Content marketing strategy for Powerful Prep

Objective

Powerful Prep is a global leader in test prep. Its program is celebrated by students and educators for consistently achieving the industry's highest point gains and securing admissions into the most prestigious schools in the world.

I collaborated with Powerful Prep to boost their digital presence and brand.

By optimizing content and developing an SEO powered content strategy, we achieved significant growth in page views, keyword rankings, and audience engagement.

My Process

Content audit

I kicked off the project with a content audit to review existing site content and make recommendations for strategic improvements.

I did this by:

evaluating the intrinsic value of each page

assessing user experience and engagement levels

determining relevance to the target audience

evaluating SEO effectiveness

Content strategy development

To develop a baseline of content ideas, I began with in-depth keyword research and competitor analysis.

For additional content ideas, I collaborated with the tutors who work directly with customers and know their needs best.

Using those insights, I developed a comprehensive content strategy to update and rewrite existing content, and produce fresh, keyword-targeted articles designed to bolster the clients’ online presence.

To ensure seamless execution of content production, I established and maintained a calendar of quarterly content and social media that included:

articles

infographics

email newsletters

digital product updates

social media videos

Collaborative content creation

Working from the content calendar, I produced creative briefs and assigned them to our team of researchers and writers.

I also drafted, edited, and wrote additional content as needed.

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You can read an example of my writing here: Ivy League Dreams: How To Get Into Brown University

Our joint efforts resulted in a suite of precisely targeted content with educational depth and effective SEO. This content resonated with our audience and ranked well in search engines.

Data driven decision making

As we launched this new and refreshed content, I actively analyzed and interpreted SEO insights using tools including Google Analytics, SEMRush, and Ahrefs.

This data served as a compass for making informed improvements to the content strategy by enabling me to pinpoint high-performing keywords, track user behavior, and identify content gaps.

Results

Increased brand visibility

We saw an 306% increase of keywords ranking in the top 3 SERPS and a 254% boost of unique page views.

Users became more engaged

The improvements we made to content value and user interface led to an 1,122% increase of user time spent on page.

Improved email marketing program

The email marketing campaigns supporting our content efforts resulted in a 300% boost in newsletter subscribers month over month, and an 56% increase in open rates.