OUTDOORS.ORG | 2015–19
After crafting and implementing AMC’s first set of SEO best practices, our top-10 Google search returns included “Leave No Trace for fat bikes,” “bike camping,” “quiet water paddling,” and “stargazing new England.”
48 HOURS PROJECT
When free tools like Knight Lab’s Timeline exist, you can’t not use them. It was a beast of a project, and I’d do many things differently now, but I’m proud of what we accomplished in this 2015 all-stakeholder effort. (See the print version.)
HOMEGROWN.ORG | 2012–15
Despite the social network doing its darnedest to squash organic reach, HOMEGROWN.org hit 50,000 followers in 2014, a major milestone and a tenfold increase under my tenure.
Even with the advent of Google’s sorted inbox, Homegrown’s e-newsletter maintained an open rate nearly 2% higher than the industry average.
NEW CONTENT MODELS
I loved thinking about new ways to support family farmers through fresh content, including the 101 series, which ranged from my own kitchen experiments (stone soup, tamales, soft pretzels, harissa, mole poblano, horchata, bitters, mulled wine) to step-by-step plans for building social infrastructure, contributed by passionate members (how to host a food swap, how to start a food-recovery program).
My themed Spotify playlists (e.g. soundtrack for cooking Thanksgiving dinner) led to an invitation for a local guest DJ spot.
And then there was our book club. As a college lecturer, I couldn’t always get my students to do their reading. But Homegrown members read a 480-page book and met online weekly to discuss it. Pretty cool.
CHICAGO MAGAZINE | 2007–12
I scored permission to share an exclusive preview of a Chicago band‘s new album.
Each year we produced videos for Chicago‘s singles issue—the magazine’s largest annual traffic generator.