Lauren E. Minning

SUMMARY

Talented Content Specialist with proven experience creating marketing content in several industries. Demonstrated strong communication skills and adept writing abilities proven to successfully increase engagement, drive website traffic and produce conversions.

EXPERIENCE

Content Editor April 2022 - February 2023

GitLab - Fully Remote

  • Write and edit personal and contributor blog posts on DevOps topics for the GitLab blog.

  • Manage freelance writers by editing and publishing their contributions.

  • Researching and proposing new ideas for editorial organization and cross-collaboration.

  • Work with other internal marketing teams on special projects.

Technical Writer Nov. 2020 - April 2022

ActiveCampaign - Chicago, IL

Write, edit, and create knowledge base content by simplifying complex ideas into simple, absorbable content. Content includes help center articles and help videos. 

  • Implement basic HTML to format articles per company branding guidelines.

  • Contribute to our help center getting over a million views per quarter (up since I began my role)

  • Work directly with developers and product marketing managers to plan and execute help center content for product release timelines as well as content to answer customer support and community questions.

  • Follow a product release timeline and implement processes to create the best experience for customers adopting a new feature.

  • Attend regular product team sprint syncs to stay updated on the latest projects for content planning purposes.

  • Perform regular audits of existing help content to look for areas of improvement.

  • Look for other areas to improve ease of product use and employee development, including an internal company glossary.

Content Marketing Specialist Sep. 2018 - Nov. 2020

ActiveCampaign - Chicago, IL

  • Write and edit written content for a B2B audience using an SEO keyword-focused approach to increase organic traffic, drive free trials, and boost brand awareness. Content includes blogs, social media copy, and web page content.

  • Write long form blog content that shows results: one about CRM vs. email marketing vs. marketing automation blog post converted a customer at $15,000 – the highest ACV of any account that converted from an ActiveCampaign blog post for 2019. Another blog showed a 1,020% increase in traffic over 2 months.

  • Create content in a timely manner based on company and team goals. EX: I wrote 15 blog recaps (minimum 1200 words each) based on speaker recordings in about 3.5 days. Also completed 6 different free tools content deliverables in the span of 3 weeks. (5 deliverables the first week and 1 deliverable the final week) which lead to 108 total trials after download and $1,000+ in new business ARR

  • Assist with content across multiple areas of ActiveCampaign: PR for CEO, free tools, product launches 

  • ActiveCampaign platform knowledge of automation recipes, forms, lists, Pages, campaigns, and integrations.

  • Rewrote 100 automation recipe descriptions requiring detailed knowledge of the platform to increase search traffic to the ActiveCampaign Marketplace

Digital Content Writer Feb. 2018 - Sep. 2018

EMPIST - Chicago, IL

  • Create and edit digital content with an SEO keyword-focused approach for internal and client marketing campaigns. Content includes blogs, social media copy/scheduling and web page content to increase organic traffic and brand awareness.

  • Manage editorial content calendar for blogs and social media.

  • Monitor social media engagement with a tracking chart.

  • Coordinate and create content for monthly internal e-newsletter and other internal marketing collateral.

  • Research best practices in content marketing to continuously improve audience engagement.

Content Specialist Feb. 2017 - Present

Payline Data - Chicago, IL

  • Researching and creating compelling marketing content that is relevant to the payments industry and also aligns with the Payline brand.

  • Authoring and publishing long and short form blog content with a SEO keyword-focused approach to drive traffic and increase visibility.

  • Spearheading the development of an organized and researched cadence for creating, launching and monitoring social media posts to increase engagement.

  • Engineering a thorough process for creating and monitoring exit-intent website opt-ins with the assistance of Google Analytics leading to higher conversion rates.

  • Create additional content types including podcasts, infographic outlines and SlideShare presentations.

Content Specialist Sep. 2015 - Feb. 2017

Cappex - Chicago, IL

  • Managed the regular updating and accuracy of scholarship descriptions for the entire Cappex scholarship database.  

  • Responsible for leading a research project to build the scholarship database and ensure top quality.

  • Wrote blogs and assisted with other projects as needed.

EDUCATION    

Marquette University - May 2014

Bachelor of the Arts- Digital Media (Broadcast); Minor in Spanish

UK Study Abroad Program- Writing, Film and Popular Culture Studies

SKILLS

  • Deep knowledge of keyword focused blog content creation and social media copywriting.

  • Motivated team player who is able to adapt in a fluctuating business environment in order to meet the goals and needs of a swiftly evolving company.

  • Experienced with marketing tools such as: WordPress and Yoast for SEO content production, Wrike for project management, HootSuite and Meltwater for social media monitoring, Canva for image production, Google Analytics and Salesforce for analytic reporting.