Ryan Leonard Smith

Hello, my name is Ryan.

I'm a marketing associate from Charlotte, MI.

Case study: Let's go viral.

Finding content that truly resonates is both an art and a science.
My approach to Facebook content strategy with Emilyreviews.com struck this balance with incredible results:

Audience Analysis

Conducted an in-depth analysis of our target audience, diving deep into demographics, interests, and online behaviors. Our primary audience consisted of women aged 25-45, predominantly married or in committed relationships, with an interest in home improvement, DIY projects, and humorous content related to daily life. This research formed the foundation of our strategy.

Content Tailoring

Knowing that our target demographic engages most with content reflecting their daily life experiences, subject matter that mirrored common household scenarios and relationship dynamics was chosen. The post featured a playful take on the idea of avoiding a difficult conversation - something our audience would relate to - making it instantly shareable.

Timing and Delivery

Analyzed audience data from Facebook Insights to learn that our core demographic was most active during evenings and weekends, particularly between 7 PM and 9 PM on weekdays and mid-morning to afternoon on Saturdays. This insight guided our posting schedule to align with when our audience was most likely to be online and receptive to new content.

The result? A post that exploded across the platform, achieving:

3.3 million impressions, dramatically increasing our brand visibility.
52 thousand engagements, fostering a direct connection with our audience.

This campaign not only delivered impressive numbers but also provided valuable insights into our audience's preferences, informing future content strategies and cementing our brand's position.

Case Study: Keyword-Driven Content Planning

How do I create high-performing content to drive organic traffic and engagement on Pinterest?
Here is my approach to Pinterest keyword research and search optimization for EmilyReviews.com:

Keyword Research

Identified "refrigerator pickles," "homemade pickles," and "sweet pickles" as high-potential keywords with substantial search volume and moderate competition. This guided the content creation process, ensuring it was tailored to what users were actively searching for.

Content Planning

Developed an instruction set for the writer: create a visually appealing and easy-to-follow recipe post that aligns with user intent and incorporate the keywords naturally throughout the text. Focus on nostalgia and personal connection, leveraging storytelling to make the content relatable and engaging.

Execution

Crafted a clear and concise pin title optimized with target keywords: "Sweet & Delicious Homemade Refrigerator Pickles". Designed a compelling pin image to capture attention and encourage clicks, ensuring it features visually appealing photos of the topic.

This recipe for success generates considerable monthly traffic:

20 thousand impressions per month, increasing brand visibility.
1 thousand clicks per month, driving traffic to the blog.

This keyword-driven campaign not only delivered impressive metrics but also demonstrated the power of strategic keyword research and tailored content creation in driving organic traffic on Pinterest, providing a proven template for future content strategies and strengthening the brand's position.

Case Study: Creating sponsored content users love.

How do you make an ad that users want to see?
Here's how I satisfied both the audience's need for valuable information and the sponsor's promotional goals in a campaign with the brand Finamill:

Value-First Strategy

Leveraging keyword research and audience profile analysis, we identified summer grilling recipes as a high-demand topic that aligned well with the client's product and our readers' seasonal interests. Using the product in a recipe is a value-first approach, which builds credibility and goodwill with the audience, making them more receptive to the sponsored message.

Authentic Integration

Developed a summer grilling recipe that naturally incorporates the use of spices, creating a logical connection to the FinaMill grinder. The recipe seamlessly integrates various spices, organically highlighting the utility of a quality spice grinder. The recipe blog post we created:
Smoked Sausage & Veggies Garlic Foil Packet or Hobo Pie

Content Repurposing Through Video

Filmed and optimized branded video content for Tiktok. Video has the unique power to demonstrate product benefits more effectively. Adapted the long-form blog content into a bite-sized, visually appealing video suitable for TikTok's short-form format, ensuring key information and product benefits were highlighted effectively.

A/B Testing

Tested variables such as headline structures, content layouts, and video length, iteratively refining our strategy. Optimized headline formats led to a 22% increase in click-through rates, while tailoring video lengths on TikTok boosted completion rates by 40%.

@emilyreviewsblog This sausage and veggies #foilpack or #hobopie is my top favorite of my #grillrecipes right now. I am generous with the onion flakes and dried garlic which makes it really flavorful. #grilling #tastyfood #dinneronthegrill ♬ Taste It - TELL YOUR STORY music by Ikson™

Our focus on authentic content delivered measurable brand impact:

10 thousand page views, increasing Finamill's brand visibility.
4.8 thousand Tiktok plays, creating additional touchpoints for potential customers.

This value-driven, authentically integrated campaign not only satisfied the client's promotional goals but also resonated with the audience across multiple platforms.

Case Study: Helping your audience discover you.

It's not just about the quality of your content, it's also about the comprehensiveness of your content.
Here's how I helped WavyHairCare.com find it's audience:

Keyword Research

Utilized advanced tools like Ahrefs to identify high-performing keywords in the wavy hair care niche. Focused on a mix of high-volume keywords (e.g., "wavy hair care tips") and long-tail phrases (e.g., "how to define 2B waves without heat") to capture a wide range of search queries. By analyzing keyword difficulty scores, we strategically targeted terms where we could realistically compete in search rankings.

Niche Authority

Using our keyword research as a foundation, we developed a comprehensive content strategy centered around in-depth pillar posts on core wavy hair care topics. From these pillars, we branched out into numerous related articles addressing specific reader pain points and questions. By cross-linking these posts in a logical hierarchy, we created a robust content ecosystem where each article served as both a valuable standalone resource and a gateway to deeper, related content. This approach not only provided readers with easily navigable, relevant information but also demonstrated topical expertise to search engines, enhancing our site's authority in the wavy hair care niche.

Measured Iteration

By setting clear KPIs such as time on page and bounce rate, regularly assessing performance against these metrics, and making data-informed adjustments, we maximized traffic opportunities from Google. Iteration on paragraph size alone yielded a 12% average decrease in bounce rate.

Example Pinterest image from Wavy Hair Care

Building authority and maximizing opportunities generated:

3 million page views, generating incredible revenue.
Over 100,000 regular readers, creating recurring revenue.

By combining thorough keyword research, strategic content planning, and continuous optimization, we transformed WavyHairCare.com into a go-to resource in its niche.

Let me help you grow.

I blend creativity with analytical thinking, resulting in marketing campaigns that not only reach but truly engage target audiences. I consistently deliver measurable results that drive brand awareness, user engagement, and ultimately, business growth. Let's talk.