Past role: content at Honeypot Marketing

Shopify logo and word mark.

Project highlights

80,000 views on top blog

My single most successful blog post received about 80,000 views over a five-month period, with the first 8,000 occurring in the first week or so. This wasn’t written for organic traffic, though. It was written to accompany a video promoted across Facebook that showed signs of virality. I wrote the social posts and headlines to entice viewers to click, too. 😉

I hired Andrew for his excellent editorial and organization skills, but he quickly became an important part of all of our marketing campaigns. He has a lot of experience with content, social media, influencer, SEO, and email marketing. It was a pleasure working with him and I would recommend him to anyone looking for a mature, hard-working digital marketer who enjoys puns.

Courtney Cassel

Former Director of Digital Marketing, Honeypot Marketing

80M+ social audience

Through partnerships with external media brands, I built an extended audience of 80,000,000 viewers for one of Honeypot’s largest clients.

All of this was through Facebook, allowing the client to capitalize on video monetization just as that feature was introduced to publishers.

Hover to bring up slider arrows.

Grew page to 600K followers (team effort)

One of Honeypot’s biggest clients at the time was a budding media brand, and this was its first page. I led the agency’s creators to manage the page as it skyrocketed from 50,000 to over 600,000 followers in one year (which was a team effort).

This meant managing stick conversations with followers, protecting the brand with social PR, and creating an enterprise content library within Hootsuite.

Live video podcasting

The agency started doing a weekly video podcast to talk about digital marketing, including how-to sessions and parsing news on the latest features for every platform our clients might use.

In addition to being a co-host, I also prepped the weekly content for this show, as well as the distribution process to the agency’s list of leads.

Hover to bring up slider arrows.

Hover to bring up slider arrows.

Roadmaps for marketing and content creation

One of the most interesting projects I worked on in this role was a knowledge subscription platform—for marketing, no less.

I was the lead content contributor here, writing a large number of roadmaps that taught users how to learn new digital marketing skills and how to implement them in an actual process. It was some of the most in-depth content I’ve written, outside of my Employed Historian project.

Other contributions

Promoted to Content Manager

After a year serving as a specialist I was promoted to Content Manager for the agency. It was more of a formality at that point, as I was already editing most written work.

Dozens of local leads

Honeypot was an official Google Partner, so we held monthly seminars for local businesses as part of the program. I wrote landing pages and email copy that attracted around a dozen warm leads per session.

Lead copywriter

Despite being a content specialist, I was also the resident word nerd. That meant I was tapped on the shoulder for just about every heading, social post, email, and search ad.

The project results

Honeypot Marketing is where I learned how to dive into digital marketing technology without fear. It’s also where I learned how to create digital marketing plays from the trenches, organizing small teams around focused goals to increase website traffic that turns into qualified leads.

My time there was fruitful. I raised the bar on content production significantly, and helped the team get its podcast off the ground. I also led the charge on Marketer Knows, the agency’s up-and-coming knowledge platform for digital marketing, that could revolutionize the company’s business model.

I’d call that time well spent.

Check out my other projects

Click on a project to learn more about it.

BMO

The Bank of Montreal brought me on to help them build content design system standards, processes for their enterprise CMS, and a fresh perspective on their UX practice.

Meta

Meta recruited me as a content designer to improve the internal tools that power sales and support operations for tens of thousands of employees pushing advertising solutions every month.

Shopify logo and word mark.

Shopify

I joined Shopify as a content designer to promote its logistics and fulfillment service. I worked with product UX and marketing teams to create a cohesive experience experience across the app and everything related to it.

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

Canada’s insurance industry leaves a lot to be desired, so I joined up to give it a kick in the pants. My responsibilities included content and SEO strategist, editor, copywriter, web analyst, UX writer, and ad writer.

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.

Food for thought

How I became a content designer (or UX writer)

How I became a content designer (or UX writer)

I never thought of myself as any kind of designer. If you’d asked me what I wanted to be when I grew up, I would have said “video game journalist.” With a background in history I never expected to work in the tech industry, either. Yet now I’ve worked for two...

What is a UX content strategist?

What is a UX content strategist?

A “UX content strategist,” more commonly called a “staff content designer,” is a fairly new user experience role, evolving alongside UX writing as a major component of the content design discipline. It can be a role on its own, but most commonly it just represents a...

Content design vs. content strategy: know the difference

Content design vs. content strategy: know the difference

Trying to understand content design vs. content strategy after a confusing look through job boards? Good news: I've done both, so I can tell you the key differences between them. Companies often interchange and merge these two phrases, but they are different. You only...

How I became a content designer (or UX writer)

How I became a content designer (or UX writer)

I never thought of myself as any kind of designer. If you’d asked me what I wanted to be when I grew up, I would have said “video game journalist.” With a background in history I never expected to work in the tech industry, either. Yet now I’ve worked for two...

What is a UX content strategist?

What is a UX content strategist?

A “UX content strategist,” more commonly called a “staff content designer,” is a fairly new user experience role, evolving alongside UX writing as a major component of the content design discipline. It can be a role on its own, but most commonly it just represents a...

Content design vs. content strategy: know the difference

Content design vs. content strategy: know the difference

Trying to understand content design vs. content strategy after a confusing look through job boards? Good news: I've done both, so I can tell you the key differences between them. Companies often interchange and merge these two phrases, but they are different. You only...

What is a content designer?

What is a content designer?

Most people I speak with don’t understand what content designers actually are, and it’s no surprise. “Content” has become synonymous with the digital marketing industry, and “design” has become a ubiquitous term for visual work. I was guilty of it, too. I would refer...

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 something.

Coffee's on me.