Portfolio
Workshop Digital
In January 2019, I joined Workshop Digital on their in-house marketing team. While the agency had successfully offered pay-per-click (PPC) advertising and search engine optimization (SEO) for several years, I was hired to improve lead generation and build out internal brand efforts.​
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​I helped build out a content marketing program, which found me auditing all existing content and developing a marketing calendar and internal content policies. We identified target industries and developed comprehensive lead generation campaigns—including paid ads, optimized content, and email nurturing—around specific buyer personas across a variety of industries (see examples below).
In addition to writing all social posts, emails, and newsletter content, I managed our lead prospecting efforts, which meant writing content around specific personas and keywords. And it found me working directly with SEO analysts to analyze historical and current data to identify trends and develop content goals. In addition to ranking on the first page of Google for a variety of keywords, my efforts resulted in several featured snippets (click to read the blog).
Our biggest initiative in 2019 was a full-scale website redesign for the company. Because the old version of our website lacked substantial lead generation opportunities, we worked directly with an outside vendor to identify opportunities for design, CTAs, contact forms, and other conversion opportunities.
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I wrote new content, organized existing content, and identified opportunities for new pages. This meant developing the agency’s first-ever industry- and service-specific pages and revamping case study pages to attract new leads.
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The Results​
After managing the content migration of a massive website relaunch in 2019, the company saw a 37% YOY increase in blog sessions that year, including 83 organic goal completions. In addition to my optimization efforts, this success can be attributed to a company-wide blogging process I rolled out in Q2 of 2020, which improved our share of voice.
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For more information on our website launch, check out our blog series (click to read the blog), which illustrates the website redesign in greater detail from both a content writer and one of our SEO analysts.
