Content Strategy
Content that’s King…for Driving Growth
The Challenge
An early stage digital health startup needed to create a direct-to-consumer content strategy to acquire and retain patients.
My Approach
I created the company's first-ever calendar to organize and manage content across themes, channels, and cross-functional stakeholders, including managing a team of writers and agency partners.
The Impact
The company developed and published timely, relevant, and actionable blog, social, and email content tied to core, measurable business objectives—using a repeatable and scalable content calendar framework.
SEO Articles that Compete in an AI World
The Challenge
When it comes to health information, people turn to Google first—searching for answers to their burning questions about symptoms, treatments, and more. Healthcare organizations must create user-friendly, SEO-driven articles to meet people where they are.
My Approach
I developed a content calendar based on search trends, “winnable” topics, and business objectives—collaborating closely with an agency partner and team of health writers and clinicians—to write best-in-class content.
One core element? Staying up-to-date on how content must evolve to stay relevant as gen AI dominates search results, making it increasingly difficult for organic brand content to rank.
Impact
The organization produced 4+ articles/month to demonstrate brand expertise and turn search into a low cost growth driver. Within the first 60 days of launching an SEO strategy:
A new article ranked #6 in Google search results
An updated article ranked #1 (beating out content from Everyday Health, WebMD, Healthline, and UMass)
8 published articles were viewed more than 10k times
11 people clicked through to sign up for the organization
