“You’ve done an excellent job of writing creative, powerful and impactful copy for our e-Coach series. You are the right person for that job.”
— Pam Kearney
then Investor Relations Manager
As part of an integrated content marketing program, in-house magazines serve the vital function of demonstrating expertise and providing thought leadership. I write in-depth feature stories that create a three-dimensional view of industry issues, solutions and successes.
These print and online publications fulfilled their purpose then retired or evolved into formats that are more responsive to the way content is consumed today:
Solutions Magazine, published quarterly for Black & Veatch clients, covered developments in energy, water and environment. Interviewing subject matter experts was essential for technical articles like "Clean Combustion Power," (page 12).
Designer showcases HNTB's infrastructure expertise in numbered editions that have moved from print to online to a custom app. I routinely interviewed company executives for articles like "Customer Satisfaction is Tops with Tolls" (page 16).
Be Current, a Bentley magazine for AEC and geospatial professionals, published a quarterly digital edition. Stories like "What the Smart Grid Means for Energy Savings" reported emerging trends and how Bentley software contributes to industry advances.
The Cerner Quarterly, Cerner's thought leadership magazine for healthcare executives, elevated the in-house publication standard to that of a peer-reviewed journal. Ghostwriting for a doctor and academic provided the grist for a good draft of "Patient-centered Chronic Disease Management."
Affinity Circles began as a way for Stanford University students to stay in touch with friends and colleagues. This Silicon Valley startup leveraged alumni connections for job seekers. This paper looked at how employers could use social networking tools to compete in the labor market
Winning the War for Talent
A White Paper by Affinity Circles, March 2008
Parkhill, Smith & Cooper (PSC) retained Hinge for a research-based branding and marketing program that included website redesign. As a contract copywriter, I researched the differentiators that set PSC apart from other architectural and engineering design firms, then wrote copy for the home page and select landing pages that optimized keywords:
"We've reviewed all your copy and only have a few minor revisions... ."
— Hinge Senior Account Executive
Bentley's Be Inspired Awards program recognizes some of the most outstanding infrastructure projects in the world. Projects submitted by Bentley software users exemplify innovation and commitment to the owners' vision. I have written hundreds of project profiles for the Year in Infrastructure (YII) series of publications showcasing users' achievements. Bentley repurposes YII content into market-specific project showcases, user project profiles and case studies.
I wrote the copy for this triple-play, just one example:
IZZI Telecom FTTC Network
Innovation in Utilities and Communications, 2016 Infrastructure Yearbook
Bentley Systems, Inc.
IZZI Telecom FTTC Network
Bentley User Project Profiles
"This is packaged collateral that sells."
— Bentley Executive
Branding agency Jacobson/Rost retained me to ghostwrite blog posts for Kalahari Resorts & Conventions. The series of nine weekly posts covered topics such as event management and technology, which engaged the audience of professional meeting planners looking to optimize their events at the convention center.
The Best Mobile Apps for Audience Engagement
Kalahari Resorts & Conventions Blog, Sept., 29, 2014
Technology Forecast: Event Management is Moving to the Cloud
Kalahari Resorts & Conventions Blog, Dec. 11, 2013
The Cerner Quarterly was a thought-leadership magazine for healthcare executives published by Kansas City, MO-based Cerner Corporation, the leading supplier of healthcare information technology. The editors hired me to ghostwrite this article for the dean of the University of Missouri-Columbia School of Medicine.
Patient-centered Chronic Disease Management
The Cerner Quarterly, Vol. 3 No. 3 2007
“I hired Cathy twice to work on very strategic marketing materials for my web services company [Affinity Circles]. She did an absolutely phenomenal job, so good that I was asked to speak at industry conferences on the basis of the thought leadership she helped me demonstrate. I can't recommend her highly enough.”
— Chuck Taylor
A solid case study pitched to the right publication gains industry visibility for the project team and the technology that contributed to their success. Bentley is a frequent contributor to several AEC industry magazines. Here are a few that have published our case studies:
Robin Partington & Partners Leverages Bentley Software to Create Curvilinear Park House
Informed Infrastructure, March 5, 2015
ProjectWise Geospatial Management extends searchability of Philadelphia Water documents
Geospatial World, November 30, 2014
Developing the Cancun GIS, Enabling Collection of 66 Percent More Property Tax
GEOinformatics, September 2014 (pages 26-27)
Democratized Design: 3D Visualizations help with buy-in on highway improvement projects
Civil + Structural Engineer, June 2013
Wimbledon retains advantage through co-ordinated refurbishment
AEC Magazine, January/February 2011
Better City Services, the Fiber-Optic Way
Geospatial Today, May 2011
Wellhead platform delivered to Caspian in 23 months
Pipeline & Gas Journal, April 1, 2010
A Foot Hold
Roads & Bridges, September 4, 2008