February 1, 2010
iDO – MY PORTFOLIO
I do a lot of things. However, in the larger perspective, it mostly comes around to content, which can be defined as the meaning or message contained in a creative work – rather than its appearance or style. I’m an evangelist for Content Marketing, these days, and have a lot more to say about it.
My core skill is the ability to take a brief, think it through, and, on serious reflection, come to understand what the core issue is. My core craft is writing. I put words to work to articulate the outcome of my thinking, and then to originate ideas that are ’on message’, and ultimately to turn them into relevant content - stylishly. Words work for me.
For you, too?
I encourage you to flip through my portfolio. Older projects are shown in a case study format – Challenge/Situation/Essential Truth/Results. In the newer ones, I tend to just tell the story of what happened with particular emphasis on the Essential Truth. Storytelling is content, see.
MICROSOFT HOME MAGAZINE Long-running web property for Microsoft’s home computing products that contains more than 400 rich, content articles (and Rich Content articles, too:) A website, a seasonal print magalogue, how-to videos, consumer contests, and an ongoing PR relationship between Microsoft Canada and the consumer technology media.
IT’S ABOUT TIME! Branded, not-for-profit event for the Canadian Breast Cancer Foundation. It’s an example of a carefully planned relationship play to a key target audience in the form of an exclusive, content-rich event.
THE CHEMISTRY PROJECT Joint marketing project between Microsoft and Apple. It’s a quirky web destination comprised of interviews with entrepreneurs who use Microsoft’s Office for Mac, and tell us how the two strange bedfellows get along together.
ANDREW COLLETT FINE IMAGES A pure writing project. The content here is as close as one is allowed to go to poetry in prose form when you’re marketing:). Powerful images from Algonquin Park are showcased in words.
THE POWER OF PEOPLE A tiny, perfect book that packs a big punch with engaging content, strong design and arresting photography. A targeted corporate social responsibility play.
CAN>WIN A powerful, perennial event that brings together business decision makers to engage in a content-driven forum about competing to win in the global economy.