Dr. B
Editorial Strategy & Copywriting: Building a new audience and taking a pivot
Role: Editorial Content Strategist | Dr. B - Contract | Austin
In early 2021, Dr. B launched a free vaccine standby list in the U.S. before nationwide resources were available early in the pandemic. Once the vaccine rollout was scaled, Dr. B was set to pivot into a new venture but wanted to establish a weekly newsletter for their 300,000+ email subscribers. Working closely with Dr. B, Head of Brand, I was responsible for helping set editorial guidelines, sourcing relevant articles, and writing the weekly dispatch.
In addition to the weekly newsletter, I was responsible for ideating different content series and stakeholder interviews and assisting with content strategy.
Performance:
Implemented editorial tone, mixing pandemic news with lifestyle themes
Developed weekly content strategy based on audience insights to optimize open rates
22% average email newsletter open rate