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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.

  • content strategy

  • project management

  • copyediting

  • content marketing

  • strategy

  • SEO

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