Brand • Campaign
WP Engine.
Role — Senior Brand Copywriter
A publishing platform designed for high-volume publishers to bring velocity and performance to their teams.
The BriefPart 01
WP Engine launched a platform that would set a new standard for publishing
Newsroom is WP Engine's most significant product launch in years — a purpose-built editorial platform for enterprise media organizations, unifying publishing workflows, content management, and performance analytics into a single system. It's built for high-volume publishers navigating unprecedented disruption: news organizations that lost roughly half their Google search traffic between 2023 and 2025 as AI reshaped how content gets discovered and consumed.
As Senior Brand and Performance Copywriter on the launch, I owned the full campaign messaging system — from the strategic foundation to every customer-facing touchpoint.
The ProcessPart 02
Every headline had to earn its place in a system.
Before any copy shipped, I mapped the full messaging architecture — pairing each funnel stage with a distinct message angle, then stress-testing multiple headline options against it. It's slower than writing straight to headlines, but it means every asset traces back to a specific strategic decision instead of a vibe, and channel teams get a decision tree instead of a swipe file.
Top of funnel — one core message, four angles, headline options stress-tested against each
Bottom of funnel — feature-value messages mapped to angle, then to headline + subhead pairs
Across the FunnelPart 03
One conversation, three moments — provoke, educate, convert.
Budget was scoped for five ads across the funnel: one Top of Funnel, two Middle of Funnel, two Bottom of Funnel. Each stage had a different job — TOF had to provoke recognition of a problem, MOF had to educate on the shape of the solution, BOF had to convert that understanding into a specific choice.
Top of Funnel — Problem Education
This ad targets the content lead or editor who feels the friction of a fragmented editorial workflow every day, but hasn't connected it to a bigger cost: lost audience reach. The job here isn't to sell Newsroom — it's to name the problem in terms the reader hasn't put together themselves yet.
TOF — Problem Education: targets editors/content leads who feel the friction but haven't connected it to reach
Middle of Funnel — Solution Research
By this stage, the reader has recognized the friction — now they're evaluating what actually fixes it. These two ads work together: one establishes what the solution is, the other proves it works.
MOF — Solution Research: the unified-platform pitch, paired with a customer proof point
Unified platform: speaks directly to the tool-switching version of the friction named in the TOF ad — no more bouncing between disconnected tools and losing track of work in between. Pitch to publish, one system.
Case study proof point: Lana, a real customer team, 5x'd their output after adopting Newsroom. At the research stage, a competitor comparing tools trusts a peer's result more than a feature list — this ad lets the reader borrow someone else's confidence.
Bottom of Funnel — Solution Selection
This is the brass-tacks stage — the reader is comparing specific capabilities, not weighing whether to solve the problem at all. The copy job shrinks accordingly: get the feature across in as few words as possible and let the product UI do the heavy lifting.
BOF — Solution Selection: two feature-specific ads, headline kept minimal so the interface carries the proof
"Readership insights. Built-in." — four words, because the dashboard screenshot is already doing the convincing: heatmaps, funnel drop-off, channel breakdown. The copy just has to name what the reader is looking at.
"Unified DAM for editorial teams" — same logic. The asset library and article-lead crop tool show the feature in use; the headline just labels it.
The FilmPart 04
The launch video that carried the tagline into motion.
ResultPart 05
The messaging map saved dozens of meetings. When product or legal flagged a claim, the answer was already available — the angle, the audience, the word choice. Fewer rounds of "why does it say this," and more runway for the design team to start digging in.