Campaign Sites: Productized Consumer Health Campaigns
How multichannel content strategy enabled a suite of digital products.
Title
Campaign Sites: Productized Consumer Health Campaigns
Role
Content Strategist
Date
2020
Problem
Custom digital health campaigns were expensive, slow to build, and difficult to scale. Each new campaign required significant design and development time — but often the largest barrier to faster turnaround was content development. Leadership wanted to increase CRM sales and saw lower-cost digital campaigns as a means to attract more clients.
To solve for this, our small cross-functional team created Campaign Sites: a suite of turnkey, productized digital health campaigns that could be quickly customized, launched, and managed. As the team's content strategist, I proposed content reuse, recommended new article topics, and led the information architecture, content design, and UX writing for each product.
Approach
The foundation of the project was a hybrid of SEO research, content audits, and journey mapping aimed at aligning business goals with real consumer search behavior and health needs.
Keyword & Topic Research: The SEM team provided keyword lists by service line, which I evaluated based on search volume and relevance, prioritizing topics with higher-than-average search demand as core campaign pages.
Content Gap Analysis: I conducted a comprehensive gap analysis of existing article content to identify missing or underperforming topics, opportunities to repurpose or expand existing content, and instances of cannibalization. I shared findings with the Editorial Team and trained them in optimizing content for search — simultaneously improving SEO performance on the main site and supplying high-value content for the campaign sites.
Site Mapping: I created detailed site maps defining core topic pages, supporting article relationships, and logical navigation patterns. Core pages were optimized using high-volume keywords, and related articles were manually mapped to reinforce topical authority and improve internal linking.
UX Writing & Journey Mapping: I led all UX writing efforts, ensuring consistency, clarity, and conversion-focused messaging. I mapped user journeys in spreadsheets to avoid dependency on a single marketing automation tool.
Sales Enablement: In parallel, I helped create a product sales site to give the sales team a compelling way to demo campaign sites to existing and prospective clients — designed for a completely different audience than the campaigns themselves, but using the same site infrastructure.
Outcome
Campaign Sites delivered significant operational and business impact. Development time shrunk from more than 4 months to just 23 days. More internal teams were able to access and manage campaigns independently. The project drove year-over-year growth in campaign spend, renewals, and CRM purchases, reaching thousands of consumers seeking reliable health information.
Internally, this project established content strategy as a core product function, not a downstream marketing task. It also demonstrated how SEO, UX writing, and systems thinking can directly unlock scalability and revenue.
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