Content Strategy & Blog Launch | ID.me
Karen Hertzberg
Launching the ID.me Insider Blog
The CEO of ID.me, a Deloitte Fast 500 company and one of the world's leading identity service providers, wanted a consumer-facing blog to help connect ID.me users with benefits and services they could use. I was a full-time Senior Content Writer for the company at the time, and starting content strategies from the ground-up is kinda my jam, so I dove in head-first!
Here's a little bit of what I did:
Performed competitive SEO analysis to identify dozens of keywords the blog could potentially rank for
Crafted an SEO content strategy and created documentation to guide the team with a unified vision
Created a project management workflow and content calendar to guide a team of freelancers toward launching the blog within a short four-month timeframe
Managed freelancers and handled content editing to make sure everything we published was helpful, accurate, and optimized for SEO
And here's a look at my results:
1.6 million views in first year
22% click-through rate (CTR) to e-commerce and partner targets
240% year-over-year uplift in users accessing member benefits
Dozens of posts ranked in top-five Google searches for competitive keywords
My Writing on ID.me
I didn't just mentor freelance writers at ID.me, I also walked the walk. My content frequently achieved high engagement and strong SEO results. Here are a few examples.
Guide to Tax Benefits for Students
Post type: Guide
In the current economic climate – with increasing tuition, burgeoning student loan debt, and rising living costs – managing finances as a student can be challenging. Potential tax benefits, including certain education-related tax credits and deductions, may offer some financial relief for eligible students during their educational journey.
Note: The information provided here is a general overview of potential education-related tax benefits and is not intended as legal or tax advice. Tax laws and benefits can vary widely based on individual circumstances. Consult a qualified tax professional in your state for advice tailored to your specific financial situation.
When Does Tax Filing Start?
Here’s a quick timeline for the 2024 tax season.
January 12: IRS Free File opens for qualified taxpayers (any taxpayer or family with Adjusted Gross Income of $79,000 or less in 2023). Participating IRS Free File software companies begin accepting completed tax returns, holding them until electronic filing begins.
January 29: Filing season start date for individual returns.
April 15: Due date for filing a tax return or to request an extension for most of the U.S.
April 17: Due date for Maine and Massachusetts residents.
October 15: Due date for those who filed an extension.
Understanding Tax Credits and Deductions
For students, there are generally two types of tax benefits that may be available: tax credits and deductions. Here’s a brief explanation of how these benefits might work in certain situations.
Why Is the Poppy a Symbol of the Fallen?
Post type: Audience engagement, SEO
Imagine it’s Memorial Day weekend. A man or woman in a military uniform sits at a folding table near a grocery store’s entrance. On the table rests a canister for donations that sports the logo of a veteran’s organization like the American Legion. If you donate, you’ll receive a red crepe-paper poppy with a green wire stem.
The poppy is a symbol of remembrance. You might tuck it into your pocket or wear it through the zipper pull of your jacket. Maybe you’ll wrap the wire stem around the top of your car’s rearview mirror, and when you glance at it, for a moment you’ll remember the millions who have died in military service.
Origin of the Poppy as a Symbol of Remembrance
Many of us recognize the poppy as a symbol of fallen troops. It reminds us to pause and reflect on those who lost their lives in military service. But why did the poppy come to symbolize war casualties?
How World War I Inspired “In Flanders Fields”
The intense battles of World War I (1914-1918) claimed the lives of nearly nine million soldiers and about 10 million civilians. They also ravaged the European landscape, destroying structures and tearing up meadows, forests, and farmland.
Amidst the ruins of northern France and Flanders (northern Belgium), poppies proliferated, dotting the ruined landscape with scarlet. The poppy is a vigorous and tenacious plant, which is why it’s sometimes classified as a weed. It may have flourished because of, not in spite of, the harsh conditions and lime-enriched soil created by the wartime rubble.
In 1915, Lieutenant Colonel John McCrae was inspired by the spring poppies after the Second Battle of Ypres. McCrae, a doctor, had volunteered to serve in the Canadian armed forces, where he became brigade surgeon for an artillery unit. No stranger to wartime carnage, McCrae penned a poem that would soon become famous, “In Flanders Fields.”
“In Flanders Fields, the poppies blow / Between the crosses, row on row,” McCrae’s poem begins. By the time McRae died of pneumonia and meningitis in 1918, it had become one of the most popular and oft-quoted works of literature associated with The Great War.
Maximize Your Savings at Walmart and Sam’s Club with ID.me Shop
Post type: e-commerce
Ready or not, the holiday season is upon us! With it comes the excitement of decorating, holiday festivities, and the joy of giving. The ID.me Shop team is thrilled to unwrap a special gift for our members – savings opportunities from two of the nation’s retail giants, Walmart and Sam’s Club.
Your Holiday Shopping Upgraded at Walmart
Nothing says ‘happy holidays’ like finding the perfect gifts for your loved ones. And there’s no place like Walmart for finding the most wonderful gifts of the season at just-right prices. Here are just a few of the hottest gifts for 2023!
50” Class 4K UHD LED Roku Smart TV HDR
Your favorite holiday shows will look incredible with this 50” LED TV, boasting 4K Ultra High Definition for vivid colors and rich detail. Complete with Roku features, it offers a customizable home screen to help you make the most of your favorite streaming, cable, or satellite channels.
Airblown Inflatables 3.5 Foot Christmas Highlander Cow
Get the Airblown® Inflatable everyone’s talking about – this adorable Highlander Cow! This charming and oh-so-cuite inflatable is easy to set up: Just plug it in, secure it with stakes, and watch the enchantment come to life.
Like this project
Posted Oct 20, 2024
I developed and executed a content strategy that drove 1.6 million views and a 22% click-through rate (CTR) in its first year. Here's how!
Likes
0
Views
18
Clients
ID.me
