ClickCease
Verified Talent

Megan Sobieski

Washington D.C.-Baltimore
$98
/hr
Verified Talent

I’m a creative storyteller who dreams in digital. My background blends editorial expertise, strategic thinking and strong leadership with data-driven research, analytical aptitude and marketing know-how:

  • Award-winning content marketer, writer and editor with 20+ years of experience managing and creating content across digital and traditional channels
  • Organic-first mentality with strengths in generating ideas and packaging content for consumer audiences
  • Experience developing B2C, D2C and B2B content strategies to grow brand awareness and engagement; drive leads and sales; increase retention; and encourage positive consumer behavior
  • Creates structured and organized content plans with clear workflows and repeatable processes
  • Versatile portfolio includes short-, medium- and long-form: SEO web content, guides and eBooks, digital and traditional copywriting, organic social media, SEM, paid social, email marketing, blogs, magazine writing, press releases, product copy, multimedia scripts, talking points, native/paid media, sales enablement, 300+ bylines and more
Schedule Free Consultation

I’m a creative storyteller who dreams in digital. My background blends editorial expertise, strategic thinking and strong leadership with data-driven research, analytical aptitude and marketing know-how:

  • Award-winning content marketer, writer and editor with 20+ years of experience managing and creating content across digital and traditional channels
  • Organic-first mentality with strengths in generating ideas and packaging content for consumer audiences
  • Experience developing B2C, D2C and B2B content strategies to grow brand awareness and engagement; drive leads and sales; increase retention; and encourage positive consumer behavior
  • Creates structured and organized content plans with clear workflows and repeatable processes
  • Versatile portfolio includes short-, medium- and long-form: SEO web content, guides and eBooks, digital and traditional copywriting, organic social media, SEM, paid social, email marketing, blogs, magazine writing, press releases, product copy, multimedia scripts, talking points, native/paid media, sales enablement, 300+ bylines and more

Worked With

  • HBC Digital (Lord & Taylor, Sak’s Fifth Avenue, Sak's Off 5th)
  • Geisinger Health System, Geisinger Health Plan
  • Arootah (wellness, financial, health coaching)
  • EVERFI/Blackbaud (workplace culture, HR, SaaS)
  • MUNDOKIND (CPG)

Case Studies

Specialty Areas

Content Marketing
SEO
Social Media Management
Print
Copywriting
Content SEO

Vertical Experience

Ecommerce
Mortgage
Consumer
SaaS
CPG
Lead Generation
Fashion
Retail
Healthcare
B2B
DTC
Lifestyle
Product
Copywriting
Content
Internal Comms
Website Copy
Home Goods
Startups
Non-Profits
Real Estate
Mental Health
Luxury
Health & Wellness
Digital Health
ecommerce

Tools

Pinterest
Google Analytics
Moz
Keywords Anywhere
Google Trends
Drift
BrightEdge
SaaS
YouTube
Instagram
Twitter
Facebook
LinkedIn
Sitecore
Salesforce Marketing Cloud
WordPress
Hemingway
UberSuggest
Google Suite

Skills

Copywriting
Blog Writing
Editorial
Content Calendar
Ghostwriting
Blog Posts
SEO
Keyword Research
Content Strategy
Brand Storytelling
Content Writing
Digital Copywriting
Website Copywriting
SEO Blog Posts
Social Media Copywriting

Recent Roles

HIGHLIGHTED PROFESSIONAL EXPERIENCE

Director of Content

Arootah | May 2022 - present

Director, Content Marketing

Geisinger | May 2020- December 2021

  • Oversee content strategy and editorial standards for health system/health plan serving 3 million residents and 600k members
  • Responsible for building external audiences and growing owned channels, including Geisinger’s largest digital property (geisinger.org), blog, opt-in email and quarterly magazine, PA Health, as well as traditional channels, including print advertising, OOH and broadcast
    * Oversee award-winning blog, Balance. By Geisinger, with +6 million annual pageviews
    * Directed award-winning, brand content marketing campaign, #LongLiveHeroes: 2.3M social reach; 168K social engagement; 43k pageviews; 2k video views; 4k internal views
  • Leading ideation, development and production of short-, medium- and long-form content (digital, print, social, email, paid) in cross-functional team
  • Establishing and implementing workflows and processes to maximize content production and optimization (requesting, creating, editing, publishing, promoting, performance)
  • Organizing production schedule to be at least four weeks ahead of rapid pace with ever-shifting priorities
  • Leveraging data to guide content research and gauge topics, angles and market interest
  • Defining, measuring and reporting on content KPIs and goals to determine which methods work and why
  • Guiding, coaching and inspiring team of 12 copy/content writers, editors and social media leads, including two managers
  • Maintaining ownership of brand voice and editorial standards

    Digital Content Manager

    Geisinger | October 2018- May 2020
  • Hired and built organization’s digital content team from the ground-up
  • Developed foundational SEO guidelines and keyword strategy to increase organic traffic, SERP and leads/conversions
    • Maintained YoY organic conversion rate of +30% for organic leads
    • 80% SERP growth in 2-year timeframe, including +274% in p. 1 and +175% in p. 2 rankings
  • Wrote, edited and managed all consumer digital content/copy: SEO web content, email, SEM/social ads, marketing landing pages, blog posts, quizzes, eGuides, case studies, native content, etc.

Marketing and Communications Specialist

Geisinger | June 2016 - October 2018
Implement innovative communications strategies for Geisinger Northeast hospitals across earned media, social media and internal communications

Senior Digital Copywriter

Hudson's Bay Company | 2013- 2016
Wrote and edited engaging, SEO product descriptions in all areas of merchandise for HBC digital brands (Lord & Taylor, Sak’s Fifth Avenue, Sak’s OFF 5TH). Specialty in luxury goods: Fine jewelry, shoes, beauty, home/lifestyle. (Freelance < Full-time employee)

Editorial Director

Ozbo | 2014
Lead content strategy and editorial efforts for start-up IR500 internet retailer with 250k products. The ensured narrative was delivered consistently and effectively to audiences across all digital channels.

  • Position ended due to company layoffs

ADDITIONAL PROFESSIONAL EXPERIENCE
Sr. Content Marketing Manager
EVERFI/Blackbaud / Dec. 2021 – April 2022
Marketing Manager, Consultant
Action Lift, Inc. / May – June 2016
Notary Closing Agent (real estate/lending)
Self-employed / July 2005 – July 2017
Associate Editor
The Weekender / February 2003 – March 2005
Freelance

  • Copy/content: Alternative Press, billboard.com, yahoo.com, No Tofu, Cleveland Free Times, Times Leader, Incisal Edge, MUNDOKIND, Lord & Taylor, etc. / June 2002 – present

SELECT AWARDS
Annual Healthcare Advertising Awards
Geisinger / 2020
Gold, silver, bronze

Aster Awards
Geisinger / 2020
Gold, silver, bronze

Healthcare Marketing Impact Award
Geisinger / 2020
Gold, silver, bronze

eHealthcare Leadership Awards
Geisinger / 2019
Platinum

Certifications

Content marketing certification
November 2021
BrightEdge Professional Certification (SEO)
October 2019
Healthcare Leadership for Mass Casualty Incidents
July 2018

Education

S.I. Newhouse School of Public Communications at Syracuse University
BA, Magazine

Case Studies

+137%
increase in organic web traffic to blog

Increasing blog traffic by 137%

+137% increase in organic web traffic to blog

Client Verified

Geisinger health system had an exciting vision and goal: Target a wider audience for its existing health and wellness blog through a consumer-focused digital hub. Previously, Geisinger’s blog was a repository for self-promotional content focused on the bottom of the funnel: “What do we need to sell today?”Creating a content strategy and consumer lifestyle content for Geisinger that focused on “What content will be valuable to our audience?” resulted in a 137% increase in blog traffic within three years.

How we did it

- Conduct audit of existing content and review its performance - Create personas, messaging and voice/brand guidelines - Shift content straregy from “what do we need to sell today?” to “what content will be most valuable to our audience?” - Establish customer journey to direct readers to Geisinger services as they read through blog articles - Establish content operations and editorial planning processes with clear roles, responsibilities and workflows - Earned buy-in from SMEs as engaged partners and built database for reviewing content - Set KPIs and weekly review process to monitor content performance and use findings to refine strategy

What clients are saying

During her time with us, Megan has been a builder, coach, and creator, establishing our organic search engine optimization program, a digital content team and a clinical web “hub” strategy that has turned Geisinger.org into a lead-generation tool. Megan has been instrumental in developing the foundation for our content marketing strategy for brand awareness, growth marketing and consumer wellness emails. Work delivered by teams under her direction—including eGuides and specialty care hubs—have received multiple awards.
Jeff Bean, VP, System Marketing & Brand at Geisinger
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