When Medium launched their revenue program in 2016, they needed to drive awareness and buzz around their new advertising product. As a lead Creative Strategist in the in-house creative agency, I developed and executed a native content marketing strategy targeted at marketers and advertising professionals on the platform.
Context is a publication dedicated to innovation in brand storytelling, publishing thought pieces from marketing leaders and advertising executives, as well as subtly marketing Medium's platform and paid products for brands. Essentially, it was designed to be content marketing about content marketing. I launched and ran the publication as its editor-in-chief, creating a content strategy to serve the partnerships team, commissioning original articles and artwork, and contributing my own pieces.