Ekaterina Howard 6/18/25 Ekaterina Howard 6/18/25

[S2E6] How to build a content ecosystem to convert and support users

Content and copy are frequently treated as separate skillsets, and sometimes content gets broken down even further by channel, fragmenting messaging and making it hard to align on how to talk about the brand, the product, and its benefits.

But what if instead we treated all of the content, from ads to knowledge base articles, as one ecosystem?

This is how Erika Kramarik and Daniel Prindii approach this task in their work. In our conversation, they’ll take us behind the scenes of helping Omnivore (now acquired and shut down) go from speaking predominantly to early adopters start attracting, converting, and retaining early majority users.

Ekaterina Howard 5/14/25 Ekaterina Howard 5/14/25

[S2E5] Practical Guide to Wynter Messaging Tests

If you want to use Wynter for optimizing your website messaging, this episode is for you. I break down how I set up tests to validate copy before launch, explore messaging for new audiences, and make sure my clients’ homepage copy speaks to their target customers. I share tips on prepping your pages, what questions to focus on, and how to actually analyze the results to find blind spots and boost conversions.

Ekaterina Howard 4/24/24 Ekaterina Howard 4/24/24

[S1E5] Diane Wiredu, Lion Words: Not everyone gets to be the Liquid Death of B2B SaaS — and that’s OK.

There can be no converting copy without messaging, and there’s no messaging without figuring out your positioning first. But how do they all work together – and how do storytelling and brand voice fit in?

Ekaterina Howard 4/5/24 Ekaterina Howard 4/5/24

[S1E4] Alan Albert: “We tend to think our first ideas are the best ones, and we run with them. But sometimes they're not the best ideas.”

On confidence, finding the best ideas, and running interviews that dig deep into customers’ “why”

Ekaterina Howard 8/2/23 Ekaterina Howard 8/2/23

When copy gets in the way of traction: how to solve for startup growing pains

Early-stage startups need to move fast and break things to find PMF, identify best channels to reach their customers, and attract early adopters. But as you start scaling, this approach may be slowing down your growth. This is how you can make your website help you meet your MQL goals instead of getting in the way.

Ekaterina Howard 5/3/22 Ekaterina Howard 5/3/22

A rocketship launch or a leap of faith?

Trying to speed up your startup growth may be slowing it down. If you’re focusing on quick fixes and not pattern-finding.

When my prospects say: “We have no time for this,” “We already know everything about our customers,” “We’ll just A/B test it,” or “Can you just write it?” — what I hear is: “We’re flying blind and kinda like it that way.”

(I have yet to work on a project where all of the research data lined up neatly with assumptions and guesses about conversion drivers for a specific target audience. Never ever has it happened — which is why we need the research phase in the first place.)