Real impact, real results
Turn your content into your most valuable asset
Content strategy that grows your brand, business + audience
Fractional content marketing consultancy with Megan Sobieski
Creating the RIGHT content for your brand feels like it should be a no-brainer. So, why is it such a struggle?
You’re a leader with a vision, and you know your brand’s potential. But your content efforts feel like an uphill battle. And it’s not only that your content lacks sparkle — it’s also failing to drive the metrics that matter.Do any of these scenarios feel all too familiar...✔️Your clear, well-defined content strategy is — err, it doesn’t exist…
You’re in high-effort, low-return limbo with no goals to define what "successful" content even looks like.✔️Your content efforts are churn + burn with little organization
Siloed workflows, muddy swim lanes and ad-hoc content creation keep your resources strapped and your stakeholders stressed.✔️Your brand sounds like it’s having an identity crisis
Fuzzy UVPs, inconsistent messaging and a voice that lacks clarity diminish your brand’s impact.✔️Your in-house writers or freelancers are uninspired (and it shows in their work)
Read: If it doesn’t interest you, no one else will care either.✔️Your audience engagement metrics are stuck in a slump
Even with consistent publishing, all you hear on your channels are crickets.
If even one of these have you nodding in agreement, it’s time for a content upgrade.
Most businesses feel stuck in a content rut, investing time and resources into content that doesn’t deliver results. I help companies grow their audience, impact and business through strategic content marrketing. Transform your content into a growth engine — rather than a roadblock.“Megan was simply amazing. She came on board and immediately helped us set a tone and voice for all of our communications. Her efforts drove over $150k in additional revenue through Q2.” — Joshua Wood, Cofounder, Ozbo.com
Hi, I’m Megan — a 3X content director + your partner for success
Deep expertise
Your brand story is unique. I’m here to make sure it’s told right. Unlike many “experts,” I’ve been doing this work from the ground up for 15+ years. By creating and implementing a clear, effective content strategy, you’ll see your metrics start to move and your brand begin to resonate with your audience. See services“Megan is an extremely talented, thoughtful and organized content director. She has been an incredible asset to the content team at Arootah and has been integral in helping revamp our newsletters and entire blog. Not only is she a fantastic content marketer, but she is also an excellent collaborator and is always open to new ideas. Megan has taught me so much and continues to be an inspiration. It has truly been a pleasure to work alongside her and learn from her on our small but mighty team!”
— Shayla Kelly, content marketing manager, ArootahTransformative results
The magic isn’t just in creation — it’s in orchestration. I transform resource-strapped, disorganized content functions into high-performing powerhouses. Using clear workflows, repeatable processes and data-driven decision-making, I’ll guide your team in scaling its content efforts while maintaining the highest quality.“Megan's talent for developing thought-provoking content is truly remarkable. She has a keen understanding of her target audience and knows how to create content that resonates deeply with them. Her ability to think outside the box and bring fresh perspectives to the table is commendable. Megan has a unique knack for crafting engaging and captivating narratives that captivate and influence her audience, leaving a lasting impact. One of her greatest strengths lies in her ability to translate content strategy into something everyone can see the value of.”
— Kasey Duffy, sr. director of system marketing, GeisingerQuality over quantity
It's not about sheer volume. It's about value. Together, we'll craft meaningful, high-value content that resonates with your audience, rather than overwhelming them with a high volume of lackluster pieces. See services“Megan has been instrumental in getting our content strategy on the right path. She is extremely responsive, produces exceptional quality content, and knows how to write for humans and search engines. I'd highly recommend hiring her!”
— Joseph A., founder/CEO in real estate (editorial planning, content development + ghostwriting, client name withheld)
Content marketing services
Whether you’re a startup or SMB launching its content marketing efforts or an enterprise that needs to revamp its content strategy, here’s how I can help:Content strategy
No more creating content just to check boxes. We’ll build a foundational, scalable content marketing program that empowers you to produce the content your business needs — and your target audience wants.Here’s what I’ll do:
• Define your content goals
• Perform audience research + develop personas for your ideal customers
• Conduct a content audit, gap analysis + top competitors audit
• Build a high-level, overarching content strategy
• Develop annual/quarterly/monthly editorial and content calendars
Identify content topics, formats, channels + distribution methods to prioritize
• Create a project roadmap with timelines (so you know what to do, when)
• Map out key content KPIs, evaluate performance + optimize strategyFractional content director
Want content leadership without the in-house overhead? Whether you’re looking to build a high-performing content team, scale an existing one to meet your goals or benefit from content leadership, I can help. I’ve led editorial teams of all sizes, from an award-winning content department of 14 to small but mighty teams of two. I’ve also managed “teamlancers” — freelance-based teams of writers, editors, multimedia creators, designers and social media leads.Here’s the high-level leadership and guidance I’ll bring:
• Content team building + scaling
• Clear, repeatable processes + editorial workflows
• Talent recruitment, onboarding + management
• Team training, including goal-setting + goal-measuring
• Ongoing mentorship
• Organic growth strategy (website, email, social media)
• Website consultingBrand voice activation
Map the North Star to your brand through compelling messaging and an audience-centric brand voice. With a clear perspective and verbal identity, you’ll create editorial that stays true to your brand — and inspires your audience to get to know (and LOVE!) it.Here are the deliverables I can provide:
• Target audience research + persona development
• Messaging matrix + positioning
• Brand voice development
• Website launch or refresh strategy
• Brand guidelines (mission, vision, values, history)
• House style guides
• Editorial advisory board developmentEditorial planning + content development
Forge deeper connections, drive organic traffic and increase conversions with words that resonate. I have 15+ years’ of experience creating quality, custom content and copy in just about all formats, across all channels:Here’s how I can support you:• Editorial oversight (think ‘managing editor’ to run your blog, socials, newsletter, magazine or other owned channels)
• Copywriting (digital + print)
• SEO website copy
• Blogs + articles
• Content assets (eBooks/guides, case studies, research, infographics)
• Testimonials
• Multimedia (video, webinar and podcast scripts)
• Social media content
• Email marketing
• Developmental editing
“Megan is phenomenal. I have high standards for copy and editing, and she made an incredible impact on the content creation system and raised the bar on the quality of the writing pretty much overnight.” — Mary Ann Barfield, copyeditor, Arootah
I create smart, results-focused content marketing solutions to drive growth for startups, SMBs + enterprise brands.
For the past 15+ years, I’ve worked with brands of all sizes, at every stage of their content, marketing and editorial journeys.From developing product copy for Lord & Taylor’s global website to leading and scaling an award-winning content department to freelancing for more than 15 brands and publications — words have always been my passion.And, frankly, what I’m good at.I began my professional journey in print journalism, working at an arts and entertainment weekly in a competitive two-newspaper town.Our stories needed to have bite, and we needed to win readers over.This meant I learned to create compelling content before “content” became the behemoth it is today. (This was before websites, apps, social media and allll that goodness!)As the landscape of print media began to evolve, I evolved with it, expanding my skillset across new content formats and channels.I learned SEO as a sr. product copywriter for HBC Digital (Sak’s, Lord & Taylor, Gilt).I cut my teeth on brand building and digital marketing as the editorial director for a now-defunct home and garden retailer.However, it wasn’t until I joined Geisinger — a large, non-profit healthcare system and health insurance provider based in central Pennsylvania — that my career really started to take off.In 2018, I was entrusted with building the enterprise’s digital content program from the ground up.Our strategy was three-pronged…Shifting our self-centric voice to be consumer-first, audience-first.Treating content as a strategic business asset.And focusing on developing meaningful relationships with our target audiences.Over the next three years, I expanded the content team from two (including me) to a content/copy department of 14. I brought on two managers, whom I guided in their roles and for professional growth.Together, we tried new strategies, iterated our approach and had fun creating impactful content.And we watched the program skyrocket to success.Our organic blog traffic surged from 2.5 million to 6 million annual pageviews, our site SERP rankings grew by 207% and we achieved a correlating 34% organic conversion rate that drastically reduced CPL.It was very rewarding.But after nearly six years at Geisinger, I became eager to replicate those results for other brands I was inspired by.Building audiences through meaningful, consumer-centric experiences has been a remarkable journey.In 2023, I was selected as one of the Top 250 Global Marketing Leaders by Pepper Content and as a Top 50 Women in Content. You can watch a video interview with me here.These days, I work with brands as a lead on all things content and editorial — from strategy and brand voice to copy and content development for marketing campaigns, product launches, blogs, website development, social media and more.When I’m not partnering with my awesome clients, you can find me soaking up the sun with a good book or singing songs using variations of my pets’ names.
“Megan has designed and executed a turn-key marketing plan that has put us on the map. She has helped us clarify our offerings and built sound strategies to promote them. Megan successfully led a multi-disciplinary team in the process, while fostering collaboration and hitting deadlines.”
— Reid Weiland, managing partner, Weiland Farms
Featured projects
Boosting organic traffic by 9,661% + increasing conversion rate to 47% at Geisinger
Content strategy, director of contentChallenge: Geisinger, a large healthcare system in Pennsylvania, was opening a new childbirth center. As it was entering a highly competitive market, leadership was under immense pressure to have a full schedule of patients when the center opened. However, the web presence for its labor and delivery service line was not optimal. Before the center opened, Geisinger had only one page of related web content which was not ranking for any keywords. The content had a strong clinical tone that leaned more toward healthcare professionals rather than the target consumer audience. It also had a fragmented UX with calls to action geared toward both physicians and patients.Goals: Establish organic lead capture to achieve goal of 500 births and increase organic search performance through the development of a robust, pregnancy content “hub” with touchpoints across all stages of the marketing funnel. In doing this, the overall goal was to increase brand visibility in the market, and therefore patient conversions, before the childbirth center opened its doors in 2019.Solution:
• Build out a wireframe supporting 49 new web pages to create a true destination content “hub” to serve both immediate needs and future growth with persona-based landing pages, service line pages, expert-backed blog articles, bite-sized content (including pregnancy timelines) and a downloadable guide
• Develop new on-page web copy for all pregnancy-related services, using audience-friendly language
• Optimize internal linking and overhaul navigation structure to enhance site crawlability, UX and information architecture
• Map out a long-term content strategy designed to increase E-E-A-T (expertise, experience, authority, trustworthiness), garner authoritative backlinks and boost social engagement, including developing a robust content calendar filled with search-friendly blog topics
• Create a gated, downloadable “new mom survival guide” to provide support and advice for first-time parents, thereby increasing trust and credibility
• Add lead-gen forms on bottom-funnel pages so consumers could express their need for care (become a patient lead), allowing us to nurture these leads and guide them to toward booking an appointment
• Develop new physician bio template and questionnaire process to support consumer-facing profiles, while educating providers on the importance of their presence in the directoryResults:
✔️9,661% increase in organic visits to the pregnancy “hub” (373 visits → 36K per month)
✔️3,200% increase in total keyword rankings for service line pages (1 → 33)
✔️33% increase in relevant page 1 SERP rankings (0 → 4)
✔️108 lead-gen form fills, of which 51 resulted in patient appointments (0 → 108)
✔️47% lead-to-appointment conversion rate (industry benchmark is 2%)
✔️A gold award for organic website content in the 37th Annual Healthcare Advertising Awards
✔️Achieved 510 births in the first year, surpassing goal of 500
✔️95-100% of the physician’s schedules were filled, meaning nearly every doctor had a full schedule of patients542% improvement in content planning + 433% email CTR at Arootah
Fractional content director, brand voice activationChallenge: Arootah, a coaching and business advisory startup, had a disorganized and reactive content function with no clear strategy. The focus was on quantity over quality — with limited resources to boot. Because the firm has numerous offerings for both B2C and B2B audiences, it struggled to differentiate services across its channels.Goals: Improve content planning and operational efficiency, while also refining the brand's voice to appeal to its target audiences. This process included expanding organic reach through SEO-focused content to grow brand awareness and boost audience engagement.Solution:
• Conduct a deep discovery to understand the current state of content operations, including audit of content, channels, audiences and processes
• Develop an overarching content strategy aligned with the firm’s business goals and target audiences’ needs, including an SEO strategy to grow organic traffic for each service
• Asses talent, define content team roles and responsibilities and identify tools/tech needed for content management
• Refresh verbal identity to elevate the brand’s voice for a highly educated, aspirational audience. This revamp included revising brand messaging, guidelines and style guides.
• Set clear KPIs, including measurement strategy and revised reporting
• Build an editorial calendar to identify quarterly/monthly themes across business pillars. This process included developing a robust blog calendar of evergreen, SEO topics
• Prioritize social channels and differentiate strategies for each
• Design content processes and workflows, outlining clear steps from ideation to publication to governance
• Integrate AI tools to scale content operations efficiently and ethicallyResults:
✔️542% improvement in content planning with an increase in lead time for task assignments from 7 days to 45 days
✔️80 hours saved per month in editing and publishing through more strategic content planning
✔️$4,200 saved per month in external writing expenses
✔️Reduced late-night and weekend work, improving work-life balance for the content team
✔️Improved audience engagement, including 433% increase in email CTR (3% → 16%) and 24% decrease in bounce rate (33% → 25%)
✔️1,154% increase in organic visitors per month (229 → 2,871)
✔️162% increase in organic social followers(3,260 → 8,532)
✔️341% increase in SERP rankings (1,281 → 5,645)Other projects I’m proud of
Launching Geisinger’s award-winning Balance blog
DEI training buy-in guide for EVERFI
Human interest feature for Benco Dental
Award-winning Long Live Heros brand campaign for Geisinger
Book your free strategy session
Want content that fuels business growth and makes your brand shine?Great! I’d love to help.Tell me how I can help on the form below or schedule a 30-minute strategy session.
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