Content marketing portfolio

2025 Freelance Writing Examples*

From Chaos to Compliance: Managing Restricted Funds With Lean Teams (editor) for The Chronicle of Philanthropy

The Power of Convening (editor) for The Chronicle of Philanthropy

Developing the Next Generation of DAF Donors through Giving Funds (editor) for The Chronicle of Philanthropy

What’s next for using data to support students? (writer) for The Chronicle of Higher Education

• Webinar landing page

• Key takeaways

How colleges can comply with with web-accessibility laws (writer) for The Chronicle of Higher Education

• Webinar landing page

• Key takeaways

*See “Other Content” below for more recent writing and website examples

Subject Matter Expert Examples

Beam’s Closing the Content Gap report, April 2024

Superpath’s How to Manage a Content Team course, 2023

Writer blog post The managing editor’s guide to getting out of the way, 2023 (the post has been removed)

Beam blog post How to Write a B2B Blog Intro That Isn’t Boring AF, July 2022

Buffer blog post 4 High-Impact Tactics to Bolster Your LinkedIn Strategy, November 2020

Digiday’s article Newsletters, workshops and labs: How agencies keep on top of social media, February 2016

SXSW panel If Content is King, Who is Sherif?, March 2014

SXSW panel Slap My Words Up: Language in the Digital World, March 2013

SXSW panel Language of Mutilation: Grammar for Ads & Life, March 2012

Blog Post Examples

Hook, Line, Sinker: How to Write an Introduction, Animalz blog, 6/1/21

The Animalz Method for Writing High-Quality Content, Animalz blog, 3/6/21

How to Write a Blog Post Outline, Animalz blog, 3/10/21

Announcing a Few Big Changes at Animalz, 6/10/20 (this should have been a press release)

The possibilities of positive thinking, Effie Award Blog, April 2015

What Serial’s success can teach marketers, Warc Blog, 7/14/2015

It’s a party, but I’ll learn if I want to: 10 SXSW tips, McKinney Blog, 2/27/14

40+ posts and press releases on McKinney’s blog between 2012 and 2015 (here’s a snapshot from 2014)

Ghostwritten Articles

Six articles for Today.com in 2018 for the CEO and founder of The Social Institute

Why It’s a Mistake to Ban Social Media — and What to do Instead, Washington Post, 6/12/18

Are you following the same digital rules you set for your kids?, Washington Post, 12/13/17

Tough Love: The Advertising Business Is Hard, AdAge, 10/10/15

3 Ways Empathy Can Help You Build a Killer Strategy, Adweek, 10/7/2015

Embracing the UX Spectrum, UX Magazine, 6/11/13

Newsletters

McKinney’s Socialized

The Social Institute’s newsletter

The Double Shift’s newsletter

Websites

The Social Institute

In 12 months between 2017 and 2018, I planned and wrote over 200 pieces of content for The Social Institute's website, including content behind the paywall in what was then called the Social Locker Room.

The Double Shift

In 2018, I designed and built the website for The Double Shift using Squarespace. My original design is still used today (for the newsletter, too!).

Press Release Examples

Crocs Names McKinney Global Advertising Agency of Record, 10/10/14

Let Your Ears Be Loved: Sennheiser launches a multi-channel consumer campaign, starring the new URBANITE headphones, 9/12/14

McKinney names Adam Levine chief marketing officer, 9/11/14

Sherwin-Williams and McKinney launch “Color Collecting” campaign, 5/12/14