The ask

When I first joined INN’s Client Content team in a writing capacity, the company had just launched a new offering: INNspired native advertising articles that would position clients as thought leaders in their sectors.

As demand for this content grew, the team needed someone who could lead its development while also overseeing the writing and delivery of all other client content (e.g. corporate profiles and executive Q&As). The INN sales and account teams also required visibility into the content’s performance in order to show clients a clear return on investment.

The work

After just a few months in my writer role, I took on this task and led the following initiatives:

• Developing simple and scalable workflows, reflected in communal content calendars and Trello boards

• Hiring, coaching, and overseeing a team of writers responsible for crafting all client content

• Reviewing and editing all content that was delivered to clients

• Building an inventory management system to record all content produced

• Tracking best performing content with inputs from Google Analytics

• Establishing guidelines for optimizing all client content from a search engine optimization standpoint

• Solidifying relationships with clients as the point of contact for all things content

• Defining a collaborative cross-process relationship with the accounts team and web team

Within one year, I grew the INNspired content inventory from 10 pieces to 250 articles spanning a variety of industry topics.