My Portfolio

Thought Leadership Content: White Papers

The Great Debate: Buy vs Build Rich Text Editors

WHITE PAPER: Created to establish TinyMCE’s thought leadership position in the Rich Text Editing space.
First in a series of related white papers.

The white paper is framed around a persuasive narrative, that proposes buying third party RTE components and assembling them into a flexible tech stack, lowers costs/complexities, improves developer velocity and speeds implementation through APIs.

The white paper uses a fractal story structure – each section is a microcosm of the whole argument – and carries its own argument (in and of itself) that justifies why to buy TinyMCE.

Layered together, all the sections outlines the the big-picture strategic narrative of TinyMCE.

White Paper: read LIVE

White Paper: PDF

White Paper: Read LIVE

White Paper: PDF

Opportunity Cost of Technical Debt: Minimize Your Rich Text Editor Development

WHITE PAPER: Second in a series of related white papers.

The white paper is framed around a persuasive narrative, that proposes buying third party rich text editor (RTE) components and assembling them into a flexible tech stack avoids the accumulation of both technical debt and product design debt that occurs when you decide to build your own RTE.

As with Build vs Buy, the white paper uses a fractal story structure, with each section (and the overall white paper) carrying its own argument that justifies the proposition/argument of why to buy TinyMCE.

Messaging & Voice

Tandem Corp - Rebrand & New Messaging

Tandem was the rebrand of ISG Management. A bold new brand narrative was created – one that better reflected the brand’s new core values and purpose.
A new tone-of-voice was established, along with brand assets such as a brand book, new website, executive profiles, and other internal assets, to relaunch the brand for new growth.

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Tecala - Brand Book & TOV Guide

This project created a new brand strategy and narrative that championed the Tecala brand heritage and their focus on marketplace innovation.
Their brand values were codified and new brand assets created – including a brand book and tone of voice guide that repositioned the brand for strong growth.

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Enabld - Relaunch & New Messaging

The Enabld brand was re-positioned for growth as an end-to-end SaaS platform for Telcos to re-brand and market, as their own (i.e white labeling).
A new narrative was created, as well as new tone-of-voice, brand book, pitch decks, sales brochure and website.

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Datisan - New Narrative & Messaging

This project created a new brand narrative to differentiate Datisan (now XPON) from its sister company, Traffika, while retaining their shared heritage and data focus.
New brand assets were created, including a website and capability document that positioned the brand for strong new growth.

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Messaging created for…

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Copywriting

SEO Focused Microsite & 8-Page Blog

An SEO focused microsite and 8-page blog (Accessibilitychecker.com) created to drive traffic and leads to the TinyMCE accessibility checking tools. All copy, content, articles and banner ads were conceived, researched and written.

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Website Copywriting & Information Architecture

A new website was written and built for this new Private Equity company in the SaaS market. The site map was strategised, information architecture created, all copy written and edited/proofed.

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Award-Winning Company Submissions x 2

2014 Family Business of Australia Award.
The submission was lauded by the judges as “the best” they’d ever seen.

2017 New Zealand Hire Industry, the Gold Hire Excellence Award.

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Brand Refresh - New Capability Statement

A change in company structure required a new capability statement to enable a more scalable growth platform for the Traffika Data Analytics practice – that specialised in data-driven marketing services.

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Case Studies x 17 - Rewritten & Redesigned

17 x case studies written, redesigned and structured as BOFU content to drive leads and inquiries.

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Landing Page - Accessibility Checker Microsite

Designed to convert and/or capture the leads generated by the Accessibility Tool, microsite. All microsite banner ads pointed to this landing page.

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Landing Page - Upgrade to TinyMCE 6 Campaign

Supports lead gen activities for TinyMCE 6 upgrade campaign. All emails, blog posts, social paid ads point here, to capture/generate sales inquiries.

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Content Writing & Strategy

Articles, Blog Posts & Thought Leadership Content

Authored 50+ articles on TinyMCE blog over 3yrs, in different tones, story-based styles and formats. Some were SEO-supported for specific traffic and conversion goals, others were content clusters around pillar posts/white papers.

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Kennards Hire - Brand & Culture Magazine

Editor and Brand Writer (6.5yrs/contract) for Kennards Hire – wrote, planned and edited quarterly culture magazine, Kronicle, sharing folklore and values-driven stories. The magazine cultivates and reinforces the company culture as well as sharing company, people and customer stories.

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Thought Leadership: Original Research Reports

The State of Rich Text Editors: 2023, 2022, 2021 reports. These reports reflected on the market changes, future developments and ongoing trends in the Rich Text Editor (RTE) market. Conceived and written as part of the ongoing thought leadership strategy forTinyMCE.

View 2023 report

Infographic/Decision Tree

An educationally-based infographic-style content piece written to help overcome the challenges of creating image Alt Text that’s SEO-friendly and accessible for people with low vision or who rely on screen readers.

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