My Work Philosophy

Innovation isn’t interesting if it’s not at least a little risky. In every project I take on, I like to push the boundaries of what’s expected, considering the goal from all angles. I'm passionate about work that serves a purpose, whether for marketing, print, online, social media, or other outlets. The constraints within publishing, digital, and across all social media help creativity blossom and thrive in ways that the audience might not know it wants but comes to expect. That leads to ongoing innovation and the need to embrace new ideas and ways of thinking. It keeps life exciting and interesting. 

I’ve spent more than 20 years reinventing, innovating, and pushing the envelope when creating editorial, digital, and social media content and strategy. I understand the differences between the needs and agendas of major, international brands and associations. This diversity and open-mindedness is what makes me suitable for so many different types of projects under all sorts of topics—not just those involving horses. Find more details about my work here, and see a few highlight projects below.

My Writing

With 20 years of writing experience, it’s impossible to fully represent all of my editorial contributions to magazines, websites, blogs, and newsletters. Here are a few of my most recent pieces from various platforms. You can also read my blog here.

 
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Reader Service

Serving your audience keeps it engaged. That means anticipating needs and fulfilling them in a way that instills trust and gains confidence. Well-known expert resources, as in this short feature, are valuable, as is building a trusted brand voice, as demonstrated here.

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SEO/Native

Carefully crafted native content, like this, generally performs better than traditional display ad placement, especially digitally with the right SEO. Some studies show that native can provide 80%+ in brand lift. The key is carefully tailoring the content to fit the desired audience.

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Feature Writing

Storytelling is key for any branding work, but especially when composing a feature to highlight something or someone special. I feel a duty to tell the story in a way that will honor the subject long past the article’s shelf life and even the lives of those highlighted.

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Marketing

With the editorial director’s role always evolving, adapting editorial writing style for marketing makes a writer more dynamic and nimble to serve all aspects of a brand. When we launched Horse&Rider OnDemand, we designed all-new marketing materials to support the endeavor.

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News/Web Writing

A media outlet’s job is to be timely, and today that means writing directly to the web for short, succinct, entertaining delivery of information. Most recently, my team developed The Rundown blog for NRHA to share time-sensitive news stories and entertaining articles.

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Insights/Opinions

You don’t spend this long writing, editing, creating, and developing without building a few insights and opinions. I’ve been there to see new ideas work…and fail, as well as missed opportunities that could’ve changed everything for a brand.