My whole approach to content strategy started back when I was in player support. I was reading tons of customer emails every day and noticed most of our replies were pretty robotic, just templates without much human connection.
It got me thinking that solving a customer's problem is only half the job; you also have to make them feel like they've actually been heard.
I got a chance to really test that idea when I moved into a role as a Communications Trainer. We had this huge email queue—we were about 3,000 emails behind.
I'm a big Eminem fan, and his song 'Rap God' gave me an idea for the kind of speed and efficiency we needed. So, I put together a system of smart, global templates called 'Scriptgod,' which helped us clear out the backlog quickly without the quality dropping.
The templates were great for speed, but I also wanted to give the team a shared philosophy for how we talked to people. That led to another project I called 'SHIELD' (and yes, it was a nod to the Marvel agents).
It was a simple writing framework to give reps a guide for the intent behind their replies, with suggestions for phrasing. It just helped everyone be more consistent and human in our emails.
Those projects were my first real dive into building content systems, and I realized I was more interested in the bigger picture. That's what led me to my role as an Outreach Strategy Manager.
There, I got to brainstorm entire outreach campaigns with the strategy team and guide content writers, applying those same principles from 'SHIELD' to a brand's entire online presence.
And that’s how I approach my work today.
I've found that when an e-commerce brand is struggling, it's usually the same issue: there isn't a clear strategy for building trust.
So, my job is to help you build your own content framework—a straightforward plan that solves your customers' problems and makes your brand the one they naturally trust and choose.