As a content strategist at Coursera, I led the launch and execution of Coursera Articles. The aim was to publish articles and other top-of-funnel content to outrank the competition through SEO and convert readers into potential learners, meeting Coursera’s revenue goals.

As a team of strategists, writers, and fact-checkers, we employed SEO best practices, data analytics to track and monitor performance, A/B testing, and cross-functional collaboration to distribute content through email, social media, and push notifications.

The objective was three-fold:

✍️ Produce high-quality long-form articles that inform on topics aligned with Coursera’s most popular courses in data science, AI and ML, health and sustainable development, career development, and business

🤝 Build trust in Coursera as a thought leader and educational hub for building skills for career switch or advancement

🥇 Consistently rank in Google and encourage them to enroll in a career-aligned course or certificate

Deliverables and impact I owned:

Produced 2x articles weekly or edits based on competitive research and content strategy

🎯 Contributed to 21x growth in traffic and 76% of my articles ranked on Google’s first page

🎯 Wrote articles like 10 Examples of Strengths and Weaknesses for Job Interviews (which reached over 1M visitors in 2022), What Is Effective Communication? Skills for Work, School, and Life, and 8 Machine Learning Books for Beginners

Supported initiatives, like strategy to incorporate more public health and sustainability content, Career Chat, and new content forms like quizzes

🎯 Weekly Career Chat (LinkedIn newsletter) reaches 855k subscribers

Conducted A/B testing to insert customer testimonials into articles that link out to blog posts about their career success

🎯 Successful uptick of 8 rankings allowed us to move forward with a new content type: Degree Insider Stories like Janie Butler’s on earning an MBA while hiking the Pacific Crest Trail