Twenty years in brand and content strategy, and a Ph.D. researching why people say yes. I'll build the content system behind your brand and marketing, then train your team to run it. Director-level strategy without a director's salary.
Book a callAndrea Lawyer-Lucas, Ph.D.
Brand and content strategist, persuasion researcher
I believe content should be scientifically structured so it can tell stories creatively.
Most organizations have content, and many think they have a plan. Few know how to make that content work for the very different people they need to reach.
What persuades one customer can lose another. Picking the right channels is only the start. You also need to know how each channel works and what each audience needs from it.
That's where I come in. I decide what each channel says, who it's for, when it reaches them and how it adapts for each audience, from your website and social media to email, sales materials and events. The result is one connected content system where every piece has a job.
Five stages, whether the client is a startup, a nonprofit, a publisher or a large company.
I study who your audience is and how they make decisions, starting with your own data.
I turn that research into personas and a messaging framework based on what persuades each group.
I design the content pillars, customer journeys, editorial calendar, writing standards and AI-assisted workflows.
I document everything and train your team to run and grow the system on their own.
If you'd like ongoing support, I review the results with you to sharpen your system as your audience and business grow.
Every project starts with an audit. From there, your team can put the findings to work, or I can build the full system with you. Ongoing strategy support can be added to either, or on its own.
About 3 to 4 weeks. Where every project starts.
I look at who your audience is, how they make decisions and how well your current content reaches them.
About 8 to 12 weeks after the audit
Everything in the audit, then I build your full content system and train your team to run it.
Ongoing, on its own or added to either option
Senior content strategy for your leadership team on a part-time basis. I help you plan launches, campaigns and growth without adding a full-time role.
My Ph.D. at the University of Manchester's Alliance Manchester Business School produced the first known quantitative typology of social media influencers. It shows which influencer behaviors build trust and lead people to respond and buy.
I use the same approach to build personas and messaging for my clients.
I co-founded AutoFocus and wrote the marketing plan that took it from launch to seven franchise territories in three states, ending in a $2M sale.
At a national publisher, I built a branded content library and designed content packages around what advertisers needed, closing six-figure deals and multi-year contracts.
I led a team of 12 producing daily industry briefings for C-suite readers in advertising, media and telecom, one of the company's largest B2B portfolios.
I grew a national digital publication's newsletter by segmenting subscribers into personas. Open rates rose 48%, click-throughs 70% and engagement 318%.
For a leadership development company and its consumer app, I built the full content architecture, with messaging that serves both audiences.
I built the content structure for the campaign, which drew more than 200,000 visitors a month and is still in use.
Brands and organizations I've worked with
I've spent twenty years in B2B trade media, consumer publishing, advertising associations and consumer software startups. In every role, I start by learning who the audience is and how they make decisions, then build the systems that reach them.
I've built newsletter departments, content libraries and company-wide content plans from scratch. I taught master's-level marketing strategy at the University of Manchester, and I teach communication as an adjunct professor today. I also write novels, which is a big part of why I believe structure and storytelling belong together.
Ph.D., Business, Management Sciences and Marketing, University of Manchester. MBA, Liberty University. B.S., Psychology. Fellow of Advance HE.
Tell me what you're working on and where you want it to go. If I'm not the right fit, I'll say so.