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For your average business, content is important. For a business that exists entirely online, content is everything.

As MacUpdate's Content Manager, I wrote product descriptions for modern Mac fanatics, tech-savvy users with busy social lives.  The descriptions highlighted each app's balance of sophistication and simplicity.

Longer descriptions appeared on the directory side of the site.  Here, we divided the content into clean, scannable chunks: 

Through Facebook, MacUpdate engaged users in conversations about their favorite apps, the latest technology trends, and the future of Apple: 

Our mailing list emails contained short, snappy one-line descriptions with focused messaging and tone: 

Our custom-configured content management system gave us the power to repurpose existing content for short-term promotions: