Benjamin Reiland
Verified Expert in Marketing
Marketing Expert
Saint Paul, MN, United States
Toptal member since December 22, 2023
Ben is a consistent and prolific content creator with 10 years of experience in digital marketing, most recently focused on developing and delivering compelling content strategies. In his SEO efforts, he has improved the domain authority of one employer by 20% and achieved a consistent 35% quarter-over-quarter organic traffic to the pipeline. Ben is adept at delivering efficient projects on time through in-house and outsourced efforts.
Expertise
- Content Marketing Strategy
- Content Writing
- Digital Strategy
- SEO Content
- SEO Tools
- Search Engine Optimization (SEO)
- Web Content
- Writing & Editing
Work Experience
Creative Copywriter
National Stuttering Association
- Reviewed NSA brand content, guidelines, and related material to capture the voice and tone of the organization.
- Crafted compelling copy targeting multiple audiences for NSA event direct mail content.
- Designed a number of direct mail pieces targeting multiple audiences for an NSA event.
Landing Page Copywriter
TribeIn Inc
- Worked with the company founder to create a copy that accurately conveyed the mission and brand of TibeIn LLC.
- Created design mockup to provide the web designer with a template for website layout.
- Conducted research to add relevant statistics to the homepage, supporting the company mission and website's purpose.
Senior SEO and Content Strategist
Motus
- Achieved an average of 35.5% of pipeline from organic and paid sources over consecutive quarters.
- Achieved an ABM conversion rate increase of 30% through industry-specific content experiences, email campaigns, video analytics, and video marketing.
- Reduced asset creation timeframe by ten days through the creation of templated content.
- Grew total organic keywords by several hundred through efforts to improve the content experience and provide thought leadership to reach new audiences.
- Created dashboards to establish weathervanes in the market around content engagement, webpage and CTA performance, key term rankings, search volume, competitor standing, and more.
- Created an internal guide for advertising and email creation to align both with the company brand and marketing best practices.
- Led transition to new content management system, transitioning 100 plus assets to new resources hub under a tight timeline.
- Increased video content by 50% through repurposed content, improving YouTube traffic and engagement rate.
- Cleaned up landing page and email experiences by researching best practices and working with the design team to push implementation across HubSpot instances.
- Developed and executed content strategy to align assets with audience needs, increase engagement and drive pipeline growth, delivered to meet company and brand objectives.
SEO and Content Strategist
Motus
- Took over management of blog, resources hub, video content, and all content creation, averaging two to three assets and seven blogs a month.
- Raised the website's domain authority by 16% over the year through technical SEO fixes.
- Rewrote the company website following an acquisition and branding update, creating copy for 36 pages targeting a variety of audiences.
- Expanded SEO key terms, including on-page SEO strategies, to compete with companies in the new space, achieving first-page results for over 20 highly competitive terms.
- Prepared and updated brand guidelines to maintain a consistent tone of voice across company messaging.
- Transitioned content from the merger, reviewing blogs and other collateral of two companies for potential use before updating them to match brand voice and tone.
SEO and Content Specialist
Motus
- Reduced 617 site issues by half through technical SEO efforts: shortening URL lengths, adding meta-data, enforcing canonical URLs to avoid duplicate content, and more.
- Created and updated a content directory to inform sales and marketing teams of asset intent and ideal funnel stage.
- Worked with social media, events, and design stakeholders on internal and external company communications.
- Created a podcast targeting customer-employee base from the ground up with no prior experience, booking guests in various industries, recording, producing, and uploading all 20 episodes.
- Consolidated and updated 50 pieces of collateral following the company merger.
Content Specialist
Written Word Media
- Created, published, and reviewed webpages and emails for four websites.
- Researched, wrote, and promoted SEO author-facing articles to attract potential purchasers.
- Managed social media and customer service inboxes.
Project History
Middle-of-the-funnel Transition Content
Created content that generated high engagement rates and an elevated average time on asset.
I created this introduction piece to help prospective customers better understand the steps that would bridge the gap from their current position to becoming a Motus customer. While high-level and educational, it speaks specifically to what employers and their employees can expect in a time of uncertainty.
Top-of-the-funnel Education Blog
https://www.motus.com/blog/vehicle-programs/Authored a post that consistently gets over a hundred visitors monthly with an engagement rate of around 80%.
This post illustrates both content writing and my SEO capabilities. As important as it is to deliver information the target audience is searching for, the content means nothing if it’s difficult to find. I optimized this piece’s search presence, achieving consistent traffic and a high engagement rate.
Bottom-of-the-funnel Video Content
https://www.youtube.com/watch?v=X9SvauOA8tcIncreased traffic to bottom-of-the-funnel content through bootstrapped video content creation.
We needed to expand our video content without a giant video budget. Using Wibbitz and Canva, I created videos summarizing essential information in articles, guides, and case studies. This effort increased our video content and YouTube presence while boosting asset traffic.
Education
Bachelor's Degree in Mass Communication
University of Wisconsin - Madison, WI, USA
Certifications
Digital Marketing Foundations
LinkedIn Learning
Storytelling for Data and Design
LinkedIn Learning
Online Video Content Strategy
LinkedIn Learning
HubSpot Content Marketing Certification
HubSpot
Demandbase Account-based Marketing
Demandbase
Google Analytics Certification
Google Analytics Academy
Skills
Core
Google SEO, SEO Tools, Writing & Editing, Search Engine Optimization (SEO), SEO Content, Email Campaigns, Content Marketing Strategy, Content, Digital Marketing, Copywriting, SEO Audits, On-page SEO, Content Marketing, Content Strategy, Search Engine Marketing (SEM), Landing Pages, Conversion Rate Optimization (CRO), Market Research & Analysis, Product Marketing, Web Marketing, Digital Marketing Strategy, Content Creation, Marketing Strategy, SEO Keyword Research, Account-based Marketing (ABM), Digital Advertising, Public Relations (PR), Go-to-market (GTM) Strategy, Marketing Analytics, Email Marketing, Brand Marketing, Brand Strategy, Paid Advertising, Lead Generation, Cold Emailing
Platforms & Tools
Microsoft 365, PathFactory, HubSpot, Canva, HubSpot Marketing Hub, Uberflip, Wistia, Mailchimp, Google Analytics, Digital Advertising Platforms, Google Analytics 4 (GA4)
Business Models
B2B, B2C, SaaS Product Marketing, SaaS
Other
Semrush, WordPress, Content Writing, Web Content, Brand Management, Brand Guidelines, Blogs, Wibbitz, Storytelling, Creative Strategy, Copy Editing, Proofreading, Landing Page Optimization, Customer Experience, Research, B2B Marketing, Digital Brand Identity, Naming, Blog Posting, Email Content, YouTube, Demand Generation, Video Marketing, Presentations, Data, Digital Strategy, Videos, Startups, Pitch Decks, Brand Building, Data Analysis, User Feedback, Podcasting, Technical SEO, Tone of Voice, Event Marketing, Direct Mail, Video Analytics, Customer Service, Yahoo Ads, CX Strategy, Platform Testing
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