MIT Technology Review
Campaign Development / SEO / Copywriting
I completed three projects for the MIT Technology Review’s marketing team: SEO, ad campaign development, and editorial writing. The most rewarding project I completed was writing an edition of the "Weekend Reads" newsletter about a topic of my choosing. I chose mental health and technology, which finished on par with other editions, resulting in a 30% open rate and 9% CTR.
Editorial Writing
Released weekly, "Weekend Reads" has over 75,000 readers, so this was an opportunity for me to refine my copywriting skills and seek the advice of professional editors before distribution.
While the MIT Technology Review covers nearly any topic's relation to modern technology, I had noticed "Weekend Reads" had not released any recent curations regarding mental health. Since that dialogue is important to me, I focused on finding articles that related mental health to technology; surprisingly, the publication had many pieces regarding advances within understanding our brain patterns, in addition to AI progress. Although the current narrative often blames technology and social media for poor mental health, these articles instilled hope within me, and this process influenced how I view the nature of media. Moving forward, I hope to promote and become a part of these breakthroughs in the realm of tech and mental health.
Newsletter Ad Campaigns
The Tech Review releases five other newsletters in addition to “Weekend Reads,” each related to different aspects of modern science and technology. I developed the first Google Ad campaigns for these newsletters to gain more subscribers, who would hopefully transition to purchase a subscription to the full publication.
I researched keywords and created ad groups based upon similar concepts, then developed different versions of copy for each ad group. After becoming certified in Google Ads Fundamentals, I created the campaigns for launch in Google Ads.
After researching competing publications’ newsletter landing pages, I also created new design ideas for each of the Tech Review’s (shown below). The publication moved forward with some of my ideas, including a mobile view of the newsletter.
SEO
This project included researching the highest performing keywords and the highest performing articles on the publication’s site, and ensuring that keywords that match each article appear in the copy with links.
