- Adrienne Smith
- Content Strategist and Marketer
- (973) 652-5082
How I Help
Every brand has a story to tell. I’m here to help you tell yours.
Impactful content goes beyond telling stories that resonate; it incites your audience into action. I’m here to help your brand do just that.
How? Through my experience leading content marketing at Justworks and working as a lifestyle editor at CBS, I’ve both built a content marketing machine from the ground up and managed editorial processes at scale.
As a result, I can deliver you a content strategy tailored to your brands needs and goals. My approach helps you build your content machine while setting the stage to scale down the road. I do this by:
- Building — Establishing an editorial process that creates the most impactful content for your brand’s story.
- Growing — Engaging your increasing audience with a content strategy tailored to your brand’s goals.
- Enhancing — Empowering you with the analytical tools you need to continue your growth in the right direction through research-based decisions.
Content marketing, when done right, can have a measurable impact on your business. Telling your story in a clear, compelling way and offering value to the right audience establishes your brand as trustworthy and helpful. And as a result, that storytelling can attract the right customers. Eighty two percent of consumers feel more positive about a company after reading customer content, and website conversion rates are up to six times higher for content adopters than for non-adopters.
But getting started can feel intimidating. What does truly engaging content even look like? Who is our audience? How do we attract readers? And how do we engage with them?
I’m here to help. My experience in both the B2B and media space has armed me with the tools necessary to establish a successful content strategy that’s tuned to your brand’s needs. I’ll work with you to build out your content machine, unearth and cultivate your audience, and set the stage to scale — all so you can establish your brand authority and drive qualified leads.
Building Your Content Machine
All content marketing begins with content creation. But the creation process can often feel like a grind. All too often, you find yourself spending more time organizing your calendar and managing deadlines than creating high-impact content.
My approach begins by building a content machine that grants you the freedom to create creatively and the framework to keep your content on-brand and impactful.
How? In my mind, a well-oiled content machines begin with a powerful voice. (Well, don’t most things of importance begin with a powerful voice?). I’ll develop a brand story that’s hyper-attuned to your audience’s needs and speaks to your brand’s values. That story will ultimately be the engine driving your entire content strategy.
From there, we’ll assemble the pieces necessary to keeping that engine running. I’ll deliver content creation guidelines, a robust editorial calendar, and editorial processes. And I’ll help you hit the road by either connecting you with the writers, producers, or designers you need — or by providing the copywriting, writing, editing, and production support you need directly.
Cultivating The Right Audience For Your Brand
If you’re looking to increase your brand authority and lead generation through content, it’s only a matter of time before your attention turns to growing your audience.
But not all traffic is created equal. I’ll work with you to build out a strategy that grows and engages the right audience for your business. Because the right audience will want more of your content and trust your brand as a resource. They’ll want to hold a conversation with your brand.
I’ll employ a mix of SEO, social media, and email marketing to bring the right readers to you. Through my SEO strategy, you’ll attract readers asking questions that your brand is best positioned to answer. From there, you’ll engage in conversation with those readers through a targeted blend of social and email marketing — social to kick off discussions and email to keep them going.
Setting The Stage For You To Scale
At this point, you’re in the content game for the long haul. You’ve built out your editorial machine and fostered a readership loyal to the value your brand provides. I’m here to ensure you continue that success.
I believe high-quality conversion happens most effectively at this stage, and I’ll help you connect the dots from content to conversion. By doing so, you’ll gain customers truly interested in your offering because of the upfront value you’ve provided them through content.
And, lastly, I’ll set the stage for you to scale smartly. Based on the measures of success that best tell your brand’s content story, I’ll build your reporting tools, tactics, and best practices. That way, you can double down on what works and pivot away from what doesn’t — all thanks to data-driven, informed decisions.
2017 April - Present
Content Strategy and Marketing Consultant
As an independent consultant, I help brands like yours tell impactful stories. What does that entail? I’ll establish your story; build your editorial processes; grow your audience through SEO, social media, and email marketing; and convert your inbound readers into customers with a data-driven content strategy
2015 June - 2017 April
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
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
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.
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.
My writing samples for Everwise cover how to better the workplace through mentorship, as well as learning and development.
I operated editorial processes at scale at CBS Local.
Check out the Justblog pieces I wrote, in addition to leading Justworks' content strategy.