Sr. Content Strategist & Content Manager

Shelby Catalano

Sr. Copywriter | Content Strategist | Poet

Shelby Catalano is a Hispanic Writer, Sr. Content Strategist, and Poet based in Seattle, Washington. She specializes in content management, campaign direction, and employment branding for businesses spanning all verticals.

Please click below for links to all full campaign assets.

AHS spring 2020 magazine

I was the lead writer on all the header and product copy for AHS's spring 2020 magazine. Working with the Creative Director, I wrote engaging headlines to add intrigue to our new line of products.

View the magazine in its entirety below:

Product copy for Ashley HomeStore website

I learned Ashley HomeStore's products in and out, including legalities around furniture construction, what we were able to say, and how to add interest to each item to entice recurring purchases.

Please zoom in or click the link below to see the written copy:

Interactive checklist: WilsonHCG's Employment Branding Report 2023

This Employment Branding Report is one of WilsonHCG’s biggest yearly projects, with its historical debut leading to more than $1 million in attributed revenue to the business. Nine years later, I helped evolve it into a digital navigable site showcasing the biggest trends and insights. Responsible for messaging, UX, and additional content pieces and elements, I integrated an interactive checklist – bringing an innovative side to a prior PDF report to garner more engagement and interest for brands seeking to self score their EB qualitatively.

RESULTS
-Exceeded sessions goal by 87%

Please click below to see the webpage:

Blog: Email subscribers

In this 500-word blog, I was able to leverage my 9+ years of institutional HubSpot knowledge to showcase ways for small to medium-sized business owners to grow their subscriber count.

Please view the live blog below:

Event recap: International Women's Day

To boost our employment branding, I planned a panel discussion with leaders within the company to meet. In tandem with our Women Who Lead employment belonging group (EBG), the event had high attendance and engagement. I wrote this same-day recap so others who were unable to attend could gain insights and we could turn our branding external on the support WilsonHCG has for women.

View the live post below:

Radio ads for Tampa Bay Lightning and Ashley HomeStore partnership

I scripted and approved the live voiceovers for multiple AHS campaigns, including this TBL and AHS partnership announcement.

Listen to the radio ad by clicking below:

Creative direction: WilsonHCG employer belonging group logos

Co-chairing on the diversity, equity, inclusion and belonging (DEIB) committee meant modernizing our brand and the groups therein. I led creative direction with our graphic designer to update our employee belonging group (EBG) logos so they were reflective of our evolving, united brand – one that demonstrated the uniqueness of each EBG while still staying true to each group. Leading project management and creative direction, I collaborated to ensure each group felt “at home” with their group’s new look and managed internal communication to align the business on this new intended direction as well.

RESULTS
-Boosted brand awareness on social media
-Elevated our diversity projects to prospective clients and consulting opportunities
-Cultivated partnerships with EBG leaders for improved internal alignment and strategic solutions

Please click below to view all EBG logos and Zoom backgrounds:

Campaign lead: Gruve mattress campaign

I was tasked with creative direction on Ashley Sleep’s Gruve mattress to appeal to young adults and different age groups in the mattress-in-a-box space. This campaign was a go-to market strategy consisting of: logo ideation, branding, and copywriting for videos and radio ads. The logo and brand moniker – simply wonderful sleep for a happier you – was conceptualized from the diacritic symbol above the u to represent a smile, indicative of the happiness from a great night’s sleep.

RESULTS
-One of Ashley’s best-selling mattresses, with a 4.5/5 average star rating across models
-25,000+ impressions on social media
-Diversified customers and additional brand awareness on surveyed individuals

Please click below to see all campaign assets:

Q&A: Brand protection PDF

As the lead contact and copywriter, I helped B2B client ScoutCMS to boost their (at the time) budding online presence with quality content and inbound marketing best practices. As brand protection software, they needed to elevate their content and build a quality library to attract high-profile clientele. With a content strategy and a Q&A content piece interviewing some of their most trusted clients, as well as conversion adjustments for CTAs, UX, and readability throughout the site, I boosted their presence and drove organic traffic results from their initial baseline.

RESULTS
Within the first 6 months of working together:
-Boosted organic traffic by more than 3,000%
-Got more than 40 leads
-Got 1%+ conversion rate across multiple traffic sources

Please click below for results from analytics dashboards:

AHS holiday campaign

Tasked with conceptualizing the holiday campaign messaging and video scripts, I mapped out different spots for 2020's holiday to bring more warmth to AHS's brand.

Watch the video below that got 2.7m+ views by clicking the link below:

Case study: WEBITMD blog results

WEBITMD trusted my prior branding and content expertise for marketing agencies, B2B, and B2C clients. This made me extra marketable to write for their own content, whose audience of small to medium-sized business owners I’m very familiar with writing to. They ultimately decided to proceed with my services due to the dynamic experience I carried, as well as providing collaborative and expansive ideas of how to continuously upgrade their content as I went.

RESULTS
-27% total increase in organic traffic.
-20% traffic growth month over month.
-Contact to customer rate of 11% across all blogs.
-December’s total monthly organic traffic grew almost 3X compared to 2021

News post: Relationship in remote environments

For additional backlinking opportunities and to strengthen analyst and partner collaborations, I write news posts for our external features from executives and other employees.

Please view the live link below:

Blog: Intertribal Software

This is a 500-word blog educating non-cloud users on the importance of document management for future file safety. This client's audience is not well versed in cloud technology, so it was important to go over the basics in a simple, easy-to-digest way.

Please view the live link below:

Homepage copy

Working with UX and marketing teams, I wrote key copy for AHS's homepage, including creative, innovative headlines to encourage engagement.

Please click below to view the homepage in its entirety:

Deviant: Chronicles of Pride poem

I was asked to be part of a Pride anthology from Inkfeathers publishing to share experiences of “intersectionality (in)visibility, orientation, identity and so much more.” I provided a poem called “My Swan Song” with an attributed illustration. This piece was partially inspired by a book I read as a child called “The Trumpet of the Swan.” I wanted to reinforce how coming out can make you feel like a last attempt to be understood, and that many times, you have to find other ways to be authentic to yourself than others do. And despite the fear, it can turn into something beautiful – one swan song leads to another duckling’s beginning somewhere.

RESULTS:
-5/5 stars on Amazon
-Collaborative work spreads pride and love for the LGBTQIA+ community
-Showcases my versatility as a creative and artist

Please view the Amazon book below:

One pager: Roundtable recap

During the pandemic, WilsonHCG had many insightful conversations on how talent leaders can remain agile during difficult times. These pointers were gathered from notable leader discussions and compiled for sales to send out to key contacts and continue nurturing and building relationships.

Please view the PDF document below:

Short story: Well… This is Tense

My story “Hunger” got accepted into a short story horror anthology – all written in second person present tense. A celebration of the different, dread-based aspects horror brings to our doorsteps, I explored how a vampire experiences hunger in visceral, jarring detail as a meal is made. This parallel of being created and “uncreated” and what it means to be human was a challenging, yet satisfying concept to write around.

RESULTS
-4.5/5 stars on Amazon
-Submission into a charity-based anthology
-Showcases my flexibility in different tenses and writing environments

Please view the book link below:

Illustration: Sticker collection

As an indie creator, I also create illustrations to accompany my book and digital sales. These stickers were concepts to include in my poetry collection (spoiler alert: one of them made it in!). These are stickers I sell at local markets and highlight ways art and words together have the power to evoke strong emotion and resonance with audiences

Please click the link below for the other stickers:

Blog: TA as a revenue generator

Long-form content is effective for WilsonHCG's audiences. I wrote a blog on how talent acquisition generates revenue.

Please click below for the live post: