EAT — Social Media & Creative Strategy
EAT was an AI-powered meal and nutrition planning platform built for an international audience, looking to strengthen its organic presence. The challenge wasn't simply to publish more content, but to reinvent how the brand showed up online and create a social presence that people wanted to engage with long before they considered downloading the app.
The first step was understanding the brand from the ground up and giving it a distinct identit, one that felt warm, useful, and worth following rather than promotional and transactional. That meant moving away from direct selling and experimenting with content formats that educated, entertained, and built community: carousels, reels, polls, short-form video, seasonal content, lifestyle-led storytelling.
I supported the brand's social media strategy from end to end, beginning with understanding the product, its audience, and the role content needed to play in driving long-term organic growth. I planned weekly and monthly content calendars, researched audience behaviour, monitored performance metrics, and refined the strategy based on engagement insights.
Alongside content creation, I collaborated with clients through regular performance reviews and reporting, ensuring creative decisions remained aligned with business goals. The project reinforced an important lesson: sustainable organic growth isn't built through isolated campaigns. It comes from consistent experimentation, audience understanding, and showing up with genuine value over time.
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LeoBrain | AI Applicant Tracking System
Website Content + Blogs + Case Studies
HR tech is a crowded space. Everyone promises to make hiring faster and smarter. The challenge with LeoBrain was not the product itself, but communicating its value in a way that was clear, credible, and relevant to HR decision-makers.
NLP, automated parsing, predictive analytics are impressive capabilities but mean very little to an HR director who just needs to know whether this tool will make their life easier. That is why a significant part of the work involved translating such complex AI capabilities into language that focused on practical business outcomes.
This approach shaped every asset I created, from website copy for the homepage, product, feature, and support pages to SEO-focused blogs and case studies designed to educate prospects and support the buying journey. Alongside the messaging, I incorporated on-page SEO best practices, including keyword optimisation, content architecture, metadata, and search-intent-driven copy.
The result was a 35% increase in organic traffic within six months, supported by stronger search visibility and clearer product messaging. More importantly, the content gave LeoBrain a consistent voice that made a complex AI product easier to understand and easier to trust.
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LeoBrain: Content Marketing & Brand Communications
The ATS market is crowded and dominated by established players. Launching LeoBrain into that space was beyond just creating content. It was about building sufficient trust in the market. Before anyone books a demo, they need to believe the product is credible and the brand is worth paying attention to.
My role extended beyond content execution into public-facing brand communications. I planned educational campaigns, collaborated with Sales on revenue-driven initiatives, tracked performance metrics to refine messaging, and created thought leadership assets that strengthened LeoBrain's market positioning.
To strengthen credibility beyond content, I conceived, scripted, produced, and hosted a live webinar on AI versus human judgment in hiring, generating 96 registrations and a 16.7% hike in engagement rate, end-to-end.
One learning this project reinforced: B2B SaaS sales cycles are long. The real goal of content isn't immediate conversion; it's building enough trust that inbound inquiries and demo bookings become a natural outcome. When marketing and sales operate in alignment around the same audience and messaging, that's when the pipeline actually moves.
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UpSynk: Website Content, UX Writing & LinkedIn Marketing
Infusing a scheduling platform with clarity, confidence, and product-led precision.
UpSynk is built to simplify how teams schedule, collaborate, and track outcomes: meetings, events, and revenue insights, all without switching tabs or platforms. But a product this capable needed copy that matched its ambition. Much of the early messaging undersold what UpSynk could actually do, and the in-product experience needed writing that guided users rather than just informed them.
I came on to bring consistency and clarity across UpSynk's public-facing presence and in-product experience, ensuring the brand sounded confident and precise everywhere it showed up, from the website to the dashboard a user opens every day.
I worked across three key areas of the product: website content, UX writing, and LinkedIn marketing. For the website, I developed SEO-friendly copy that positioned UpSynk beyond a traditional scheduling tool, highlighting its collaborative workflows, centralized dashboards, and event management capabilities through clear, benefit-led messaging.
Within the product, I wrote UX copy for dashboards, onboarding flows, empty states, notifications, and interface elements. Every interaction was designed to reduce friction, help users navigate the platform intuitively, and reinforce the product's value through concise, contextual writing.
Alongside this, I supported UpSynk's LinkedIn presence with educational posts, feature highlights, product updates, and thought leadership that increased awareness while maintaining a consistent brand voice across marketing and product communications.
The result was a more cohesive customer experience, where every touchpoint, from the website to the product interface and social media, communicated the same promise: helping teams schedule smarter, collaborate more effectively, and manage meetings with greater visibility and control.
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Coretus Technologies | Content, SEO & Brand Communications
Coretus Technologies was growing rapidly, with multiple AI products serving different audiences. The challenge wasn't just creating content; it was building a brand that communicates one credible, trustworthy voice.
I joined as a website content writer, creating SEO-optimised copy for service pages, landing pages, blogs, and case studies that translated technical capabilities into clear business outcomes. As the company grew, my role naturally expanded beyond website content. I gradually took ownership of much of Coretus' public-facing communication, ensuring every piece of content reflected a consistent brand voice and strengthened trust with prospective customers.
A significant part of this involved leading LinkedIn content strategy, maintaining editorial calendars, planning funnel-based content, tracking performance metrics, and refining the content mix based on audience engagement. The strategy combined educational insights, industry trends, employer branding, relatable storytelling, repurposed case studies, and USP-driven product content to build authority while supporting business objectives. I worked closely with the sales team to develop revenue-focused content initiatives, ensuring marketing content addressed customer pain points and complemented sales conversations.
One of the highlights was conceptualising and executing the Ved.AI campaign, positioning the AI assistant as an intelligent website engagement and lead-generation tool through a focused messaging strategy. I'll be sharing a dedicated breakdown of this campaign in a separate case study.
Beyond written content, I scripted explainer videos for Coretus' service pages, ensuring a consistent narrative across both visual and written assets while making complex solutions easier for prospective clients to understand.
The work contributed to 200,000+ LinkedIn impressions, a 200% spike in engagement within just 30 days, stronger brand visibility, and a more cohesive content ecosystem that supported both marketing and business growth.
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Web News Observer
Editorial & Entertainment News Writing
There's a particular thrill that comes with entertainment journalism. Every morning started the same way, with scanning feeds, tracking what was breaking, feeling the pulse of what people were talking about right now. And then the process would begin.
At Web News Observer, I was responsible for researching, writing, and publishing timely entertainment news, often taking a story from pitch to publication within a single day. Every article was backed by multiple credible sources, verified facts, and careful editing because speed should never come at the cost of accuracy.
Over the course of my time there, I published more than 600 articles, contributing to a significant increase in CTR and a visible improvement in Google News visibility. Maintaining a consistent publishing cadence also helped strengthen the publication's search presence and reader engagement.
This experience sharpened my ability to work under pressure, conduct rigorous research, and turn fast-moving stories into clear, engaging content without compromising editorial quality. It taught me that great writing isn't just about finding the right words. It's about delivering the right story at the right time.
Check out my author page: https://webnewsobserver.com/author/riya/
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Hi everyone! 👋
I'm Riya, a Copywriter, Brand & Content Strategist, and creative professional from India.
Over the past 5+ years, I've been helping brands turn complex ideas into content that builds trust, increases visibility, and drives meaningful business outcomes across SaaS, AI, HR tech, F&B, and editorial media.
My work spans the full content spectrum, from SEO website copy and long-form blogs to thought leadership, LinkedIn marketing, social media, and research-led brand communications. With a background in English Literature and research, I naturally gravitate towards connecting with people, simplifying complex ideas, and telling stories that resonate with the right audience.
Along the way, I've helped drive a 35% increase in organic traffic, generate 200,000+ LinkedIn impressions, and contribute to a 40% growth in social reach through organic content strategy.
I'm joining Contra to meet talented people, collaborate on meaningful projects, and continue growing as a writer and strategist. Looking forward to connecting and seeing where this journey leads!
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