Partner case study
As director of paid content strategy at Axios Charlotte, I created and executed content plans for all of our 24+ annual partners. These paid content plans drove the majority of our company revenue.
California Closets
I worked with each partner to create content that would align with their business goals as well as resonate with the Axios Charlotte audience. California Closets was a client that previously struggled to see engagement on partner content.
As a solution to this, I pitched a “Closet Tour” series that would highlight an interesting client and their closet. It was an opportunity to show off the work California Closets was doing, while also giving our readers a behind-the-scenes glimpse into the lives of cool Charlotteans. I produced 3 closet tour content packages and the series proved to be extremely successful.
Closet tour stories:
Charlotte Staton (7,000+ page views)
Jonathan and Natalie Stewart (11,000+ views)
Claire Williams (2,000+ views)
With every content package, I took a “whole buffalo” approach, stretching the content across all of our platforms and tailoring it for those specific audiences. You can see an example of that strategy executed below.
This is a “Partner Photo” that would be included in the daily newsletter and further circulate the web story.
The Instagram story for this closet tour had 133,000+ impressions.
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