Creator Brand: Employed Historian

Shopify logo and word mark.

Project Highlights

Journey Mapping

After making my initial website project to help lost arts graduates with free content, I created a journey map to understand the steps they would need to follow before building enough trust to purchase something, like an eBook or an online course. You can see the flow here.

I just read your article on Active History and just wanted to send you a big “hell yes!!” – it was so refreshing to read!There is so much more to a History degree than academia, and I love how you positioned it in your article. I am BIG FAN of the message you’re putting out here and your approach.

Shauna V.

Copywriter, Communications Consultant

Organic Traffic Growth

Having a background in both content and SEO, I started growing my website with longtail content. I grew traffic almost exclusively this way, complemented by a few experiments in link building. Ultimately I decided this wasn’t the right approach for the brand, but I did score a back link from Rob Carrick on the Globe and Mail’s website.

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Combining UX and Conversion Copy

Creating a lean marketing and sales funnel gave me the creative freedom to apply what I knew about UX and direct-response copywriting in a single project.

I created an entire website, including a product page, a newsletter signup page, and a range of experimental CTAs. They all make use of UX best practices and marketing trust signals.

I just read your article on how to write a kick ass cover letter and I loved it so much. Thank you for your words. They are inspiring… I think you’re the cat’s pajamas and I just love your energy. So damn happy I serendipitously ran across a piece of your content and had this exchange with you. That’s what it’s all about isn’t it? Keep on keepin on!

Kelly L.

Hospitality industry

User Research

Before starting the podcast component of this project, I wanted to learn what my target audience really thought about the medium.

I sent out a survey to collect data on preferences for content, format, and frequency. This will give the podcast an early advantage to win the audience’s hearts and minds.

It also let respondents join the waiting list for an early word-of-mouth marketing boost.

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Long-Form Content Informed by Data

Conventional wisdom about the value of a humanities degree has always felt lacking to me.

That’s why Employed Historian uses data to substantiate ideas wherever possible. I find data from qualified sources (such as the Bureau of Labor Statistics ) and translate it into digestible infographics that support long-form content.

It builds credibility and trust with my audience. Fun fact: this is also my secret to B2B content writing.

What an incredible story and experience! I’m so glad you found your niche – so many of us, I think, experience similar things in that there doesn’t seem to be much validation or recognition for Humanities degrees. Well done! I appreciate it too!

Heather C.

Student Services Professional, Niagara College

Building Community Through Atomic Content

Content marketing doesn’t end with blog posts. I found that even though I could grow website traffic through longtail keywords, those visitors didn’t build a relationship to my brand.

That’s when I started building a community on LinkedIn. I tested different content topics and formats on a weekly basis, finding what resonated enough to being people into my digital tribe.

I’ve gained hundreds of followers in just a few months of posting, and it’s something I’d love to do alongside a B2B sales team some time.

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Other Achievements

$28 Peak EPMV

Before putting SEO on the back burner, I reached a peak ad revenue rate of $28 per 1,000 visitors, which is nearly unheard of with career content, according to my Account Manager at Ezoic.

Podcast Guest Appearances

I’ve been invited on several podcasts and presentations to talk about my work, my mission, and advice I might have for new grads and professionals with a humanities or liberal arts background.

Creating a Shopify Store

I had set up my own store for this creator brand before I worked at Shopify, teaching myself the basics of inventory and order management.

The Project Results

Employed Historian is now a growing creator brand featuring a deep portfolio of content, all resting on the shoulders of thoroughly-researched data.

It generates a small amount of revenue each month, too, through a combination of display advertising and ebook sales.

To my surprise, I ended up discovering more about sales, building community, and nurturing relationships than I did about advertising and online publishing.

This project has shown me that building a community and championing that its needs generates far greater returns than talking about myself, my brand, or my solutions.

It was an exercise in empathy as much as content creation—and finding the intersection of both of those things showed me how to grow a genuine online community.

Check Out My Other Projects

Click on a project to learn more about it.

Shopify logo and word mark.

Shopify

I joined Shopify as a Content Designer to promote its new fulfillment service, building a brand identity and a marketing presence from the ground up as part of a small UX team.

Employed Historian

Liberal arts grads are diving into job markets for which their education never prepared them. I'm creating the roadmap and resources I wish I'd had to build my early career.

aha insurance

I started as the SEO Specialist but have evolved into a Manager of SEO and Content Strategy, as well as the go-to copywriter and 

Webb Content

Webb Content is my freelance brand for integrated SEO and content strategy. I generate stable and recurring traffic for companies through data-driven content.

Honeypot Marketing

I joined in the middle of a Black Friday sale that generated $70,000 for one client, then continued to grow into the team's Content Marketing Manager.

King's Promise

My own alma mater has put its money where its mouth is to equip graduates for employment after university. I was invited to serve on the alumni advisory committee and it's been a pleasure.

Food for Thought

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Marketing to Generation X: they don’t care, but you should.

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Want to work together? Let's chat.

Feel free to send an email if you'd like to chat.

I love talking shop over a cup of coffee, even if you just want a second opinion on a marketing idea.

Coffee's on me.