DIANA URBAN'S PORTFOLIO
RETURN TO OVERVIEWWelcome to my portfolio! Here are some assets I’ve created throughout my career showcasing my copywriting, content marketing, and graphic design skills. These are just highlights—a truly comprehensive compilation would take you days to sift through.
Articles | Case Studies | Website Copy | Flipbooks | Short Lead Magnets | Guides | Pitch Decks | Video Games
ARTICLES & BLOG POSTS
“8 Marketing & Sales Takeaways from U.S. Book Show 2021”
JOURNALISTIC WRITING
Provided in-depth recap of a publishing conference to connect with attendees + share takeaways with subscribers.
“The Anatomy of a BookBub Blurb & Ebook Description Copy Tips”
DUAL-PURPOSE CONTENT
Gave a behind-the-scenes look at product processes while providing value through education.
Infographic: “How Readers Discover New Books to Buy”
INFOGRAPHIC + CROSS-TEAM COLLAB
Wrote, built, and sent survey. Liaised with analysts for results + design team for illustrations. Wrote all copy.
“Why YA Readers Love Murder” Featured in Publishers Weekly
ESSAY WRITING
Wrote a commissioned piece for Publishers Weekly about trends in the YA thriller genre.
“25 Ways to Increase Sales and Lead Generation”
LISTACLE
Wrote a list of ideas to rank for key phrases “increase sales” and “lead generation” and grow relevant traffic.
“Hatching an International Office: 6 Tips for Startups Going Global”
PR CAMPAIGN
Contributed guest posts on relevant publications to promote HubSpot’s first international expansion.
You can also peruse tons of content I’ve written on my Substack and the BookBub Partners Blog (though the latter is dwindling since the current team regularly revamps my old content and updates the bylines—at my suggestion!).
CASE STUDIES
BookBub Ads Case Study Promoting a New Release
GOAL: drive product usage.
In-depth case study of how one author used BookBub Ads to drive sales for her new book.
BookBub Ads Case Study Promoting a Sequel
GOAL: drive product usage.
Another in-depth case study showing a different use case for BookBub Ads — this time, a sequel.
Comprehensive BookBub Case Study
GOAL: drive usage of multiple tools.
Framed as an in-depth marketing walkthrough, plugging multiple BookBub products.
WEBSITE COPYWRITING
BookBub Partners Website
GOAL: grow sales + product usage
Project manager and lead copywriter on website redesign to upsell products and grow revenue.
Optimized HubSpot Onboarding
GOAL: improve usage + reduce churn.
Pioneered HubSpot’s documentation and Help Center, wrote all the tutorials for our inbound marketing software.
My Author Website
GOAL: drive awareness + subscribers.
I designed and maintain this site, with teacher + book club lead magnets and a Substack with 3K+ subscribers.
FLIPBOOKS
The Ultimate Guide to Promoting a Book Launch
GOAL: grow leads & thought leadership.
Walks authors through new release promotion strategies, organically plugging BookBub’s products.
The Ultimate Collection of Audiobook Marketing Examples
GOAL: grow leads + product awareness.
Provides ideas for audiobook promotions, organically plugging Chirp’s marketing products.
The Ultimate Collection of Book Marketing Examples
GOAL: grow leads + product awareness.
Provides ideas for book promotions, organically plugging BookBub’s marketing products.
140 Book Marketing Ideas from BookBub
GOAL: drive traffic + subscriptions.
Optimized for social sharing. Each page with was repurposed for a social media post.
How Traditionally Published Authors Market Their Books
GOAL: grow leads (targeted persona).
Walks through book marketing campaigns from four popular traditionally published authors.
How to Self-Publish Audiobooks: 16 Tips from Indie Authors
GOAL: increase product awareness.
Made self-published authors aware of Chirp, BookBub’s new audiobook retailer and marketing platform.
SHORT-FORM LEAD MAGNETS
Author Biography Checklist
GOAL: drive subscribers.
Created downloadable checklist for highest trafficked blog post to accelerate subscriber growth.
Cover Reveal Checklist
GOAL: drive subscribers.
Added a downloadable checklist to relevant blog posts to increase subscriber conversions.
Book Launch Checklist
GOAL: drive subscribers.
Created a downloadable asset to supplement a guest contributor’s post and grow subscribers.
GUIDES
Formulas for Personalized Push Notifications
GOAL: drive leads + product awareness.
Provides push notifications templates for mobile app developers, plugging Localytics’ mobile analytics platform.
50 SEO & Website Tips for the International Marketer
GOAL: drive leads.
Reviewed SEO and website best practices for HubSpot prospects researching localization.
The Complete Guide to Global Social Media Marketing
GOAL: drive leads.
Reviewed social media best practices for HubSpot prospects looking to expand their global reach.
PITCH DECKS + PRESENTATIONS
How to Promote a Book Launch & How BookBub Can Help
GOAL: drive product usage + awareness.
Presented at Thrillerfest 2019 to authors and publishers. View in Slide Show mode to see animations!
How to Create Landing Pages Your Prospects Can’t Resist
GOAL: drive product usage + awareness.
Presented at INBOUND, the biggest US marketing conference. View in Slide Show mode to see animations!
How to Use Context Marketing to Drive Leads & Build Relationships
GOAL: drive product usage in UK.
Presented at a HubSpot user group meetup in London. View in Slide Show mode to see animations!
VIDEO GAMES
The Last Resort
STUDIO: StoryLoom @ Pixelberry
Storyloom’s #4 most popular game, driving significant player engagement & retention.
Cabin at the Edge of Nowhere
STUDIO: StoryLoom @ Pixelberry
An in-progress thriller/mystery game that was popular on StoryLoom’s platform.
Off the Trail
STUDIO: StoryLoom @ Pixelberry
A complete mystery game with a companion short story I self-published here.
Note: There are also key projects I’ve worked on — product marketing pages, blog posts, documentation, etc. — where the bylines have changed and/or the copy has been altered in the years since I worked at those companies. If you’d like to see more examples in addition to what’s covered here, please contact me!