I’ve worked with a number of businesses of all sizes throughout my career, here’s a view of what I’ve done.
End-to-end content strategy and creative development.
My Role
As the sole content strategist on the team, I worked hand-in-hand with creative, UX, and tech to carry out a full site redesign across Bridgestone’s consumer, corporate, and commercial business units.
The Challenge
Bridgestone and Firestone Tires saw use experience hurdles due to their various business units and offerings being split throughout various sites. Consumers often felt confused on navigation and felt content didn’t speak directly to their needs.
The Solution
I worked with our team to build a consumer-first strategy that made Bridgestone’s content feel more unified and helpful. I audited and took inventory of over 1,500 total URLs, developed content briefs for each one, and worked with our creative team to ultimately update copy and visuals across all three business units.
Product Pages
I oversaw copy development on both Bridgestone and Firestone’s commercial tire product pages. After a sweeping round of consumer interviews, we ensured copy spoke to actual consumer needs like cost savings and feature-sets.
Blog Refresh
In addition to product page overhauls, we also worked to refresh outdated content on Bridgestone and Firestone’s consumer-facing blogs. Again, this updated content was written with consumers in mind after an enlightening round of consumer interviews.
Ghostwriting to connect SMBs and one-person beauty and salon professionals to the right software for their needs.
Vs. Articles
Price + Feature Comparisons
B2B Ghostwriting
I started my career reviewing software specifically for small, independent businesses—years later, I returned to write a series of versus articles for GlossGenius, a salon and spa software built for beauty professionals.
SMBs and independent beauty professionals are inundated with tons of software options and little information around hidden fees and pricing at all. To help curb this, I created a series of versus articles that compare and contrast features, pricing, and overall reviews of some of the top beauty and salon software options on the market today.
I worked with the GlossGenius team to run an SEO and content audit, ensuring the articles would reach the right audiences, at the right time.
Creating messaging that reaches both those afflicted with diabetes and the professionals dedicated to helping them.
My Role
As content strategist, I was tasked with auditing and drafting up a message house for the ADA’s three units: Diabetes.org, DiabetesPro, and The Food Hub.
The Challenge
The ADA split messaging in three hubs—one for those afflicted with diabetes to gain more information on the disease, one for them to find recipes, and another for researchers and professionals. Both messaging and navigation were impacted by this move.
The Solution
Working in tandem with UX team as they developed a new site map and user flow, I created a message house that helped give each hub the ADA offers its own distinct voice.
Diabetes is a complicated disease, and my strategy was rooted in that fact. We conducted interviews with actual members of the ADA and people who had diabetes themselves. In doing these interviews, we learned that empathy and clarity were key. I then conducted an audit to help determine where the site is meeting those needs currently, and some opportunities for refreshed messaging.
Ultimately, all three hubs of the site were refreshed. Avenues have been mapped out to help users navigate from one site to the other seamlessly, and with messaging that speaks to their immediate needs in an empathetic, understanding way.
Content by Yousef 