Selected Work
Here are just a few samples of my writing and content strategy in action. For more examples, visit my clippings.me portfolio.
01
Content Marketing
Sample blog and pillar content for previous clients. For content marketing, I typically use a cluster strategy, which establishes in-depth subject matter expertise and increases search visibility in target verticals.
Best-Of Content Listicle
This listicle, written for a negotiation training client, was one of their top-performing blog posts and boosted the visibility performance of high-priority content. Content efforts for this client resulted in a 200% increase in top 3 keyword visibility.
B2B Content Pillar
This content pillar, written for James Moore HR solutions, coordinated with an interactive HR Health quiz for prospective clients to self-evaluate. The pillar article provided in-depth analysis of results, and contributed to a 283% increase in form submissions for the vertical.
02
Landing Pages
These LPs supported large-scale brand campaigns. The messaging here informed the development of paid search ads, social content and video advertisements.
Black Friday LP
This 2023 Black Friday campaign resulted in over $1 million in revenue. Of that, over 70% was attributed directly to marketing. Overall, we achieved a 10x reduction in overall spend compared to the previous year while performing 6x better.
Brand Campaign LP
For the Semrush 2024 brand campaign, my team was responsible for the creative direction, messaging, design and asset creation. This LP stood at the center of it all.
03
Web Content
Examples from a large-scale website rebrand for a professional services client. My team created the messaging strategy and copy, and provided creative guidance on key design elements that impacted the messaging.
Home Page
This reimagined home page places the customer’s goals front and center. It also exemplified the creative direction for the rest of the project.
Client Type Page
One of several pages that target the unique challenges of a specific client type (in this case, publicly traded entities).
04
Video Content
Examples of short-form video content. For these projects, I created and edited the script, including the voiceover, timing and visual direction.
Competitive Intelligence Ad
This short, convert-stage ad was used to promote Semrush’s competitive intelligence tools. It appeared on LPs and in paid video ad slots.
Brand Campaign Ad
This 30 second ad was the key video asset for Semrush’s 2024 brand campaign (see the LP above). I created the script, including voiceover and visual direction.