Block Club
Block Club are branding and content experts that build exceptional brands and content systems for B2B tech.
Clients
At Block Club, I’ve worked with a wide range of B2B tech clients, focusing on creating cross-channel, strategic content across formats like brand and product positioning, SEO, thought leadership, case studies, and more.
Explore client work: Nextdoor, Tubi, Culture Amp, Middesk, Lithic, Alloy
Nextdoor
Nextdoor is famous for its hyperlocal, user-driven social network, but they also have Nextdoor for Businesses, a tool for local businesses to advertise on the platform and attract new customers. I worked to beef up the B2B content aimed at small-to-medium business owners, educating them on marketing tactics, ways to use Nextdoor for advertising, and sharing insights from Nextdoor data.
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Matching your campaign goals to your business goals
A blog post breaking helping small business owners determine how to create ad campaigns that support their business goals.
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Exploring Nextdoor’s Newest Ad Formats: Using Video and Lead Gen to Drive ROI
Educating small business owners on how to create video ads in Nextdoor Ad Manager and the benefits of the video ad format.
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Nextdoor users are spending more and shopping earlier this holiday season
Proprietary research that reveals the holiday shopping behavior of Nextdoor users (called Neighbors), broken down to help business advertisers target audiences better.
Tubi
Tubi, known primarily as a B2C-focused ad-supported streaming service, needed support in building out B2B content that would engage potential advertisers—key business drivers for their streaming model. I wrote blog posts that embodied the playful spirit of their B2C voice in the form of B2B thought leadership that would convert brands into advertising partners.
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How Entertainment Brands Are Slaying Seasonal Campaigns With Terror on Tubi
This blog post shares how existing Tubi advertisers leverage seasonal tentpole moments like Halloween to capture relevant audiences on the platform.
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A blog post that explains the importance of advanced ad tech in consumer conversion and why Tubi’s platform is leading the industry.
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Hitting Rewind: The Top Streaming Trends of 2024
A blog post sharing insights from proprietary research on streaming viewer behavior and trends, with insights for brands to improve consumer conversion.
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Tubi Is More Popular Than Babies—And Drives More Purchases, Too
A blog post amplifying recent viral campaigns that help quantify the purchasing power of Tubi’s 97+ million monthly viewers.
Culture Amp
Culture Amp is an Australia-based, market-leading employee experience platform that uses sophisticated analytics and People Science to boost business performance alongside employee wellbeing and growth. The company’s small marketing team needed extra support to produce case studies, customer spotlights, and occasional blog posts sharing research findings, thought leadership, and designed research reports.
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How PATH transformed employee engagement with data-driven insights
A case study created from a live interview I conducted with the Global Head of Diversity, Equity, and Inclusion, Levis Nderitu.
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How Bank First created a performance framework that balances kindness with accountability
Repurposed from a webinar, this blog post shares how this customer navigated a specific challenge rather than focusing on overall results from the Culture Amp partnership like a case study would.
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Women in leadership: From under-representation to the sentiment gap
Working closely with the Director of People Science Research, I distilled the most compelling insights from proprietary research on leadership gaps into accessible nuggets.
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The leadership advantage: How great leaders elevate organizational performance
Worked closely with the People Science team to create this report, transforming raw data into actionable insights.
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5 strong leadership qualities worth striving for
Using podcast interviews as source material, I created a hybrid customer spotlight-thought leadership blog post focused on how to become a stronger leader.
Middesk
Middesk is a category-defining business identity verification platform. My role on the account was primarily as a content strategist, developing content calendars and identifying key themes and topics that our copywriter then produced. I also led a full-day workshop with their team to help build a content roadmap for H2 2025.
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Want to stop fraudulent marketplace sellers? Start with better business identity verification.
One of the few pieces of content I did write was this blog post on business identity verification for marketplaces, as part of the ongoing series on know your business (KYB) 101.
Lithic
Lithic is an issuing and processing infrastructure provider, renowned for their developer-friendly APIs and purpose-built solutions. I worked closely with their newly-established marketing team to transition their brand voice from developer-first to business-friendly as they moved upmarket. I helped establish formats for case studies, internal battlecards, competitive analyses, how-to guides, and solutions web pages.
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Accelerate Card Adoption With Web Push Provisioning
A blog post announcing Lithic’s newest capability: web push provisioning for Apple Pay.
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The Modern Ledger: Essential Infrastructure Powering Today’s Financial Products
A guide that breaks down the importance of a ledger, what modern ledgering looks like, and why it’s a business differentiator.
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How Loop is Simplifying Cross-Border Financial Services
A case study about a strategic client, Loop, who marked Lithic’s entrance into the Canadian market.
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Using internal notes, I developed messaging for these key solutions, along with the page layouts for the website.
Alloy
Alloy provides an end-to-end identity and fraud prevention platform that helps financial institutions and fintechs automate and manage their decisions for onboarding, ongoing fraud & AML monitoring, and credit underwriting. I wrote net new SEO/AIO-optimized blog posts, refreshed outdated blog posts, and helped edit their annual flagship State of Fraud report.
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How financial institutions and fintechs can turn the tide on the rise of banking scams
A blog post outlining different types of banking scams and how financial institutions and fintechs can fight back.
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Alloy’s 2025 State of Fraud Report
A comprehensive report written from proprietary research that uncovers trends in the fraud landscape and explores how different types of organizations are responding to these threats.