
At Everwise, I've contributed writing around the topics of workplace development, learning, growth, and mentorship. You can see my writing samples for Everwise's blog here.

I oversaw the publication of 100+ articles each week in this role; polishing the mechanics of an editorial process at scale was my main priority. So I established editorial best practices, managed a robust editorial calendar, and coached local writers and editors. With the creation process running smoothly, I was able to shift the editorial calendar’s focus to either search-optimized or highly shareable content — Best Of’s audience grew 78% year-over-year as a result. In my spare time, I also enjoyed writing for CBS New York. Find my coverage of the NYC food and drink scene here.
Over the course of my two years at Justworks, I also wrote for the Justworks blog. Find my writing samples for Justblog here.

Contact

Want to chat? E-mail me at adrienneksmith9@gmail.com with your name, contact information, and question.

I’ll reach back out as soon as I can.