External Content Partnerships
Goal: Bring in more target readers to The Bottom Line by establishing Square as a trusted destination for learning what it takes to build and run a business.
Approach: I identified perspectives with strong authority on the topics Square’s customers valued — from opening a storefront to building a brand. Each partnership varied. For instance, a product launch can get more buzz with a celebrity user story, while a guest column from a well-known writer helps draw their following to Square's platform. While AI-generated content floods the web with generic advice, collabs with a recognizable byline and real value cut through the noise.
For each project, I collaborated with teammates on influencer marketing, brand, and product marketing to develop relationships with external voices. I worked with creators and writers 1:1, editing their work and preparing pieces to publish with custom creative. For each project, we shared content across Square’s channels and the other party’s.
Outcome: The work strengthen Square’s always-on content marketing efforts and campaigns. 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.
Business finance tips from expert, Paco de Leon
I worked with Paco de Leon who authors finance newsletter, Nerdletter on writing original content for The Bottom Line, which she distributed to her audience. Read her stories 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.
Beauty business advice from celebrity esthetician, Sofie Pavitt
I worked with beauty business owner, Sofie Pavitt on multiple pieces for The Bottom Line covering marketing, branding, and customer experience. Read her stories here.
