Case studies | My Site 1

Building a content marketing practice

I love to build things. So when I had the opportunity to build another content team from scratch at Alberta Blue Cross, I rolled up my sleeves and got busy. Once I hired the people I needed, we had a foundation to build. We did a content audit to see what we had to work with and established the governance and processes that would guide how we worked. Then we could move on to strategy and planning and, finally, establish ourselves as a thought leader. This is my story of how I

smo

22 hours ago1 min read

Using AI to make room for better work

When the work keeps growing, asking the team to keep squeezing more in isn’t much of a solution. At Alberta Blue Cross, I led our Content and Design teams in finding practical ways to use AI to ease that pressure, while building support for the changes with senior leaders across the business. Alongside those workflow improvements, I developed our AI search strategy to help our content show up where people were increasingly looking for answers. Here’s how we made AI part of ou

smo

2 days ago1 min read

Introducing microlearning to fill an education gap

A question about benefits shouldn’t always require a call to customer service. And learning something useful shouldn’t mean clearing your calendar. While at Alberta Blue Cros, I created Benefit Basics and Learn Well virtual learning to make learning about benefits and wellbeing easier to fit into a busy day. Benefit Basics, a series that lives on YouTube, answers everyday benefits questions through short 2-3 minute videos, while Learn Well offers focused courses on wellbeing

smo

3 days ago1 min read

This Journey: Telling the fertility stories of Alberta women

When women told us they wanted more content about fertility, I wanted to give them something they could see themselves in. The idea behind This Journey was to let real Alberta women’s stories take the lead. Their experiences gave the guide an honesty that information alone couldn’t offer, with expert insight and practical support woven in. For this piece, I developed the concept, guided the writer and led the content strategy. This case study shares the thinking behind a guid

smo

3 days ago1 min read

Good data, now what?

Good data can tell you a lot, but it doesn’t always tell you what to do next. That was the opportunity I saw in Alberta Blue Cross’s Book of Business report. The claims data was valuable, but it needed context and practical guidance to make it useful outside the organization. The result was the Benefits Pulse Report, which I named and wrote with our audiences’ needs in mind. It went on to earn a 23.2% download rate and coverage across four industry publications. Download the

smo

3 days ago1 min read