CONTENT MARKETING

I'm an experienced content marketing professional with a passion for authentic, customer-centric writing. I leverage my scientific background and creative thinking to produce compelling digital and print content. Whether I'm writing about next-generation sequencing, forensics or medical diagnostic technology, my goal is to produce content that the audience finds valuable and keeps them coming back for more. I put a strong emphasis on delivering high-impact, digital-first content that is engaging while remaining medically and scientifically accurate.

 

EXPERTISE

CONTENT STRATEGY AND FULL-FUNNEL APPROACH

MULTIMEDIA COPY WRITING

DIGITAL AND PRINT ADVERTISING

WEBSITE DESIGN AND DEVELOPMENT

VIRTUAL EVENTS, WEBINARS AND CONFERENCES

DATA-DRIVEN METHODS

 

EXAMPLE WORK

 

QIAGEN MDX MICROSITE

An existing Wordpress site for one of the MDx product areas needed to be updated to the new look, feel and tone of the QIAGEN website. As the content lead, I was tasked with designing and writing copy for the new microsite. Here's how I approached this project.

RESEARCH

DESIGN

RESULTS

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Audience, purpose & SEO analysis

  • Aligned with marketing, business and digital teams to define personas and goals of the microsite

  • Designed site architecture for full-funnel digital marketing approach

  • Ensured SEO success with keyword research and content strategy that prioritizes a seamless user experience and content value for the audience

Copy writing, layout & graphics

  • Developed content that spanned the sales funnel from top to bottom, using SEO keywords appropriately throughout while maintaing branding and tone of voice

  • Built in room for website expansion and digital marketing campaigns

  • Focused on high-value educational content that demonstrated our authority on the subject

Metrics of success

  • Rank high on first page of search

  • Consistent traffic since launch

  • Iterative edits to improve traffic

 

QIAGEN: RARE DISEASE DAY VIRTUAL EVENT CAMPAIGN

Multi-channel campaign to raise awareness around rare diseases and promote QIAGEN's NGS exome solutions

Strategy:

  • Drive registrations through high-visibility, emotional, multi-channel digital promotion (SoMe, email, third party, microsite)

  • Encourage engagement with prizes and incentive to register through donations to National Organization for Rare Disorders (NORD)

  • Post-event promotional deal to encourage sales

  • Create materials that could be repurposed (webinars, infographics)

 

STAGE 1: AWARENESS

  • Produced quiz on rare diseases

  • Engaged SoMe audience with quiz and posts leading up to Rare Disease Day

  • Wrote blog post on Rare Disease Day history and context

  • Created 2 new infographics on rare diseases and exome sequencing as a diagnostic innovation

  • Coordinated with NORD for donation campaign

STAGE 2: VIRTUAL EVENT

  • Developed cohesive imagery and messaging

  • Designed registration landing page

  • Coordinated updates to NGS microsite

  • Created invitation video for paid and organic SoMe

  • Developed multi-stage email campaign

  • Designed full-scale virtual event platform, including library, networking lounge, conference hall, and entertainment room (quiz, prize wheel and photobooth)

  • Designed event-branded prizes

OUTCOME

  • >1000 registrants

  • 30% attendance rate

  • Consistently positive feedback from attendees via post-event survey

  • Follow-up nurture campaign including donation results and additional resources on exome sequencing