Moz

After a decade, Moz relaunched the MozBar Chrome extension. To support this product launch, we created teasers to hint at the much awaited news, and a launch video that acknowledged the negative perception around the tool.

With these campaign tactics, we were able to double most campaign metrics compared to the previous product launch.

To promote the new Search Intent feature in the recent relaunched Moz Pro (Moz’s core product), I repurposed an educational article from Moz’s SEO Learning Center into an entire campaign using graphics and carousels (our highest performing content format) to educate about the concept and inform about the new feature. This approach created posts with engagement rates of 40-60% and had an overall 6.5% engagement rate across all platforms, teaching our audience something new and promoting the new feature.

To date, one of my most significant projects at Moz has been creating processes to ensure we’re getting full impact from our content. Those processes have enabled us to develop social-first content that brings educational and entertainment value. This "snackable content" process involves taking new and existing content like long-form blogs and videos and turning it into bite-sized native social media content such as Twitter threads, infographics, short-form videos, and Instagram posts and has had a profound impact on our internal KPIs.

Ever since I first got to Moz, I've known that one of our greatest strengths has been the wealth evergreen content - blogs, videos, guides a.d beyond.

In 2022, we started re-sharing and repurposing our most popular content to our channels and it paid off in a big way. It has generated 30% more impressions, an engagement rate higher than our YoY average and increased link clicks by 20%.

As with any brand account, I try to keep up with the trends, strategically choose which ones fit our brand voice and goals and create the content to publish. These posts are well-received by our audience and help to build a positive relationship with them.

Each year, Moz hosts a two-day SEO conference that brings together the best and brightest of SEO to learn from each other and connect. I’m involved I various aspects of the conference, including promotion, live event coverage and collaborating with speakers and other guests.

In March 2024, we launched the MozPod, a podcast sharing candid conversations with the humans behind SEO. The show is exists across multiple platforms and mediums, including videos on our YouTube channel. The podcast also recieve signifiant social support through promotions to drive traffic and views, but also social-first content to engage and entertain our audience.

In the fall of 2021, Moz launched the True Competitor tool as a part of its Competitive Research suite. I promoted the tool on social media to showcase it and educate our audience on how it could elevate their work in SEO. I did this through a six-week campaign across four channels, using tactics such as Twitter threads, engaging Instagram Stories, and promoting content such as blog posts.