Portfolio.

TELUS Business

Category
B2B Technology

Content format
Written guide

TELUS Business needed a 1,500-word guide targeting Canadian SMBs who lacked a dedicated IT strategy.

After aligning on a content brief, we unpacked several areas of focus for their audience, including the business impacts of operating without a dediacted strategy, the critical role IT plays in powering small businesses, as well as spotlighting case studies where relevant to deliver on social proof and ‘show’ the reader the importance of an IT strategy, rather than simply 'tell’ them.

Produced on behalf of Quietly Media.

Services included:

Keyword research • Editorial management • Content writing • SEO optimization • Design consulting

PROJECT OVERVIEW

WORDS FROM THE CLIENT

“A bit of positive feedback around the guide you created. Our leader really liked the piece. Everybody is really liking it. They’re actually using it for another gated asset campaign as well because they liked it so much. You addressed feedback quickly and positively, and that was a huge part of our success. Thank you!”

Sotheby’s International Realty

Content format
Designed experience in Foleon

Category
B2C real estate

Working alongside the Dow Jones & Wall Street Journal editorial teams, I led a content digitazation experience for Sotheby’s International Realty’s annual flagshop report – Luxury Outlook.

We chose Foleon as our digitization platform of choice. It was customizable enough for our design team, user friendly enough for the client, and it gave in-depth page-by-page analytics that fueled direction for future content campaigns.

Produced on behalf of Quietly Media.

Services included:

Editorial management • Content editing • Keyword research & optimization • Design & development • UX consulting

PROJECT OVERVIEW

AVERAGE VISIT TIME

2M 7S

UNIQUE VISITORS

55,155

Within first quarter of publishing

TOTAL VISITORS

65K+

Within first quarter of publishing

Sony

Category
B2B technology

Content format
Designed white paper

At the height of the COVID-19 pandemic, Sony saw an opportunity. Their suite of workplace solutions were struggling to compete with the likes of Zoom, Microsoft Teams and Deskbird, and they needed timely content to better position themselves as thought leaders in a fast-changing workplace environment.

The answer? A comprehensive white paper that set the stage for the future of work. To ensure this went to market on time and the opportunity was not missed, this 2,500-word white paper on the hybrid office was delivered within a three-day window – from outline to final draft.

Services included:

SME interviewing • Keyword research & intent analysis • Content writing & narrative development • Content editing • Design consulting

PROJECT OVERVIEW

VIEWS

9,865

Within three months of publishing

CONVERSION RATE

~11%

Within three months of publishing

DOWNLOADS

1085

Within three months of publishing

A few clients, past and present.

The Sunday Telegraph & The Guardian

For Camino Recovery

Category
Healthcare

Content format
Sponsored content

During the summer of 2019, mental health crises were at an all-time high. According to the World Health Organization, the global prevalence of anxiety and depression increased by a massive 25 percent in the first year of the COVID-19 pandemic alone.

Camino Recovery, a luxury rehabilitation retreat nestled in the foothills of the Andalusian mountain range, wanted to address this problem head on. Their bespoke clinical anxiety and depression programs were (and remain to be) vital to helping many through such an unprecedented event. The challenge they faced, however, was how to tell their timely story to as many people as possible.

The solution? Run a national sponsored content campaign in three of the UK’s largest newspapers – The Sunday Telegraph, The Guardian and London’s Evening Standard. Themed on finding solace in the sun, I was responsible for crafting a narrative compelling enough to generate direct interest and fill up their boutique suite of luxury accommodations.

And it did just that. Shortly after the article’s publication, Camino Recovery had to establish a wait list. Their rooms were full, and those who needed it most were finally receiving world-renowned and tailor-made treatment under the warmth of the Spanish sun.

Services included:

Content writing • Copyediting • SEO optimization

PROJECT OVERVIEW

REACH

22m+

INQUIRIES

750+

BOOKINGS

100+

Jazz HR x Zenefits

Content format
Written eBook

Category
B2B human resources

Today, metrics are an essential part of any high-performing team, and Human Resources is no exception. To explain the importance of workforce analytics, JazzHR teamed up with a benefits insurance provider to explore the power of measuring people operations.

Targeting JazzHR’s HR manager persona, this 2,000-word guide was the result of three in-depth SME interviews and a lot of desk research. The end result? A thorough overview of the HR analytics maturity model, and clear and informative break downs of the four key areas of reporting that HR teams need to consider to succeed.

Note: This work took place on behalf of JazzHR and prior to the Zenefits scandal. No knowledge of the scandal was known at the time of publication.

Services included:

Keyword research • SEO optimization • SME interviewing • Desk research • Copywriting & narrative development • Copyediting & proofreading

PROJECT OVERVIEW

Price Waterhouse Coopers

Content format
Blog article

Category
B2B technology & AI

PwC were looking to produce a ghostwritten thought leadership article spotlighting their technology alliance with Microsoft. Angled around how operationalizing AI is building trust and bringing value to Canadian companies, this piece showcased the value of PwC Canada’s consulting expertise and knoweldge specialism when paired with innovative technology solutions provided by Microsoft.

In addition, the article touched on how PwC Canada is helping tomorrow’s AI leaders navigate the world of Gen AI safely, strategically and responsibly, ensuring correct data management, as well as governance and compliance.

Produced on behalf of Quietly Media.

Services included:

SME interviewing • Content writing & editing • Keyword research, intent analysis & optimization • Editorial management & narrative development

PROJECT OVERVIEW

WORDS FROM THE CLIENT

“Thank you, Callum, for challenging me to get more precise with my feedback and listening to it. We’ve made great strides.”

Nice people saying nice things.

  • "Callum has been an invaluable extension of the Dell Executive Sponsor Program. His strategic insights and excellence for editorial quality have had a direct impact on sponsor and account owner engagement across the program. Beyond his professional expertise, Callum's personable and kind nature has also made it easy to foster a collaborative partnership.”

    Crystal Harris
    Global Customer Engagement Manager, Dell Technologies

  • "Callum was a tremendous help when we decided to update our static website and dive into inbound marketing. He curated not only articles, white papers, and blogs about the product itself, but the Linear Motion industry at large. His research into the industry helped us develop a strong content plan that carried interesting subject matter that drew the attention of our customers and created a following."

    Julie Roth
    Enterprise Digital Marketing Specialist, Columbus McKinnon

Articulate Marketing

Content format
Pillar SEO writing

Category
B2B technology

Pillar pages lie at the heart of any good SEO content strategy. For Articulate Marketing, I produced a ~7,000-word SEO pillar blog on performing SEO for B2B technology companies.

During my time working at the agency, I developed their SEO service offering from the ground up, managing a close-knit team of specialists who delivered on the value of search performance.

This guide was our go-to flagship asset for a long time. Whenever a client had a question on SEO, we’d point to this guide. Whenever they wanted the fishing rod instead of the fish, we’d point to this guide. Even today, this flagship asset continues to provide value to the agency, helping engage intent-focused leads and secure more business.

Services included:

Research & development • Keyword research & ideation • Content writing & copyediting • SEO optimization & publishing • Ongoing content management

PROJECT OVERVIEW

Procurify

Category
B2B spend management

Content format
Data-driven report

Procurify – a Vancouver-based spend management SaaS company – wanted to deliver more value to their four core verticals, one of which was biotechs. To do this, they ran a series of targeted content campaigns, and each campaign had a flagship content asset.

For biotechs, this was an annual benchmarking report. This “original data” research report gave Procurify an edge over the competition; their datapoints positioned them as original thought leaders, and this helped them secure more market share across the biotech category.

I spearheaded this campaign, from ideation and white boarding, through to research, writing and publishing.

Services included:

SME interviewing & desk research • data analysis & storytelling • content ideation & campaign management • Distribution planning • Ongoing IP management & optimization

PROJECT OVERVIEW

WRITING SAMPLES OVERVIEW

Other writing samples

Here’s a collection of additional writing samples from my portfolio across the years. These pieces exist in Google Docs format because they have since been unpublished, updated or pivoted away from the original messaging I produced.

From SEO blog posts to engaging thought leadership content and beyond, each sample reflects my commitment to quality, infused with a blend of wit and professionalism. I hope you enjoy these writing samples as much as I enjoyed creating them.

If you’d like to read more samples or learn more about how I can support your storytelling, book a discovery call with me at the button below.

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