Batten
How We Executed This Project
Audited existing blog and social content to identify gaps in persona alignment, content stages, and messaging consistency across the buyer journey.
Developed a content and social strategy rooted in audience personas, brand pillars, keyword research, tone of voice, and channel-specific distribution.
Created a structured editorial calendar to support consistent publishing cadence — scaling to 3–4 blogs per week and daily social posting across platforms.
Built and implemented a blog production workflow, including briefs, QA processes, and strategic editorial direction.
Collaborated with a content designer to refresh and optimize legacy content for SEO and improved readability, increasing long-tail discoverability.
Supported the launch and promotional strategy for the Batten Down Dialogues podcast, aligning themes with brand positioning and key product narratives.
Ideated and produced full-funnel organic social content (copy, graphics, community management) to support awareness, engagement, and traffic growth.
Managed team of 4 freelancers
Outcomes
Increased on-site content by 700% YoY and boosted resource center traffic by 40% through SEO-informed content expansion and optimization.
Increased MQL and conversions by 20% through email marketing and gated content.
Created 60+ high-impact blog posts, including 10 product reviews designed to support consideration-stage buyer research.
Strengthened brand awareness and expanded social media audience through consistent, persona-driven storytelling across owned channels.
Company Background
Batten is a pre-seed startup that helps people protect their families online, at home, and in an emergency. With personalized recommendations and a digestible marketplace of security product recommendations, we make it easy to prepare today for peace of mind tomorrow.
Problem
Due to other revenue-generating priorities, Batten did not give its social channels and blog the attention that it wanted. While Batten had a blog and was active on a few social channels, the posting was inconsistent and didn’t align with a set strategy. Batten was ready to start producing SEO-driven content to drive traffic to its site and marketplace and grow its social channel to increase brand awareness for the Batten brand.
Solution
We came in as Batten’s fractional marketing manager to develop a content and social strategy, produce net-new blog content, oversee freelancers, and manage and grow its social channels.
“Alexa brought a fantastic energy to the team. She was organized, prompt, and always fun to work with. She did a great job getting Batten’s content production flow streamlined and SEO optimized. Strongly recommend!””
