Moving Buddy is an online-booking local moving company in the Northeast Ohio area in the Armbruster family of moving companies. One of my duties during my time as Armbruster’s Marketing Coordinator Intern was to write search engine optimized blog content monthly on relevant trends and topics in the moving industry for Moving Buddy’s website.
These blog posts were intended to bring new customers who are looking to move to the website and build current customer trust by providing helpful information and tips to make their move easier. After the blogs were written, the content was used to generate social media posts and stories.
My responsibilities for creating blogs included brainstorming topics and content ideas for articles, choosing a target keyword, and writing meta descriptions, image alt tags, and the articles themselves.
After an article was drafted, the documents were sent to the Business Development Manager for approval. Once approved, I formatted and uploaded the blogs to the website.
Using tools such as Answer the Public and Ubersuggest, I researched keywords and topics that were trending or important in the moving industry. This research and mind-mapping techniques were used to create a list of possible topics. Each month, a topic was chosen from this list and researched further.
After selecting a topic with the Business Development Manager, I decided on a specific keyword to focus article around. Next, I created an outline for the article using subheadings. I then began writing portions of the articles, making sure to include relevant internal and external links.
Free stock photo websites, including Unsplash and Pexels, were used to find a featured image for the articles. Keyword-optimized titles, image alt tags, and meta descriptions were written at the end. Once the first draft was completed, it was sent off for approval and revisions.
The article, featured image, and descriptions were uploaded to Moving Buddy’s Webflow website after being approved.
Answer the Public
Ubersuggest
Google Docs
Unsplash
Pexels
Webflow
By the end of my internship with Armbruster and Moving Buddy, I had written and uploaded 11 articles for the company’s website. As of January 2023, seven of the 11 articles were in the 15 most-viewed pages on the website.
The content written in these blogs was also used to create graphics, captions, and story posts used on the company’s Instagram and Facebook pages. By repurposing this content, the company’s messaging became more consistent and built trust with their audience with almost no additional time added.
This was the first experience I had adhering to a long-term content strategy. I wanted to write something helpful and engaging each month; this showed me the importance of staying on top of industry trends and understanding your audience's pain points.
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