Establishing the Editorial Voice for an Electric Car Company
When I joined Faraday Future, the automotive tech startup was just emerging stealth mode. There was lot they wanted to say – but little that they could before their first production vehicle was revealed.
To keep its audience active and engaged, I founded its online editorial magazine: FutureSight. I used this outlet to spotlight recent milestones and conduct one-on-one interviews with key engineering leaders.
This proved to be a critical tool in maintaining brand awareness and dismissing accusations of vaporware during communication droughts.
In fact, tracking and data analytics across the company's first public year showed that FutureSight articles attracted more new readers to FF.com than any other feature, and achieved the longest page engagement times of any section of the website.