Content Strategy · SEO · Local Search · Multi-Brand Editorial
Building a local content program across 42 brands
I led the editorial strategy for a network of early education brands, each with its own curriculum, community, and voice. The program connected localized blog content, social support, search visibility, and performance reporting into one repeatable way of planning the work.
- 42 brands supported with blog content
- 160+ schools across the broader network
- Blog, social, and local search
- Human editorial review on every piece
The challenge
One strategy had to work across dozens of brands and local markets.
Each school needed content that felt relevant to its own families, curriculum, and community, while the marketing team still needed a repeatable way to plan and produce it.
- Answer real parent questions
- Support organic search
- Reflect curriculum and brand differences
- Feel locally relevant
- Extend naturally across channels
- Stay realistic to produce at scale
Start with the question
Choose topics around real parent needs and search opportunities.
Add local context
Shape the topic around the school, curriculum, community, and local search language.
Extend the idea
Use one strong topic across blog and social, changing the hook and format for each channel.
Scale with guardrails
Use structured context and AI-assisted drafting while keeping final judgment with a human reviewer.
In practice · Dolce Early Learning Center
One topic, built for multiple channels.
For Dolce Early Learning Center, I adapted a broader potty-learning topic around the school's Reggio-inspired approach and Fishers, Indiana audience. The blog answered the parent question through the curriculum lens, incorporated local search language, and then extended the same idea into social content using shorter visual questions and hooks.
The blog
Reggio-Inspired Potty Learning Tips · Fishers, Indiana
A parent question answered through the school's curriculum, written to be useful locally as well as in search.
Read the live blog →The same idea, on social
- Curriculum-specific
- Localized for Fishers, IN
- Built around parent questions
- Repurposed intentionally across channels
The tool behind the workflow
This program also needed a faster starting point.
To support production across so many brands, I helped build an AI-assisted content tool that brings brand and curriculum context into the first draft. That work is its own case study.
Read the AI content tool case study →Results
42 organic social leads
49% average open rate across lifecycle nurture journeys (12,895 emails delivered)
These numbers show performance trends across the broader content program. They should not be presented as proof that a single content channel directly caused enrollment outcomes.
What I learned
Scaling content well depends less on producing more and more on building the right structure around the work.
The strongest system gave the team enough consistency to move faster while still leaving room for local context, editorial judgment, and the differences that make each brand useful to its audience.