Project example: Rive blog

How the pipeline worked

1) Finding stories (and deciding what was worth writing)

Some posts were obvious, like launches. Others came from recurring community questions, support patterns, internal debates, or a customer story that revealed a lesser-known use case.

2) Recruiting writers who were primarily Rive experts

A lot of the best pieces needed a subject-matter expert (engineers, creative technologists, community builders) who knew the tool intimately.

Sometimes I found them inside our ecosystem:

• Ambassadors whose posts were already thoughtful and clear

• Community members who explained things well without being performative

And sometimes I went looking elsewhere:

• Blogs, talks, GitHub write-ups, niche newsletters

• The corners of the internet where someone is explaining hard things plainly

I was always searching for that perfect balance of technical depth and a down-to-earth voice.

3) Drafting paths (depending on the story)

I didn’t force every post through the same workflow. Different stories needed different paths.

• I wrote the draft myself (when speed/voice mattered)

• I ghostwrote after interviewing an expert (when the expertise was the story)

• I co-wrote with an internal SME (when we needed their POV plus structure)

• A freelancer drafted and I edited (when we wanted scale without dropping the bar)

4) Editing + review (accuracy first, then polish)

The most important part of writing for a technical product is building and retaining credibility through accuracy. I ran reviews by locking the technical claim early, keeping edits in one place, and publishing when it’s verifiably accurate.

5) Packaging with Creative (so the post felt like a real asset)

Text wasn’t the full deliverable. I worked closely with our Creative team to build graphics for each post, often calling the exact pullquotes and pointing to sections that needed a visual.

6) Handing off for distribution (so it actually went out)

Once a post was ready, I handed it off to our Head of Community as a kit she could post from week after week.

7) The unglamorous bits (the reason the machine kept running)

I also handled the operational layer, such as timelines, expectations, and paying freelancers, so the pipeline kept moving even when launches got chaotic. That’s what determines whether content happens consistently, or only when someone has spare time.