Content Strategy for Better Reach & Engagement

Optimizing the Energy Forward Stories content platform

METHODS USED
Content marketing, copywriting & editing, SEO keyword research, UX optimization, video production

TOOLS
Drupal CMS, Google Analytics, SEMrush, Lumen5 (video), Hotjar, Miro

COLLABORATORS + STAKEHOLDERS
Global subject matter experts, business segment leaders, freelance writers, social team, digital ops (marketing automation) team

+20%

ORGANIC GROWTH

$300k

COST SAVINGS

When I joined Baker Hughes, I was tasked with scaling its cornerstone content platform to be a stronger driver of brand marketing and enterprise revenue goals. New traffic aids brand awareness and begins a relationship with potential customers that enables future activation further down the funnel.

Our primary content consisted of 1,000-2,000-word articles that were expertly researched and loaded with unique insights from our experts at the forefront of new industry tech. Unfortunately, they saw minimal organic traffic and organic social posts drove shortlived bursts of views.

I kick-started fundamental SEO and UX optimizations to make articles more findable organically, keep users on the page longer, and encourage them to explore more content.

To give our outstanding content a longer lifespan to reach more new users, we onboarded a new in-house video production tool to repackage articles in optimal formats for social. We also tested the use of carousels and boosted organic posts.

The result was a significant lift in all target KPIs accompanied by massive savings in agency costs. My guidelines for video creation, article SEO & UX optimization, and content governance for site health are still widely used.