Content Marketing

Personal case study

As a content marketing manager, my job is to lead a team of talented writers and support SEO traffic goals. In addition to this, I was also tasked with developing an editorial strategy to cultivate an owned audience to help diversify our traffic sources beyond reliance on SEO and the ever-changing Google algorithm.

I helped create and now own the strategy for an article series called Industry Insights that fuels our newsletter. Targeted toward a MarTech audience, my team is responsible for contributor outreach and ensuring the continued success of this editorial content.

Within the first 9 months of this pilot program, we:

• Sent 10 newsletters (one per month, with an extra holiday edition)

• Published 25 new articles with external contributors

• Garnered 11,000+ page views to these non-SEO articles

• Received 1,100+ video views for a series on YouTube

Because of this success, the editorial strategy is now a key component of our team’s work, with my team being fully focused on this initiative this fiscal year. I was also able to advocate for 3 new hires who report directly to me and support our editorial goals.

Below is a taste of the newsletter mentioned above. During the pilot, this newsletter was monthly, but it’s now sent weekly. I’m responsible for creating and upholding the content calendar, plus coordinating the newsletter creation and assisting a specialist in copywriting.