Revision

Natalie Mendes: Start your brand publication with company values

Carolyn Turgeon — Wed, 16 Sep 2020 11:00:00 +0000

Atlassian, the software company behind work management products such as Jira, Trello, and Confluence, had a blog that covered products, updates, and news going back to its founding in 2002. In February 2019, it launched its brand publication, Work Life. The redesign and content strategy pivot started when the Atlassian blog editors experimented with high-level […]

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Rebecca Dodd: Don’t compete with your own content

Carolyn Turgeon — Wed, 12 Aug 2020 11:00:00 +0000

When Rebecca Dodd joined GitLab in 2016, the company blog was “kind of like a free-for-all.” With “everyone can contribute” as their mission and transparency as one of their values, employees have always felt empowered to write. That meant content was easy to find, but it also meant publishing at will: no calendar and no […]

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Jessi Craige Shikman: Being a resource means not talking about ourselves

Carolyn Turgeon — Wed, 15 Jul 2020 11:00:00 +0000

Jessi Craige, Editor at First Round Capital, has a “pretty full-stack role.” She conducts interviews, writes, and edits for First Round Review. She also strategizes, crafts social media posts, and does assorted content and marketing work to support the rest of the company. The Review was created in 2013 by the company’s first content hire, […]

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Nick Papa: I want content to be interesting, whether or not it leads to bookings

Carolyn Turgeon — Thu, 18 Jun 2020 11:30:00 +0000

Atlas Obscura keeps a firm divide between its independent travel journalism and its bookable trips. Now its marketers, like copywriter Nick Papa, create and support a separate content ecosystem for the touring side of the company. Nick’s biggest project is the Trips Blog, which launched at the end of last year. The goal was to […]

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Becky Kane: Every employee is a writer

Carolyn Turgeon — Thu, 21 May 2020 11:00:00 +0000

Becky Kane became an editor “totally by accident.” After majoring in political science and using Todoist at her summer internship at a marketing agency, she found an old internship posting on the Todoist blog. Emailing them led to a marketing internship in their small Portugal office (the majority of the company was remote), and after […]

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Jodi Harris: Content marketing can create a cache of trust

Carolyn Turgeon — Wed, 13 May 2020 11:00:00 +0000

Jodi Harris has been with Content Marketing Institute (CMI) for almost nine years. She started as editor of the blog, then transitioned to curating and creating content, as well as helping with strategy for other CMI editorial products. In addition to her role as CMI’s Director of Editorial Content & Strategy, she’s also the editor-in-chief […]

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Karla Olson: We measure community impact before book sales

Carolyn Turgeon — Wed, 06 May 2020 11:00:00 +0000

Though you may recognize Patagonia for the clothes, the catalog, or the overall strength of the brand, Books Director Karla Olson says the company has always had a rich storytelling tradition. Founder Yvon Chouinard climbed six months out of the year and came back with his own stories for the company to publish. Karla thinks […]

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Margarita Noriega: I use ‘the Love Metric’ to share content success

Carolyn Turgeon — Wed, 29 Apr 2020 11:00:00 +0000

Margarita Noriega joined Glitch a year ago, and has since founded its tech culture publication, Glimmer, which launched in February. Glimmer consists of Podcasts (run by Glitch’s Media team), Original Features (assigned to freelancers), and The Playlist and Starter Kits, which lean more toward content marketing (sourced and written internally). Margarita says you won’t see […]

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Asha Indralingam: We aim for 30% of our content to be ‘weird and European’

Carolyn Turgeon — Wed, 22 Apr 2020 11:00:00 +0000

Framer doesn’t have a traditional marketing team. Four years ago, Asha Indralingam was its first content hire. Even as it grew, nobody at Framer had “marketing” in their job title. Instead it was handled by a mix of the content and design teams. Now that the product is changing, the marketing needs are changing too. […]

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Gene Shannon: A company blog’s content value multiplies over time

Carolyn Turgeon — Thu, 09 Apr 2020 11:00:00 +0000

As the first Managing Editor of Shopify UX, Gene Shannon’s priorities are the blog’s content, maintaining its social media, and running their newsletter for the UX community. The blog has been around for about 5 years, but before Gene became the editor, it was being managed on the side of the UX team’s roles, and […]

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