Knowledge Center
Creating a Content Strategy & Rebuilding a Blog
METHODS
Comparative & Competitive Analysis, Requirements & Constraints Review, User Surveys & Interviews, Proto-Personas, Wireframing, Usability Bug Review, QA, SEO Research & Optimization
+495%
NEW USERS
126K+
COVID CONTENT VIEWS
+141%
TIME ON PAGE
+564%
REVENUE ($105K)
When I joined Alen as the head copywriter on a small but talented team, there was no set content strategy. Nor was there any governance guiding when content was created or optimized. I knew we needed a framework to derive the serious impact from the blogs I was carefully producing. My title soon changed to Brand & Content Marketing Manager… and I went to work.
With a cross-functional team, I led the reboot of the company’s blog for a massively improved user experience and user interface. I was thrilled to bring content design best practices to our hub for education. Best of all, everything we put in place was sustainable and scalable.
The blog re-launched amid two air quality crises: COVID-19 and wildfires. It was a pivotal moment for the company. Thought-leadership around what HEPA air purifiers could and could not do became a major brand differentiator. New traffic and conversions skyrocketed, but seeing my COVID articles rank on page one for over a year is my proudest achievement.
With two page-one rankings, my school content gives Alen organic visibility at a critical time.
“I was researching air purifiers online and came across Alen. The wealth of helpful information and positive reviews made it an easy decision. Our allergies lessened, we love our 45i!”
DELIVERABLES
Content Audit
Content Hierarchy & Information Architecture based on:
Business goals & trends affecting our demographic
SEO (keyword research and tracking)
CX data (address pain points & common questions)
KPIs to optimize existing content
New Content & Editorial Calendar (overview)
New Articles - Explainers and focus pieces to solve problems for our cohorts - COVID, wildfires, allergies, etc.
Updates & Optimizations - Strategic improvement of content through better writing quality, searchability, load time, and accessibility
Case Studies - Rich social proof illustrating how our products solve real-life problems—supported by a streamlined interview process
Brand Style & Governance Guide (excerpt)
Tone: Empathetic, patient, conversational, trustworthy, confident, down-to-earth, optimistic, knowledgeable, approachable, not hyperbolic or fear-based
Voice: Thought-leader, teacher, wellness advocate, innovator, expert, problem-solver
Archetypes: SAGE, CAREGIVER
Personality Type (Gladwell): Maven - intense gatherers of information and impressions, often the first to become aware of new trends, and trusted widely across many social boundaries and groups
I work closely with designers and photographers to elevate the brand’s visual identity.