I spoke recently with a very smart woman about contributing to a content strategy project for Forge & Spark. She had all the right experience, asked thoughtful questions, and clearly knew her stuff. Then, toward the end of our conversation, she asked about me: “What was your path to starting your own business? I’m thinking about doing the same thing someday.”
Her question was so genuine – and generous – that I found myself sharing a short version of my weird and winding story. And then I realized it might be worth capturing here, especially for other content strategists or writerly folks wondering how to (or if they should) ‘strike out on their own.’
Like many entrepreneurial stories, mine was far from linear. Once an introverted kid, I sure didn’t think I’d ever be an entrepreneur. Or a marketer. But there is one constant thread, as I look back: a deep love of meaningful stories and the people who tell them.
Hey Mom, I Want to Be a War Correspondent
As a teen, I wanted to become a journalist. Specifically, I wanted to be Connie Chung, covering wars and sleeping on the ground in far-off places.
But did I really? Oh, hell no.
I did study journalism in university, then dove deeper into literature and creative writing at the master’s level. I took that training, many student loan debts, and my very GenX ‘making money is for suckers’ attitude into an early career in indie magazines (hello, Geist!), educational publishing, newspaper and very early web journalism. To pay the bills I dabbled in technical writing for software companies.
My path took a surprise turn when the head of EA Canada read one of my articles in the Vancouver Sun and hired me. Suddenly, I found myself in interactive entertainment, where my first project was to create game-designer-focused ‘Cliff Notes’ for the new Harry Potter game series (yes, really) to help developers quickly grasp its plot lines and characters. It was work that combined storytelling with strategic thinking, and I got to use phrases like “character arc analysis” in meetings with game developers. Score one for the literature nerd.
Manager of Worldwide Knowledge (Yes, That Was My Actual Title)
That first project evolved into a very cool role: I became an ‘internal journalist,’ travelling to EA’s studios around the world to interview gaming legends like Will Wright (The Sims) and Sid Meier (Civilization), along with up and coming gaming pros to capture their insights and share their best practices. It was a dream: I got paid to travel and be professionally curious about how brilliant people think: one of my happiest places on earth.
Eventually, at EA, I earned my favourite job title of all time: Manager of Worldwide Knowledge. Working with the very bright folks at EA University, I led a global team to build a customized site for capturing best practices across game studios, and then to capture and share those practices through the platform we called EA Knowledge.
It was fascinating work and I adored the people, the travel, and the constant learning. But it was also a world where I was often the only woman in a room of engineers and gaming guys, and in the year I got married, something in me was pulled towards community, heart-centred content, and publishing.
Back to Publishing, Forward to Digital
When a role opened at Canada Wide Media, I jumped at the chance to return to publishing. I launched and managed the digital media division for this Canadian publisher overseeing 42 print magazine titles. We expanded the reach of owned titles like BC Business, TV Week, and GardenWise and custom titles like WestWorld onto digital platforms including web, mobile, and social. I also helped launch their first web-only brand, BC Living in time for the 2010 Olympics in Vancouver. Those were early days of social media and mobile publishing and experimentation, and it was a mecca for bright and beautiful storytellers: it’s where I first worked with Lisa Manfield, Lara Kroeker, Kirsten Rodenhizer, and Ren Reed, who help lead our F&S team today.
After the 2008 recession hit, traditional magazine ad revenue virtually vanished, and I began working directly with businesses to find new digital ways of reaching and engaging the magazine’s audiences. We did everything from co-create branded microsites and content, to launching mag mobile apps and those very stupid flip-books … all just before “content marketing” was a thing.
In the process, I discovered that I loved working directly with brand and business owners, and that helping brands connect meaningfully with their audiences allowed me to combine everything I’d learned: journalism, digital publishing, and strategic communications.
I also saw that all these new technologies were enabling brands to cut out the publisher middleman and to be their own publisher, telling honest stories about their purpose and impact without all the schmoozy ad language or sales tactics.
When they did, audiences responded. Trust was built. Real connections formed.
‘Aha’ moments all over the map.
Employee to Entrepreneur (With a Painful Push)
After my son Zac was born, I took the leap into entrepreneurship. I’d begun teaching in SFU’s Master of Publishing program, telling my students they could build meaningful, mission-driven careers in publishing using digital tools and tech – and realized I needed to follow my own advice. There’s nothing like a room full of whip-smart students to teach you what you need to know.
I was also nudged (um, kicked in the arse) by circumstance: I was restructured out of a job just months after returning from maternity leave. It stung deeply. But it pushed me, and I needed the push to get here.
Building Forge & Spark: Stories and Content That Feel Right
I launched Forge & Spark in 2012 with a simple mission: help brands tell their own stories and grow their own audiences. Our very first tagline was: Content That Connects – and it’s one I still believe in. I wanted to show business owners how to share their stories online and through social media, and help them to create content that true to their business, and that got results.
The name? That ‘bright spark’ that lights you up and inspires beautiful things, paired with all the sweat and hard work needed to get the beautiful thing made.
At first, Forge & Spark was just me and a small circle of trusted creative collaborators, working with clients who liked what we were trying to do. I worked directly with brands, and also sub-contracted for some wonderful agencies. With ECHO Storytelling Agency. specifically, I had the chance to work and lead teams with brands like CPA Canada, JOEY’s Restaurants, Grupo Bimbo, Science World, and London Drugs, and ultimately learned much much about the ins and outs of working generously with clients as a trusted advisor, and running an agency business with integrity. I’ll send love and gratitude to Samantha Reynolds, Cathy Smith, John Burns, and that crew of superstars until the end of days.
Over time, as I focused on growing F&S’ client roster, I found myself gravitating toward the social impact space. Our clients were nonprofits, scrappy purpose-led startups, and mission-driven leaders who cared deeply about the work they were doing – but who often struggled to talk about it in ways that felt authentic and effective.
We formalized as an agency in 2018 and became a Certified B Corp in 2022, committing more deeply to work that aligns with our values of creative excellence, authenticity, respect, collaborative strength, and resourcefulness.
What Drives Us Today
Now, Forge & Spark helps purpose-driven organizations clarify what they stand for, define the audiences they serve, and develop content strategies that build genuine relationships. Our clients often come to us feeling overwhelmed by content demands or unsure how to talk about the good they’re doing without sounding pushy or generic.
We help them get clear – then confident – so they can build trust and grow with integrity.
As a women-led agency and Certified B Corp, we’re committed to fostering genuine connection through marketing. We believe that when purpose-driven brands tell their stories authentically, they don’t just grow their businesses, but also contribute to thoughtful conversation and communication, creating positive ripple effects that change the world.
Content With Purpose: Sharing What I’ve Learned
In 2025, I distilled a lot of what I’ve learned, along with our agency’s approach, into a book called Content With Purpose, designed for founders and marketing leaders who want to tell their stories honestly, connect more deeply, and grow their business with intention.
Writing the book has been both a culmination of all I’ve learned and a commitment to sharing these frameworks more widely.
Because this noisy world does not need more content. It needs clear, authentic stories from people and brands who want to change the world for the better.
Looking Forward
Every day, I get to work with people who are solving real problems, creating positive change, and building businesses that matter. Whether we’re helping a B Corp clarify their impact story, supporting a nonprofit through a rebrand, or partnering with a social venture to launch their content strategy, the work feels meaningful.
And that little loose thread I noted earlier – the love of meaningful stories – really has become a path I’m still walking and exploring, with gratitude and curiosity.
Ready to tell your story with clarity and purpose? Let’s start the conversation.
Shannon Emmerson is the founder and CEO of Forge & Spark Media, a women-led, Certified B Corp content marketing agency. She’s also the author of “Content With Purpose: Authentic Messaging and Marketing To Grow Your Business.” When she’s not helping purpose-driven brands find their voice, you’ll find her playing guitar and singing with her band.
