Content Strategy


One my most recent projects was planning and launching a new digital-only editorial package that’s a partnership between Mpls.St.Paul Magazine and Surdyk’s Liquor and Cheese Shop. It’s called The Host, and it brings the best of the Twin Cities food and entertaining scene into your home.

The strategy that goes into The Host is exciting and complex. It integrates multiple brands and includes intentional, targeted social media planning. It integrates beautiful photography with a deep knowledge of the Twin Cities and national food scene. To engage its targeted readership, The Host must be both on-trend and on-brand with as much authority and integrity allowed for “sponsored” content.

I directed The Host with expert help from a collection of wonder kids: photographer Caitlin Abrams; editor and foodie Stephanie Bloomquist; and writer, stylist, and strategist Erin Kincheloe. Writing comes from the great Dana Raidt. This project was a finalist for the Association for Magazine Media’s national Imagination Award for audience— “for work in targeting, building, and engaging audience.”

The words “content strategy” are floated a lot right now. A project like The Host is a perfect example of what those two words mean.

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