Content Marketing Strategy

 
 

Combined Jewish Philanthropies

Having gained skills and knowledge around storytelling and content in my previous role as a content strategist at Skyword, I was prepared to take on significant content-focused initiatives at Massachusetts’ largest non-profit, CJP.

The Tribe

I helped launch CJP’s official blog, The Tribe, a platform that engages the local Jewish community through stories that highlight CJP’s work and mission. I recruited contributors, managed content calendars, and wrote content. I also worked with the webmaster and designers to develop the information architecture and visual styling. 

Julian Edelman Discovers Israel

Young adults are an important target audience for CJP. To raise awareness for CJP and its young adult programming, we sent New England Patriots star and Super Bowl champion Julian on his first trip to Israel.

As a member of CJP's internal video team, I partnered with Super Digital, Edelman’s marketing agency, to plan and promote Edelman’s travels. I worked with the team to develop the video and landing page, and I created a digital promotional plan.

Watch the video.


Project Dreidel

While many acknowledge that the holidays can be a challenging time for some, there’s often a misconception that members of the Jewish community aren’t among those facing these hardships. To dispel this myth and raise money for those in need, I partnered with Jewish Big Brothers Big Sisters to promote the philanthropic campaign Project Dreidel.

I worked with our partner and the Associate VP of my department to tell the story of a young boy whose life had been positively impacted by the JBBBS and his “Big Brother.” My role included management of the video shoot, communications with JBBBS, collaboration with the videographer, and interviews with video participants. Further, I served as a member of an internal strategy team that built a dedicated site for Project Dreidel. I also promoted the campaign on social media and worked with our Creative team to develop custom graphics.

 

Gather.com and Skyword

As an account manager for the website formerly known as Gather.com, a demand-driven news and entertainment property reaching more than 6M people each month, I developed engagement strategies, created content, and managed communities for companies like Harper Collins, Kraft, Neutrogena, and Warner Bros Records. (View the case studies I developed for the projects I directly managed.)

Eventually, I came to manage and train freelance writers on best practices for writing for the web. Over time, I grew our freelance writers from a few to one hundred. This led to traffic growth on Gather.com, which was significant in enabling the company to pivot from a social network to the content production platform Skyword.

As Skyword's first content strategist, I launched the company's content news blog, The Content Standard. I managed writers, researched keywords, and developed content ideas. After leaving Skyword as a full-time employee, I continued to participate in the blog as a contributor.