Storytelling that shapes modern brands

Your brand narrative is the difference between extraordinary and ubiquity. How will you tell it?

At Tell&Co., we live to tell stories. We create exceptional, results-driven content for lifestyle, wellness and travel brands. We approach storytelling through an editorial and strategic lens that helps brands show up, stand out and perform.

Tell&Co. was founded by Caroline Tell, a journalist and award-winning content marketing expert with two decades of brand content experience across travel, fashion, lifestyle, real estate, healthcare and technology. Caroline is also a writer for the New York Times, Forbes, Departures, Town + Country, Travel + Leisure and more.


Brand Identity

We’ll get your brand “on brand” with essential, foundational discovery work. We’ll conceive and execute brand books and craft editorial and creative guidelines that will humanize your brand and bring it to life consistently across channels.

Social Media

Your feeds need to be engaging, exciting and brand-right. We’ll craft a robust social media strategy, execute content and manage your online community. We’ll create custom campaigns and performance-based paid ad strategies.


We’ll create an editorially sound SEO strategy that improves search visibility and rank. We’ll identify relevant keywords searched by audience, optimize on-page elements of your site, create high quality content and monitor performance.

Editorial Architecture

As your in-house edit team, we’ll architect your content platform, establish editorial packages and generate story ideas that bridge content and commerce. We'll manage calendars, post stories from your CMS and track performance.

EMAIL Marketing

We’ll create the strategy, creative and copy around your email channel to ensure it's both engaging and successful. From purchasing series to reengagement campaigns, we'll test, report and segment for ongoing improvement and conversion.


We’ll implement strategic communications campaigns to expand brand awareness, manage public perceptions and facilitate market entry through public opinion research, message development and testing, media training and leadership support.


It all comes back to copy. We’ll craft consistent, brand-right messaging across channels, including social media, website, email and more. We’ll create collateral around partnerships and marketing initiatives, as well as bios, mission statements and thought leadership.

Influencer + PR Advisory

As seasoned journalists, we know the angles that’ll captivate editors and readers. We’ll ideate on storytelling that aligns with your marketing goals, as well as craft an influencer and partnership strategy that makes sense for your brand.


"Caroline was instrumental in the creation, execution and day-to-day management of Babe, the editorial home of HATCH. As a key stakeholder, she conceived our editorial franchises and tone of voice, guided site design, and created a storytelling strategy that successfully bridged content and commerce — ultimately establishing our unique positioning in the editorial landscape.”

Ariane Goldman

founder and ceo, HATCH Collective

"Caroline’s team brought the magic of the 2nd Ave Deli to an online audience. They created and managed our social media channels, built tremendous buzz around the launch of our speakeasy, 2nd Floor, and developed a loyal community that we continue to see in our restaurants to this day."

Jeremy Lebewohl

owner and operator, 2nd Ave Deli

"For the last 10 years, I've worked with Caroline’s team throughout my marketing roles across fashion, lifestyle, tech and healthcare. They’ve been instrumental in crafting successful storytelling strategies as well as establishing brand cohesion and guidelines for both our consumer-facing channels as well as internally."

Allison Loughlin

CMO Ceek Women’s Health

“Our team worked with Caroline for over five years on everything from site architecture to blog strategy to social media implementation. Caroline has a knack for creating authentic storytelling strategies that reflect bigger picture business goals. The result is content that feels brand right and successful.”

Sunny Kneissel Zweig

CMO, Ala von Auersperg

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