Dan Foley

Fundera was a small business loan aggregator trying to compete with some prominent and established players.

We prioritized an organic approach toward customer acquisition because the client had a limited budget but a longer timeline. After comprehensive keyword exploration, we discovered clusters of high-value, “low-hanging fruit” keywords. From there, we built out an enormous SEO content hub.

Within months, organic traffic skyrocketed, and we started to usurp traffic from the more prominent players in the space. After two years, we could rank in position one or page one of so many of their target keywords that NerdWallet acquired Fundera.

Inkform is an AI content automation tool that aims to compete in a highly competitive marketplace. With so many large competitors, I needed to find a significant USP and highlight that above all else.

I began with the messaging strategy, focusing on newsletters, a highly underserved part of content automation. From there, I built out highly-targeted funnels to draw in users. I also found unique opportunities for advertisement in publications frequented by our target audience. I did the other necessary things (website design, social media, etc.) along the way, but the above was the crux of the effective strategy.

Before long, the company was off to the race, generating revenue and ultimately sustaining itself.

Platinum Heritage came to me to change Westerner perceptions of Dubai.

The campaign aimed to use content to dispel misperceptions and showcase Dubai for what it really is with a “boot” on the ground. We created a comprehensive plan for white papers, social media, and SEO-driven content.

Blog posts like “How Expensive is Dubai Really?” had incredible organic traffic, hitting in the tens of thousands multiple months in a row with no paid boost. Meanwhile, high-quality white papers like “The Dubai Stopover Guide” are lead magnets for high conversions.

Boston Scientific was launching a new medical device that mitigated many surgical risks for prostate cancer patients. However, they needed to reach patients and providers in a way that would resonate with them all on a human level. They approached me to create a series of educational content pieces exploring prostate cancer in a smart, empathetic way where we could address questions and concerns while showcasing new treatment options.

I helped build and market the largest commercial real estate newsletter in the USA. I worked with the company from the ground up for over three years to establish a consistent brand message and identity while creating meaningful content Monday through Friday for this three-year stint. My efforts helped amass the readership of this newsletter to over 80,000 users.