I had left a large performance marketing company (Quinstreet) with a few other coworkers to try building a small agency of our own. We set out to do organic lead generation for higher ed, but with a more targeted approach. We decided to create a site from the ground up dedicated to Nurse Practitioner degrees: OnlineFNPPrograms.com. I was responsible for the content and SEO strategy.

I came up with the idea to interview alumni from featured programs, offering them a small stipend to complete a short email questionnaire within a set timeframe. While this did not seem like rocket science, none of our competitors were doing it at the time, and it presented us with a way to:

- Learn about these programs in depth from firsthand experiences - Generate unique, informative content rather quickly - Ask targeted questions that we could repurpose into additional articles down the line - Easily solicit backlinks from schools, who would hopefully want to share interviews with former students on their nursing department websites

I started scouring LinkedIn for Nurse Practitioners who had graduated from an initial list of prominent programs. We were specifically looking for students who completed their degree online (which many do not directly indicate in the profiles). So once I found someone from the school, I would compare the dates of their enrollment with their posted work experience, to see if they were employed far from the school at the time (and thus, probably enrolled online).

In all, we ended up with around 30 full alumni interviews. This gave us an almost passive stream of unique content written by experts, which helped expand the site quickly. We used quotes from these articles on social media, making sure to tag each nursing department so they could repost. Once an interview was complete, we would also message the school directly, to see if they wanted to promote it on their site. Most were eager to post the articles highlighting successful former students, and many interviewees also posted the links on their personal websites or social accounts. This generated a considerable amount of backlinks for the site, helping it move up the rankings fairly fast.

We compiled interview answers into highly informative articles based on key issues for prospective students and potentially lucrative search terms. These could also be promoted to schools, library guides, career websites, and other online resources for additional backlinks. They all eventually ranked on page one for their intended queries.

I started working with GiantMouse, a growing, high-end knife and outdoor gear brand, on building out their copy and improving SEO. We started with an overall site audit, then identified the biggest opportunities to grow existing rankings and target new long-tail keywords.

Along with optimizing current page content (landing pages, product descriptions, About Us, etc.), I oversaw a major push on their blog, developing in-depth guides, recurring article series, and other inventive ways to continually engage new and existing customers, while going after new keywords and creating opportunities to link build.

Overall, these new pieces have been incredibly successful. We've launched an interview series that now regularly features celebrities and draws considerable traffic. Our seasonal and evergreen guides continue to climb rankings for target terms and more. These articles have helped create a unique, consistent brand voice, as well as provided a constant stream of material for newsletters and other marketing endeavors.

These tactics have lead to a significant rise in traffic site wide, increase in domain authority, and improved engagement of customer base.

At ASAPP, a customer service AI startup, I was brought on to manage web content creation and email campaigns, driving strategic marketing goals through clear, conversational, and compelling copy. Along with outlining and writing these pieces myself, I was responsible for shepherding content projects from ideation to execution.

Our primary goal was to build a diverse catalog of marketing materials to touch potential customers. I brainstormed and collaborated with designers to craft a variety of such vehicles, including collateral, videos, presentations, campaigns (ads, emails, landing pages), blog posts, and website content

This work led to increased engagement with major clients, peaking interest from substantial names and influencing their decision to ultimately employ our technology.

I was able to develop ASAPP's overall voice, lexicon, and style to guide other writers and shape the brand moving forward. My position also gave me the opportunity to write and edit high-profile articles for company executives and SMEs that reached a massive audience.