case studies
If you're wondering what content strategy looks like in action, these case studies walk you through real projects, real outcomes, and the thinking behind each decision.
Peek behind the scenes of launches, overhauls, optimizations, and editorial glow-ups that turned chaos into clarity (and clicks into customers).
Creating the Editorial Backbone of Angi.com
The Challenge
On my first day as a content leader at Angie’s List, I was told the brand would be rebranding to Angi in just two days—and I would be spearheading the editorial efforts for the newly launched Angi.com. The catch? There was no established editorial voice or tone to guide the work.
The Solution
I quickly led the development of a comprehensive editorial style guide from scratch to define Angi’s content voice, tone, and ethical writing standards. The goal was to create a cohesive language and editorial identity that matched the brand’s new mission: to help people love where they live by making it easier to hire trusted home service pros.
This guide became the north star for internal teams, freelance writers, and editors—laying out everything from voice attributes (warm, skilled, authentic) to grammar, mechanics, SEO strategy, ethical guidelines, and even cost data sourcing. And best of all, it’s still used by the team daily 4+ years after I first created it.
My Role
Impact
On my first day as a content leader at Angie’s List, I was told the brand would be rebranding to Angi in just two days—and I would be spearheading the editorial efforts for the newly launched Angi.com. The catch? There was no established editorial voice or tone to guide the work.
The Solution
I quickly led the development of a comprehensive editorial style guide from scratch to define Angi’s content voice, tone, and ethical writing standards. The goal was to create a cohesive language and editorial identity that matched the brand’s new mission: to help people love where they live by making it easier to hire trusted home service pros.
This guide became the north star for internal teams, freelance writers, and editors—laying out everything from voice attributes (warm, skilled, authentic) to grammar, mechanics, SEO strategy, ethical guidelines, and even cost data sourcing. And best of all, it’s still used by the team daily 4+ years after I first created it.
My Role
- Established a brand voice that was confident, conversational, and grounded in real-world homeowner experiences.
- Created a robust editorial manual covering everything from title case to tone calibration, infused with clarity and practical examples.
- Developed and delivered team-wide training to align stakeholders around a consistent language and editorial approach.
- Included an ethical style guide to ensure inclusive, respectful, and stereotype-free content.
- Fostered buy-in and longevity—the guide is still in use more than four years later and frequently praised by writers for its clarity and usability.
Impact
- The guide enabled Angi to differentiate its content in a saturated home improvement space, delivering trustworthy, high-performing articles across thousands of topics.
- Writers and editors consistently shared that it was one of the most clear, actionable, and comprehensive style guides they had used.
- It empowered quality at scale—supporting Angi’s editorial growth and SEO goals without compromising voice or brand integrity.
Scaling Content with Seamless Systems at a National Publisher
The Challenge
At a major digital publisher, content volume was high—but the workflow was holding the team back. Each piece passed through SEO research, writing, editing, and production—but there was no unified system to track it all. Assignments lived in spreadsheets, inboxes, and Slack threads. Deadlines slipped, handoffs got messy, and no one had a clear picture of what was moving—and what was stuck.
The team needed more than another tool—they needed a system that made content production feel less like a game of telephone and more like a well-oiled editorial machine.
The Strategy
I built and implemented a repeatable, scalable workflow that supported the entire lifecycle of an article—from initial SEO research through publication. Here's how it worked:
- Centralized system with custom views for SEO researchers, editors, writers, and producers—so each person saw only what they needed, when they needed it
- Defined handoff stages with automations and status tags: SEO Brief → Editor Review → Assignment → Writing → Copyedit → Upload → Live
- Built-in accountability checkpoints and due date formulas to keep content moving without constant manual nudges
- Templates for briefs, outlines, and editorial comments to create consistency across hundreds of articles
- Training resources and documentation so onboarding new freelancers and editors was plug-and-play
The goal? Predictable, repeatable workflows that reduced friction and increased clarity—without over-engineering the process.
The Results
- Streamlined content throughput across dozens of simultaneous articles
- Improved on-time publishing rate with fewer dropped balls between teams
- Increased editorial quality through clearer briefs, consistent reviews, and fewer revision cycles
- Reduced time spent on project management and status updates
- A system that scaled across multiple verticals and hundreds of contributors
Why It Worked
Because it was built to mirror the real editorial workflow—not reinvent it. Every part of the system served a purpose: reduce confusion, increase accountability, and make high-quality content happen more smoothly, more often.
Overhauling An entire content library for Performance and Consistency
The Challenge
Angi.com had a vast archive of over 10,000 live articles, many untouched for years. Content quality was uneven, page structures were inconsistent, and performance was slipping—especially in key verticals. Duplicate efforts, outdated information, and mismatched intent were all dragging down organic visibility.
It was clear: a full-scale editorial audit and optimization initiative was overdue.
The Strategy
I helped lead the editorial side of a multi-year content transformation project in collaboration with SEO, product, and content operations teams. Here’s how we approached it:
1. Content Audit + Analysis
2. Tiered Update System
To scale efficiently, we categorized updates by effort level:
3. Editorial Blueprints
To drive consistency and streamline production, I worked with SEO to create a full suite of article-type blueprints used across the editorial team. These outlined:
4. Prioritization + Workflow
Mapped and prioritized content based on search potential, seasonal trends, and business goals
Built a scalable workflow across SEO → Editor → Writer → Copyedit → Production
Managed updates across hundreds of articles while maintaining voice, accuracy, and reader trust
The Results
Why It Worked
This wasn’t a band-aid—it was a strategic reinvention of Angi’s content engine. By combining smart prioritization with editorial rigor and operational clarity, we created a system that could evolve with the site, the algorithm, and the reader.
Angi.com had a vast archive of over 10,000 live articles, many untouched for years. Content quality was uneven, page structures were inconsistent, and performance was slipping—especially in key verticals. Duplicate efforts, outdated information, and mismatched intent were all dragging down organic visibility.
It was clear: a full-scale editorial audit and optimization initiative was overdue.
The Strategy
I helped lead the editorial side of a multi-year content transformation project in collaboration with SEO, product, and content operations teams. Here’s how we approached it:
1. Content Audit + Analysis
- Conducted a comprehensive audit of every live URL
- Used traffic, keyword rankings, backlink data, and qualitative quality indicators to flag pages
- Developed a decision matrix: Keep, Update, Remove
- Clustered articles by topic and intent to identify redundancy and opportunity
2. Tiered Update System
To scale efficiently, we categorized updates by effort level:
- Small: Quick wins (SEO tweaks, updated links, light edits)
- Medium: Substantial rewrites, structure fixes, visual improvements
- Large: Full overhauls with new research, formatting, and UX recommendations
3. Editorial Blueprints
To drive consistency and streamline production, I worked with SEO to create a full suite of article-type blueprints used across the editorial team. These outlined:
- Structure and formatting best practices
- On-page SEO integration
- Voice and tone calibration
- Related links and internal SEO strategy
- UX recommendations (tables, galleries, FAQs, widgets)
4. Prioritization + Workflow
Mapped and prioritized content based on search potential, seasonal trends, and business goals
Built a scalable workflow across SEO → Editor → Writer → Copyedit → Production
Managed updates across hundreds of articles while maintaining voice, accuracy, and reader trust
The Results
- Improved organic rankings and engagement across core content verticals
- Higher-performing evergreen pages that better aligned with user search intent
- More consistent, scannable, and trustworthy content
- A repeatable system that supported both quality and volume at scale
Why It Worked
This wasn’t a band-aid—it was a strategic reinvention of Angi’s content engine. By combining smart prioritization with editorial rigor and operational clarity, we created a system that could evolve with the site, the algorithm, and the reader.
Building Editorial Toolkits That Scale Quality
The Challenge
Producing high-quality content at scale is one thing—doing it with a rotating cast of freelancers and internal contributors? That’s where most editorial teams get stuck.
At multiple national publishers and digital brands, I saw the same pattern: strong editorial standards in theory, but no centralized resources to help writers consistently hit the mark. This meant more rewriting, more back-and-forth, and more stress on editors trying to maintain quality on deadline.
The Strategy
I created editorial toolkits that gave every contributor—from first-time freelancer to in-house editor—the clarity and confidence to create great content from day one. That included:
- Voice + tone guidelines that were actually usable (not just a list of adjectives)
- Content blueprints by article type—so every cost guide, “best of” list, or how-to followed a smart, consistent structure
- Writer checklists covering key SEO elements, editorial requirements, and formatting best practices
- Training documents for onboarding new writers and aligning editors
- Examples and templates that showed what “great” looked like—for faster ramp-up and fewer rounds of edits
These resources were developed with real workflows in mind—easy to update, easy to follow, and built to reduce decision fatigue.
The Results
- Consistent content quality across hundreds of articles and multiple teams
- Streamlined onboarding for freelance writers and new editors
- Reduced editing time and revision cycles, freeing up team capacity
- Toolkits still in use years later (including Angi’s master style guide)
- Created a culture of clarity, not content chaos
Why It Worked
Because even the best freelancers can’t read minds. When teams have a shared language and clear expectations, everyone wins. These toolkits gave people the tools to do great work—without burning out the people who manage them.
creating an Organization’s First Strategic Marketing
Plan
The Challenge
When I joined the Greater Des Moines Botanical Garden, there was no formal marketing plan in place. No key messages. No personas. No consistent framework to guide content or campaigns. It was a classic case of “do all the things” without a clear why or how.
The Garden needed more than pretty flyers—it needed a foundational strategy to align its marketing with its mission and growth goals.
The Solution
I led the creation of the Garden’s first-ever strategic marketing plan—a comprehensive, actionable document that outlined:
I used a proven nonprofit planning framework (adapted for our org’s size and scope) and facilitated cross-team collaboration to ensure the plan was clear, realistic, and rooted in the Garden’s values.
My Role
Impact
Why It Worked
This wasn’t a binder that sat on a shelf. It was a practical, collaborative, and mission-aligned guide that helped a lean nonprofit team operate with more focus and confidence. It turned marketing from a guessing game into a strategic advantage.
When I joined the Greater Des Moines Botanical Garden, there was no formal marketing plan in place. No key messages. No personas. No consistent framework to guide content or campaigns. It was a classic case of “do all the things” without a clear why or how.
The Garden needed more than pretty flyers—it needed a foundational strategy to align its marketing with its mission and growth goals.
The Solution
I led the creation of the Garden’s first-ever strategic marketing plan—a comprehensive, actionable document that outlined:
- Mission and Vision alignment
- Marketing goals and priorities
- Stakeholder profiles and personas
- Key brand messages
- Tactical selection and planning
- Content calendar development
- Measurement tools and dashboards
I used a proven nonprofit planning framework (adapted for our org’s size and scope) and facilitated cross-team collaboration to ensure the plan was clear, realistic, and rooted in the Garden’s values.
My Role
- Conducted a full marketing audit and stakeholder interviews
- Created detailed audience personas to guide message development
- Drafted and refined master brand messages for use across channels
- Built a tactical roadmap aligned with team capacity and seasonal goals
- Introduced a measurement system to evaluate impact
- Trained staff and leadership to use the plan as a living document
Impact
- The plan gave the Garden a clear content and campaign roadmap for the year
- Team members finally had shared language and aligned goals to work from
- Brand messaging became more cohesive across departments and platforms
- The marketing calendar became a key planning tool for events and fundraising
- The plan helped shift marketing from reactive to proactive—building clarity, consistency, and long-term visibility
Why It Worked
This wasn’t a binder that sat on a shelf. It was a practical, collaborative, and mission-aligned guide that helped a lean nonprofit team operate with more focus and confidence. It turned marketing from a guessing game into a strategic advantage.
Turning Newsletters Into a High-Performing Content Channel
The Challenge
At Better Homes & Gardens, newsletters were a key channel for traffic, revenue, and reader engagement—but they came with complexity. The daily and weekly sends spanned multiple lifestyle verticals, which made it harder to hit specific audience interests. At the same time, affiliate revenue and campaign promotion were high priorities—and each send had to perform.
The gardening newsletter added another layer: niche audiences, seasonal expertise, and regional variations that required editorial precision.
The Strategy
As the lead writer/editor for the daily, weekly, and gardening newsletters, I developed a data-informed editorial approach that prioritized both reader relevance and strategic goals. My role included:
I also used performance data to adjust and improve content mix and CTA placement—helping maximize clicks without compromising the BHG editorial voice.
The Results
Why It Worked
This wasn’t spray-and-pray content. It was editorially sound, audience-aware, and revenue-smart—delivered with the kind of consistency and nuance that builds trust and performance over time.
At Better Homes & Gardens, newsletters were a key channel for traffic, revenue, and reader engagement—but they came with complexity. The daily and weekly sends spanned multiple lifestyle verticals, which made it harder to hit specific audience interests. At the same time, affiliate revenue and campaign promotion were high priorities—and each send had to perform.
The gardening newsletter added another layer: niche audiences, seasonal expertise, and regional variations that required editorial precision.
The Strategy
As the lead writer/editor for the daily, weekly, and gardening newsletters, I developed a data-informed editorial approach that prioritized both reader relevance and strategic goals. My role included:
- Crafting compelling subject lines based on past performance, search trends, and cultural seasonality
- Selecting and sequencing content strategically to reflect seasonal shifts, upcoming holidays, and editorial priorities
- Incorporating affiliate products in ways that felt natural and service-oriented—not intrusive
- Tailoring content for different newsletter types: The Daily: Quick hits across food, home, wellness, and more—every day of the year (yes, really—365 sends); The Weekly: Highlighting trending stories and top-performing evergreen pieces; Gardening: Focused, niche advice for a passionate audience—with monthly region-specific editions requiring precise timing and geographic accuracy
I also used performance data to adjust and improve content mix and CTA placement—helping maximize clicks without compromising the BHG editorial voice.
The Results
- Above-average open rates across multiple newsletter types
- Consistent affiliate revenue from strategically integrated product links
- Improved reader engagement through timely, well-curated content
- Helped the newsletters become a reliable traffic and revenue driver—not just a checkbox send
Why It Worked
This wasn’t spray-and-pray content. It was editorially sound, audience-aware, and revenue-smart—delivered with the kind of consistency and nuance that builds trust and performance over time.
Turning “Best Of” Into Best-in-Class at Forbes Advisor Small Business
The Challenge
When I joined Forbes Advisor’s small business team, the “best-of” product pages were underperforming. Structurally inconsistent and bloated with irrelevant content, they prioritized a kitchen-sink SEO approach over actual usability. The content was impersonal, lacking hands-on experience and credibility. As competitors gained traction, we were losing rankings—and reader trust.
The Strategy
I led a major editorial revamp of these cornerstone pages, partnering closely with UX and SEO teams to transform both the structure and substance. Key changes included:
We backed every change with data: competitor analysis, keyword and traffic trends, and insights from Google’s algorithm shifts.
The Results
Why It Worked
This wasn’t a standard SEO rewrite—it was a cross-functional transformation of some of Forbes Advisor’s most important assets. By centering user intent, clarity, and editorial authority, we created content that didn’t just rank—it resonated.
When I joined Forbes Advisor’s small business team, the “best-of” product pages were underperforming. Structurally inconsistent and bloated with irrelevant content, they prioritized a kitchen-sink SEO approach over actual usability. The content was impersonal, lacking hands-on experience and credibility. As competitors gained traction, we were losing rankings—and reader trust.
The Strategy
I led a major editorial revamp of these cornerstone pages, partnering closely with UX and SEO teams to transform both the structure and substance. Key changes included:
- Content hierarchy and design overhaul to improve navigation and reduce scroll fatigue
- Widgets and collapsible sections for easier comparison and quicker decision-making
- Voice and tone refresh—replacing generic copy with personal, hands-on reviews
- Streamlined content to match search intent and remove clutter
- Real product screenshots and expert quotes to increase authority and trust
- Cross-functional collaboration to align business, editorial, and SEO goals across high-priority pages
We backed every change with data: competitor analysis, keyword and traffic trends, and insights from Google’s algorithm shifts.
The Results
- Improved rankings and time-on-page across multiple high-value pages
- Increased affiliate revenue tied directly to revamped content
- Elevated reader experience with a more navigable, trustworthy, and personal voice
- Positive stakeholder feedback and a new internal standard for “best-of” content
Why It Worked
This wasn’t a standard SEO rewrite—it was a cross-functional transformation of some of Forbes Advisor’s most important assets. By centering user intent, clarity, and editorial authority, we created content that didn’t just rank—it resonated.
From Static Posts to Strategic Growth: Social Media at a Nonprofit
The Challenge
When I joined the Botanical Garden, their social media presence didn’t match their real-world impact. Facebook was stagnant at 3,000 followers, Instagram was under 1,000, and Pinterest hadn’t been touched in years. Content was inconsistent, off-brand, and wasn’t driving engagement, registrations, or revenue.
The Strategy
I built out a comprehensive social system—starting with a style guide and hiring a dedicated social lead. We connected social efforts to broader goals like class signups, member growth, and mission visibility. Key moves included:
The Results
Why It Worked
We turned scattered posting into a strategic content system—one that reflected the brand, resonated with their audience, and supported real business goals.
When I joined the Botanical Garden, their social media presence didn’t match their real-world impact. Facebook was stagnant at 3,000 followers, Instagram was under 1,000, and Pinterest hadn’t been touched in years. Content was inconsistent, off-brand, and wasn’t driving engagement, registrations, or revenue.
The Strategy
I built out a comprehensive social system—starting with a style guide and hiring a dedicated social lead. We connected social efforts to broader goals like class signups, member growth, and mission visibility. Key moves included:
- Facebook: Professionalized visuals and copy, introduced live video, and replaced printed catalogs with Facebook Events—saving $10K annually.
- Instagram: Focused on mission-aligned storytelling and strategic hashtags to grow a niche, engaged following.
- Pinterest: Relaunched the platform to promote weddings, blog content, and branded quotes, using SEO-friendly captions and visuals.
The Results
- 5x Facebook growth in 3.5 years
- Instagram grew from <1K to 5.5K, reaching beyond local audiences
- Pinterest reached 133K monthly viewers
- Saved $10K/year by digitizing class marketing
- Increased engagement, attendance, and long-term visibility
Why It Worked
We turned scattered posting into a strategic content system—one that reflected the brand, resonated with their audience, and supported real business goals.
Launching a Coaching Membership With Strategy and Soul
The Challenge
A mindset and lifestyle coach was launching her first paid membership—a supportive space for busy moms craving more intention and less burnout. While the offer was strong, she needed a full-funnel content strategy that would:
The content had to feel clear, grounded, and values-aligned at every step.
The Strategy
I created a comprehensive launch strategy that moved people from curiosity to conversion through four intentional phases:
1. Pre-Launch (Warm-Up)
2. Free Challenge Funnel
3. Launch Week
4. Kickoff + Onboarding
I also wrote the full sales page copy—crafting clear positioning, benefit-driven messaging, and personal storytelling to connect with busy moms ready for a shift.
The Results
Why It Worked
This launch strategy centered around real transformation—not fake urgency. Every piece of content served a purpose: to build trust, create clarity, and make the path to joining feel natural and aligned. The result? A launch that felt as good as it performed.
A mindset and lifestyle coach was launching her first paid membership—a supportive space for busy moms craving more intention and less burnout. While the offer was strong, she needed a full-funnel content strategy that would:
- Build real momentum before launch
- Nurture her warm audience into aligned, enthusiastic members—without using pressure tactics
The content had to feel clear, grounded, and values-aligned at every step.
The Strategy
I created a comprehensive launch strategy that moved people from curiosity to conversion through four intentional phases:
1. Pre-Launch (Warm-Up)
- Email, social, and SMS content to tease the offer and build a waitlist
- Messaging focused on personal transformation, not quick wins
- Clear, empathetic CTAs that respected her audience’s time and energy
2. Free Challenge Funnel
- Developed the content architecture for a multi-day challenge that previewed the membership’s core value
- Daily emails, texts, journaling prompts, and live session framing
- Subtle conversion moments built into every experience
3. Launch Week
- Strategic email and text sequence that layered urgency with social proof
- A branded testimonial series across email and Instagram
- Clear pacing and daily themes that kept momentum high without content overwhelm
4. Kickoff + Onboarding
- Welcome messages and emails to help new members feel celebrated and supported from day one
- Community-building content aligned with the program’s deeper mission
I also wrote the full sales page copy—crafting clear positioning, benefit-driven messaging, and personal storytelling to connect with busy moms ready for a shift.
The Results
- Launch roadmap that eliminated guesswork and gave the founder a clear plan to follow
- Highly engaged warm audience from pre-launch through open cart
- Strong early enrollment that validated the offer and built a foundation for future growth
- Consistent, human messaging across every platform and phase
Why It Worked
This launch strategy centered around real transformation—not fake urgency. Every piece of content served a purpose: to build trust, create clarity, and make the path to joining feel natural and aligned. The result? A launch that felt as good as it performed.