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hi, i'm tyra

tyradelosreyes@gmail.com

Face Med Store

My Role

Writing content

Scaling content outputs

Developing

Content Type

Technical articles

SEO content

Landing pages

Website copy

Product pages

Industry

B2C

Aesthetic medicine

Duration

2018 - 2023

Project Overview

FaceMedStore is an e-Commerce brand in the $60-100k MRR range selling aesthetic medical supplies to dermatologists and aestheticians. The store also sells online training courses for cosmetic dermatology.

FaceMedStore is a project I worked on during my time as founder at Writrly. “We” refers to the writing team I trained and scaled during this engagement. See tasks performed for my individual contributions.

Content Goals

Output and Deliverables

FaceMedStore was working with growth agency Authoritly in creating a huge content library of 50+ content pieces.

I worked directly with an SEO strategist in building FaceMedStore’s content library, starting at a pace of 8 articles/month and growing up to 16 articles/month after seeing considerable results in their SEO strategy.

We followed a pillar-cluster article structure for a wide variety of highly technical topics, including:

Dermal fillers:

Fibroblast Growth Factor

Exosome

The content strategy also included articles on aesthetic medicine as a career, as part of the campaign to sell their online training courses:

We also developed content for landing pages, product pages, and other content-based touchpoints for the site:

Product pages

See all here

Content tone

These resources are:

We were sensitive to the search intent and asked ourselves "what does the user already know about this topic, and why are they asking about this instead?"

We created pieces that were straight-to-the-point, had great UX, and respected the reader's time and understanding of the topic.

High-authority articles = great community reputation.

Authority isn't just about embracing jargon and "speaking their language". We brought authority by providing clear solutions or answers to queries whenever possible and linking them back to resources.

When queries came back with non-conclusive answers, we clearly stated why they were non-conclusive. This builds trust within the community because it shows the brand is nuanced and reflects the reality of medical journals.

We used living style guides to create an internal knowledge base on medical facts based on previous corrections and edits from the subject matter expert.

This ensured that all articles produced were in line with corrections, nuances, and preferences from the subject matter expert - despite the writing team having no formal medical or dermatology background.

Tasks Performed

Challenges

How do we write expert-level articles in an industry, as non-natives in the field?

How do we pass off as “natives” to an industry?

Sounding “native” isn’t just about speaking the industry language or pulling from the same resources they do. End-users feel understood when you answer a query or concern in the specific context they are asking them in.

It may look something like:

For example, a section explaining what dermal fillers are would be completely out of place in an article called: Can a CT Scan Detect the Difference between Dermal Filler from Nodules?.

The nature of the question is highly specific - which means the searcher isn’t a beginner looking for introductory information; they are looking for specific answers for this query, and possibly also looking into broader related topics, such as how imaging affects injectables in general.

In writing complex topics, I train writers to think of the information architecture in terms of “what then?” and “what next?”

What then helps them understand the information searchers need in order to arrive at this topic.

What next helps them understand inquiries the user might have after satisfying their current inquiry.

How do we create deeply technical articles, as a team of non-medical content creators?

Approaching the content as outlined above set a good foundation.

After the first round of articles were approved, I focused on creating a system so that other writers can be brought onto the project, without a drop in quality.

The process looked something like:

1) Create detailed outlines en masse and send them over to the subject matter expert, including resources that are going to be used in the article.
Detailed outlines means the article is already half-written; stakeholders can come in and verify the flow, realign the content with their goals or clarify nuances, without delaying the content process.

2) The writers create the content based on reputable resources, mainly LinkedIn posts from other derms for personalized info, as well as medical journals. When there are gaps in the information, questions are sent en masse to the subject matter expert to save time.

3) The finalized articles are published onto the website. Nuanced opinions from subject matter experts, as well as styling preferences, are listed out onto a living document (AKA cheat sheet) to be passed on to every writer.

This helps every writer on the project “learn” how the subject matter expert would write the article on their own.

Approach

The primary objective for this campaign was to produce high-quality articles that won SERPs and outperformed other SEO articles for the industry.

An SEO-led content strategy isn’t just filling in keywords: the primary prerequisite for ranking well on search would be understanding search intent.

We do this by satisfying the following criteria:

“How can we add value to the reader?” is a question we implement across all our campaigns, including this strategy for FaceMedStore.

We made sure that every piece of content we produced:

Topic Ideation

The topics were provided by FaceMed’s SEO partner. I was in-charge of figuring out how to structure the article based on the given title and search intent.

I was in charge of figuring out relevant H2 tags/subtopics to include, and how to flesh out the rest of the article.

After developing the first round of articles, I trained additional writers to take on the project and help us scale the content output from 4 articles/month to 16 articles/month.

Content outline and structure

Clear headers and content structure

Using “who, what, why, when” questions for headers is crucial for UX. Mimicking the end-user’s actual questions, objections, or judgments as headers provides a clear indication for users whether a header is relevant to their query.

No-fluff introductions

In place of bloated introductions, we optimized the first section to always answer the main query. It serves as a tl;dr section for readers and helps search engines understand what the intent is for the content.

Results and impact

We won multiple SERPs for profitable keywords, which meant increased site visits for targeted pages and links.

Ranking well for technical articles also helped boost Face Med Store’s reputation as a brand.

We would often be the top-ranking, non-medical journal resources for technical topics, sometimes even outranking cited medical sources altogether.

The all-encompassing keyword strategy, which ranged from specific products to more broad questions, positioned Face Med Store as a reputable brand.

With SEO as their primary distribution channel, our content enabled them to:

I often feel ambivalent about directly tying content to ROI because revenue is multivariate; product, sales, support all contribute to creating delightful touchpoints for the end-user.

However, the impact of content is clearer with Face Med Store because their primary distribution channel was SEO, and SEO relies on good content, at scale, to work.