Babbel

Content Marketing Manager
Overview
Content Marketing at Babbel played a pivotal role in the overall digital marketing strategy. The primary objective of this channel was lead generation, and I achieved this goal with data-led content pieces, targeting top-of-the-funnel audiences.
My Role
As the magazine editor, I led content production and ensured high-quality articles were delivered on time, meeting all deadlines. And as a Content Marketing Manager, I was responsible for the magazine's strategy and performance.
Over time, I became a creative project manager, supporting cross-channel campaigns with content. I led a team of freelance writers, proofreaders, illustrators, and filmmakers, managing budgets and making sure marketing campaigns were successful.
Global to local(ised)

To go global, you need to go local. At Babbel, I led the local content production, but in addition to that, I also copy-edited global content to better perform in Brazil. I worked in content localization and transcreation, and I enhanced brand performance with local influencers and partners to amplify our reach.
One of my projects was the influencer-style video on the right, produced to reach Latin American audiences.

Leads and conversions through content

For the magazine and other marketing channels, I crafted many branded articles and videos. These pieces would be about Babbel's unique selling points, and I would always link them back to our customers, addressing their language learning pain points and how could we help them thrive when learning a new language. 

Long-term strategies and viral loops: SEO & social media

To develop my content strategy, I audited the magazine and youtube channel to identify the existing gaps and business opportunities. To improve traffic acquisition, engagement, and search rankings, I optimized the content following SEO best practices, running extensive keyword research and drawing insights from Google Analytics.
I produced many serialized articles to generate traffic and engagement through social media. Articles like the "11 Italian expressions" and "How to become a Brazilian" were made based on specific market insights and part of our evergreen content collection. 

Get in touch?
Drop me a line: sarahluisa.santos[at]gmail.com

If you're interested in working together, then awesome, let's connect. Or, if you just want to grab a Zoom coffee, feel free to reach out!
I'm also on social media.

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