If you have the time to tackle your blogs and ebooks—after all, we're not talking about writing Huckleberry Finn——you can turn out your marketing content. But your time is precious and most likely better spent running your business. Consider enlisting the help of a professional—Laura Longley.
Whatever your business or field of work—from health care to historic preservation, financial planning to estate planning, arts to aquaponics—it's likely that Laura Longley has researched and written about it. Here you'll find links to a few recent blogs, articles, white papers, and website content that will give you the flavor of her writing and an idea of what she could do for you.
Articles and Blog
Harvest the Future
To ensure strong attendance at its “Harvest the Future” symposium in Jamaica in June 2015, the global nonprofit INMED: Partnerships for Children added content marketing to its promotion strategy. Working with INMED’s internet marketing firm, SynaVista, Laura developed articles around the key subjects of climate-smart agriculture, aquaponics, and food security. Articles: Building on Innovation, View From the Bottom Up, Economic Opportunity
TMC Global Professional Services
TMC Global Professional Services (TMC) provides government and commercial clients with the expertise and functional support for missions in challenging environments. To communicate the company's capabilities to prospective clients, TMC's marketing agency, SynaVista, launched a content marketing program around case studies and retained Laura Longley to write them. Two examples: 1) TMC Global Professional Services’ Construction of a Fixed Facility for the Committee on Combating Drug Business (CCD) in Kazakhstan, 2) TMC Supports DOD Counter Narco-Terrorism Mission with Purchase and Delivery of 231 Vehicles in Central Asia
Cancer Care Insurance
To develop usable, relevant content to capture prospects for an insurance client, TPG Direct hired Laura Longley to write an ebook, slideshow, and series of blogs. The subject matter ranged from which foods will help keep you cancer free to how specially trained dogs can sniff out cancer. Slideshow: How to Fight Cancer: Eat the Right Foods Blogs: The Pros and Cons of Genetic Testing, Can Fido Protect You From Cancer?, What’s Cancer Care Coverage?
Commonwealth Digital Office Solutions
An innovator at helping businesses grow, SynaVista client Commonwealth Digital Office Solutions adopted a content marketing program in 2015 to grow its own business. Laura has written blogs on Document Management Systems, Document Management Software, and Managed Network Services, among others.
White Papers & Reports
Mastering Health Insurance Marketing in the Age of Health Care Reform
As the Affordable Care Act health insurance exchanges were opening in Fall 2013, TPG Direct decided it was a good time to get in front of their health insurance prospects and existing clients, including Florida Blue, Blue Shield of California, and Geisinger Gold. The goal: to reaffirm TPG’s trusted advisor status and role as valuable marketing partner. Laura Longley's assignment was to create a mid-funnel ebook that explored strategies and tactics for market size, personas, segmenting, auditing, and forecasting. Mastering Health Insurance Marketing in the Age of Health Care Reform: Health Insurance Marketing Update: Q4 2013.
Gaining the Arts Advantage: Lessons From School Districts That Value Arts Education
Laura Longley's clients for this project were the President's Committee on the Arts and the Humanities and the Arts Education Partnership. It was sponsored by the GE Fund, the John D. and Catherine T. MacArthur Foundation, White House Millennium Council, and U.S. Department of Education
From scores of storage boxes containing hundreds of interviews with arts teachers, school principals and superintendents, parents and community leaders across the country, Laura winnowed the lot to 91 school districts that best demonstrated the value of arts in education in America’s schools. She wrote profiles of 86 school districts and case studies on five of them. She also directed design, printing, distribution, and coordination for the White House release of this seminal national study.
Oral Histories of Marine Corps Generals
On behalf of the U.S. Department of Defense, Creative Options D.C. recruited Laura Longley to edit more than 10,000 pages comprising the oral histories of 40 Marine Corps generals who served the nation between World War I and the Vietnam War.
Books and Magazines
Weider History Group
For the Weider History Group, publisher of military history magazines and websites, Laura Longley consulted on the relaunch of Civil War Times and America’s Civil War and served for two years as acting editor.
The Washington Post
The Washington Post Magazine: As editor of The Washington Post Magazine, Laura developed more than 150 issues of the Sunday magazine over a three-year period. In a fast-paced environment, she managed a team of writers, editors, and art directors while coordinating with the Post advertising and production departments. She also commissioned articles, photography, and illustrations from a host of freelance talents.
Washington Post Writers Group: Working with William B. Dickinson, Jr., former editor of Congressional Quarterly, Laura helped launch the Washington Post Writers Group with just two columnists, David S. Broder and George F. Will. Today, as part of the Washington Post News Service & Syndicate, the group represents many of the country’s most respected voices on U.S. and world affairs.
The Writers Group also became the internal book publishing unit of the Washington Post Company. As associate editor, Laura developed Keeping Posted: 100 Years of News from The Washington Post and The Washington Post Guide to Washington (Simon & Schuster). The work with lasting impact has been the three-book college series on journalism: Writing in Style, The Editorial Page, and Of the Press, By the Press, For the Press, recently recommended as summer reading by the Nieman Foundation Lab.
The John F. Kennedy Center for the Performing Arts
As communications director, Laura Longley developed the Center's content strategy, which encompassed the administration, marketing, development, and education departments as well as the National Symphony Orchestra. To deliver on the strategy, she created an in-house advertising/publishing agency, launched a marketing magazine called Kennedy Center News, established its institutional style manual, and branded the Center with an enduring logo.
As a ghostwriter for many clients, Laura has written features, columns, and editorials that have appeared in such diverse media as BusinessWeek, Educational Leadership, and Symphony. Under her own byline, she has contributed to a range of publications, including Washingtonian and National Geographic.