Sarah Christensen Fu, Content Strategist

 

I started spreading the word about powerful ideas via social media way back in the day when the first-edition Babysitter's Club books hit the shelves, and dial-up AOL sang us its special siren song. I wrote my first script for a Thanksgiving play starring my cousins at age nine—it was a pretty big hit.

Since those early days, I’ve developed my craft as a content strategist and digital marketer through my education and professional experience. I wrote, directed, and edited The 10 Essential Penguin Classics movie at Penguin Books, in addition to a series of video staff interviews recommending their favorite reads. I also pitched and recorded a poetry podcast called A Cup of Poetry. At Simon & Schuster I learned to create and execute in-depth marketing plans—including advertising and content marketing budgets—and make content strategy recommendations based on multi-factor data. I’m also a published novelist and non-fiction writer, and a seasoned communicator when delegating to staff or across departments.

I offer creativity, ingenuity, resourcefulness, and professional polish. I crave a team of creative professionals to partner with—I want to think big thoughts, tackle big projects, and continue to improve and grow my skills.

Here's a little more about my experience and education:

  • 2012-Present Hey, Sarah! Owner/Consultant: Work with independent publishers, authors, and marketing teams of Penguin, HarperCollins, Simon & Schuster, Rodale, Workman, and others.

  • 2008-2012 Simon & Schuster: Digital Marketing Manager, Adult Titles.

  • 2006-2008 Penguin Books: Online Content Coordinator, Corporate Brand.

Education:

  • 2006-2008 MA, New York University - Media, Culture & Communication.

  • 2008-2012 BA, University of Colorado at Denver - Communication and Ethics.

  • 2006-2008 AA, Collins College - Visual Communication.

 
 

Graphic Design

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A picture can tell a story in a split-second. I earned my AA in Visual Communication in order to be a better storyteller. 

From new online apps like Canva and Legend and Adobe Spark Post to the original Adobe Creative Suite, I am savvy with design software and will create memorable images that speak to your readers and cut through the noise. 

Each social media channel has specific requirements and best practices. For example, Facebook may not show your image if it has too much text, whereas pins on Pinterest works best with large images and oversized text. Some designs support clicks through to a website, while others support sharing or incite comments. 

 

Social Media Advertising

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Whether we're measuring CTR, reach, engagement, video views, new conversations, new followers or any other social media advertising goal, a social media ads component is usually a vital part of a book campaign. 

For each social media advertising campaign, it's vital to:

  • Define a target audience (using core audiences, custom audiences, and lookalike audiences as available)

  • Plan A/B testing into the ad campaign, and adjust your creative based on the results.

  • Monitor results frequently to tweak and adjust as needed.

Social advertising opportunities:

  • Facebook

  • Instagram

  • Pinterest

  • Twitter

Other advertising opportunities:

  • Sidebar and banner ads

  • Display network ads

  • Google search ads

  • YouTube ads

  • Content syndication ads (Taboola and Outbrain)

Video Creation

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I'm trained in FinalCut and iMovie, and love experimenting with new apps like Videoshop, Pixaloop, Ripl, Instagram Stories. The first video I ever wrote, shot, and directed, The 10 Essential Penguin Classics, became a DVD that Penguin distributed (so proud!). I also starred in, directed, and edited the DVD that accompanied my Baby Sign Language book.