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Editing & Content Management
As the Content Marketing Director of Go Overseas, I've driven all landing pages and articles from ideation to publication. This includes managing our team of 15 remote writers, blog designer, budgets, and editorial calendar. For examples of my work, I have edited and published all articles from 2014 onwards on our blog and our company blog. Key achievements include:
I introduced a CMS, GatherContent, and streamlined our editorial process to reduce the amount of time we spend on content management by 10% and eliminate "lost content" in Google Drive.
Manage a team of 10 geographically distributed copywriters.
Designed style guidelines so as to create a more cohesive writing style across the site.
On-boarded a blog designer so that we could optimize all articles for social media through engaging feature images. It was particularly impactful on our Pinterest marketing, which is our second largest social referrer of traffic.
Content Creation / Design
Part of my role at Go Overseas includes designing and creating visual assets for articles. One example is our comprehensive guide to planning a volunteer abroad trip, in which I created a custom article format and added a variety of media to keep readers from feeling intimidated by the length of the piece:
I've been a core part of Go Overseas' SEO team since July 2014 and am currently in charge of optimizing all pages published on our site. Examples of my SEO management projects:
1. Mozinar: Why and How to Build an SEO-Savvy Content Team
I cover my SEO strategies for content creation in a Mozinar I hosted in December 2015, Why and How to Build an SEO Savvy Content Team.
2. TEFL Courses: Increased Rankings through Targeted Content
For two years after launching the Go Overseas TEFL Course navigation page (and section) in 2014, we only saw minimal increases in organic traffic to the section, and even lower wins in our ability to rank for key terms like "TEFL Courses". So, in January 2016, in collaboration with our UX designer, I decided to try something new and increase the "usefulness" of the page. I did this by:
Research: I asked our users what was confusing them. What was keeping them from signing up Then, I looked at the data: where were our users going? Was it easy to find for them?
Added content to the page: Users were confused by all the acronyms in the field, so I wrote a couple of quick definitions. They also didn't know what to look for in a course, so we created a checklist. Lastly, our data told us that users were more interested in searching by type of course, rather than the location, so I added a couple of additional navigation pages to help them.
Reorganized the page: Our UX designer took the content I had created and the goals we had defined for the page, and incorporated it into our design:
Organic traffic to the page increased by 2x and traffic to the section overall increased by 1.5x
Total unique page views were up 30%
We went from ranking, on average, in spot 42 to spot 2 in SERPs for "TEFL Courses"
The bounce rate went from 12% to 11%
3. Scholarships: Leveraging Branded Searches
In August 2015, I used Google Keywords and Google autocomplete to look up what people were searching in association with our brand, Go Overseas. Admittedly, it was complicated given that "Go Overseas" isn't always a branded query, but I did find that searchers frequently associated our brand with "scholarships". We regularly run scholarships for studying / volunteering abroad, so this made sense.
To leverage these branded queries, while also giving us a dedicated page for all of our scholarships to live on, I created the Go Overseas scholarships page and optimized it to rank for "Go Overseas scholarships".
Result: It immediately received traffic via links from elsewhere on the site, but about 6 months in started to really drive organic traffic to the site: