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Pink Sand

Content Projects

Content is King. Discover just a few of the many exciting content projects I led from a content creation and content strategy standpoint.

Choose Your Louisiana Adventure - Interactive Video Series

- Mercury US Travel ESTO Award: Video Series

Louisiana Tourism board wanted to highlight off-the-beaten-path and lesser known locations around the state and to encourage deeper exploration outside of metro areas.

Challenge: Combine the visual appeal of lesser-known areas + the power of local social media influencers + cutting-edge video technology = to create a content-rich interactive video series with the user experience and content driven by the individual traveler's own curiosity.

  • Each regional video highlighted multiple activities to choose from and after each video, an option to click into article pages with more information

    • Allowed potential visitors to go further down the travel-planning funnel​

  • Promoted the content via SEM, programmatic ads, social media and YouTube

Results - within first six months, 474K video views; with more than 22,000 minutes viewed on Instagram alone; 3.2% CTR rate; 16% of users researched additional content via call-to-actions within videos. Content featured 25 off-the-beaten path Louisiana locations that previously had not received marketing mentions.

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View the Interactive Video Series

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Website Revamp - LouisianaTravel.com

- Mercury US Travel ESTO Award: best website Travel category

- WebAwards for Outstanding Website

Louisiana Travel is a large, content-heavy website that needed a revamp to meet modern mobile responsive design and highlight the more than 400 content articles to improve user experience, SEO rankings. Working simultaneously with the design team we:

  • Performed Content audits of 400+ article pages to ID best performing content and SEO optimizations

    • New design allowed video and photography to visually inspire and take visitors further into site content ​

  • Created themed article carousels displaying content that would auto rotate depending on users content interests

  • Utilizing personalization software, created 25+ user profiles based on interests and geographical location to provide personalized messaging/content on home page hero banner

  • Incorporated social media content from Louisiana Travel and stakeholders social feeds to provide "real-time" travel insights

Results: Increased organic traffic rankings on 200+ articles; increase time on site and increased page visits; ensured top 100 page rankings stayed in top placements. Ensured website was future-proofed for client investments.

View LouisianaTravel.com

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*Work was done on behalf of clients at Miles Partnership. Website content may have changed since working on this project
Designer: Hernan Sosa

Website Revamp GulfShores.com

The Gulf Shores Orange Beach Tourism Office needed a website redesign that would inspire travelers with visual imagery and utilize their large content library leading with mobile-first designs. The client had a diverse library of content so we

  • Performed a content analysis and SEO crawl of the 100+ articles, identifying top performers and the articles that could be optimized

    • ​The redesign brought content to the top, enabling visitors to easily browse different categories, trip-ideas making for an intuitive interface and easy-to-use filter configuration.

  • Restructured the home pages focus on inspiring content, upcoming events, placed prominent KPIs seamlessly into UX and included social media integration.

Results: More than 50 top placement stories moved up in Google Search rank within 3 months. Visitor traffic increased time per page and allowed team to focus on SEO updates to further improve on-site content. KPIs such as "Order a Travel guide" increased 50% with new design and strong copy CTAs.

*Work was done on behalf of clients at Miles Partnership. Website content may have changed.

Designer: Hernan Sosa

Print

As the main editor for travel clients seasonal printed travel guides, I led content selection, crafted editorial calendars, article writing, content placement, and managed freelance writers. I acted as main editor and project management for a team of 3+ writers and designers, all experts in printed publications. Scroll through to see examples.

Clients include New Orleans, Louisiana, Chicago
 

*Work was done on behalf of clients at Miles Partnership. Website content may have changed.

Designer: Hernan Sosa

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