I Am Baker is a colorful, whimsical baking and lifestyle blog featuring recipes, raw stories, and real talk for women who seek joy by the heaping spoonful.

Launched in 2010 by blogger Amanda Rettke, I Am Baker is one of the most trusted and beloved confectionary blogs with over 2 million unique page views per month and over 1.5 million social media followers across Facebook, Instagram, and Pinterest. 

In partnership with Shay Bocks Design Co. and sponsored by McCormick, Lexicontent worked with I Am Baker to reimagine, recreate, and bring new polish to its brand story from the bottom layer up.

Through our Emotional Targeting Workbook, we adopted Amanda’s signature sarcasm and voice as mother, wife, friend, and servant to write new website content through our Content Kit package. From Home page to About page, headlines to autoresponders, we touched every nook and cranny of the site to breathe new life into the I Am Baker brand ahead of a new book launch and media blitz.

To prepare for Amanda’s second book following her Surprise Inside Cakes success, we also worked with the Shay Bocks Design Co. team to develop a custom Media Kit, distilling the I Am Baker story into bite size pieces that potential sponsors could digest.

In addition to sharing the story of both blog and book, the Media Kit outlined such details as the I Am Baker persona and audience profile, words of praise from conferences like BlogHer and enthusiastic readers, social media statistics, and sponsored content opportunities like sponsored posts, curated experiences, courses, workshops, local events, product spotlights and more.