// Case study

Content strategy

Workweek

A dozen creators, a dozen audiences, and one rule: do not flatten any of them.

203%
community sales growth
across a dozen creator brands
Role
Content Marketing Lead
Dates
2022 to 2023, remote
Industry
Creator led B2B media
What I owned
Content strategy, launch execution and editorial direction across 12+ verticals

// Context

People follow people, not institutions.

Workweek bet the business on that. It ran closer to an agency than a media brand: a dozen creators, each with their own audience, vertical and voice, each launching products that had to sell.

My job was to make those launches work without flattening what made each creator worth following in the first place. That is harder than it sounds. The instinct in B2B is to standardize, and standardizing would have destroyed the only real asset the company had.

// The work

What I did

  • Growth hacking

    Course, community and event launches built as full campaigns with early-bird windows, waitlists and partner cross-promotion. Community sales grew 203% and education sales 178%.

  • Content strategy

    A dozen creators, a dozen voices, one throughline per launch. I wrote campaign copy, email and landing pages in each creator's voice and kept every channel telling the same story.

  • Digital marketing

    Landing pages in Unbounce and Webflow, email in Sailthru, events in Eventbrite, courses in Teachable. I ran the channels end to end, which is how engagement rose 53% across email, social, community and gated content.

  • Project management

    I led the Monday.com and Databox rollout so creators could see their own campaign status and the team could see what was coming without digging through Slack.

// Process

How I did it

  1. 01

    Treat every creator as a brand, not a channel

    I ran go to market across more than twelve verticals at once: fintech, healthcare, marketing, climate, franchises. Each launch pulled events, education, social, email and landing pages into a single connected campaign written in that creator's voice. No templates and no copy-paste launches, because a copy-pasted launch is exactly the thing a creator led audience notices first.

  2. 02

    Sell education and community, not content

    Courses, events and community launches each needed their own landing pages, their own campaign copy and their own timing. Community sales grew 203% and education 178%, with engagement up 53% across email, social, community and gated content.

  3. 03

    Build the system, since nobody else was going to

    Small team, zero handoffs, and a lot of figuring it out live. If something did not exist I built it. I led the Monday.com and Databox rollout so creators could check campaign status without asking and the team could see what was coming without excavating Slack. Visibility was the constraint, not effort.

If something did not exist, I built it. If something was broken, I fixed it. If something was unclear, I connected the dots and made it make sense.

// Shipped

Landing pages I wrote and built

// What I would do differently

The honest part

Twelve creators at once is the number I am proudest of and the number I would not repeat. Each launch got the attention it needed, but the next one always started before the last one had been properly read. I shipped campaigns faster than I could learn from them, and some of the growth numbers here would be more useful if I could say which launch mechanics drove them and which were a creator's audience doing the work.

I also underestimated how much tooling was a people problem. Monday.com and Databox fixed visibility, but adoption took longer than the rollout, and I spent a stretch maintaining boards for people who were not updating them. A system nobody updates is a prettier version of the Slack thread it replaced.

// Outcomes

The results

203%
community sales growth
178%
education sales growth
53%
engagement lift
12+
verticals

The full results

Community sales
baseline +203%
Education sales
baseline +178%
Engagement across email, social, community and gated content
baseline +53%
Creator brands launched
0 12+
Verticals
0 12+ (fintech, healthcare, marketing, climate, franchise, HR)
Best launch page conversion rate
none 37% (1,255 visitors, 468 conversions)
Campaign visibility
Slack threads Monday.com and Databox, rolled out by me

// The stack

The tools

  • Monday.com
  • Notion
  • Figma
  • Canva
  • Photoshop
  • Unbounce
  • Webflow
  • Sailthru
  • Databox
  • Teachable
  • Eventbrite
  • Excel

// Proof

Proof

  • B2B Marketing Bootcamp landing page, written and built for The Marketing Millennials.
  • Real Talk, a community launch for Fintech Is Femme.
  • Website Wizard course page. Same launch system, a completely different voice.
  • One launch page: 1,255 visitors, 468 conversions, a 37% conversion rate.
  • Social performance across the period: 2.3M impressions, engagements up 59%.
  • The Monday.com board that gave creators their own view of campaign status.

// Keep going

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