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 molecular 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
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