Writing | Gabrielle Curry

My approach to Writing

I pride myself on creating content that is shareable on social media, driven by its relevance, and optimized using SEO strategies to land on the first page of Google search results.

Throughout my career, I've written for:

SaaS
Manufacturing
Food & Beverage
Healthcare
Legal
Insurance
Business Brokerage
Home Services
Local Businesses

Interview-Based Content

Some of my favorite work begins with a conversation.

At Keychain, I interviewed CEOs and managers at manufacturing partners and turned their technical knowledge into original content.

I also interviewed internal subject matter experts to produce technical deep dives, translating specialized knowledge for readers who already understood the basics.

Earlier in my career, I learned that a good interview can pull a client's vision from their mind and put it on the page.

That's still one of my favorite ways to write.

Long-Form Research

I've written everything from short SEO articles to long-form guides and researched projects.

One project involved writing a 50-page book on the keto diet, overseen by a registered dietitian who made little edits and was impressed with my research.

I've also written long-form content for healthcare, legal, business, SaaS, and other specialized industries where research and accuracy matter.

Brand Voice

One of the most useful things I've learned from writing for hundreds of businesses is that good writing isn't always supposed to sound like me.

Sometimes the job is to disappear into the brand
Sometimes the client wants polished and authoritative
Sometimes they want conversational
Sometimes they want funny
Sometimes they don't know what they want until they see it

My job is to figure it out.

Email

At Keychain, I created, scheduled, segmented, A/B tested, and improved daily, weekly, and monthly newsletters for a 20,000-recipient audience of food and beverage brand and manufacturing CEOs.

Average open rates were often around 70%.

That work combined content, audience segmentation, subject-line testing, design, analytics, and a constant question:

What will make someone open this?

Local Search

I've also written content specifically for Google Business Profile optimization.

I used insights gathered through LocalViking to write posts and offers designed to engage potential clients and make customers more likely to click on a listing in the Google Maps Pack.

Local SEO taught me something important:

Sometimes visibility isn't about getting someone to read 1,500 words.

Sometimes it's about getting them to make a phone call.

Writing for the Web

I understand that web writing has to do more than sound good.

It has to be:

Findable.
Readable.
Useful.
Structured.
Persuasive.

And increasingly, understandable to machines as well as people.

I've coded blog content in HTML using semantic tags and jump links, built table-of-contents structures, worked with metadata and content hierarchy, and incorporated SEO best practices throughout the publishing process.

Creative Writing

SEO is my profession.

Writing is a little bigger than that.

I've always written poetry, short stories, essays, and fiction alongside my professional work.

I draw inspiration from writers like Ernest Hemingway and Douglas Adams, two writers who managed to be radically different from one another while making words feel effortless.

I like writing that makes people stop for a second.

Here are a couple of examples of my poetry about advertising:

Advertising was born out of necessity.

Admittedly, I was not.

It's up to me to create my own necessity.

To hone my talents, cutting away what won't work and crafting the most intricate of keys.

I shave a little off this side, a little more off that.

Testing the lock after each adjustment, longing to hear a satisfying click.

As each subsequent lock opens, I'm led into ever larger chambers full of red herrings.

It's necessary to reshape my key as I travel through these caverns, searching for the proper passage for my journey.

Some chambers I pass through with no resistance.

Some I search for years to exit.

And some I choose to linger in just a moment longer than necessary.

But after melding into one set of core values, it's immediately necessary for me to reexamine them.

To grow to fit an ever larger lock.

To find the passage I'm meant to open and to become just who I need to be to enter it.

No one knows what's at the center of this maze.

But to focus on it would be to close your eyes to life.

You don't live in the furthest chamber.

It's merely an ideal, meant to direct us towards our most necessary purposes.

To achieve it would mean that you most certainly should dream bigger.

Some explore the wrong chambers, amused by the wrong things, changing to fit the wrong locks.

Some get to a stopping point on their own journey and choose to go back and help others.

And some cling desperately to their previous accomplishments - content to give no more.

Advertising is a pen that can write the directions to any chamber.

It can be your greatest ally or serve as the most destructive of weapons.

It's the best indoor sport there is - a constant challenge to do better, dream bigger, and aim higher.

It allows me an opportunity to light the largest of billboards saying, "Hey over here!"

So now I invite you inside my chamber door.

By entering this site, you agree to let me show you what I can do.

And maybe, with a little luck, you'll find me necessary too.

— Gabrielle Curry

Advertising is the best indoor sport there is.

Gatorade says it's in me.

It makes me want to fight, win, compete.

Think different.

A diamond is forever, a fleeting message turned into a cultural tradition.

Valentine's Day, Mother's Day, Christmas.

Commercialization creates; commercialization is the clay by which culture is crafted.

Not everyone can start a trend; maybe she's born with it.

Never waste a talent; be the ultimate marketing machine.

Creativity, don't leave home without it.

Be like Avis, try harder.

I don't know what the future holds; I just do it.

There are some things money can't buy, but it pays the bills.

I don't want to be looking in.

The few, the proud, the copywriters.