Copy-based Instagram Strategy

While managing creative & strategy for Exhale’s social media accounts, I leveraged my writing skills to develop copy-based posts for an image-based platform—and was rewarded with a 68% increase in engagement. I also used community listening to identify key pieces of user-generated content that would resonate with the Exhale audience. Below, you’ll find two pieces of content (humble brag: they’re still Exhale’s top-performing posts on Instagram) that exemplify this simple, shareable and on-brand strategy.

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On Exhale’s blog, long-form content translates to big results.

Using listening tools and SEO keywords, I created a blog content strategy based on highly searched questions. Each piece of content disseminated across marketing emails, social media posts and exhalespa.com—enhancing engagement across platforms. From recipes & workouts to interviews with experts, I found new ways for Exhale’s audience to connect with the brand. Plus, including blog content in Exhale's newsletters increased click-through rates by 26 percentage points on average in 2018.

Recipe: Emily's Hearty Butternut Squash Stew
Science: How to Fix Your Sleep Post-Daylight Savings
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Video Content & Voiceover Writing

I rented a camera and headed to Mexico with Lindblad Expeditions to develop organic content & voiceover copy for Exhale’s partnership.

 
 
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