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.
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.
Lead Capture A/B Testing
Results: The above direct marketing piece drove more leads and sessions than the homepage of our blog in December 2015 – an unprecedented event.
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%.
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.
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.