Client: Duncraft | e-commerce specialty retail (backyard bird products)
Content Type: Evergreen educational thought leadership article / Product marketing content
Publication: Concord Monitor (external media placement)
Objective: Establish brand authority in backyard birding category, drive seasonal traffic, and increase winter product sales through strategic and secured third-party content placement
Audience: New Hampshire homeowners and hobbyist backyard birders preparing for winter
My Role: Pitched article, researched seasonal backyard birding patterns, interviewed internal product specialist (SME collaboration), wrote educational content that naturally integrates product recommendations, and secured bylined article placement
Skills Demonstrated:
- Subject Matter Expert interviews and stakeholder collaboration
- Educational content creation that established thought leadership
- Strategic product integration without being overly promotional
- External media relations and earned media coverage
- Seasonal content strategy aligned with business goals
Results: Article contributed to 10x increase in sales of featured roosting boxes during winter season
B2B Relevance: Demonstrates core B2B content marketing skills — collaborating with product experts to create educational content that drives measurable business outcomes while establishing brand authority.
This approach directly translates to SaaS / B2B content: interviewing engineers / product managers, explaining technical features through value-based education, and creating thought leadership that supports sales goals.
