Marketing Portfolio
To strengthen PrepScholar's presence in AI-driven search and recommendation results, I led a multi-pronged content and communications strategy. I published a series of blog posts directly comparing PrepScholar to key competitors, giving AI models and search engines clear, structured signals about our differentiators and helping surface PrepScholar in comparison-style queries. I also wrote and distributed press releases highlighting new product features, building a steady stream of credible, citable coverage that reinforced our authority and relevance across the web. Beyond individual content pieces, I partnered closely with internal stakeholders to define and promote a clear, consistent brand identity, which made it easier for both readers and AI systems to accurately understand and represent who PrepScholar is and what sets it apart. As a result, PrepScholar saw a measurable increase in AI-generated search citations and referral traffic from platforms like ChatGPT and Perplexity, alongside stronger brand recognition in head-to-head competitor searches.
Raising AI Visibility
To drive sustainable organic growth at PrepScholar, I led a content strategy centered on high-potential keyword research and consistent editorial quality, taking the blog from a few hundred thousand views per month to over 5 million in four years. I first developed and documented editorial guidelines that standardized tone, structure, and SEO best practices across the team, creating a repeatable framework that maintained quality as content output scaled. I identified keywords with strong search volume and ranking potential (based on existing competition, search intent, and strategic relevance), and tracked what worked with Google Analytics, Semrush, and Google Search Console —ensuring content investment was focused where it would have the greatest impact on visibility and traffic. I then managed a team of up to 7 writers, assigning topics, providing feedback, and overseeing revisions, to ensure every piece met both editorial standards and search-performance goals. At its peak in 2020, organic traffic drove up to 80% of company sales, though broader market shifts later reduced the channel's overall contribution.
Growing Organic Traffic
As Content Marketing Manager at PrepScholar, I led a cross-functional effort to strengthen the site's conversion funnel from top to bottom. I redesigned the blog homepage and template to improve user experience and accessibility, which contributed to a 20% increase in time on site. To capture and nurture more leads, I partnered with the marketing team to update and expand our library of free resources — including ebooks and guides — resulting in a 4x increase in engagement with these lead magnets. I also iterated on our weekly email newsletter format, consistently hitting 60%+ open rates while improving click-through on key CTAs. Underpinning all of this was a steady cadence of A/B testing on site-wide CTAs, which helped identify what actually moved the needle on click-through and conversion rates. Together, these efforts created a more cohesive, higher-converting funnel — from first blog visit to newsletter signup to lead conversion