Content strategy is more than just planning what to write or post. It’s the practice of aligning the right message with the right audience, delivered in the right format, at the right time—all in service of business goals. It’s a thoughtful mix of research, storytelling, UX, SEO, and brand voice. And it’s what I’ve been doing successfully for over a decade.
My Approach: Listening, Researching, and Building With Purpose
Every client and brand is different. That’s why my process always starts with listening—to you, your audience, and the data. From there, I build a strategy that aligns with your mission and tone, identifies content gaps and opportunities, and lays out a clear path forward.
Whether it’s overhauling outdated web content, launching a new product, or creating a multi-channel editorial calendar, I focus on the fundamentals:
- User-first storytelling
- Search intent-driven SEO
- Brand consistency across platforms
- Content formats tailored to your goals
My work has supported businesses and organizations across wellness, SaaS, finance, higher education, professional development, and e-commerce.
Strategy in Action: From Education to Engagement
Take, for example, my recent collaboration with the Connecticut Office of Higher Education. Their website needed a full modernization—fewer pages, clearer journeys, and improved accessibility. I partnered with the agency to:
- Identify target audiences and their needs
- Simplify complex journeys
- Rewrite and consolidate legacy content (reading level Grade 6 to 8 as opposed to postgraduate)
- Balance stakeholder input with user best practices
The result was a streamlined, more effective website that met state standards and user expectations alike.
Or consider my work with Education Dynamics. I noticed that the content on GradSchools.com wasn’t addressing “People Also Ask” (PAA) questions from Google search. By adjusting our templates and content to incorporate these queries, we saw increased traffic and began capturing featured snippets.
Formats I’ve Worked With
From landing pages to email sequences, infographics, scripts, and even microcopy for apps and telemarketers, I’ve created content that adapts to each platform while staying true to brand identity.
While I haven’t created TikToks (yet), I’ve done just about everything else—including optimizing existing content with tools like Conductor, SEMrush, and Google Analytics to improve performance and lead generation.
Content Strategy With Impact
I’m not just about ideas—I’m about results. At PMI, I utilized membership survey data to revamp the digital membership brochure and other materials, resulting in a measurable increase in downloads during virtual events.
At Understood.org, I performed a manual content audit (when tools weren’t an option) to build a well-structured content hub. The experience reinforced my belief in flexibility and resourcefulness—two qualities that shape my work with every client.
Strategic Collaboration in a Remote World
I regularly work with remote, global teams and understand the challenges that come with time zones, unclear briefs, and cross-functional priorities. My solution? Structure and communication.
I use tools like Slack, Teams, Figma, and Google Docs to collaborate async, and I always aim to make communication as clear as possible. I live by the principle that “clear is kind” (hat tip to Brené Brown).
Why It Matters
Content strategy isn’t a buzzword. It’s a smart, user-focused way to drive growth, loyalty, and trust—especially when resources are limited or timelines are tight.
Whether you’re launching a new site, refining your blog, or rethinking how you speak to your audience, I bring both strategy and execution to the table. My work helps organizations tell better stories, get found online, and turn ideas into action.
Let’s make your content work smarter—together.
