Content Strategy and Creative Written Work
Strand + Strategy Communications
Overview
Strand+Strategy needed content that demonstrates their expertise in communications and change management, attracts more of the right people to their website, and increases prospect inquiries for future client work.
What I Did
I researched and wrote a series of blog posts and social media content spanning thought leadership and practical, how-to content, giving their audience both the big-picture thinking and the actionable takeaways they were looking for. Each post was written to reflect Strand+Strategy’s voice: clear, credible, and grounded in real industry insight.
Results
- 62% increase in organic search traffic through SEO optimization of 4 legacy blog posts
- 74% increase in average time spent on blog posts through improved formatting and structure
- Established a consistent publishing presence with a 3-month editorial calendar
- Built and reinforced a brand voice aligned with Strand+Strategy’s values and audience
Strand+Strategy and Client Written Articles
During my internship with Strand+Strategy, I had the opportunity to brainstorm, research, pitch, and eventually write blog posts for the company and their client, Untangle Money.
Strand+Strategy focuses on providing communication strategies and creative strategies that align with their partner clients’ values and goals. The blogs are crafted to align with the company’s goals and values which are to provide information on community engagement, corporate life, communications, company achievements, and more. On the other hand, Untangle Money, is a female-founded start-up that aims to help women manage their finance better. The articles written were focused on discussing financial barriers women face.
How Leaders Can Move Past Change Fatigue and Better Support Their Teams
Written for: Strand+Strategy Communications
Change fatigue has ranked among the top barriers for organizational success. It manifests itself as employees becoming overwhelmed and growing distrust. This is how change fatigue is seein in organizations and what team leaders can do to curb it.
Honoured as Female Business Leader of the Year
Written for: Strand+Strategy Communications / Co-written with Paige Strand
Paige Strand wins her first award as the Female Business Leader of the Year. She celebrates her win among fellow women on International Women’s Day, reflecting on community support, what she learned on her career journey, and making connections with like-minded women in business.
Financial Decision Fatigue: Why Money Choices Feel So Overwhelming
Written for: Untangle Money
Financial overwhelm is a common feeling that brings up complicated emotions that leads to a person avoiding dealing with it altogether. Here’s how to know if you’re experiencing the same thing and how to properly deal with it.
Your Money on Your Terms: Financial Guidance Designed for Real Life
Written for: Untangle Money
Women face structural and social barriers that affect their financial wellbeing. This is how to learn more about key barriers on money women face and how prractical, more human approach to financial planning can help lessen the gap.
SEO Development and Growth Project
Pretty Pets Kennel
Overview
Pretty Pets Kennel is a Singapore-based ethical dog adoption centre that was just getting started. As a new business, they needed more than just a website, they needed a digital presence that could build trust, reach the right people, and gather interested pet owners to adopt.
What I Did
Over six months, I audited their existing website, identified content and SEO gaps, and developed optimized content designed to rank for the searches their audience was already making, from specific dog breeds to national laws on adopting pets, to general pet ownership and care. Every piece was written to reflect their values as an ethical, people- and pet-first adoption centre.
Results
- Drove a 30% increase in website traffic
- Multiple articles ranking on the first page of Google for differet dog breeds and pet care searches in Singapore
- Pretty Pets Kennel renewed for additional 2 months to keep the momentum going
Beauty Insider and Glitz: Long-Form Articles
I wrote a range of content for Beauty Insider and Glitz, from listicles and advertorials to in-depth informative pieces on topics about beauty, skincare, bodycare, lifestyle, fashion, and travel. The goal was always to keep readers informed, entertained, and coming back for more.
Results:
- Directly contributed to a 30% increase in site traffic
- Drove a 10% uplift in conversions through redirects to Shop Beauty Insider
- Ranked first on Google SERPs for select keywords and topics
Beauty Insider: Beauty Awards and Tried, Tested, and Loved Landing Pages
I planned and wrote landing pages for two of Beauty Insider’s signature campaigns — spotlighting award-winning products and inviting audiences to trial and review beauty finds. The pages were designed to inform, engage, and convert.
Impact:
- Generated enough leads to achieve full product trial redemption
- Drove a 10% increase in sign-ups
- Brought in 15% new users for product trial campaigns
Beauty Insider Rewards 2022
Tried, Tested and Love
Beauty Insider: Videos
I wrote scripts for a range of brand and product videos, helping audiences discover how to use products, find their best picks, and explore new services. Each script was crafted to be clear, engaging, and built for a beauty-savvy audience.
Impact:
- Contributed to a 20% increase in YouTube traffic
- Supported 20% growth in subscribers
- Boosted overall viewer engagement across the channel
