Francis Zierer
On Brand (blog)
I was originally brought to Air on contract as a freelance copywriter. Leadership hired an SEO content agency to create a content calendar, but they wanted someone internally to mediate with the agency and shoulder some of the writing and all of the editing. I eventually convinced them to hire me full-time and would go on to write or edit over 200 articles in my time at Air. Over that time period, I would:
- Increase traffic 300% year-over-year
- Increase conversion rate 700% (landing to creating an account or booking a demo)
- Increase time-on-page 20%
- Improve bounce and exit rate by 3 percentage points
I also led a much-needed redesign of the blog in early 2022. This redesign led directly to the time-on-page, bounce rate, and exit rate improvements listed above.
I called the redesigned blog “On Brand,” giving it the same name as the editorial newsletter I’d launched a couple of months before. Thus began a new era in Air content, focused on brand — both in the style of the content we put out and the topics we covered.
Roles: Content Marketer, Copywriter, Copyeditor, Project Manager
When: 2022
Company: Air
You can visit the Air blog here.