Our Mission:
We use the power of words to inspire action, whether that involves buying a product, booking a service or getting behind a worthwhile cause. The craft and care of our storytelling is at the root. We create organic, authentic brand narratives that connect you with like-minded consumers across a variety of platforms.
Our Value:
To build the kind of relationship with consumers that translates into repeat business, you need them to fully understand and engage with your brand by sharing what sets you apart from the competition. Good storytelling comes in many forms:
A blog or e-newsletter that keeps clients in the know about your new products or services
Social media and web posts that inform, entertain, and reward followers
A robust collection of articles in a variety of formats (quizzes, listicles, employee or customer profiles, etc.) that drive traffic to your website
Shareable videos that tell your brand story on social platforms
Thought leadership pieces that position your C-suite executives as knowledgeable, go-to sources in the industry
Root Words, Inc. understands the art of a customized content strategy that finds the extraordinary in your brand’s story and builds both trust and brand loyalty. Put our team’s experience to work, and watch your business grow and thrive.
“Roots drive growth. The bigger and healthier the root system, the stronger and more vibrant the tree or plant.
Just as roots serve as a lifeline by absorbing water and nutrients from the soil, a robust marketing plan can anchor your brand and help it to grow and thrive in the long run.”
Michele Shapiro, Founder/Chief Content Strategist
Michele has more than 20 years of experience writing and editing for consumer publications and nearly another 10 overseeing best-in-class (and often award-winning) branded content campaigns for Health, Lifestyle, and Travel clients rooted in Travel + Leisure, Food & Wine, PEOPLE, and other legacy media brands.
A pop-culture enthusiast, she served as Film Editor at Time Out New York before spearheading celebrity coverage as the Entertainment Editor/Director at mass-market consumer publications, including Glamour, Seventeen, and Self. Each publication catered to a different target audience, so she learned to speak in ways that resonated with each.
After losing 42 pounds in 2007/08, her interest shifted to include finding ways to maintain her weight loss and live a little bit healthier every day, whether at home or on the road. She has since contributed content to lifestyle publications including Fit Pregnancy, Prevention, Refinery 29, Fodors.com, CBS Watch, Family Circle, Rachael Ray Every Day, Coastal Living and AARP. She also contributes blog posts, articles, and reports to AARP’s Global Thought Leadership division and created email blasts and social posts for health-themed books published by HarperOne, a division of Harper Collins. Michele also co-authored Elemental Energy: Crystal and Gemstone Rituals for a Beautiful Life with Kristen Petrovich (HarperElixir, December 2016).
Most recently, at the Studio at People Inc., she headed multi-million-dollar, multichannel campaigns that included written articles and video. paid social posts on IG Stories, Reels, TikTok, and Pinterest) for clients in the Health and Finance/Travel Credit Card sectors, including Eli Lilly, Novartis, CVS Health, Walgreens, Capital One Venture X, Chase Sapphire, and Fidelity Wealth Management, among many others.
In her free time, she loves to road bike with her husband, Eric; walk her Cavalier King Charles Spaniel, Ziggy; and collect seashells and sea glass on the beaches of Long Island.