I used to write poetry and fiction. Then, I tried doing stand-up comedy and styling for eCommerce boutiques.

As a content strategist, aesthetics and creativity are at the core of what I do.

Explore some of my favorite projects.

My

Work

 

COPYWRITING

Fashion, skincare, and hospitality are verticals for which I've produced blog posts, buyer's guides, landing and product pages. Here are a few highlights.

S.R. Studio LA. CA. 

Sterling Ruby is an acclaimed American contemporary artist. Having previously collaborated with fashion designer Raf Simons, Ruby launched S.R. STUDIO LA. CA. as an online venue for his own apparel and accessories. 

As a contractor, I provided on-brand site copy, primarily for the History page as well as several categories. 

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Pixie Market: Content Strategy & Site Copy

Pixie Market is an innovator in fashion eCommerce, with a price point and creative perspective that bridge the gap between designer ready-to-wear  and fast fashion. 

 

As the Lead Copywriter and Content Strategist, I developed an organic keyword strategy that: 

  • got the New Arrivals category ranked first in Google for "new fashion."

  • contributed to a 60% growth in organic traffic between June 2018 and December 2020.  

Ciel Spa Beverly Hills: Research & Blog Content on Biologique Recherche

Aside from fashion, skincare is something I'm deeply passionate about. 

That's why I was so excited to write blog content on Biologique Recherche, a cult favorite known for its understated brand presence and dramatic results. 

I researched the efficacy of the brand's famed Lotion P50 and wrote several high-ranking blog posts for Ciel Spa, a Beverly Hills spa featuring a range of Biologique Recherche best-sellers. 

The result? Position 1 rankings for these keywords and more: 

  • biologique recherche los angeles

  • how to use biologique recherche p50

  • biologique recherche p50 before and after

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CONTENT STRATEGY

Asa content strategist, I've managed campaigns throughout their entire lifecycle from competitive research to topic ideation, content audits and analyses .

Sandals Elopement Packages

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In 2018, Sandals launched Elopements as an all-inclusive package to complement its wedding planning services throughout the company's Caribbean resorts. 

I used Search Console data, Ahrefs, and Clearscope to identify the most relevant keywords and semantic terms to incorporate into subheadings, bulleted lists, and body text. 

Today, this page ranks first for: 

  • all inclusive elopement packages

  • caribbean elopement packages

  • bahamas elopement

  • and many more related keywords.

ID & Identity Verification Technology

Since 2018, I've strategized on growing relevant organic traffic and leads for a global leader in ID and identity verification technology. 

This client leverages biometric authentication, augmented intelligence, facial recognition, and liveness detection. 

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STRATEGY

With a focus on growing leads among financial services clients, I researched top and mid-funnel content opportunities. 

This culminated in the production of high-performing blog posts and resource articles discussing the applicability of relevant technologies in KYC (Know Your Customer) and AML (Anti-Money Laundering), two important concepts and frameworks in banking. 

RESULTS

Comparing 2020 to 2019, this client's site has: 

  • a 280% increase for position 1-3  keyword rankings 

  • 33% average increase in all keyword positions

  • 13% increase in overall organic traffic year-over-year

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A Leading Philadelphia Personal Injury Law Firm

A leading personal injury law firm in Philadelphia wanted to grow their leads across several lucrative practice areas: personal injuries, medical malpractice, and mass torts. 

STRATEGY

I developed a top-of-funnel content strategy that focused on topics that potential clients may have on:

 

  • the personal injury claims and settlement process in Pennslyvania. 

  • specificities on mass torts, who qualifies, and content that discusses the intricacies of product liability.

  • blog posts and resource articles that discuss all aspects of medical malpractice that would be beneficial to a potential claimant. 

  • optimizing existing practice area pages for relevant location-based keywords. 

RESULTS

In 2020 alone: 

 

  • Continuous content optimizations and link building resulted in a 77% increase in Organic Traffic.

  • Increased organic traffic has led to an increase of 94% more leads.

  • Conversion Rate Optimizations have helped increase the number of clicks and conversions on practice area page.

AWS Threat Modeling and Cloud Security

An emerging SaaS leader in cloud security needed help structuring its existing content hubs for organic growth. They also needed help developing topics to attract relevant leads from C-suite prospects to technical professionals. 

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STRATEGY

I performed a competitive analysis of existing industry leaders and researched both top and mid-funnel opportunities. The main deliverables were divided into two separate hubs:

 

  • a blog that spoke to laypeople who needed to understand top-of-funnel, abstract concepts such as threat modeling, attack surfaces, and differences between a cyber threat vs. a vulnerability.  

  • resource articles and thought leadership-focused content written in tandem with the client's internal team of developers and security specialists. This content directly spoke to like-minded professionals and was distributed both on the site and through complementing platforms such as Medium. 

RESULTS

In 2020 alone: 

 

  • Organic traffic and keyword growth has been dramatic, as seen in the Ahrefs organic search metrics above.

  • The site now has position 1-5 rankings for many relevant AWS threat modeling related keywords: 
     

    • data flow diagram

    • vulnerability vs threat

    • stride threat model

CONTENT & UX

I work in tandem with designers and developers to integrate UX methodologies with SEO principles. What's that look like? Basic wireframes that also integrate notes for writers, layout considerations, and more.

 

Product Release Pages for an eCommerce Sneaker & Apparel Site

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An eCommerce company specializing in timely sneaker releases and apparel relaunched their site. Along with a content strategy, I mapped out a template for product release pages. 

This resulted in desktop and mobile wireframes that noted priorities such as: 

  • prominent product photography in the hero 

  • optimized headings 

  • pertinent information on colorways, size runs, and release dates

  • consideration for customer behavior with "remind me" as a button CTA

  • navigation within the "Releases" hub organized by brand and collection

Landing Pages for a Short Term Furnished Apartment Rental Company

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A hospitality company based in Washington D.C. is relaunching its site targeting searches related to furnished apartments. This prompt gave me specific priorities for behaviors and journeys that needed to be considered in page layouts and on-page copy. 

These were the main priorities: 

  • a hero that gave room for high-resolution interior shots 

  • an optimized H1 and short-form copy that explains flexible lease terms. 

  • Check in > Check Out calendar options 

  • the number of guests 

Along with these layout considerations, I worked in tandem with our SEO team to determine relevant Housing Solutions landing pages which would target specific demographics relevant to D.C.'s transient rental community (i.e. government and military contractors, students, interns, etc.) 

Use Case Landing Pages for Storyboarding Software

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This client provides storyboarding and animatic software for filmmakers, writers, and directors. To expand beyond the site's single landing page on "Features," I mapped out relevant sub-features that expand on each tool the software provides and leveraged organic keyword opportunities to map out "Storyboarding For" use case pages for: 

  • Feature Length Films

  • Short Films

  • Novels

  • Commercials

  • Documentaries

  • Comic Books & Graphic Novels 

Want to See More?

These are a few other verticals and topics I specialize in: 

 

  • workers' compensation 

  • personal injury

  • architecture

  • industrial design

  • interior design

  • home renovations

  • and a lot more...

Send me a message to learn more about what I can do for your site or digital product.