CASE STUDY 1
When I began working with a Forbes science contributor, the goal was to elevate his standing on the platform and build long-term visibility in a space saturated with clickbait and fast news.
The contributor’s stories explored evolutionary quirks, misunderstood species, and strange truths about the natural world, told with the grounded voice of a field biologist and the eye of a storyteller.
When I came on board, there was a need for thoughtful editorial planning, tight research, and consistent, high-quality writing.
Timeline
October 2024 - May 2025
Industry
Digital Media and Publishing
Scope of work
Ghost Writing
Thought Leadership
Marketing Outreach
Move the contributor from the Top 40 to the Top 20 on Forbes within 6 months
Establish a clear editorial tone that was both engaging and credible.
Grow organic visibility with no paid means at our disposal.
Open doors to collaborations beyond Forbes in the wildlife community.
The U.S. political cycle had hijacked most online visibility and other stories were being pushed to the sidelines.
Forbes was flooded with contributors, making sustained attention hard to earn.
The content needed to strike a balance: deeply researched and technically accurate, but also gripping and digestible.
We started by defining what made his voice distinct—opting for a strong editorial identity that brought science alive without compromising on nuance.
Here’s how we made it work:
Editorial Positioning: We chose a tone that combined scientific precision with narrative warmth, dishing out stories that respected the reader’s intelligence while sparking curiosity.
Research and Story Crafting: Every article began with in-depth academic research. I’d then translate those insights into visually evocative, story-led articles that often opened with a hook before diving into the science.
Ongoing Optimization: We analyzed article performance month over month, refining structure and visual strategy without compromising on the integrity of the articles
The contributor rose from Top 40 to Top 20 on Forbes Science.
My top-performing article crossed 750,000+ views organically.
Despite the attention vacuum created by U.S. political news, we maintained a steady monthly readership between 1.5 and 2 million.
This project exemplified storytelling under pressure. It reinforced a few key beliefs I bring to every content and product marketing role:
Editorial strength is a competitive advantage. When the voice is clear and the content is trusted, visibility follows.
You don’t need big budgets to win attention, you need timing, taste, and trust.
Ghostwriting isn’t just about echoing someone’s tone—it’s about thinking on their behalf, with their authority, and still delivering every week.
