Content Strategy & Writing
Brand messaging, scripts, and campaign writing. Here’s what I made and how it performed.
Explore a paid strategy project, content from my own channels, and an artist release campaign.
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Start with these projects
Paid brand strategy
Positioning, four content pillars, and copy for an independent apparel brand. The client adopted the recommended bio and additional messaging guidance.
Read the strategy sampleShort-form writing & production
I developed the concept, wrote, filmed, edited, and published an 11-second Reel with 11,153,149 views.
See the Reel and my roleMusic release campaign
Campaign planning, email copy and design, social messaging, and live promotion for MPD. The release email recorded 913 successful deliveries.
Explore the campaignPaid client work · March 2026
Positioning an independent apparel brand
The assignment
Bring the brand's product, fitness, lifestyle, and founder-led themes together so its audience understands what the brand stands for.
What I delivered
A written strategy recap, positioning and messaging direction, four content pillars, sample copy, and implementation guidance.
Excerpt from the delivered copy
“Built for women who lift heavy and look good doing it.”
What the client used
The client adopted the recommended public-facing bio and additional messaging guidance.
Source & scope
Client name withheld. This was a one-time written strategy and copy engagement. Campaign-performance results were outside its documented scope.
Apparel brand · March 2026
Brand messaging & content direction
The audience: Women who want the brand to reflect both their strength and their self-expression.
Delivered copy
You don't have to choose anymore.
Built for women who lift heavy and look good doing it.
Four content pillars
- Identity
- Reinforce the central identity promise.
- Product
- Show outfits clearly through try-ons, movement, and intentional visuals.
- Lifestyle
- Connect gym routines, confidence, and real-life moments back to the brand.
- Community
- Show other women wearing and interpreting the brand.
Editorial checks from the strategy
- Does this reinforce the central brand belief?
- Can the intended audience immediately recognize that it is for her?
- Is the product or message clear?
- Does the content help the viewer imagine herself in the clothing?
- Is the visual and emotional tone consistent?
The client adopted the recommended bio and additional messaging guidance. This engagement covered strategy and copy delivery; no campaign-performance outcome is claimed.
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Discuss a messaging projectSee the package detailsHook, script & short-form production
Social media literacy in 11 seconds
The writing had to make the online experience recognizable from the first frame. It needed a clear point without extra explanation and a reason for viewers to share or save it.
My role: Concept, hook, script, performance, filming, editing, caption, publishing, community response, and analysis.
11,153,149 views · 13,163 saves · 14,385 shares
One Reel on my own channel. Cumulative results retrieved from Metricool on August 25, 2026.
Watch the social media literacy Reel
Artist storytelling & music integration
A personal story that leads into a song
I wrote about reclaiming missed experiences after growing up with strict parents, then brought in my song This Is My 23 to finish the story.
The story builds toward the song, so the music helps resolve the experience I’m describing.
2,545,981 views · 26,727 shares · 16,393 saves
One Reel on my own channel. Cumulative results retrieved from Metricool on August 26, 2026.
Watch the artist storytelling Reel
Owned creator and artist channels
From audience insight to published content
I run the full process on my own channels: audience research, writing, production, publishing, community response, and analysis.
A group of 84 Reels published July 26 through August 24, 2026, on my own channel. Cumulative results retrieved from Metricool on August 25, 2026: 5,515,509 views and 385,541 interactions. Each post had a different amount of time to accumulate results.
The individual Reel examples above and this group use different post selections and snapshot dates. Read each set of results with its own scope.
How the work develops
- Use comments, messages, and audience questions to identify a premise.
- Build a hook, script, and format that suit the platform.
- Publish, moderate the response, and review performance.
- Compare patterns across posts before deciding what to repeat or change.
Reading the results
One Reel accounted for 27% of this group’s views. I look at individual posts and recurring patterns to understand what’s working beyond the average.
I also look at saves and shares alongside reach to understand what people pass around and what they want to return to.
Music release & ticketed event campaign
MPD release & birthday show
A coordinated music release and ticketed-event campaign across social, email, and live promotion.
My contribution
The release email brought the song, ticketed event, streaming, Patreon, merchandise, and social channels into one announcement, with links to each.
I handled campaign planning, email copy and design, visual identity, social messaging, coordination with collaborators, publishing, and the work on location.
Documented email performance
MPD release email sent May 9, 2025. Figures below describe this email send.
913 successful deliveries from 927 recipients
35.71% open rate
17 total clicks
Source & scope
Historical campaign figures retained in the portfolio record. These measures describe the email send; they do not establish ticket sales or campaign revenue.
Sent May 9, 2025 · Email copy excerpt
New Music from Val Merza!
Original wording from the release email, reformatted here. Historical promotion; the ticket offer is no longer current.
My New Single!
MPD (Manic Pixie Dream) · Out Now!
I am thrilled to announce that my new single “MPD (Manic Pixie Dream)” is available for streaming on all platforms!
“MPD” is my first release since “Hard to Love” came out in August of last year, so this has been a long time coming. I hope you enjoy <3
Original call to action: Stream “MPD”
Come Celebrate with Me!
Doors at 8, music starts at 9! Tickets are only $9 in advance and $12 at the door, so make sure you get yours now!
Original call to action: Get Tickets
This excerpt shows the release announcement and ticket-purchase prompt. Personal mailing details, recipient-specific links, and the remaining email sections are omitted.
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Custom Content Bank: Captions + Reels Hooks
$79 USD
Get 10 custom captions, Reels hooks, or a mix, shaped around your voice, audience, and goal. Choose new drafts, rewrites, or both.
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$250 USD
Work through your positioning, voice, audience, and content direction, then leave with a prioritized roadmap.
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