- Data-driven - My approach to content strategy was in full-force for Ignite Social Media. At the time, blogging and social media were in their infancy yet rapidly developing, and businesses needed a way to make sense of how to effectively invest in these new avenues. I leveraged data analysis to document the social media landscape in terms of Google Trends. This annual report was so impactful, it received media mentions all the way through the New York Times, as well as landed new clients like Samsung who sought similar analyses.
- Quality, not quantity - Content strategy largely relies on being deliberate with choices of what to publish and how. Depending on the business—and its goals, its niche, and even its vertical—it is always best practice to tailor content strategy. At Ignite, we had an internal Trello board that I managed with over 50 writing contributors, both in-house and contractors; this was kept effective by being very selective with both topics as well as what was allowed to go-live on Ignites sites.
- Experiment with brand differentiators - In parallel to steady content momentum, long-form content development can often make way for new business opportunities. Whether it’s known as “Big Content,” “10X Content,” or some other hyped-up name, these content “side projects” can open up new directions of growth. For LuckyGunner, it provided major brand differentiation and an opportunity for consumers to directly engage outside of immediate sales. While not “churning out content” to hit specific numbers, the site has since maintained an industry-recognized resource section, generating thousands of comments, links, and other interactions over the years. Individuals keep coming back to the site—and the brand.
- Content Strategy
- Lead Generation