Content Marketing - Decision Stage
California College of the Arts
I researched, outlined, copyedited, and SEO optimized a suite of inbound marketing content for 3 of CCA’s Graduate Studies programs that led to an increase in applications.
Since this decision-stage content was targeted at a highly sophisticated audience of college graduates researching a graduate degree in Design, it needed to be informative, engaging, and authentic without being sales-y. And due to limited budget, it needed to be done with minimal access to copywriters.
I began by conducting interviews with key stakeholders to determine their audience’s most frequently asked questions, which I then used to create a series of questionnaires to be filled out by current students, alumni, and faculty. Their (copyedited) responses formed the bulk of each piece, leaving copywriters only a few intros, closing paragraphs, and headlines to write based on my keyword research.