Invitae paused the blog for a year before I came on. It didn't have a linking strategy, wasn't optimized for search engines, and had an inconsistent voice/tone.

Invitae was also shifting from direct-to-patient to provider-focused, so we had to transition the blog to focus mainly on healthcare providers as the target audience.

I optimized existing posts, worked with marketing on topics that laddered up to business goals, and calendared out a regular cadence of posts. Between one part-time contract writer and myself, we've steadily posted and seen a regular increase in followers and reads.

While leading content mapping sessions, I showed how having more blog content helped boost our content strategy at important points along the customer journey.