Who I am

I have been leveraging the power of the internet to transform marketing and communications for 20 years.

I possess a combination of skills in marketing, writing, design, and technology and have worked in a range of industries, including publishing, Internet technology, nonprofits, and higher education.

As a content strategist, my approach is hands-on, focused on getting stuff done and supporting partners including UX, tech, and creative in close collaboration through the entire life-cycle of a project, from discovery to delivery and beyond.

I have run my own personal web site since April 1996, “blogging for longer than it’s been called that” and have been working and playing with internet technology since 1987. I write about a lot of subjects, and I have a few things to say about Content Strategy. I post a miscellany of wonderful stuff on Tumblr since, to me, Everything is Fascinating. You can connect with me via Twitter at @johnmccrory.

I designed and built some pretty cool free standing book shelves that don’t need to be attached to any walls.

There are two New York minor league baseball teams Gothamites can cheer for partly thanks to me.

What I’ve Done

Simon & Schuster: In the mid-1990s I pioneered using the Internet to sell books. Recognizing that professors at elite universities were early adopters in using the Internet, I developed a web and e-mail strategy specifically targeting academic markets for business and social sciences titles.

IBM: I helped IBM strengthen its brand presence on the web through a comprehensive evaluation of several hundred IBM web sites. I developed a methodology for grading each site’s capabilities and performance in a range of areas including adherence to IBM’s brand standards.

Vera Institute of Justice:
As Vera’s webmaster from 2001 to 2006, I managed the institute’s web site, established the institute’s intranet wiki, Verapedia, and internal blog knowledge sharing initiative. I also managed production of all content for the web site of the Commission on Safety and Abuse in America’s Prisons.

Planners Network: To help this nonprofit association expand its membership, I led its print and online publications through a brand and design update emphasizing its role as the voice of active, community-based urban and regional planning.

Franklin Pierce Law Center: As Director of Communications, I developed a strategy that exploited online social media to position and build the school’s brand as an innovator in legal education and an international leader in intellectual property.

Huge: Through a succession of roles of increasing responsibility at Huge, I grew content strategy from a supporting role in UX into a global discipline that plays a key part in strategy, design, and marketing engagements. Starting with a group of five content strategists in Brooklyn, I built CS at Huge into a 25+ person team of multiple levels of experience across five offices. In 2014 we created the world’s first content strategy school, an intensive 10-week training program that readies entry-level candidates with a comprehensive set of content strategy skills. An industry leader in the field of content strategy, our team has also managed and hosted the New York City Content Strategy Meetup since 2015.

I standardized our offerings and deliverables to shift the practice from a standalone function into a cohesive offering integrated with Huge’s capabilities in strategy, tech, design, and creative.
As the leader for content strategy at Huge, I developed approaches for a complete range of content strategy initiatives and needs. I have worked closely with clients in financial services, retail, healthcare, technology and other industries to develop their vision for content in their organizations. I have helped clients design new business processes and governance structures for managing content and editorial decision-making that enabled them to publish content faster with consistency and high quality. I have managed content design and delivery for many new digital experiences and products.