External Content Partnerships
Goal: Establish Square as a trusted voice on what it takes to build and run a business in the food and beverage, retail, and beauty industries, and build authority on the topics that matter most to its core business audiences.
Approach: Each partnership program varies depending on a more specific business goal. A product launch can get more buzz with a celebrity user story, while a guest column from a well-known industry expert helps draw their following to Square's platform. In an era where AI is flooding the web with generic content, overall collabs are designed to cut through the noise with a recognizable byline and offer real value. I collaborated with teammates on influencer marketing, brand, and product marketing to produce bylines with industry experts and creators.
Outcome: The work strengthen Square’s always-on content marketing efforts and campaigns and The Bottom Line grew into a destination where leading journalists, entrepreneurs, and industry experts brought their audiences with them, helping to expand Square's reach and deepening its credibility.
Byline by food and beverage creator, Henry Laporte AKA “Salt Hank”
“Counter Trends” for The Bottom Line by Expedite founder, Kristen Hawley
Food and beverage journalist Kristen Hawley’s column, Counter Trends, unpacks the driving forces behind the future of hospitality. I partnered with Kristen to produce content for The Bottom Line, which she distributes in her Substack newsletter, Expedite. Read the series here.
I worked with the team to produce a byline for The Bottom Line, where Henry shares his advice about opening his first restaurant. The content was distributed on Square’s social channels and in paid media advertising. Read the story here.
