Producing great content requires clear direction, thoughtful planning, and a process that works for both clients and writers.
I learned this firsthand at Eater DC, covering the fast-moving world of restaurants and hospitality, and at Contently, where I worked as a managing editor for major lifestyle brands.
Plus, after over a decade as a freelance writer, I know exactly what writers need to turn around strong work on the first (or second) try, like thorough briefs that leave no room for guesswork. On the backend, workflows and content calendars keep everything on track.
One of my favorite projects put these skills to the test. Keep reading to see how.
CASE STUDY
Building a Blog for a Luxury Tour Operator
Background
From 2018 to 2020, I worked as managing editor for a luxury tour operator's ambitious content marketing project.
The goals of the project were to:
Showcase extraordinary global itineraries
Inspire travelers to embark on new adventures
Boost website traffic
With my experience as an associate editor at a major lifestyle publication and a writer for top-tier travel outlets, I was brought on board by a content marketing agency to collaborate closely with the client's marketing team and agency account managers.
Challenges
1. Recruiting writers: I successfully built and managed a team of more than 20 skilled freelance travel writers with firsthand knowledge of unique and remote destinations.
2. Balancing stakeholder expectations: I successfully managed brand priorities while maintaining editorial integrity through effective communication and developing detailed content briefs.
3. Streamlining the interview process: I established efficient workflows that made coordinating interviews between subject matter experts and freelance writers efficient and productive
4. Engaging a global audience: I ensured a consistent writing style and used inclusive language to resonate with an international audience.
5. Prioritizing Visual Storytelling: I developed stories based on the client's existing images and integrated SEO later without compromising storytelling and editorial quality.
Impact
Our efforts resulted in a remarkable doubling of U.S. website traffic over two years.
The blog became a cornerstone of the brand's content marketing strategy.
Repurposed blog content in newsletters became a key growth driver.
Select posts continued to draw traffic even after publication slowed during the pandemic.
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