Our Work

Case Study: Capturing the Story For a Product Still Being Built.

A fast-moving tech startup had a bold vision for a platform where customers discover and champion local brands through authentic community relationships. They needed someone to turn that vision into a story that could survive a product that kept evolving.

The Challenge

This project involved building an editorial strategy for a brand discovery platform powered by relationships between customers, sellers, and community advocates.

The startup had great creative energy and branding, but a compelling product alone doesn't tell a compelling story. Four problems kept surfacing:

- Fragmented messaging - Limited differentiation in a crowded market - Content that led with features instead of meaningful customer connection - No scalable framework to guide long-term engagement

This brand needed strategic editorial leadership to bring it all together.

Project details

Our founder, Amanda, came in as Editorial Strategy Director and built how the entire platform was organized around story. She created the community framework, defined the content categories, and mapped how brands, customers, and advocates would interact with and through content. The goal was to make sure that every campaign, product content decision, and audience touchpoint was planned around a single coherent story.

Impact

Content strategy isn't always about what you publish. Sometimes it's about building the framework that makes everything else possible, so we built an editorial system.

Case Study: Humanizing a Consumer Brand Through Editorial Storytelling

A consumer lifestyle brand had a founder with a relateable story to tell and customers with real experiences worth sharing. They needed an editorial platform to bring both together consistently.

The Challenge

This ecommerce brand had a strong product and a clear founder vision. But their content leaned more functional, focused on what the product did rather than what it meant to the people using it. Two opportunities kept surfacing: - Showcasing real customer experiences instead of product features - Turning content into a tool for trust and brand affinity, not just a way to relay information They didn't need more content. They needed content that connected with their intended audience.

Project Details

Our founder, Amanda, approached the blog not as a content channel, but as an editorial platform for connection. That meant working closely with the founder to extract and shape their voice into stories that bridged the gap between vision and audience. We found real customers and developed their stories to capture their lived experiences. Every piece was built around a consistent editorial voice and a clear sense of why this brand was the right one to tell each story. The result was a blog that functioned as an extension of the brand rather than a marketing obligation. And because the editorial system was built around repeatable storytelling formats, the team never had to wonder where the next story was coming from or why they were the ones to tell it. The pipeline was always full.

Impact

Most brands treat their blog as a content library. They stand out when they instead view it as an editorial platform where customers see themselves in the brand. When you build a story pipeline around real people and real experiences, content becomes a hard-working business asset that compounds over time, whether than a short lived marketing funnel.

Case Study: A Strong Pitch Makes Journalists Notice

A nonfiction book with a remarkable human story at its center had everything it needed to earn serious media attention. What it needed was an editorial strategy that gave journalists a reason to care even after the book launch window closed.

The Challenge

Most titles get a brief moment of promotional attention and then go quiet after launch. Three opportunities kept surfacing: - Extending the narrative beyond the book itself - Creating multiple entry points for audiences who hadn't discovered it yet - Building sustained visibility through story-driven earned media rather than launch-driven promotion The book needed an editorial strategy that treated it as a living story rather than a product with an expiration date.

Project Details

We approached the book PR as an extension of the narrative inside the story. That meant identifying the themes and stories within the booke that would resonate with specific targeted audiences beyond the core readership.

Amanda developed an earned media strategy built entirely around editorial content: pitches that added depth and context without duplicating the book itself. Each was designed to give journalists something they would naturally want to write about.

The pitches weren't promotional. They were editorial and that's what made journalists pay attention.

Impact

The results are the perfect example of what happens when PR is built on editorial thinking rather than promotional instinct.

- Cold pitch open rates ran more than double the industry average.

- 15 journalists and editors expressed genuine interest in the story within the first 30 days

- 3 editorial placements followed, each reaching a specifically targeted demographic

The difference wasn't the book. It was the approach. Journalists respond to editorial thinking because it speaks their language. When your pitch reads like a story worth telling rather than a product worth buying, the conversation changes entirely.

Earned media doesn't come from press releases. It comes from having something interesting to say and knowing how to say it in a way that serves the journalist as much as it serves the brand. Editorial strategy builds the content infrastructure that then makes a PR pitch irresistible to editors.

EMAIL US

amanda@inyourvoicemediaworks.com

Reach out for general questions or partnership opportunities.

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