Where story meets strategy
Making content more meaningful, measurable and human.
Great content starts with understanding people. I help brands find the narrative inside their data, their expertise and their ambition, and turn it into content that earns attention and drives results.
Content Services
Let's build something worth talking about.
Whether you need a strategic partner for a long-term engagement or an experienced editorial leader for a specific project, I'd love to hear what you're working on.
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Content Strategy & Audience Research: I uncover the questions your audience is actually asking, identify competitive opportunities, map customer journeys and develop editorial strategies that position your brand as the obvious authority. Sample strategy work
Services include:
Audience research & persona development
Content strategy
Editorial roadmaps
Content gap & competitive analysis
Messaging frameworks
AI search (AEO/GEO) strategy
Content audits
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Thought Leadership & Writing: Ideas deserve better than generic blog posts. From executive bylines to original research reports, I create content that helps organizations lead conversations instead of following them. Writing samples
Services include:
Executive thought leadership
Articles & blog posts
Research reports
Customer stories
Website copy
Newsletters
Case studies
LinkedIn content
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Editorial Leadership & Content Production: Think of me as a fractional editorial director. I build editorial systems that keep content moving while maintaining quality, consistency and brand voice. Whether I'm leading internal teams or collaborating with agencies and freelancers, I bring newsroom-level rigor to every project. Sample campaign content
Services include:
Content calendars
Production workflows
Cross-functional collaboration
Creative briefs
Managing writers & freelancers
Quality assurance
Brand voice development
Publishing operations
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SEO, AI Search & Content Optimization: Search has changed. Your content strategy should, too. I help brands create content that's discoverable across Google, AI search engines and large language models by combining traditional SEO with modern Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO).
Services include:
SEO strategy
Answer Engine Optimization (AEO)
Generative Engine Optimization (GEO)
Content optimization
FAQ architecture
Internal linking strategy
Content refreshes
AI visibility recommendations
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Consulting & Fractional Leadership: Sometimes you don't need another agency. You need an experienced editorial partner.
Whether you're building a content function from scratch, launching a thought leadership initiative or solving a complex marketing challenge, I provide strategic guidance that helps teams move forward with confidence.
Services include:
Marketing strategy sessions
Team mentoring
Content team consulting
Messaging refinement
Campaign ideation
Editorial coaching
Featured Projects
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Original Research
Consumer behavior research report conducted in partnership with PaymentsDive.
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Magazine Feature
In-depth feature article about cancer-sniffing dogs and the non-profit organization that trains them.
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Marketing Guide
Short-form guide helps OTC brands go from shelf to cart with innovative, data-driven strategies.
On Her Watch:
Art, culture and connection
Subscribe to my Substack channel, On Her Watch, to stay up-to-date on what we’re reading, watching and what it reveals about us.
Never miss an installment of Through Her Lens, a series of conversations with emerging women artists in New York City, discussing creativity, ambition, identity and building a life in the arts.
It’s a pleasure to meet you.
Hi, I’m Shellie, your content partner.
What I love about storytelling is discovering the people woven into every tale. Propelled by passion or circumstance, each story is driven by a human experience worth being told.
As a professional writer, editor and content strategist for more than two decades, I specialize in brand journalism and building content marketing strategies that drive business impact.
I hope we can work together soon. Drop me an email or give me a call.
shellie@shellieterry.com | 646.598.3414