Guidant Financial: Marketing & Content Work
At Guidant Financial, the work centered on making small business financing feel more human, accessible, and empowering through education-first content, strategic storytelling, and full-funnel marketing campaigns.
Over nearly three years, my role at Guidant spanned content strategy, executive and internal communications, brand storytelling, and marketing support across the funnel. The emphasis was on helping entrepreneurs understand complex financial products, feel confident in their decisions, and connect with the brand in meaningful ways.
Key initiatives included leading go-to-market campaigns, turning an underdog product into a major revenue driver, and shaping client and sales conversations into high-performing blogs, success stories, and sales enablement assets — all grounded in clear storytelling, thoughtful strategy, and content built for small business owners.
The Production Pipeline & Workflow
The production workflow relied on a seamless digital pipeline, utilizing Riverside to record studio-quality remote video interviews and podcasts from anywhere.
Once tracking was complete, the platform's technology was leveraged to extract dynamic video shorts from each episode. These clips were carefully edited to optimize pacing, clarity, and viewer retention.
From there, full episodes and their corresponding shorts were uploaded and scheduled on YouTube on a weekly cadence. To drive click-through rates, custom thumbnails were designed for every release, visually pairing Guidant's CEO and host, Jeremy Ames, alongside the featured business owners to highlight the authentic, human connection at the heart of each story.
Podcast Launch & Campaign Strategy
I led the launch, brand development, and promotion of the Create the Life You Want podcast, creating a platform that shared authentic entrepreneur stories while building trust, inspiring action, and connecting listeners with practical resources through Guidant Financial’s broader content ecosystem.
The project centered on a strategic content framework designed to turn every podcast episode into a powerhouse of multi-platform marketing assets.
By converting single audio tracks into short-form videos, blog content, social campaigns, and sales materials, the strategy unlocked a continuous stream of engagement. This not only extended the lifecycle and value of each story but also significantly broadened the brand's overall reach.
Multi-Platform Campaign Strategy
Some stories are too good for just one format. As part of my monthly content strategy for Create the Life You Want, I transformed podcast episodes, like James Kellas’ journey from Silicon Valley tech founder to thriving auto shop owner, into multi-platform, story-driven campaigns designed to educate, inspire, and convert.
The case study carousel to the left highlights James’ unconventional career pivot in a visually compelling way. After 20 years in tech and multiple ventures, he discovered his passion through an unexpected Craigslist ad. Today, he runs T&L Elite Automotive, a top-rated shop in Milpitas, California. View the full breakdown of James’ story in the carousel to the right.
Entrepreneur Stories Video
Crafted in Adobe Premiere, this testimonial video captures the grit and ambition of business ownership by pairing personal, firsthand accounts with nationwide entrepreneurial insights.
The video served as the anchor for a broader storytelling initiative, which included developing comprehensive features for all highlighted clients and executing a dedicated social media campaign to drive engagement across platforms.
As the lead writer for Guidant Financial’s flagship Small Business Trends campaigns from 2023 to 2025, the primary focus was transforming raw data into powerful, press-worthy narratives.
The process began with an extensive email survey deployed via SurveyMonkey to over 4,500 current and aspiring business owners. Working in close alignment with internal design and data teams, those thousands of data points were translated into full-length annual reports, clear infographics, and compelling insights that prioritized clarity and accessibility.
By making complex financial and economic trends feel human and digestible, the campaigns successfully positioned Guidant as a premier authority in small business financing, ultimately earning high-profile press coverage in Forbes, Inc., and over 500 backlinks from media outlets nationwide.
Explore the full 2025 study infographic displayed below, or click the button to view the complete report on the live website.
Small Business Trends Study
When Jeremy Ames stepped into his role as CEO, the goal was to establish a personal brand that felt as confident and future-focused as his leadership vision.
Spearheading the comprehensive brand development and visual identity strategy, the project set out to refresh his professional presence. Every element — from a tailored color palette to intentional typography and cohesive layout styles — was crafted to build a distinct design system that felt professional, polished, and uniquely reflective of his executive style.
This visual foundation directly informed the full website experience, which was designed from initial wireframes using Figma to the final, polished user interface.
To bring the vision to life, close collaboration with a web developer ensured a seamless implementation of the custom design system on WordPress. The partnership resulted in a sleek, modern, and responsive digital footprint that continues to be maintained and updated to align with his evolving leadership journey.
Jeremy Ames Branding & Website
A Closer Look at the Brand Identity, Website & Content Ecosystem
Jeremy Ames needed a personal brand that felt sharp, human, and deeply aligned with his mission. I led the creative direction to shape that brand from the ground up.
We anchored the identity in Guidant’s trusted blue, added a punch of Jeremy’s signature orange for personality, and rounded it out with sleek grays and blacks to keep things sharp and professional. From color to copy, everything was designed to strike a balance: confident but warm, corporate but human.
As part of the launch, I also led the rollout of Jeremy’s “Create the Life You Want” newsletter and podcast – an ongoing content series that gives real business owners a platform to share their stories, struggles, and hard-won lessons. By bridging Jeremy’s personal brand with Guidant’s expertise, the ecosystem delivers real value while building trust.
Financial Education eBook Design
As part of my role at Guidant Financial, I developed a variety of educational whitepapers and eBook guides designed to help prospective business owners better understand complex funding and financing options. This guide, Everything You Need to Know About Rollovers for Business Startups (ROBS), focuses on Guidant's flagship product offering and serves as an accessible introduction to the ROBS funding model.
The eBook breaks down the structure and history of ROBS, explains its key benefits, and walks readers through how the program can be used to fund and operate a business. The content was designed to simplify a complex financial topic, making it easier for entrepreneurs to evaluate whether ROBS was the right fit for their goals. The guide concludes with a clear call-to-action highlighting Guidant's expertise and position as an industry leader in ROBS administration.
