Website content // Long-form copy

Mabbly is a Chicago-based digital marketing agency. Their bread and butter is the strong strategic foundation in all of their work — identifying the pivotal problems of their clients and ideating until they reveal an impactful solution.

Their website didn’t communicate this idea — mostly because it hadn’t been updated in about 6 years. So, Mabbly wanted an overhaul to bring in the new. I was the primary copywriter on the project, tasked with writing new website copy, refreshing case study, and crafting new concepts for blog articles.

Website

Primary Collaborators
Rose Truesdale, Associate Creative Director
Mia Hopkins, Art Director
Timur Abbasov, UI Designer
Anatoly Sazonov, Illustrator

Change is constant at Mabbly, which meant the entire website needed fresh copy that reflected its current iteration. I worked with Mabbly’s studio directors to represent every core business function accurately and with the dignity they deserved.

Below is a walk-through of Mabbly’s process that’s supported with our illustrators animation — both are featured on the home page.

Check out the full site at https://www.mabbly.com/

Case Studies

Primary Collaborators
Rose Truesdale, Associate Creative Director
Mia Hopkins, Art Director
Livio Bolzon, Product Manager
Timur Abbasov, UI Designer

A big mantra at Mabbly is that “the client doesn’t really need a website.” To play off of this idea, we developed a way to make our case study explore tiles a tad more engaging. When disengaged, each tile features that typical client request — “we need a new website”, “we need a brand refresh”, etc. But when you hover over the tile, it reveals the “pivotal problem” Mabbly discovered in their strategic research.

If you want to look at the actual case studies I wrote, check them out on Mabbly’s Work page.

Blog Articles

Primary Collaborators
Mia Hopkins, Art Director
Chris Robertson, Group Strategy Director
Anjelica Vargas, Senior Digital Marketing Analyst

The digital marketing blog sphere is incredibly saturated. Mabbly knew it needed blogs to help improve discoverability and organic reach, but these blogs needed to be distinguished and useful to our readers.

The approach we developed was a combination: SEO-focused blogs to capture keywords and organic traffic, and thought-leadership blogs designed to bring up ideas and ask hard-hitting questions about the industry.

The SEO-focused blogs are uniquely tooled to Mabbly’s work experience, like 6 Ways to Succeed in Healthcare Marketing — an article that outlines the lessons we learned with our various alternative healthcare clients.

The thought-leadership blogs were a bit more humble than the term “thought-leadership” suggests. We recognized one truth: We are not experts, nor leaders in the digital marketing space worth listening to. To combat this, we approached topics from a point of curiosity. Our article, Why Are Marketers Leaving their Digital Marketing Agencies, aimed to do exactly that. Rather than provide answers, we aimed to inspire dialogue.