HEY THERE, I’M CAROLYN. BUT YOU CAN CALL ME KOA.

My content portfolio: strategic creative for mindful people and business

JUMP TO FEATURED: SAAS PRODUCT & TECH CONTENT | HEALTH & WELLNESS CONTENT | MAGAZINE CLIPS | VOICE OVER | LET’S WORK TOGETHER

JUMP TO FEATURED: SAAS B2B2B SEARCH CASE STUDY | SAAS B2B2B(2C) BRANDING CASE STUDY | SAAS B2B SEARCH CASE STUDY

Featured SaaS product & technology content

As Head of Content for SaaS startup Profi

Most recently I was the Head of Content for a B2B2B/2C SaaS startup, Profi, focused on founders, business owners, CEOs, COOs, and Directors of small, medium, and startup professional service businesses (i.e., coaching/consulting, training, and therapy companies).

I built the content function from the ground up, including editorial strategy, content strategy, brand messaging, the process, and tech to make it happen across the website, blog, product channels, five social channels and email.

I wrote, managed, and developmentally edited a small team of writers, a designer and video editor to produce SEO-optimized articles across the customer journey, based on search intent.

 

🔍 CASE STUDY: Grabbed 3 Google features and position #3 with in-depth core topical guides competing with domain authorities 2.5X Profi’s

In 2021, Profi didn’t have a cohesive editorial strategy, and their page authority was low across the board. I produced a series of SEO-optimized guides, including one that grabbed the Google Featured snippet, People Also Ask questions, position 3 and the first 3 image results against more mature industry competition including Mighty Networks. This guide on why the community business model is a service business competitive advantage continues to perform against sites with 2.5X the domain authority of Profi’s, including Harvard Business Review, Forrester, and Small Business Chron.

A few other high-performing guides in this series:

 

Blog and landing page content across search intent (the funnel):

Informational (Top of the funnel) content

In-depth guides, trends, tutorials, infographics, and templates.

Working Google doc example of how to/guide content I wrote for a freelance coaching/consulting client: The most critical factor in career success: how to prepare with career coaching sessions.

Commercial Investigation (Middle of the funnel) content

Comparison articles, alternatives, original research, webinars, gated resources, product solution pages, product and content newsletters.

Transactional (Bottom of the funnel) content

Case studies, customer success stories, customer testimonials, and product pages.

Other types of content used by teams across the business:

Including examples of video, e-book, Infographic, Affiliate program assets, gated lead gen, sales enablement, testimonials, case studies, and email.

Social content

I’ve managed social channels for my own business (Facebook, LinkedIn and Pinterest) as well as for SaaS service provider companies like Profi (YouTube, LinkedIn, Facebook, Instagram, Twitter). Most examples below I pulled from LinkedIn unless otherwise noted.

 


🎨 CASE STUDY: Revamped and rolled out SaaS B2B(2B/2C) company’s voice and style guidelines 6X faster and ~$10k cheaper than it took an agency to miss the mark.

In 2022, SaaS coaching and training software, Profi, a seed stage B2B2B/2C SaaS startup building a holistic platform that helps coaches, trainers, consultants and their teams help others was evolving their platform to meet the needs of a changing ICP and sales targets. Their branding and voice needed to follow suit — without feeling like a suit.

I led an in-house rebranding initiative after an agency — that cost tens of thousands and took 6 months — didn’t deliver. I worked with a Creative Director, our CSO, CEO and gained cross-organization approval in 1 month total, from takeover to board approval. This was the revamped branding voice and style guidelines I used for rolling changes out to both internal and external audiences: Revamped Brand Voice & Style Guide.

As Senior Technical Program Manager & Strategic Writer for AI/ML SaaS startup Tethr

I’ve also written deep technology-focused pillar and cluster articles for a B2B SaaS startup that show senior managers, product, marketing and CX leaders how to improve their customer experience (and by proxy the employee experience).

My articles consistently rank in both popularity and position 1 of the SERP with low exit rates, high average time-on-page and high pages-per-session rates.

I also effortlessly collaborate with product and engineering teams to produce tech-focused customer support content and manage the support content channel in lock-step with weekly agile feature deliveries.

 


🔍 CASE STUDY: Increased topical authority and beat out companies 340X their size in SERP

In early 2020 SaaS customer listening software product, Tethr, wasn’t organically ranking on a key CX topic in their industry (as they were up against well-established industry heavyweights 66-340 times their size, like Gartner and Qualtrics). During the COVID pandemic and amidst a volatile market, I took a slight left turn in my topical approach, producing an SEO-optimized pillar post that competes for positions 1 and 2 against those same heavyweights. This article about the anatomy of an effortless customer interaction was also the top most popular blog post of 2020 (just behind their most popular product demo).

 

Blog article and tech writing content:

 

 

Featured Health & Wellness content

I write human-focused mindfulness, Hakomi method, Ayurvedic and coaching content that gets high engagement rates across email and social channels including Facebook, LinkedIn and Pinterest.

 

 

Featured magazine clips

I was writing and interviewing SMEs before digital was our primary way to consume content. These are a few of my magazine writing clips from the days of old.

In this PDF you’ll find 3 articles from my time writing with a city magazine in southern Missouri including:

  • Upfront section: What’s Up in Branson? (A peek into the season of Branson stars.)
  • Feature: Beyond Bullying: Pushed to the Edge — School bullying right here at home.
  • Health section: Taking Control — two men share what life is like with OCD. This was part of a series of health articles that won myself and the city magazine I wrote for an award from the National Alliance on Mental Illness for our coverage of mental health issues.

 

Here’s some of my voice work.

 

Voice over samples

I love doing voices, especially children’s voices! I’m also great at calm, grounded meditation narration and other female voice work.

Check out a few of my voices below:

Let’s work together.

Reach out if you think we’re a fit and let’s do the work.

REACH OUT

Reach out to me directly

Conscious Content lives in Ashland, OR

+ tel:+13129728181

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