Monthly Archives: January 2015

A Place For Mom – Content Marketing and Content Strategy

Content Marketing

Our audience needs answers during the holidays when visiting their elderly family members. We gathered an expert advisory panel and curated five interviews from experts in the fields of: Medicine; Psychology; Finance; Law and Alzheimer’s Disease. I was responsible for all content—working with writers, conducting interviews and crafting all intro text, navigational elements and site placements. I also coordinated distribution through our E-Mail, PR, Social, Blog and SEO channels.

Holiday Campaign Landing Page

Intro Text and Navigation

Full article text can be viewed here. For this article and the five in this series, I worked with a copywriter, editing for tone, flow and brand guidelines. I also recrafted these articles into one-page, downloadable white papers.

Newsletter

Homepage Placement

Holiday Homepage CTA

Social Media

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Mobile

Content Strategy

Resources Navigation

In order to help our customers find their way through our resources library, I worked with the creative team to categorize our articles and create persistent navigation.

Resources Navigation

Sidebar

resources navigation sidebar

Results: Improved (lowered) bounce rate by over 13% and increased time on site by 7%.
Copy of bouncerate graph

Copy of bounce rate

Lead Capture A/B Testing

With the Conversion Rate Optimization team, conduct continuous multivariate tests on conversion funnel copy and calls to action.
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leadformblogpage1

Direct Marketing

Craft direct marketing pieces for distribution across multiple channels in order to capture leads with whitepaper advertising.

Full text can be found here.

Results: The above direct marketing piece drove more leads and sessions than the homepage of our blog in December 2015 – an unprecedented event.freeplannerdata

Blog Conversion Rate

Since beginning at A Place For Mom in May 2015, leads from the blog have risen 224% YOY and the conversion rate increased 99.12%.

blogleadsblogleadrates

Native Advertising

Raising lead quality from Facebook advertising, we A/B test various copy and topics for native advertising landing pages. Topics are chosen by using web analytics to find high-converting articles that also have high clickthrough rates from social media.
Native-Landing-Page_v1

Public Relations

Working with the PR team, we partnered with the Mutual Fund Store to conduct a survey of how families are preparing for long-term care. Using survey data, we told the following story.

Results: The article received national coverage including mentions in Wall Street Journal and Huffington Post. Full text can be found here.