November & December theme:
“Choose One Thing”

Posts by Louisa

Adding to Fathom's unique cast is Louisa Desson, our Director of Strategic Marketing & Content Development. With a Master's in Journalism from Stanford and a mind as keen as an obsidian-edged blade (look it up—it’s even sharper than steel!), Louisa keeps her eye on the details without ever losing sight of the big picture—and how it can change. We’re lucky to have this sharp and thoughtful wordsmith on our clients' side (and ours too).

A natural explorer, Louisa approaches her day as if she's traveling unknown lands, enthusiasm and fresh eye included. This curiosity translates into her strategic thinking and writing, the basis for which is the personal, hands-on approach she uses to get to know our clients before ever putting pen to paper. Skilled at uncovering the facts that make a compelling story, Louisa has an intuitive sense of just the right question to ask and what sets a client apart from their competition.

At Fathom, Louisa applies her flair for cooking substance with style to content creation and SEO plans that get results, and she’s essential to creative planning sessions with the Fathom team and clients. But don’t ask her to pull out your stitches or help bandage any wounds—carnage is her only weakness.

Posted in :  Brain Waves

Known for engine braking for more than 50 years, Jacobs Vehicle Systems has an idea that will change how it does business. Breaking Orbit: The Story of JVS Engineering looks at how an initiative turned what had long been core competencies at Jacobs – design, process development and manufacturing – into the foundation of something completely new.

The video, produced by Fathom Art Director Jonathan Abel, is filmed on the manufacturing floor of the company’s facility in Bloomfield, CT. Machinery thrums in the background as the camera captures the production line. It focuses in on Jacobs Vehicle Systems [More...]

Posted in :  Choose One Thing

This post is part one of a six-part series titled, “Choose One Thing” publishing in November and December 2013. If you’re like most businesses we know, you have that “one thing” from the past year that is still hanging in the air — it’s the one priority that, among all the others, would make the biggest impact on your business if it were fully realized. It could be competing in a new space or gaining more business from current customers. During this six-part series we’ll share the most common challenges we see among clients. If [More...]

Posted in :  Diversions

Designed as a way for us to make community service a sustainable part of our culture and inspire others to do the same, Fathom’s Community Works program grants each team member the gift of time. In addition to company-wide service events, we can each design our own volunteering experience to perform on company time.

I chose to spend my Community Works day at the Hartford Catholic Worker House, which runs after-school programs for children in the neighborhood, provides temporary shelter for those who need it, and [More...]

Posted in :  Diversions

If you are considering adding a blog, white papers or other original content as a part of your thought leadership strategy, but question whether your team can maintain a regular publishing schedule, consider building a community of industry experts.

We’re seeing more of this as an interesting twist on thought leadership: instead of being originators of content, organizations help others gather around information and ideas. They’re convening communities of like-minded – and sometimes competing – professionals. Drawn to in-person events and online forums, they’re coming both for valuable, relevant content and staying for the chance [More...]

Posted in :  Brain Waves

Creating ongoing content for your online presence, whether on your website or in the social circles, is no longer the new trend. It’s a main ingredient in the recipe for marketing that engages customers and builds trust.

When working with clients to construct a content marketing strategy for its team, we often hear this: “We don’t have anything to say.” In all our years of working with clients and through the multitude of projects that we’ve helped shepherd, we have never found this to be true. There is always something interesting to say about what’s happening at your company and with [More...]

Posted in :  Brain Waves

Here’s a content marketing twist on that classic journalism staple – the 5Ws. Whether you’re a seasoned writer or someone who gets hives simply thinking about your next blog post, remember to focus on your audience.

Ask these five questions before you even start writing. You’ll be on your way to creating content that starts conversations.

Who is your target audience?

Consider the specific audience for each article. Whether your content is intended for end users of technical services or CIOs, write for them.

What action do you want them to take?

Determine the goal for the content. Include a clear call-to-action, such [More...]