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My Expertise and Approach

I’m Abby, a seasoned strategist with a passion for creating comprehensive content solutions that align with audience needs, achieve business objectives, and elevate experiences. Here, you can explore a range of services that highlight my expertise in marketing and communications.

You’ll find content strategies, research and brand strategy artifacts, and marketing materials that reflect my dedication to excellence and innovation. Each project demonstrates my ability to blend strategic thinking with creative execution.

Please reach out if you have any questions or would like to learn more about my work.

Strategy & Insights

Experience in:​

  • Stakeholder alignment through interviews, surveys, and workshops

  • User research via interviews, focus groups, and card sorting

  • Brand architecture and messaging frameworks to define and strengthen brand identity, positioning, and strategy

  • Personas and audience definition to guide targeted marketing and content

  • Journey mapping to visualize experiences and identify opportunities

  • Content journey mapping to deliver relevant and engaging content

  • Campaign briefs outlining strategy, goals, target audience, and key messages

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Content Assessments

Experience in:​

  • Conducting content audits to evaluate the relevance and effectiveness of existing content

  • Providing facilitation guidance to help clients decide which content to retain, redirect, remove, consolidate, or update

  • Researching competitors to offer insight into the market landscape, highlight differentiation, identify content gaps, and set benchmarks

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Content Structure & Organization

Experience in:​​

  • Developing taxonomy structures for tagging, organizing, and categorizing content to enhance content discoverability, distribution, and management

  • Recommending content elements for each page type to bridge the gap between sitemap and wireframes

  • Defining content types, structures, and elements, and mapping templates and components to inform design and development

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Content Creation & Management

Experience in:​​​

  • Creating long-form and short-form content, including web copy, blog posts, and thought leadership pieces

  • Crafting content briefs, copy decks, and voice and tone recommendations to guide the content creation process

  • Establishing content governance frameworks to support effective content planning and management

View Published Content

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