Content Strategy & UX

Content Strategy & UX

A strong content strategy isn’t just about words—it’s about experience. These projects highlight my ability to marry editorial thinking with user-centric design. From optimizing mobile content to mapping user journeys and creating content ecosystems that boost engagement, this section showcases how I bring clarity, structure, and flow to the digital space through intentional storytelling and strategic UX thinking.

Website Architecture (Recruitics)

A well-structured website is the backbone of any successful content experience. I design intuitive site architectures that prioritize user flow, content accessibility, and brand storytelling. Whether working on new builds or optimizing existing sites, my focus is on creating scalable structures that guide users naturally through content, increasing both engagement and conversion.

Case Study: SportClips Website and Generated Content Program

I created a content strategy for SportClips’ new careers website to highlight their Stylists and their connections to their passions and career/life goals. I led my copywriters to write engaging and brand aligned messaging, guide our designers to create fresh and quirky designs, and ensure that the UX was significant improved.
One of the biggest problems SportClips needed us to solve was how to generate employee-focused content that was real and authentic. Our company has a video content tool that we introduced to them as an easy solution – here was one of the content pages we created that highlighted some of these videos and testimonials
Results and Metrics: An EGC (Employee Generated Content) Playbook that highlights important step-by-step filming instructions, content topics and prompts, and the best video and content examples from the industry.

Case Studies: More Website Content Architectures and Strategies

VCU Health
Lumen (CenturyLink)
SavATree

Audience & Candidate Journeys

Understanding how users interact with content at every stage of their journey is key to delivering the right message at the right time. I map out audience and candidate journeys that align with user intent and behavioral insights—crafting content touchpoints that nurture interest, reduce friction, and move people from awareness to application with ease.

Case Study: Loma Linda University Health Candidate Journey & Brand Activation

  • Problem: After my team completed LLUH’s employer brand project (EVP), they needed additional support with activating the new employer brand for their multiple candidate personas across their candidate journey.
  • Strategy: I took them through that journey and laid out a strategy on how to prioritize activation across various areas. From Awareness to Advocacy, I demonstrated how each persona would experience the brand through different channels.
  • Results/Metrics: A comprehensive EVP that is now internally and externally activated across the Southern California region.

SEO Strategies

Great content deserves to be found. I integrate robust SEO strategy into every layer of content development—from keyword research and metadata to on-page optimization and strategic linking. My work improves visibility across search engines while supporting long-term content performance, driving quality traffic that’s aligned with employer brand and business goals.

Case Study: SEO Blog Writing for MediaSmack/Scorpion

As an SEO Strategist and Blog Writer, I was responsible for writing full blog articles for different attorneys across the country; from Personal Injury law firms to Divorce to Family Law to Criminal Defense.
Here’s another example of a blog article I wrote for a San Diego Divorce Attorney. I used SEO tools such as Moz, Semrush, Ahrefs, and Yoast SEO