Alana Willis

I'm an experienced content strategist with over 10 years of experience crafting impactful B2B/B2C narratives. Let me tell your brand's story.

Some of my work*

About Me

Everybody has a story.  From blog posts to emails to social media and even entire websites, every piece of content is, at its heart, a story waiting to be told, and for these spotlighted clients, it's been my privilege to tell it. Here's a collection of work I've done for various clients over the past few years. Enjoy!
*Does not include confidential/internal content that is not authorized to be shared publicly.

Recent Work with Later

Since 2025, I've helped lead a thought-leadership content outreach strategy for Later, a full-funnel influencer marketing platform used by enterprise businesses, social media marketers, and creators. The result: a solid knowledge base that C-level executives can use as a playbook for building a winning influencer marketing strategy with Later.

Later blog •

Later, rebranded: the story behind our boldest move yet

Today, we're unveiling a new brand identity. New logo. New colors. New voice. Refined focus. A complete reimagining of how we show up for our customers. If you've spent any time on our website, our socials, or even in our product today, you've already noticed the difference.We won't pretend this was a small undertaking. Rebrands are high-stakes, high-visibility decisions, and they carry real risk. We know this because we work with brands navigating reputational choices every day. So when it came...

$8M Super Bowl Ad vs 780 Influencer Partnerships | Later

TL;DR Super Bowl ads cost $8 million for 30 seconds, but what could that budget accomplish over the next 10 months? Brands like Chipotle and DoorDash won without buying airtime by meeting audiences on their second screens with participatory activations.The same $8 million could fund 780 micro influencer partnerships, 1.6 billion programmatic impressions, or sustained campaigns through year-end.Forward-thinking marketers are shifting focus from single moments to year-round influence strategies th...
Later blog •

Why Trust Will Be the Defining Metric of 2026 | Later

What we measure reveals what we valueFor years, social media success has been quantified through numbers that feel solid but tell an incomplete story. Impressions measure eyeballs, not attention. Followers indicate interest, not loyalty. Even engagement rates can be gamed, purchased, or manufactured. These metrics aren't meaningless, but they're insufficient for understanding what actually drives lasting business outcomes.Trust operates differently. When someone trusts a creator's recommendation...
Later blog •

2026 prediction: ROI Measurement Will Unlock Influencer Marketing's $40B Future

After years of proving its value as an awareness channel, influencer marketing has secured mainstream status with budgets, executive support, and strategic integration that rival traditional media channels. The US creator economy is projected to nearly double from $12.33 billion in 2023 to $20.64 billion in 2025 to over $40 billion in 2026, with some estimates putting the global creator economy exceeding $230 billion in 2026. Read our full list of 2026 predictions.This explosive growth comes wit...
Later blog •

Later Lookback 2025: Creator marketing growth by the numbers

When we talk about the creator economy, it's easy to get lost in the abstract. However, 2025 brought something different: tangible, measurable impact that proved creator marketing has evolved beyond experimental tactics into a channel driving real business outcomes at scale.We spent the year powering thousands of brand and creator partnerships, and the results speak to something bigger than platform milestones. They point to a fundamental shift in how marketing works, how audiences engage, and h...
Later blog •

Later Hits $2.4B GMV, $250M in Creator Payouts After Mavely Acquisition

One year ago, we made a bold move: Later acquired Mavely, the Everyday Influencer Platform, to create the most comprehensive creator marketing infrastructure in the industry. Today, we're sharing the results of that vision coming to life.Later has surpassed $2.4 billion in annual gross merchandise value (GMV) run rate, up more than $1 billion since 2024, and delivered more than $250 million in cumulative creator payouts across both platforms. These milestones, covered today by EMARKETER, demonst...
Later blog •

Influencer Marketing as Business Infrastructure: 2025 Insights | Later

Something fundamental shifted in influencer marketing over the past year. Marketing leaders across enterprise organizations have moved past justifying influencer budgets and started building permanent systems around creator collaboration. The conversation has evolved from proving value to optimizing operations.According to Later's 2025 State of Influencer Marketing report, 61% of brands now treat influencer marketing as strategic infrastructure within their organizations. This represents a decis...
Later blog •

Introducing Later 360: One View for All Your Influencer Marketing Data

Enterprise marketing leaders understand the challenge intimately. Influencer marketing drives real business outcomes, but proving that impact has required piecing together data from multiple platforms, reconciling metrics across teams, and building manual reports that are outdated the moment they're finished. The result is fragmented visibility that makes it difficult to optimize in real time, harder to prove ROI to stakeholders, and nearly impossible to scale with confidence.Later is launching...

Recent Work with Mavely

Since 2024, I have led the content strategy for Mavely, an affiliate marketing platform with a user base of 180K+ creators. In 2025, Mavely was acquired by Later, presenting a new challenge of creating separate yet complementary content strategies for two very different audiences at opposite ends of the funnel: CMOs and influencers.

Mavely blog •

Millions in Sales, Zero Gatekeeping: How Taylor Mitchell Turned Consistency Into Life-Changing Income • Mavely

Six years ago, you would have had to scroll for a while to find a photo of Taylor Mitchell on her own Instagram feed.
“I hid behind motherhood for so long,” she says. “If you went back and looked at my page, it was mostly my daughter. You’d really have to hunt for a photo of me.”
Today, Taylor is the face of her brand—and the primary income earner for her family.
Based in Greenville, South Carolina, the mom of three has built a thriving affiliate business centered around affordable fashion, conf...
Mavely blog •

5 Ways to Negotiate Brand Deals During Cultural Moments (Without Compromising Your Voice) • Mavely

You’ve built your decision-making framework for cultural moment partnerships (if you haven’t yet, start here). Now brands are reaching out, and you need to know how to structure these deals in ways that protect your authenticity while fairly compensating you for the unique value you bring.
Here’s your tactical guide to negotiating cultural moment partnerships when brands approach you.
Before you start negotiating, understand what makes you valuable during cultural moments.
You’re 5x more credibl...
Mavely blog •

Kristina Roy: How One Home DIY Creator Turned Passion into Profit • Mavely

When Kristina Roy first began sharing snapshots of her home projects in 2018, she didn’t have a business plan or long-term vision. At the time, she simply hoped that maybe, just maybe, she’d receive some free décor for the house. “I told my husband, ‘I’ll just post and maybe we’ll get some free stuff for the house,’” she recalls with a laugh.
Fast-forward a few years, and Kristina is a full-time content creator with consistent campaigns, growing revenue, and a clear purpose: helping women make t...
Mavely blog •

How to Future-Proof Your Creator Business in 2026 • Mavely

At Mavely’s inaugural Swipe Up creator summit this past November, Ciara Strickland, Associate Director of Client Strategy at Later, hosted an interactive workshop on how creators can future-proof their business in the age of AI. With years of experience partnering with platforms, brands, and creators at every stage of their journey, Ciara shared a framework that moves creators from reaction mode to resilience. Here’s what she had to say.
Most creator businesses don’t fail because the creator lac...
Mavely blog •

How to Monetize Cultural Moments Without Losing Your Audience's Trust • Mavely

Here’s something worth knowing: during elections, social movements, industry shifts, and other cultural moments, 52% of audiences view creators as more credible than news outlets (24%), brands (9%), or government agencies (4%).
That trust you’ve built is one of your most valuable business assets. In fact, Forbes recently highlighted that trust has become one of the most valuable currencies in modern marketing, with audiences increasingly trusting faces over faceless companies and lived experienc...
Mavely blog •

Building Brand Partnerships That Actually Last • Mavely

Here’s a stat that might surprise you: 31% of brands say they work with the same creators for holiday campaigns year after year, while only 8% of creators report having those recurring partnerships.
That gap represents a huge opportunity sitting right in front of you.
Think about it: while most creators are starting fresh with new partnerships every season, a small group of creators are getting invited back automatically. They’re already on the calendar, they’re already trusted, and they’re alre...
Mavely blog •

How Kristin Goodlow Built a Business on Body Positivity and Affiliate Wins • Mavely

Kristin Goodlow didn’t set out to be a fashion influencer: she just shared a Target try-on post that resonated. A year later, she’s built a thriving plus-size fashion platform, partnered with major brands, and turned content creation into a full-time career.
“I’m a plus-size, curvy influencer by default,” she says with a laugh. “That Target post skyrocketed, and everything shifted.”
From her home in Tampa, Florida, Kristin balances motherhood (she’s a mom of 10 and grandma of two!) with a growin...
Mavely blog •

Mavely Creators Earned $250M: What This Means for You • Mavely

One year ago, Mavely joined forces with Later to build something bigger: a platform where creators like you could turn authentic content into real income, without needing millions of followers or celebrity status.
Today, we’re sharing what that vision has become. Mavely and Later just surpassed $2.4 billion in annual gross merchandise value (GMV) and delivered more than $250 million in cumulative creator payouts. Over Black Friday and Cyber Monday alone, Mavely creators earned $3 million in just...
Mavely blog •

The Case for Joining Mavely: What You Gain Beyond Affiliate Networks • Mavely

If you’re exploring affiliate marketing as a creator, you’ve probably wondered whether you really need a platform like Mavely. After all, most brands have their own affiliate programs you can join directly. So why add a middleman?
It’s a fair question, and one we hear often from creators just starting their affiliate journey. The short answer is this: Partnering with Mavely simplifies your entire affiliate experience, maximizes your earning potential, and gives you support that individual affili...
Mavely •

Mavely Creators Drive $58M in Black Friday 2025 Sales • Mavely

You showed up. You shared. You sold.
Over four days from Black Friday through Cyber Monday, creators on Mavely drove $58 million in sales while earning $3 million in commissions in the process. That’s $10,000 flowing through your links every single minute of the holiday weekend, proving that authentic recommendations from real people have become the most powerful force in retail.
If you were part of making this happen, take a moment to appreciate what you built. These numbers represent thousands...
Mavely blog •

Cook. Style. Repeat: How Kristen Sullivan Built a Community That Feels Like Home • Mavely

Kristen Sullivan didn’t launch her content platform with a business plan or brand strategy. She started with a simple need: to cook and share dinner with friends.
“I absolutely hate eating alone,” she says with a laugh. “During my divorce, I didn’t have my girls for seven days at a time. I’d make 30-minute meals and share them online. It felt like cooking with a friend.”
That simple act of showing up in the kitchen for herself quickly grew into something more. Today, Kristen is the voice behind...
Mavely blog •

Southern Style, Real Talk: How Nicole Brown Built a Brand on Trust and Transparency • Mavely

Nicole Brown, the voice behind Lelia’s Southern Charm, didn’t set out to become a fashion content creator—she simply wanted to answer one recurring question: “Where did you get that outfit?” So in 2020, she decided to take the leap and begin posting on Instagram.
A Mississippi-based HR professional with a love of affordable style and heartfelt hospitality, Nicole began documenting her day-to-day fashion choices on Instagram. What started as a casual photo diary eventually evolved into a growing...
Ilumed •

It's okay to ask for help. Here’s why. | ilumed

In a country that often praises self-reliance and independence, many people over 65 might believe that asking for help is a sign of weakness.

However, it's time to start thinking differently. When you could use a hand with something, especially when navigating something as complex and important as your healthcare, asking for help is not only wise but a clear indicator of strength.

At ilumed, we understand that healthcare for adults aged 65 and older can be overwhelming. The Medicare landscape
Ilumed •

Achieving health equity through technology | ilumed

By Julie Santiago, Senior Vice President of Quality and Case Management at ilumed

As a registered nurse for more than 36 years, I had the unique opportunity to walk alongside patients during some of the most vulnerable times in their lives. Some patients had great resources and strong support systems, with families who care for them and ensure their needs are met. Other patients, however, faced their healthcare journeys alone, braving cancer and chemotherapy and working toward remission with he
Ilumed •

Tips to help you stay safe and healthy this winter

With its pretty snowflakes, festive holidays and plenty of opportunity for cozy comfort at home, winter can be a magical time. However, harsh weather conditions, seasonal illness and a higher potential for isolation can also make winter a tough time of year for a lot of people. As temperatures drop, there’s no time like the present to prepare yourself and your home for the winter ahead. Here are some common winter hazards along with tips you can follow to increase your chances of a safer, health
Kera Vo -- Franchise Consultant •

Meet Le Macaron Franchise Owner Joe Eckart

Le Macaron French Pastries is starting off December with a bang! Congratulations to Manoj and Minal Goswami, who were just awarded 3 franchise territories in the Chicagoland area! Manoj has an extensive background in finance and Minal has been working in retail to gain experience to operate their three locations as they open. Looking forward to seeing the Goswamis open their doors in 2024!🎉 #macaronfranchise #franchiseopportunities #frenchpastries
Dog Training Elite franchise •

Our Dog Training Franchise Is A Perfect Fit For First Responders!

Diversifying your income is more important now more than ever, and this is not an exception for first responders. Even with an exciting, satisfying job, starting your own business is always a smart move. And if you're looking for a solid investment with low overhead, high potential returns, and a sense of fulfillment from giving back to the community, our dog training franchise may be just the right fit for you!

Whether you're looking to make a career move from first responder to business owner
Shuckin' Shack Oyster Bar franchise •

Live Your Dream, Own An Oyster Bar Franchise - Shuckin' Shack

Everyone needs a beer and a shuckin’

but no one needs another typical sports bar

We’re a family vacation experience rolled into an oyster bar, where the bar is our captain and the owner is the first mate. We’re a gathering place full of all types of people who just want to have fun, where you can spend quality time with the folks you love most, and where strangers are just friends you haven’t met yet!

If you think the only two types of seafood franchises for sale are fancy-schmancy, white ta
SEO freelance work •

How to Heat Press DTF Transfers?

If you’re looking for a transfer method that allows you to print on a variety of fabrics and has a quick turnaround, DTF transfers could be an option to suit your needs.

What is DTF?

DTF, or Direct to Film, is when film transfers are printed via a 4-color process. These are then backed with a powdered adhesive and cured in a dryer. Finally, they are applied to substrates with a heat press. DTF transfers are typically used for printing on t-shirts, but they can also be used on many other items,
Ilumed •

Your questions about vaccines after age 65, answered | ilumed

Have you ever heard the expression, “an ounce of prevention is worth a pound of cure?” While it might just sound like another old-fashioned saying, it can often be true. One of the most important things you can do to protect your health, along with the health of your family, is to take preventive measures so you don’t get sick in the first place.

In addition to eating healthy foods, exercising regularly and other lifestyle choices you can make to help keep you feeling your best, staying up to d
Disposable Headphones •

Give Yourself a Summer "Daycation" With These Fun Activities

Summer is finally here, and we all know what that means – vacation time! But what if you don’t have the luxury of taking a week off or going on an exotic getaway? Don’t worry; we’ve got you covered. Why not try a “daycation” instead? A daycation is like a mini-vacation that takes place in just one day. It’s perfect for those who are short on time but still want some much-needed relaxation.

No time for a vacation? Try a “daycation!”

Sometimes, life can get busy and we may not have the time to g
Ilumed •

Tips for Reframing the Way You Look at Aging | ilumed

“Age is nothing but a number.”

“You’re only as old as you feel.”

“Growing old is mandatory, but growing up is optional.”

Chances are, you’ve heard at least one of these sayings before, but did you ever stop and think that there just might be some truth behind them? In our age-obsessed culture, it can be difficult to see the natural process of aging as something positive. However, by reframing the way you look at growing older, it’s possible to stay feeling better and healthier for longer. In
Ilumed •

Four Ways to Save On Healthy Groceries | ilumed

You already know that eating good food can help you feel your best, but you might not know just how important good nutrition is to your overall health. Poor diets have been linked to health risks such as Type 2 diabetes, heart disease and even certain types of cancer.[1] It’s essential to give your body the fuel it needs to function at its best. But sometimes, that can be easier said than done.

If you’ve been to the grocery store recently, you’ve probably noticed that it’s getting more and more
Le Macaron Franchise •

From Hollywood to Paris: Kelli Kaye and Neil Phillips' Journey

From Hollywood to Paris: Kelli Kaye and Neil Phillips’ Le Macaron Franchise Journey

As our macaron franchise continues to grow to new markets across the United States, we’re fortunate to welcome new members to the Le Macaron franchise family. Two of our newest Franchise Owners, Kelli Kaye and Neil Phillips, have traded movies for macarons after successful careers in the film and television industry. After 20 years in Los Angeles, Kelli and Neil decided to relocate to another coast. The couple m
Skedaddle Humane Wildlife Removal Franchise •

We are Making Headlines in the Humane Wildlife Removal Market!

1851 Franchise: Skedaddle Humane Wildlife Control Sees Double-Digit Sales in 2022 as the Brand Expanded Its Presence in the U.S. and Canada

In addition to the PCT article, Bill Dowd talked to the team at 1851 Franchise to report on Skedaddle’s impressive growth and double-digit sales revenue as we aim to expand our U.S. presence.

“2022 has been a fantastic year for Skedaddle,” Dowd told 1851 Franchise. “Despite economic uncertainty, people are turning to us to take care of the biggest investme
Toastique Franchise - Gourmet Toast and Juice Bar Franchise •

3 Strategies to Keep Your Breakfast Franchise Ownership Dreams Alive

As we mentioned above, Toastique got its franchising start during a period in history that was notoriously bad for the restaurant industry. Founder Brianna Keefe opened the doors to her first Toastique location in the bustling Wharf District of Washington, D.C. in the summer of 2018, just 40 days from the start of her organic juice bar’s buildout. With the constant foot traffic from hungry tourists and businesspeople in the area, Toastique quickly became a local hit, generating over $1 million i
Shuckin' Shack Oyster Bar franchise •

What Keeps Our Seafood Franchise Thriving? Ask Our Exec Team!

With the grand opening of Shuckin’ Shack’s all-new Naperville, IL location, not to mention several more franchise locations poised to open their doors in the coming months, it’s safe to say a SHUCK-TON has been going on with our seafood franchise lately! Seems people just can’t get enough of fresh, sustainably sourced oysters, crab legs and more served in a laid-back, East Coast beach-style environment that’s built for fun and family—and who can blame them?

Our crazy-busy schedule didn’t stop C
Footprints Floors Franchise •

Footprints Flooring Franchise's New Giveback Opportunity

The leadership team of Footprints Floors Franchise places a very high priority on our faith, and running the business in a way that we believe the Bible teaches.

We do this by pursuing integrity, honesty, and transparency, while also treating each and every person we interact with with respect and dignity. We truly love our Franchise Owners, and invest in our relationships with them not just as people in a system, but as friends and family. So as an extension of that foundation, The Footprints
Voodoo Brewing Co. Franchise •

Is Owning a Craft Beer Franchise in a Recession a Good Idea?

Show of hands: how many of you remember the Great Recession of 2008?

For those of you too young to remember (or those of you who are plenty old enough but have chosen to block it out of your memory), here’s a brief recap:

According to Investopedia, the Great Recession is considered the most significant economic downturn since the Great Depression of the 1930s and was partly caused by the housing bubble burst, causing large amounts of mortgage-backed securities and derivatives to lose substanti
Shuckin' Shack Oyster Bar franchise •

Sustainability Leads To Bigger Bottom Lines For Franchise Owners!

We genuinely care about sustainability at Shuckin’ Shack. Some seafood restaurants and bars claim that they only serve high-quality, fresh-caught seafood, but how do you know? How can you tell whether or not they’re walking the walk? The standard playbook when opening a seafood restaurant is to jump on board with a significant distributor because it’s the easiest route. The problem is that you’ll have to overpay to access the best quality ingredients. That’s the reality of today’s restaurant ind
Hounds Town USA franchise •

New Raleigh, NC Dog Daycare Franchise Is A Family Affair!

New Dog Daycare Franchise in Raleigh, NC is a Family Affair!

Raleigh, NC is getting a new Hounds Town USA dog daycare franchise location, thanks to sisters Jenny Lasker and Andi Bradford. Together with their mother, Louise Lasker, as well as Jenny’s partner Stacey Pierce, the tight-knit, dog-loving family will be joining the ranks of fellow Raleigh Hounds Town-owning family the Alkires in providing a fresh, fun, dog-centric alternative to competing dog daycare franchise locations in their regio