In 2020, the pandemic dramatically changed the way people live, work, and interact online. I launched City National’s ‘Looking Forward’ campaign in May 2020 as a way for our sales team to exercise industry expertise online and target each industry directly. Through this campaign, educational content promoted solution-oriented messaging across owned and paid media channels, driving results for both brand and business. In May 2021, LinkedIn highlighted this work as best-in-class marketing for lead generation.
I also created City National Bank’s first social media playbook, along with new templates and brand and style guides.
NVISION Eye Centers, an ophthalmology medical group with 30+ offices across California, Nevada, and Oregon, held strong brand authority, but this wasn’t translating into organic traffic or conversions. I worked with them to establish the ultimate goal of becoming “the national organic authority on eye surgery and LASIK.”
Through content analysis and research, I determined that there was ample opportunity to capture a significant chunk of organic traffic through content creation alone.
My objective was to create a breadth of expansive and highly informational content that provides more value to users than anything else currently on the web. Producing a mix of general informational topics alongside highly valuable and “high-intent” content, I managed a team of writers who targeted customers at different stages of the buyer journey.
Utilizing deep keyword research and analysis, I also created a tiered content approach. Our team structured content types by topic and user intent and evaluated the efficacy of each tier to see what was working and what needed adjustment in the future.
Delphi Behavioral Health Group is a growing network of drug and alcohol addiction treatment facilities that provides the entire spectrum of care to those who are ready to start on the road to addiction recovery. Tasked with positioning the domain as an authoritative resource devoted to educating the public about alcohol abuse and rehabilitation, I focused on producing best-in-class content at a massive scale and creating a truly authoritative brand.
I included content marketing, digital PR, and resource link building to drive relevant and authoritative links to this domain and grow its traffic by nearly 700,000 visitors per month.
The organic growth strategies led to a dramatic spike in site traffic from just ~600 visitors per month to 700,000 per month over the course of 18 months, adding close to 600 Unique Linking Domains (ULDs) to their link portfolio.
SmileDirectClub is the first tele-dentistry brand to deliver invisible aligners direct to customers for 60% less than traditional aligners and braces. Due to customers’ unfamiliarity with medical terminology, it was important that the brand voice both engage and educate.
I was brought in to develop their first content and engagement strategies on social media and the website. To start, I paired lead generation efforts and data with organic and paid channels to determine messaging and drive top-of-funnel results. At the same time, I created an editorial calendar based on topics relevant to what people searched for (SEO) and content that served rapid-response situations, such as those requiring orthodontist support (Help Center).
As a Type 1 Diabetic, I was thrilled to help the Mastering Diabetes team create a better user experience online, along with a content strategy for breaking down complex health concepts for people living with diabetes.
Before getting started, I knew that brands in dry, hyper-competitive verticals like healthcare should focus their content strategy on tangential topics that engage the masses to drive brand engagement. Instead of limiting ourselves to diabetes topics, we produced content across a broad subset of verticals to expand our reach, including lifestyle, health, cooking, and others. Through this, we were able to tap into hundreds of publishers and their audiences, ranging from Cooking Light to USA Today.
My content strategy earned the Mastering Diabetes team relevant and authoritative brand mentions, which boosted their link portfolio and totaled a 1,400% increase in total portfolio volume over the period of engagement.
