Blurb Experience:
Sr. Copy & Content Strategy

I’ve spent the past 4 years growing into my role as Senior Copywriter at Blurb, a tech company with software that enables people to create, print, and sell books through the power of print on demand. Despite having a complicated user journey and highly technical product, we still empowered people to put their creative work in print and get it out into the world. From my first contract to a full-time, in-house Senior Copywriter, it’s been my privilege to work with such a talented team and to write for such a creative, inspiring brand.

Lead Writer: Marketing, App, & Web Collateral

Cross-Functional

Being the lead writer meant I put words wherever they were needed, company-wide. I managed my own traffic to collaborate with stakeholders primarily in the Marketing Department, but also in our Creation Tools, Product, UX, Web, and Customer Service departments. This gave me practice in harmonizing competing goals and identifying business priorities to contend for them successfully. I begin every project by asking 4 questions: What are the business goals? What do our customers need? What content will best serve that aim? How are we measuring success?

Below you’ll find some samples of pages I wrote as part of these cross-functional collaborations.

Landing Page: API Launch
Landing Page: Notebooks Product Launch

See live pages:

• Large Order Services—Product + Content strategic collaboration

• Layflat Books—Featured new product release

Omni-Channel

Email was our highest-converting channel at Blurb, and we prided ourselves on the high lifetime value of our customers. We sent 3-5 emails a week, both content and promotional. You’ll find samples of social and blog content I created, as well.

In addition to marketing emails, I also authored and developed our entire welcome flow and set of transaction emails (in partnership with our retention and email managers).

• 5-Touch Email Campaign Sample

• Product Launch Email Sample

• Sweepstakes Complete Campaign—email, Landing page, and partner social assets

Hybrid: Digital and Print

Blurb is a rare tech company with physical end product. It’s uniquely poised at the intersection of digital and print and has played a strong role in the resurgence of print media and independent publishing. This means I’ve had the rare opportunity to work beautiful on print projects, advertisements, and inserts, collaborating with a range of print and digital artists.

Check out my book on the beauty of life in the Bay Area.

Deeper Dive: Print Work

Product Content Strategy Case Study:

Self-Publishing Relaunch

In 2017, Blurb sought to develop a new customer segment—the self-publishers. Our distribution capabilities took on the life of a standalone product that touched every department of the business. I had the opportunity to be this “product’s” point-person for every customer-facing interaction, working with Product, Web, Customer Service, App, and Marketing stakeholders. Not only did we develop specialized marketing content to this segment, but we overhauled large portions of our site and content strategy to reach this complicated hybrid of B2C/B2B customers. This posed unique content strategy challenges because the customer journey and the customer conversion funnel were far from the same. By the end of FY17, we saw this segment grow by nearly 8000 new self-publishers, without major revisions in our product offering.