Natalie Schwab

I was hired to build and scale Zipwhip's first content marketing function to grow organic traffic, generate leads and move folks down the funnel. I hired a full team, built a content marketing strategy and established processes for efficient content creation, including regular content planning, an editorial calendar, writing guidelines and more. Here's what my team accomplished in ~2.5 years:

• 10 e-books, which drove more than 15,000 downloads (leads)
• 325+ blog posts, which accounted for more than 1.3 million page views and increased monthly organic traffic of more than 700%
• 42 webinars with 6,800 registrants
• 36 podcast episodes featuring our CMO and special guests
• 50 videos to educate and drive brand awareness
• I also wrote copy for the Zipwhip website, nurture email campaigns, events, digital ads, e-commerce flow, in-app product walkthroughs and more

While at Redfin, I was responsible for writing and editing blog content to drive traffic, create leads and build brand awareness. Through search-optimized evergreen content and timely data-driven reports, I helped increase Redfin's annual blog traffic by 130%, from 1.9 million visitors to 4.4 million. I also helped create content for Redfin's Homebuying and Selling Guides, which generated more than $300,000 in revenue in the first year and a half. Additional responsibilities included:

• Copy editing and publishing all content on Redfin Real-Time
• Conceptualizing and writing content using Redfin housing data
• Managing Redfin Real-Time's editorial calendar and content production
• Providing best practices to make the team more successful
• Monitoring trending news and working with team to cover when relevant
• Compiling monthly blog traffic and conversion reports to gauge content performance
• Compiling a weekly Blog Digest to go out to Redfin's large distribution list
• Identifying and on-boarding syndication partners
• Identifying and recruiting guest contributors/content partners
• Testing out new content types for increased engagement
• Recording and editing podcasts with Redfin executives
• Monitoring and tracking Redfin media coverage
• Running Redfin's social media and managing budget

I helped build and scale the largest community of female content creators in the world, at the time. The Experts Among Us community generated thousands of pieces of unique content, driving high-volume traffic to SheKnows and opening us to new advertising opportunities. Responsibilities included:

• Moderated all applications that came in for the Experts Among Us program
• Managed relationships with all existing Experts (including partners and celebs) – assigning articles, reviewing pitches, etc.
• Approved and published all Experts content
• Wrote copy for, and HTML coded, a weekly “What’s Hot” newsletter to go out to the entire Experts distribution list
• Wrote and coded a weekly assignment email that aligned with editorial themes and trending news
• Compiled Experts traffic reports using Google Analytics to evaluate performance of content
• Conducted training webinars for new Experts that included training on the CMS, reviewing editorial guidelines and upcoming events, etc.
• Maintained the Experts landing page: Selected and updated Featured Experts monthly, chose content for the carousel and wrote catchy copy to promote each article
• Worked closely with our PR team to get Experts content placed on other websites and offer them up for media opportunities

I honed my editing skills as the copy editor of our school paper, The Arizona Daily Wildcat, and reported on the environment beat for Arizona's oldest newspaper, The Tombstone Epitaph.