Katie McKenna

Katie McKenna

Katie leads the Content Strategy team at Portent. She graduated with a Bachelor in Journalism from Indiana University. She loves helping brands tell stories through the content they produce and creating positive user experiences.

Articles by Katie McKenna

Create better content with user interviews and recruit your own participants

Katie McKenna //  28 Mar, 2018

Create Better Content: 6 Ways to Recruit User Research Participants

Let’s start with an assumption: As a brilliant digital marketer, you know that understanding your prospects and customers intimately is the cornerstone for creating great content and a successful marketing program. But how can you understand them without asking them the right questions? When you think of formal “user research,” words that come to mind… Read More

Use Google Analytics to Become a Better Content Strategist

Katie McKenna //  6 Dec, 2017

Talk Data to Me: Google Analytics Tips That Lead to Better Content Strategy

If you have any hand in the content on your company’s website or your clients’ websites, it’s important that data informs your decisions. Otherwise, you risk creating content that doesn’t meet your audience’s needs. But knowing this will only get you so far–it’s even more important that you know how to find and interpret the… Read More

Why you need a voice and tone guide Portent

Katie McKenna //  17 Aug, 2017

Why You Need a Voice and Tone Guide. Plus, 2 Exercises to Create One

Imagine going to your doctor because you have a pain in your side and it won’t go away. You’re concerned because you don’t know what’s causing it. You wait eagerly for the doctor to come in because you know exactly the reassuring, pragmatic interaction you’re in for, and you expect them to be calm, direct,… Read More

Advice On How to Create Personas

Katie McKenna //  8 Aug, 2017

How to Create Personas Your Team Will Actually Use

When you’re in the thick of trying to create content to promote your brand, it can be easy to forget that actual human beings are going to use what you create. In marketing, we often call these human beings “users.” And we say things like, “We need to push users through the funnel with greater… Read More

Best Online Tools For Content Ideation

Katie McKenna //  6 Jul, 2017

The Best Research Tools to Write Killer Content

The longer I live in Seattle, the deeper my obsession with mountains and all the tools required to enjoy them becomes. One of the first tools I fell in love with when I started mountaineering was an ice axe. An ice axe probably doesn’t sound like something you could love. It’s certainly not warm and… Read More

Katie McKenna //  1 Jun, 2017

Improve Your Research by Improving Your Interview Skills

Before I went to school for journalism, I wanted to be a therapist. My mom is a social worker and people told me I was a good listener, so it was easy to imagine myself nodding my head while a person sitting on a couch told me about their life. That plan ended when I… Read More

Be a Better Writer - 5 Lessons Learned from Yoga Teacher Training - Portent

Katie McKenna //  28 Feb, 2017

Be a Better Writer: 5 Lessons Learned From Yoga Teacher Training

Last fall, I began a 200-hour certification program to become a yoga teacher. I wanted to learn more about the philosophy of yoga, strengthen my public speaking and leadership skills, and teach one or two nights a week after finishing my day at work as a Content Specialist at Portent. During the training, we learned… Read More

How to Outsource Your Social Media

Katie McKenna //  9 Aug, 2016

Checklist for Outsourcing Your Social Media Efforts

If you’re working your way down the “must-have” list of digital marketing needs for 2016, organizing a coherent presence across social media platforms like Facebook or Twitter would get slotted in right under “Setting up my website.” At least it should. Social media fosters brand loyalty and community, increases sales, and helps strengthen SEO, and… Read More

Katie McKenna //  5 May, 2016

How to Write Sincere Marketing Copy

The fear of scarcity permeates our culture. People believe they don’t have enough. They spend time calculating how much they want. And when they see what others have, all they can think about is what they’re missing. In Buddhism, this concept is called “The Hungry Ghost.” Hungry ghosts are beings with tiny mouths the size… Read More