Medium

This client’s objective wasn’t to create a Bluesky page that represented the brand’s identity: a writing community for experts sharing their niche expertise in writing, or people who just want to write, regardless of their career or “skill level.”

I devised a strategy to, first, share and post pieces that aligned with that message by:

Finding articles from neurologists, psychiatrists, professional travelers, etc., and sharing their pieces, linking screenshots of paragraphs or highlighting quotes in replies to better represent them.
Sharing articles about writing: why it’s necessary regardless of your skill level, what it brings to one’s mind, and other incentivizing pieces.
Sharing writing advice from a successful writer weekly, in a quote formor using graphics, when possible.
Searching Medium or writing platform mentions by users on the app and responding in a fun, encouraging way, urging them to lean into writing.

Result: The page went from content desert to a clearly-defined representation of its host: a “chill,” no-strings-attached platform for all who want to write consistently but casually.