Liana Johnson Editorial

I turn internal expertise into content worth publishing—working with subject matter experts to develop their ideas into clear, engaging articles that build brand authority.

Hi, I’m Liana—a New York–based writer and editor with over a decade of experience in content marketing, communications, and thought leadership.

What Drives Me

I love telling stories, learning new things, and working with subject matter experts, executives, and content teams to bring unique insights to life. I have a knack for capturing voice—crafting prose that feels natural and engaging (not ghostwritten, and definitely not AI-generated). One of my favorite parts of the job is seeing clients genuinely excited about the final product.

How I Got Here

Before striking out on my own, I spent years on in-house communications and content teams. That experience gave me a deep understanding of how marketing teams operate, how to collaborate across departments, and how to use the tools that get things done.I’ve created content in industries including digital design, fintech, behavioral science, higher education, and addiction treatment. My editorial skill set helps me adapt across industries, and I’m always eager to dive into something new.

Me Outside of Work

I’m also a fiction writer with an MFA in Writing from Vermont College of Fine Arts. Earning that degree was a return to my roots—I grew up in Vermont—and a chance to deepen my creative practice while working full-time. When I’m not working, you’ll likely find me reading with my cat on my lap, drafting a short story in a coffee shop, or at my favorite Pilates studio.

What Else?

Want to learn more about working together? Check out my services and samples of my work.

It Starts with an Idea

One of the biggest challenges content and communications teams face is capturing the ideas, insights, and perspectives inside their own organizations—and turning them into publishable content that supports business goals.I know this firsthand, because I've worked on those teams.Internal experts are focused on their core work, without the time or structure to write about it. Content teams are stretched thin, juggling priorities across initiatives and channels—they often don't have the capacity to chase down ideas.At the same time, internal expertise and thought leadership are critical for building authority and shaping how a brand is perceived.That’s where I come in.

What I Do

I turn internal expertise into clear, compelling content that's ready to publish. Here's how that impacts teams and organizations:

  • Content teams get fully baked ideas and publishable pieces that strengthen their content programs, freeing them to focus on higher-level initiatives.

  • Subject matter experts get help articulating and sharing insights that build their profiles as thought leaders in their industries.

  • Organizations boost brand credibility by showcasing the depth of their teams' expertise—and publishing consistently and professionally.

Service Packages

The packages below detail how we can work together.

Article Development

A fully developed, publishable article based on your team's internal expertise. Built from interviews, existing drafts, or early ideas.

Includes:

  • Interview with subject matter expert (primary author)

  • Research

  • Angle and structure development

  • Full draft

  • 1-2 rounds of revision

Content formats:

  • Blog articles

  • Op-eds

  • Perspective pieces

Starting at $1,500

Ongoing Content Support

A monthly partnership to consistently turn internal expertise into quality content.

Includes:

  • 2-4 articles per month

  • Ongoing content ideation

  • Collaboration with subject matter experts

Custom pricing available upon request.

Idea Generation

A set of well-developed content topics based on your team's expertise—designed to guide your thought leadership and publishing efforts.

Includes:

  • Interview with subject matter expert

  • Research

  • 3-5 detailed article angles

Starting at $600

You Get the Idea

Whether you already have a story in mind or just know you need better content, I can help. I work with clients across industries—from design and tech to policy and social impact—and I love digging into new subjects.Ready to bring ideas to life?

Featured Articles

A selection of articles developed in collaboration with subject matter experts—from early ideas through publication.

Pragmatic Pixel Perfection: A Manifesto for Balancing Design Quality and Speed

Toptal Design Blog

  • Worked closely with the author to refine and develop the article from an existing draft

  • Restructured the piece to guide readers through complex design concepts

  • Strengthened key arguments with supporting research and examples, reinforcing credibility

Ready to Destroy a Longstanding Argument Against Raising the Minimum Wage?

Quartz

  • Collaborated with the author to refine and sharpen the op-ed’s core argument

  • Strengthened clarity and flow while preserving the author's distinct voice and perspective

  • Led pitching and placement, resulting in publication in Quartz

More Work

Additional examples of articles developed from internal expertise across industries.

Elegant Healthcare UX: A Missing Piece in Medical Product Design
Toptal Design Blog | Content development, editing, & optimizationWork Requirements Don’t Work
The Hill | Content development & placementHow Chatbot Features Can Elevate the E-commerce Search Experience
Toptal Design Blog | Content development, editing, & optimizationFor Want of a Form, a Baby’s Life Could Be Lost
STAT News | Content development & placement

Have an idea or expertise that should be turned into a strong article? I'd love to help.

Contact

Ready to learn more? Let's chat! Send me a message or find me on LinkedIn below.