Viral attention becomes an evergreen engine.

The brand had attention. It needed a content habit.

“Will It Blend?” was a rare cultural hit: surprising, ownable, and extraordinarily effective at demonstrating the product. But viral reach alone could not answer every customer question or keep the brand useful every day.

As Blendtec’s first content marketing hire, I ran and produced the “Will It Blend?” YouTube channel, led content marketing and all social media channels, and built the ecosystem around the viral hit—recipes, education, seasonal ideas, community programming, and email journeys that could turn entertainment into sustained relationships.

I ran the channel—and produced the videos people came to see.

Producing “Will It Blend?” meant finding culturally relevant ideas, shaping each episode for the audience, and carrying the momentum into the rest of Blendtec’s content program. Episodes I produced included the Apple Watch video with 1.8 million views and the separate Markers video with 2.3 million views.

Keep the spectacle. Add utility, credibility, and a path forward.

The content strategy paired the brand’s unmistakable personality with practical reasons to return. Search research showed that “ice cream” was one of the site’s biggest audience interests—even though Blendtec had little content to serve it. I turned that signal into a nine-recipe editorial hub, linked each recipe to its own search-friendly page, timed the release for summer, and extended it through email and social. It earned 15,000-plus views in three months, 56 comments, more than 600 Instagram likes, and continued drawing organic traffic for years.

Build influence through relationships, not rented reach.

I also helped launch Blendtec’s influencer marketing program, moving informal creator relationships into an intentional strategy. We partnered with people who already cared about food, health, nutrition, performance, parenting, and creativity—giving the brand credible depth with the audiences most likely to value a premium blender.

• Led content strategy and publishing across Blendtec’s social channels.
• Helped organize the influencer program around fuel, nurture, and create.
• Prioritized lasting brand-ambassador relationships over one-off sponsored posts.
• Connected blog, social, video, email, events, and creator content around shared audience needs.
• Used engagement, traffic, and video performance to guide topics and distribution.

A famous campaign became a broader brand platform.

The YouTube audience reached more than 800,000 subscribers and 300 million views. Blog traffic rose 329% to 3.8 million visits, recipe visits increased 68% to 6.1 million, and email acquisition grew 70%.

The lesson has stayed with me: a breakthrough idea earns attention. A useful system earns the next visit—and the business value that follows.