Featured Case Study · Named Client
A reporter saw one of her posts. A week later she was on ABC News.
The challenge
Cadran Cowansage runs a company whose entire asset is a community, and communities are built on whether people believe the person at the center of them. She had a clear and uncomfortable point of view about what women in tech actually experience, formed from thousands of conversations most people never see. It lived in the product and in private threads. It was not anywhere a journalist, a member, or an investor would trip over it. For a founder whose growth depends on being found, that is not a marketing gap. It is a business one.
What we did
We did not turn her into a commentator on the news. We published the thing she already had that nobody else did, which was pattern recognition across a community talking candidly about work. The monthly interview surfaced what she was seeing across those conversations, and we published it with the specificity intact. Specificity is what reporters respond to. A general opinion about women in tech is not a story. A precise observation nobody else is making is.
The results
Her content went from 3,518 views to 126,717 in the first 30 days, a 3,502% increase. Profile visits rose 396%. Then the part that does not show up in an analytics dashboard: a reporter read one of her posts, and a week later she was on ABC News. That is the compounding nobody budgets for. You publish for your buyers, and the press finds you on the way past.
One of my posts got me on ABC news. A reporter saw my story, and a week later I was on the show.