content strategy : copywriting
Standing up a new video newsletter to build new audience for a longstanding food publication
The Challenge
Martha Stewart Living Omnimedia wanted to start a new weekly video recipe newsletter for their Everyday Food publication.
They had the talent (editor-in-chief Sarah Carey), the recipes, and the film crew. I was brought in to help manage the production, turn it into a viable digital offering, and grow subscriptions.
A sample signup module that ran on the Everyday Food and Martha Stewart websites
A sample Facebook post
The about page for Everyday Food's Windows 8 app
My Approach
I worked with Sarah Carey to plan each week’s recipes for filming. I worked with the various teams involved to create an efficient workflow — from filming to production to publishing — and managed the production process. I wrote all newsletter copy, social media posts, signup modules, and banner ads for the project. I also worked with the team to launch the Everyday Food Windows 8 app, one of the first on the platform.
My Contributions
Create omichannel editorial plan for new daily recipe video newsletter, including editorial calendar.
Created and enforced editorial processes involving multiple departments for tight turnaround. Shepherded video production process.
Prep and propose weekly email recipes for filming and distribution for talent approval
Wrote all copy, including newsletters, social media posts, signup modules, banner ads, and app copy.
A/B test email subject lines
A sample newsletter. All content emphasized quick, easy dinners
Another sample newsletter
An except from Everyday Food's Windows 8 app
A recipe detail page from the Windows 8 app
The Solution
What I Built: A robust — and fast-growing — video newsletter!
The Results: