Batten

The Company

Batten is a pre-seed startup that helps people protect their families online, at home, and in an emergency. Through personalized recommendations and a digestible marketplace of security products, Batten makes it easy to prepare today for peace of mind tomorrow.

The Problem

Batten had a blog and was active on social, but with other revenue-generating priorities taking precedence, neither was getting the attention they needed. Posting was inconsistent, the content didn't align to a clear strategy, and the channels weren't doing the work they could be doing for the brand. Batten was ready to get serious: build an SEO-driven content program that drove traffic to their site and marketplace, and grow their social presence to increase brand awareness in a category where trust and education are everything.

What I Led

Strategy development

• 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 a consistent publishing cadence, scaling to 3 to 4 blogs per week and daily social posting across platforms

Content engine

• 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

• Ideated and produced full-funnel organic social content including copy, graphics, and community management to support awareness, engagement, and traffic growth

• Supported the launch and promotional strategy for the Batten Down Dialogues podcast, aligning themes with brand positioning and key product narratives

• Managed a team of four freelancers across content production and execution

The Results

• 700% increase in on-site content year over year

• 40% increase in resource center traffic through SEO-informed content expansion and optimization

• 20% increase in MQLs and conversions through email marketing and gated content

• 60+ high-impact blog posts produced, including 10 product reviews designed to support consideration-stage buyer research

• Strengthened brand awareness and expanded social audience through consistent, persona-driven storytelling across owned channels