Services
Effective marketing relies on your ability to share clear, simple language and a spot-on brand voice consistently across your platforms and tools. Here’s where Scribbling Madly does that best.
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Lead-gen content
Few assets build your brand’s authority and generate more good will among your audiences as well as free value-packed assets. They keep your brand top-of-mind as the expert in your field.
I specialize in:
• Blog posts
• White papers
• Email campaigns
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Optimized web copy
Your web presence is your sales team on the screen. It reveals who you are, what you do, and how you can help your audiences achieve their goals. Is it really that big a deal? Yes.
Let’s get the most of your messaging with:
• Content audits
• Website copy development
• Landing and sales page creation
Case studies
Project:
Content marketing, sales copywriting
Client:
Bauer Hockey
Industry:
Sports equipment manufacturing, product marketing
Buyer persona(s):
Hockey players, parents/guardians, hockey lifestyle fans
Summary:
We create a series of blog posts designed to educate readers about common hockey gear, how and why it is designed as it is, and how to get the most from your gear at every level.
Deliverables:
The Scribbling Madly magic:
I drew on my background as a member of the target audience: a youth sports parent and coach, as well as my skills as a sportswriter to craft clear, resonant content that emphasized informing over selling.
Project(s):
Messaging and content development for a community college rebrand and non-for-profit website
Client:
Kor Group/St. Charles Community College in Missouri and National YMCA Hall of Fame.
Industry:
Higher education, not-for-profit
Buyer persona(s):
SCC: Traditional college students and their parents/guardians; adults seeking professional skill development and/or vocational training.
YMCA HOF: Volunteers and constituents serving around the world.
Summary:
SCC: A year into the COVID-19 pandemic, SCC opted to rebrand itself as a viable alternative for non-traditional students, as well as those who needed new or better skills.
YMCA HOF: Modernize the website experience, highlighting the key moments and people in the YMCA’s long history.
Deliverables:
SCC: Campaign strategy and related content: Billboard, Facebook and Instagram ads, radio script, marketing collateral materials, program fact sheets, etc.
The Scribbling Madly magic:
I drew on my experience working on recruitment and retention campaigns for community colleges, public universities, elite colleges, and study abroad program vendors to inform the content.
Project:
Establishing written brand voice and style
Client:
Centivo
Industry:
Employer-sponsored health insurance
Buyer persona(s)
Employer HR teams, health insurance brokers, health insurance users (workers), healthcare providers
Summary:
A startup in the health insurance third-party administrator space needed help to establish and maintain a brand voice and tone that was both clear and simple but also consistent with the founder/CEO’s speaking style.
Deliverables:
Blog posts/op-eds on industry news sites
Medical debt reform is just one piece of a larger affordability puzzle
Survey puts an end to the ‘no-tradeoffs’ myth about employer-sponsored health plans
Debunking 4 common myths blocking the path to affordable quality healthcare
In-house writing style guide
Company website
Email campaigns (sales, welcome, and nurture)
The Scribbling Madly magic:
Given the audience’s anxiety about health insurance coverage, I emphasized the use of simple, clear language over any other messaging priority. Fortunately, the founder/CEO is a skilled communicator with a clear, simple presentation style.
Portfolio
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Message strategy consulting.
Marketing and sales folk will tell you all the time: their jobs are made so much easier when everyone in the organization is using the same messaging, writing style, brand voice and the like. Here’s an example of one company’s writing style guide. Seinfeld fans will snicker at the faux company name in this sample. But chances are good you’ll see the content is a real asset.
Educational lead-generating content.
Diversity, equity and inclusion initiatives have taken off in recent years. (Thankfully!) Not too long ago, though, the idea was new to corporate leaders. By sponsoring the development of this ebook, Quantum Workplace, one of the leading employee engagement platforms on the market, did a masterful job in spreading the word about what DEI is and why it is so important for corporate leaders to embrace its principles.
Optimized website copy.
o A venture capitalist launches a new fund for franchisors seeking nationwide reach.
“[Greg] is very responsive to feedback, asking clarifying questions to make sure he understands and can come back with an even better product.”
— Kristen Ryba - Brand Strategist, Quantum Workplace
“Centivo became nimbler at posting quality content with Greg’s help, especially blog posts and bylined articles.”
— Bruce Lee - Public Relations Lead, Centivo
