MetLife was embarking on a multi-year project to build a new financial wellness app—but they didn't know how to educate their users on personal finance, what editorial to create, or how to develop a strategy and production workflow to create hundreds of articles and graphics for an app that would be used by tens of thousands of users every day. By creating a rigorous content strategy and through collaboration with internal stakeholders and several development agencies, we developed an editorial plan, strategic messaging framework, staffing model, and publishing calendar to create a library of content that educates users on all aspects of personal finance, from budgeting and saving to investing and retirement.
Box needed to drive awareness and prime sales conversations. Working closely with product executives, we mapped the conversational topics that Box could own. We then developed a publishing and distribution strategy and created a workflow that produced 6-10 new stories a week—all utilized by the sales team and social teams and cross-pollinated with media appearances.
Adobe had a hot new 3D design tool, Dimension—but they weren't certain who their target audience was, how to reach them, or how to get their attention to convert. Through user and designer interviews and market research, we defined the target audience and created a strategic messaging framework that made the messaging task at hand approachable and actionable.
Steve is a freelance strategist and creative consultant who conceives new editorial products, hires creative personnel for new products and companies, develops editorial plans, creates strategies for brands, and develops content proposals, pitches, and strategies for agencies.
Prior to Delightful, Steve was the head of content for Article Group, the founding editor of InsideHook, the director of branded and sponsored content for NBC, a columnist for Hollywood Reporter, and one of the first employees of Thrillist.
Steve also co-founded Rental Car Rally, "the world's dumbest motoring event", which runs every summer in the California desert.
Developed for a men's lifestyle publication, this sponsored series of foodie events featured ribeye from eight of America's finest purveyors in a blind taste test, as prepared by chefs like LDV's Marc Forgione.