Key accomplishments
- Drove 54% traffic growth to content despite market downturn
- Doubled new user activations (buys) via email program
- Built content program from ground-up, authoring new email campaigns, long-form content, and first-ever brand guidelines/style guide
- Key accomplishments
- Goal: Maximize content and distribution with a lean team
- Sample content distribution planner
- Strategic documents
- Roadmap
- Sample positioning work
- Sample page tables and content architecture
Goal: Maximize content and distribution with a lean team
Blockchain.com’s content team was small—like “five people for multi-billion dollar brokerage” small.
This meant everyone on the team was a writer.
We had one general marketing manager for podcast, social, and events; a content strategist who worked on UI and long-form; a product marketing manager who handled content, and a marketing operations specialist.
Our intention was educational in focus, targeting the “crypto curious” with articles like “Crypto Wallets, Explained” or “The Definition of Decentralized Finance (DeFi).” (I authored these ones.)
With everyone wearing multiple hats, our motto when it came to publishing was simple:
Write once. Distribute forever.
We focused on getting everything we could out of everything we created by:
…into emails…
…and social posts.
Sample content distribution planner
The “Content Distribution Planner” was our systematic approach to “splintering” medium and long-form content across channels, as we did here with “The Definition of Decentralized Finance.”
Strategic documents
As the company’s first Head of Content Strategy, I was responsible for a range of strategic deliverables including:
- the first-ever content roadmap
- Positioning of multiple assets and products
- Page tables and content architecture for proposed Learn Center
The following snapshots come from our big picture and quarterly planning cadences.
Roadmap
Sample positioning work
Sample page tables and content architecture
