Content x Customer Journey
& SEO Optimization

SonderMind had an excellent team of content writers. They had a comprehensive evergreen library of client content realted to therapy, some topical pieces that were developed against a content calendar, and social feeds and web presence to drive users in and reading. SonderMind also had a top-talent SEO specialist, who I personally people managed. 

But there was no connectivity between the two functions. So I brought those groups together, with the aim of producing high quality, SEO-optimized content, which would draw in traffic from organic search to the site. With input from stakeholders, we redrew our ideal customer journey, including both client's feelings (uncertainty, doing the work in therapy, hope) readiness (uncertainty, openness to therapy, readiness to match to a therapist), and questions (what kind of help do I need? what do I need to move forward? continue in therapy? How will I feel after therapy?). With that framework built out, we tagged our content library to the different journey phases, identified gaps in content, and moved forward with channel strategies. We integrated SEO into the briefing and editorial process, using SEMrush to find opportunity areas for both net new content and how to improve keywords we were hitting on in-flight content. 

Net new users from content grew, pages per session grew, and internal the internal workflow was fine tuned.