Content Strategy Work.
From spearheading business blogs that are still running today to creating content that makes $$$, content strategy combines my love of writing, content, and connecting with audiences.
Content Team Video Series
For: Sprout Social
The project: In addition to writing for the Sprout Social blog as a content specialist, I was also brought on to help spearhead a new, educational video series for the content team. The idea was to adapt some of Sprout's most popular blog posts into digestible videos to give our audience multiple ways to consume content.
The result: Besides flexing my on-camera skills, behind the camera I created a framework for our scripts and YouTube descriptions. In the first six months and after launching the first six videos, the series has driven over 8,000 views and over 600,000 impressions.
Building the Creative Resources Blog and Post Strategy
For: Threadless Artist Shops
The project: I was brought on at Threadless to help build, launch, populate, and create a content strategy for the Creative Resources blog—a go-to source for artists to find business and marketing tips for running their artist shop.
The result: In 2016, in collaboration with our brand team we grew out readership by 88% using SEO tactics and an email newsletter created specifically for those interested in marketing and business tips for artists. I worked closely with our brand team to cross-promote new content on our social channels and in our email newsletter for Threadless. In terms of content, I took the blog from the three intro posts it started and grew a content strategy that incorporated around one blog post a week featuring expert interviews, case studies, tips specific to Threadless Artist Shops, new feature announcements, marketing and business tips, inspirational pieces and more.
Managing and Writing Content for the Threadless Business Blog
The project: I managed and wrote content for the Threadless blog for 3.5 years. My work consisted of managing contributors, writing content, spearheading influencer outreach, featuring Artist Shop owners, challenge winners, and more on a weekly basis. It was a perfect balance of featuring and celebrating artists, connecting with the Threadless audience through content, promoting new designs and features, and more.
The result: The Threadless Blog averaged around 22,527 monthly views in 2018, just to highlight a year, and was mentioned as an example of great business blogging in this article. I also wrote a blog post highlighting a new type of t-shirt , and the post alone made more than $1,000—see it here.
Refreshing a Social Media Content Strategy
For: Adler Planetarium
The project: Before I started at Adler Planetarium, they had been without a full-time social media manager for several months, and it showed on their channels. As Adler's content specialist, I kept/created content calendars to track Facebook, Instagram, Twitter, and Linkedin content, revamped their social bios to highlight that they are America's FIRST planetarium—something they previously weren't highlighting—and more.
In under five months at Adler, I accomplished the following:
A 24.2% follower increase on Instagram (nearly 6,000 followers gained in five months)
Achieved their two most popular tweets of all time at the time* (*Pre-pandemic)
Increased Twitter engagements by 462.5% cmpoared to the previous months
Increased Instagram engagements by 29.9% compared to the previous months.
Identified that late-night posts worked well for their millennial audience.
Injected a more fun, playful, space-nerd voice into their channels