Editorial Campaign

01 — Project details

I developed and executed an in-depth editorial campaign designed to build SEO value, drive traffic, and establish brand authority for a designer toy platform.

This project involved multiple types of content to achieve various goals, including curated collections, artist spotlights, industry thought leadership articles, and company updates.

Each piece of content was carefully crafted to align with specific objectives: attracting new audiences, supporting artists, building brand authority, and increasing website traffic. The campaign combined strategy development, content creation, SEO optimization, and publishing, all executed independently based on brand goals.

02 — Strategic & creative process

  1. Curated Collections & SEO Articles:
    I used the platform’s database to create themed collections of designer toys and wrote articles accompanying these collections that were SEO-optimized to rank highly on search engines, often leveraging popular artist keywords to amplify reach. Notably, the Transformers article was the first to achieve a top 3 Google ranking for its niche, with other articles to follow after.

    Examples: Sugar Rush and Transformers Designer Toys

  2. Artist Spotlights:
    Conducted thouhtful, in-depth interviews with artists, creating engaging articles that supported their work and aligned with the brand’s mission to champion creators. These articles were designed to drive traffic through the artists’ networks while strengthening brand relationships.

    Examples: Luke Chueh and Dave Behrens

  3. Industry Thought Leadership:
    Wrote insightful articles examining the art and collector landscape to position the brand as a respected voice in the industry. These pieces focused on authenticity and authority, with LinkedIn serving as a secondary distribution channel to reach professionals in the space.

    Examples: Buying Designer Toys as Investments and Pride and Protest in Designer Toys

  4. Company News & Updates:
    Published articles about company events and updates, incorporating SEO tactics where relevant to increase visibility.

    Example: Trampt Graffiti DCon Exclusives.

  5. Independent Execution:
    I handled every aspect of this project, including content strategy, artist interviews, research, SEO optimization, writing, and publishing, delivering a cohesive and impactful campaign.

03 — The results

This editorial campaign achieved more than just measurable outcomes—it created lasting value for the brand:

  • Artist Relationships: Strengthened connections with key artists in the designer toy community, supporting their work and fostering collaboration.

  • Industry Authority: Positioned the brand as a respected voice in the designer toy space through insightful and authentic content.

  • Evergreen Content Library: Built a library of curated and SEO-optimized articles that the brand can continuously leverage for social media and email campaigns.

  • Strategic Framework: Established a repeatable content strategy that aligns with brand goals and supports long-term growth.