CONTENT STRATEGY
THE ARCHITECTURE
BEHIND THE BRAND
Behind every impactful narrative is a strategic foundation. I specialize in the "information architecture" of communication—standardizing voice and tone across multi-channel platforms to reduce editorial friction and increase audience trust. By implementing rigorous AP Style standards and "Plain Language" principles, I transform disparate institutional knowledge into a unified, high-utility content ecosystem.
CASE STUDIES
EDITORIAL STRATEGY: LINK MAGAZINE
Opportunity
Transform a legacy publication into a high-engagement community hub for CCBC's 200,000-household audience.
Challenge
Passive Engagement: The publication functioned as a legacy mailing with no active feedback loop.
Editorial Stagnation: The layout was text-heavy and lacked the visual "hook" of a modern magazine.
Institutional Focus: Content centered on internal milestones rather than community-centric outcomes.
Strategy
Architected Pillars: Developed utility-driven sections (e.g., Ask an Expert, Fast Five, Community Connection) to provide immediate reader value.
Elevated Design: Collaborated with Creative Services to implement a premium, high-end editorial aesthetic.
Humanized Narrative: Pivoted to person-driven storytelling that lowered the barrier for prospective students.
Digital Tracking: Implemented digital tracking loops by bridging high-value print features with exclusive web-based content.
Impact
Enhanced Discovery: Transformed the magazine into a primary tool for community outreach and enrollment.
Brand Authority: Positioned the college as a sophisticated leader in regional workforce development.
Community Connection: Successfully bridged the gap between institutional goals and the reader’s daily life.
BRAND ARCHITECTURE: SME DIGITAL TRANSFORMATION (Dr. Donna Chack)
Strategy
I engineered a holistic ecosystem to build trust and authority through consistent, high-value education across multiple platforms:
Search and Authority: I overhauled the website architecture and metadata, rewriting blog headlines to capture high-intent search traffic. I secured strategic guest appearances on podcasts and niche blogs to build a backlink profile and establish search dominance.
Multi-Track Acquisition: I created two distinct lead magnets to convert incoming traffic: a digital e-book for immediate value and a five-part "Less Stress" email course for deep-dive education.
Community Building: I developed and moderated a dedicated Facebook Group centered on the "Three Keys" framework, turning passive readers into a high-affinity fan base and brand advocates.
Tangible Brand Identity: I translated the digital brand into high-impact physical assets, including business cards, bookmarks and promotional giveaways. I also designed a strategic one-pager to secure high-level partnerships and media placements.
Challenge
Despite her expertise, Donna’s personal brand lacked the necessary digital and physical infrastructure for a major launch. Key hurdles included a stagnant audience of 59 subscribers, zero search engine authority, and the absence of a centralized community or consistent brand identity.
Opportunity
Dr. Chacko is a physician with a unique, high-value perspective on stress and spirituality. The opportunity was to transition her from a clinical professional to a recognized Subject Matter Expert (SME) and successfully launch her first book to a dedicated, high-affinity audience.
Impact
Search Dominance: Achieved a #1 SERP ranking for core specialty keywords.
Explosive List Growth: Scaled the subscriber base by over 1,000% (from 59 to 600+).
High-Value Engagement: Maintained a 60% open rate throughout the nurture sequence, significantly higher than the industry average for the health and wellness sector.
Market Outperformance: Drove total first-year book sales that surpassed the industry average for hybrid-published titles by 50%, successfully penetrating a highly competitive niche spiritual memoir market.
