content strategy

In every role, project, and assignment, I've harnessed the power of content to bridge business objectives and user needs. My approach has evolved as I've gained experience — honing strategies through meticulous method building, stakeholder persuasion, and comprehensive research, including interviews and surveys. This process has enabled me to craft detailed content strategies that articulate the what, why, and how of a company's content goals, ensuring the delivery of cohesive and sustainable content across platforms.

I've spearheaded content strategies for various brands, taking on key responsibilities such as:

• Embedding research (through interviews and surveys) as a foundational element of content development and strategy.

• Conducting content audits and establishing governance frameworks.

• Managing content management systems (CMS) like Drupal, Squarespace, and WordPress.

• Shaping the brand voice and tone by setting messaging standards, creating style guides, and defining processes for content design.

• Developing and implementing SEO and keyword strategies to enhance visibility and engagement.

Example: Launched new affinity group at Univision

Empowering an established Spanish-language media company reach a broader audience within their company

CHALLENGE
Univision Communications was at a crossroads with its new affinity group, Heroes, aimed at military veterans. Without a clear or unified strategy, the initiative lacked the direction needed to effectively rally support and enhance awareness and empathy for the veteran community within the company.

SOLUTION
Stepping into the role of Content Strategy Lead for the Heroes initiative, I embarked on a comprehensive survey involving senior veteran leaders, employees, board members, and teams involved in the launch. This deep dive aimed to pinpoint the exact type of content that would resonate most.

The insights gathered led me to advocate for a video marketing strategy, serving as a dynamic "proof of concept" designed to engage Univision's employees. This strategy was anchored by a compelling value proposition and a powerful, succinct mission statement — intended to unify and inspire.

RESULTS
The implementation of this strategy marked a turning point for the Heroes project, yielding remarkable outcomes. Notably, we witnessed a 30% surge in new volunteer sign-ups, a testament to the strategy's effectiveness. Plus, enthusiastic approval from senior stakeholders and significantly boosted readership on the company's internal blog.

These achievements underscored the power of a well-crafted content strategy in mobilizing support and fostering a deeper connection within the organization.

Example: Redesigned print page for trade publication

Helping AMERICAN SPA MAGAZINE ENGAGE WITH READERS

CHALLENGE

American Spa faced a challenge with their print digital page; it failed to fully showcase the extent of their digital presence, necessitating a redesign to effectively highlight their digital capabilities.

SOLUTION

In my role as Content Strategy Manager, I spearheaded a comprehensive approach to revamp the content strategy:

• I initiated competitive research to understand industry standards.

• Conducted a thorough content audit of past issues to identify gaps and opportunities.

• Led discovery sessions with management to align on vision and goals.

• Engaged with our audience through a SurveyMonkey questionnaire, receiving feedback from 60% of our readers.

These efforts culminated in a series of strategic recommendations, including a new page design and an updated messaging strategy. Collaborating closely with the Creative team, we reimagined the page layout to prominently feature the publication's digital strengths. We then curated and developed content specifically for the launch of this redesigned page, continuously refining our approach based on performance metrics and reader feedback.

RESULTS

The redesign led to:

• Enhanced copy that resonated more effectively with our target audience.

• The introduction of visual iconography for improved user engagement and quicker information processing.

• The creation of a dedicated "social media" section, which was highly valued by our readers according to their feedback.

  • This informed our design strategy, ensuring the new page layout addressed reader preferences and trends.

CMS Platforms

I have experience with several CMS platforms for content creation, production, and maintenance:

• Squarespace

• Hubspot

• Drupal

• Joomla

• Wordpress

Skilled in HTML and basic CSS

Content Production

I’ve developed a variety of content, including:

• Blog Articles

• Email Newsletters

• Video

• Infographics

• Product Reviews

• Language Translation

• Press Releases

• Travel Guides

• Print Features

• Case Studies

• Social Media

• Thought Leadership

You can find my copywriting here.