Blake Stockton

Using my digital marketing and SEO knowledge, I spearheaded the development of a 6-week course for Google, converting a basic syllabus into comprehensive, production-ready content within seven months.

My responsibilities included authoring and refining 120+ diverse digital marketing materials, such as scripts, readings, and assessments. I facilitated collaborations with stakeholders, including SMEs, legal teams, diversity, equity, and inclusion (DEI) and accessibility experts, product managers, and instructional designers, ensuring a holistic and integrated educational experience. Post-launch, I became the sole learning experience designer, managing 110+ updates to optimize the content's effectiveness and relevance.

Beyond this project, I expanded my role as a bungee editor and content developer. I contributed to several other certificate programs, including cybersecurity, project management, data analytics, and AI essentials, demonstrating my broad expertise and commitment to delivering high-quality educational content.

In leading the "starting a business" vertical, I devised a comprehensive strategy rooted in SEO and content clustering, which paved the way for a robust pipeline of 200+ articles. My collaboration with a UX designer was pivotal, ensuring each piece of content was user-friendly and SEO-optimized. Recognizing the need for rapid development within this vertical, I took charge of managing three freelancers. I meticulously guided the writing and editing and refined the process to align with our style guide.

To augment our content's reach and utility, I transformed our pillar articles into an ebook, establishing it as a powerful lead magnet. This strategic decision was crucial in enhancing our content's lifecycle and value. Our concerted efforts bore fruit, culminating in the production of 100+ content pieces that collectively garnered hundreds of thousands of views.

Notably, one of our articles emerged as the most viewed on the website in 2020, a testament to the effectiveness of our approach and the quality of our content. This project was not just about content creation; it was a journey of strategic planning, collaboration, and execution that drove unparalleled engagement and success.

In developing the sales funnel for our online course, which achieved a remarkable 2% conversion rate, my strategy unfolded through five steps. Initially, I crafted SEO-optimized educational videos that resonated with our audience, amassing 200,000+ views on YouTube. Recognizing the opportunity to deepen engagement, I introduced a downloadable cheat sheet within the videos, which attracted 2,000+ downloads, further establishing our credibility and value.

The journey continued with an automated 12-email sequence I devised, blending storytelling with proven sales techniques to nurture and convert leads. Each email was a step in a narrative that built trust and showcased the course's potential. The climax of this funnel was a compelling sales video, where I employed strategies like social proof to communicate the course's worth and success stories effectively. Finally, the sales journey culminated in an optimized sales page designed to sell and educate potential customers on the benefits of the course.

This holistic approach solidified our market presence, translated into significant conversions, and led to a minimal refund rate of around 5%.

Smokeware, specializing in patented grilling accessories for the Big Green Egg grill, experienced stagnant annual non-Amazon sales at around $30,000 before my tenure as a content strategist.

Tasked with amplifying online marketing, I spearheaded a Facebook and Instagram advertising campaign, achieving a cost-effective rate of approximately $0.12 per click through precise audience targeting. To enhance customer engagement, I implemented an email marketing strategy, introducing a website popup and educational drip emails, which boasted a 7% sign-up rate. I also produced educational grilling videos showcasing product usage, garnering 300,000+ views.

My strategies catalyzed a fourfold increase in non-Amazon revenue in under a year, with continued growth in subsequent years, marking a significant enhancement in the company's online footprint.