Isabella Steele (he/they) is one of Block Club’s senior copywriter and content strategists—and a truly original thinker, to boot. He pulls from his unique experience as a working visual artist, vanguard user of AI technology, and master of diverse writing styles to craft strategy-forward content as an invaluable extension of our clients’ teams.
We caught up with Isabella for two minutes to chat about how to blend creative and analytical thinking, what makes clients feel heard, and the right role of AI in B2B tech content.
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As a talented visual artist, as well as a seasoned copywriter and strategist, how does your ability to tap both the left and right sides of your brain make you well-suited to your work at Block Club?
Content connects people with ideas, and right-brained functions like spatial awareness can fast-track this process. It’s how poetry works, right? Words are just clean lines, but with shapes and sounds, they stick. Transcending a medium’s limitations in a memorable way is what brings a brand’s message to light.
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Can you share an example of when your unique perspective was an asset to a client?
Six months after Alloy’s State of Fraud Benchmark Report launched, I saw an opportunity to extend its impact by creating an infographic that positioned them alongside new data by market research leaders. This re-contextualized their findings, boosted their authority in a digestible format, and made for engaging LinkedIn content.
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What do you think the biggest misconception about B2B tech content is?
That AI can take over content entirely. Yes, AI can help scale production and streamline processes—but it hasn’t had a single original idea. It just predicts responses based on existing data. With everyone relying on the same predictive references, AI will help you keep pace, but it won’t make you stand out.
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How do you make sure clients feel heard? How do you build trust with a new client?
I champion our clients’ curiosity and value their expertise. I immerse myself in understanding their vision and market position so I can be a thoughtful partner. My goal is to make clients feel seen, and to guide them in a way that reinforces trust not only in me, but in themselves.
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Is there room for more right-brained thinking in B2B tech marketing?
Absolutely! My favorite part of B2B tech marketing is the world-building element—expanding your buyers’ sense of possibility and encouraging openness to new ideas. Creative pursuits like painting or reading enhance your understanding of storytelling, form, timing, and empathy. These creative skills shape marketing intuition and help you understand subtleties, making for more authentic connections and smarter solutions.
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