Portfolio

The challenge: Livestrong's website faced issues with SEO cannibalization and an outdated, unoptimized content library that didn't align with their new editorial standards or brand voice. Despite strong traffic and a dedicated audience, their content lacked consistency and cohesion, which hindered its SEO performance.

My approach: I conduct a content audit and keyword research to identify duplicate content, focusing on high-traffic pages and top-performing topics. I consolidate overlapping articles into single, high-value pieces while updating content structure, internal links, metadata, and sourcing for improved on-page SEO. All changes ensure the content adheres to their editorial voice and align with Google’s EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines.

Results:

• Consolidated hundreds of duplicative articles into single in-depth, optimized articles.

• Improved average article rankings by 25%, with several articles ranking in the top three positions.

• Enhanced content structure, resulting in better user engagement and more time on page.

The outcome: The consolidation led to a more efficient content strategy, with higher search rankings, increased organic traffic, and more backlinks. The refreshed content also delivered a more consistent, streamlined experience for readers, driving long-term SEO growth and aligning with Livestrong's evolving editorial vision.

The challenge: Stride needed a versatile asset to engage their existing audience while attracting new leads. The goal was to create an informative, high-value Essential Guide to Independent Work e-book that resonated with both current and prospective users. Stride wanted an asset that would position them as a trusted resource for independent workers and drive both engagement and conversions.

My approach: I used user personas and key pain points to shape the outline, covering essential freelancer topics like health insurance, taxes, and work-life balance. I then wrote copy that offered actionable insights, incorporated keywords, and showcased Stride’s services as solutions to freelance hurdles. I designed the guide in Canva using branded templates. The final product became a multi-use asset, distributed across various channels (email, app, blog), and was broken down into micro-content like social and email infographics.

Results:

• Generated hundreds of new leads through the gated eBook download form within the first few months

• Statistically significant increase in re-engagement email open and click-through rates

• Dozens of micro-content pieces created from the e-book, repurposed across email, social media, and blog

• Positive feedback from the marketing team, noting improved content production efficiency and higher impact

• Due to the e-book's success, I was asked to create additional guides tailored to other freelancer needs, like health insurance

Outcome: The e-book exceeded expectations as both a lead-generating tool and re-engagement asset. It not only expanded Stride’s qualified lead pool but also strengthened relationships with existing users. This guide continues to support Stride’s content strategy, helping position them as a go-to resource for freelancers across multiple channels.

The challenge: Stride’s blog contained a wealth of valuable content, but much of it was outdated, unoptimized, and underperforming. The structure, metadata, and internal linking weren’t aligned with SEO best practices, leading to missed opportunities for organic traffic. Additionally, the blog lacked a cohesive strategy to connect it’s content with lead-generation efforts, and there was no clear system for tracking which pieces had been optimized or how they could be repurposed across marketing channels.

My approach: To turn the blog into a high-performing content hub, I:

• Optimized existing content for SEO: Conducted keyword research, restructured articles, and updated metadata, sourcing, and links to improve rankings and visibility.

• Integrated blog content into the marketing funnel: Placed strategic CTAs and newsletter sign-ups to drive conversions.

• Enhanced user experience: Implemented a translator plugin to improve accessibility and A/B tested CTA copy and placement to optimize engagement.

• Created a content catalog: Developed a centralized system to organize and track all blog content, flagging which articles had been updated for SEO and how each piece could be repurposed into other formats (social, email, guides, etc.).

Results:

• Improved SEO performance through structured optimizations, boosting traffic, rankings, and discoverability.

• Drove hundreds of new leads by integrating and refining conversion-focused CTAs.

• Pinpointed top-performing CTA microcopy to repurpose in other channels.

• Created a scalable content system that enables better cross-channel repurposing, making Stride’s content work harder across platforms.

Outcome: Stride’s blog is now an optimized, strategically structured resource that both attracts new leads and engages existing users. With an SEO-driven approach, streamlined UX, and a sustainable content catalog, the blog generate more organic traffic, grows Stride’s email list, and serves as a foundational, multi-purpose asset in Stride’s broader content ecosystem.