Nik is a creative director, copywriter, and content strategist working in Seattle.
Operating on a VR surgery training company’s content
How can you help surgeons see the value of virtual reality?
ImmersiveTouch Inc., a medical VR company that produces hardware and software to help train surgeons, needed to increase organic traffic to their newly-launched website and build interest in their innovative training simulations. They had no advertising budget, and a 6-month turnaround time. As a principal content strategist, I and my team of writers and designers were brought in to consult on the best course of action, with a goal of a 10% increase in organic traffic over that time period.
I ran a competitive analysis of the content marketing in their still-niche industry of medical VR, and built a new content and conversion strategy that would take viewers from organic content to newsletter sign up, to trial request or meeting up at industry events. To facilitate the organic content, I researched keywords relevant to their business but easier to rank for. I built a content platform covering common questions around studying surgery, and prepping for surgery for current surgeons, along with deeper-funnel content that covered results and overcoming objections their sales team had encountered. After I developed the topics, outlines, and keywords into a strategy doc, I briefed my team of writers and designers to product 50 blog posts, equivalent social posts, and numerous email campaigns, with careful cross linking in the new content library.
Over the following 6 months, we saw:
We also have other examples of our work below:
Check out some of my other favorite work.
