A Multi-Platform Content Strategy
A strategic content hub designed to elevate Interwoven Design Group’s positioning in the wearable technology sector—enhancing SEO, engaging industry professionals, and seamlessly integrating with social media.
2022-2025
Client: Interwoven Design Group
Role
Content Strategist & Copywriter
Service
Content Strategy
Creative Copywriting
SEO Copywriting
Social Media Copywriting
Data Analytics
Tools
Wordpress
Google Analytics
Excel
Later
chatGPT
Perplexity
Team
Rebeccah Pailes-Friedman, CEO
Aybuke Sahin, LinkedIn Coordinator
Loreta Haaker, Graphic Designer
Bailey Safdarzadeh, Social Media Manager
Scroll to the bottom of this post for links to writing samples on the Insight blog.
The Objective
Interwoven Design Group needed more than just a blog—they needed a content engine that would boost their SEO rankings, establish them as an industry authority, and integrate seamlessly with their broader brand strategy. The challenge? Crafting a multi-channel content approach that would engage designers, engineers, and potential clients while elevating their position in wearable technology.
CASE STUDY CONTENTS
Building a Content Strategy
Aligning Content Across Platforms
Defining the Instagram Strategy & Voice
Maximizing Content Mileage: Spotlight Interview Series Breakdown
Leveraging AI for High-Value Content
SEO Optimization & Results
The homepage of the Interwoven Design blog
The Insight page of the Interwoven Design Group Blog, which features strategic articles on wearable technology, soft goods design, and the industrial design industry.
The Spotlight page of the Interwoven Design Group Blog, which features interviews with industry leaders aligning with the monthly themes established by the content strategy.
Building a Content Strategy
Establishing Industry Authority and Improving SEO
In 2022, Interwoven Design Group sought to enhance its website’s content as a strategy for improving SEO and establishing itself as a thought leader in wearable technology and soft goods design. I worked with the founder and CEO to develop and execute a content strategy that not only optimized search rankings but also positioned the brand as an industry authority while creating a cohesive presence across digital channels.
I developed a content strategy framework centered around industry insights, expert thought leadership, and high-traffic search trends. The blog wasn’t just about publishing articles—it was about building a knowledge hub that spoke directly to our audience’s needs. Our core content pillars included:
Interviews with Industry Leaders – Conversations with experts in wearable technology, industrial design, and soft goods design.
Deep Dives into Key Topics – High value articles exploring trends, innovations, and challenges within soft goods and wearable technology design.
Spotlights on Women Designers – Articles highlighting important women in design history, aligning with the founder’s dedication to supporting women and promoting diversity in the industry.
By balancing technical insights with engaging storytelling, the blog appealed to designers, engineers, and potential clients, reinforcing Interwoven Design Group’s position as a trusted resource in the field. Later in the process, the deep dive and industry interview articles became the focus, as analytics showed that they yielded the most traffic and the most engagement.
Interwoven Design’s service categories became the basis for a series of monthly themes to drive content creation across platforms.
Working with a loose prototype allowed me to dial in the flow and space out the focus on each service category across the yearly content calendar.
Aligning Content Across Platforms
Aligning Social Media and Web Content with Monthly Themes Anchored in Key Service Offerings
Content doesn’t live in a vacuum. To maximize engagement, I created a cross-platform content strategy, ensuring that monthly themes, social media posts, and blog articles worked together to tell a cohesive brand story. This alignment allowed us to:
Reinforce expertise in soft goods and wearable technology design.
Showcase industry leadership through thought pieces, educational content, and expert interviews.
Maintain a consistent voice across blog, LinkedIn, and Instagram for brand clarity.
Each monthly theme was strategically designed to:
Highlight key service offerings, in soft goods and wearable technology design.
Showcase expertise in target performance areas, including innovation, material research, and product development.
Emphasize essential industry skills, such as prototyping, sustainability, and user-centered design.
Provide a clear, structured narrative across platforms, ensuring a seamless connection between blog content and social media engagement.
By aligning blog content with our core service offerings, I transformed passive readers into engaged leads, enhancing both brand credibility and inbound inquiries. In translating that core message across platforms to align with our LinkedIn and Instagram strategies, I increased the potential pathways to website engagement and lead generation. This approach not only provided a steady stream of relevant content but also reinforced the company’s credibility and expertise in its niche.
The Instagram channel of Interwoven Design Group shares a content strategy with the blog and LinkedIn platforms to create a holistic brand portrait.
Interwoven Design’s Brand Voice for Web + LinkedIn
Authoritative / Experienced / Educative / Inviting / Professional
Defining the Instagram Strategy & Voice
Creating an Expertise and a Personality Content Strategy
I captioned hundreds of Instagram posts in a brand voice that aligned with that of the web platform with one notable exception. While the web platform was designed to be the professional face of the company, conversations with the CEO cemented a different purpose for the Instagram channel. The Instagram platform would showcase the expertise of the brand while also revealing the personality of the brand. The instagram strategy also included a calculated array of hashtags, which came from the social media team, and the incorporation of our top SEO keywords into the body copy where relevant.
Instagram Expertise & Industry Leadership Content
Client work
Industry events and appearances
Interwoven Design in the press
Industry awards received
Support for women in design
Insight blog article features
Spotlight interview features
Instagram Personality Content
Behind-the-scenes action in the design studio
Highlighting stories about the team members and studio alumni
Staff picks
Instagram Personality Voice & Tone
Cheerful and warm
2-3 positive emojis
Regular, moderate use of exclamation points
Celebratory
Supportive
Short to medium copy length
Over the course of Q1 2025, Instagram post impressions are up by 40% and engagement has doubled. I wrote captions for 9 of the 12 posts with the most engagement (2 were hiring posts, which outperform any other content category). The number of followers has increased at a steady pace for the last several quarters.
The follower growth for the Interwoven Design Instagram over the course of the past year, via Later analytics.
Interwoven Design’s Brand Voice for Instagram
Authoritative / Experienced / Educative / Inviting / Playful
Maximizing Content Mileage: Spotlight Interview Series Breakdown
Creating High-Value Assets that Generate Cross-Platform Content
To showcase industry leadership and provide valuable content, the Spotlight Interview Series featured in-depth conversations with respected professionals. A structured approach was key to maintaining consistency, so I developed a repeatable framework that included a timeline for sharing questions, a standardized article format, and a monthly publishing schedule.
I led content strategy for the series, crafting all copy templates across platforms and ensuring interview questions aligned with the monthly theme. After conducting and recording the interview, I edited transcripts for clarity and flow, ensuring a polished final piece.
Beyond long-form content, I also crafted Instagram captions to highlight key takeaways and identified impactful quotes to feature on social media. Managing the project end to end, I scheduled interviews, formatted and published articles on WordPress, and coordinated with the team to ensure timely cross-promotion on Instagram and LinkedIn.
By establishing a structured workflow, I streamlined execution and maintained a high standard of quality while maximizing the mileage we could get from the original content across platforms. This efficiency allowed for a seamless, well-coordinated content rollout every month.
Spotlight interview article on the Interwoven Design Blog
Spotlight interview Instagram feature #1
Spotlight interview Instagram feature #2
Spotlight interview LinkedIn feature
Leveraging AI for High-Value Content
Savvy AI Prompting to Create Valuable Content Faster
While the first two years of the Interwoven blog project entailed traditional copywriting, the last year of the project has embraced AI to generate targeted copy at speed while maintaining the brand voice. I integrated chatGPT and Perplexity into the writing workflow for Insight articles, using them not as a replacement for original thought but as tools to accelerate ideation, organization, and drafting. My approach ensured that content remained high-quality, on-brand, and aligned with Interwoven Design Group’s positioning.
1. Structuring AI-Powered Ideation
Every article began with a strategic prompt. I would direct the AI to “act like an expert” in a given field, whether that was wearable technology, soft goods design, or industrial design. By specifying the level of expertise required and providing clear brand voice and tone directives, I ensured that AI-generated content aligned with the Insight Design Blog’s authoritative and engaging style.
To generate relevant content ideas, I instructed the AI to:
Act as a subject matter expert in wearable technology or an adjacent field.
Generate a list of potential article topics based on a monthly theme.
Align suggestions with industry trends and search intent.
This process yielded a diverse selection of article concepts, allowing me to refine the list and select the most impactful topics for our content calendar.
2. Iterative Content Development with AI Assistance
Once I selected a topic, I shifted the AI’s focus by instructing it to adopt a new expert perspective—such as a materials scientist for an article on e-textiles or a human factors specialist for a piece on ergonomics in wearables. This approach ensured that each article maintained depth and specificity.
I used AI to:
Generate structured article outlines based on the chosen topic.
Provide key points, research insights, and case studies.
Suggest potential angles that aligned with Interwoven’s strategic positioning.
3. AI-Assisted Drafting & Refinement
Rather than generating entire articles, which still yields weak results with most engines, I leveraged AI to draft individual sections, allowing me to control and tweak content, language, and tone at every stage. I cherry-picked the strongest AI-generated elements, rewriting and refining them to ensure consistency with Interwoven’s brand identity as well as SEO optimization. This method significantly increased efficiency without compromising editorial quality.
Throughout the process, I ensured that:
Every section was reviewed and rewritten to maintain brand voice and technical accuracy.
AI-assisted content served as a foundation rather than a final product.
Final drafts were polished with human insight and expertise, ensuring clarity and engagement.
By strategically integrating AI into the content creation workflow, I streamlined production while maintaining the depth and value. This hybrid approach resulted in a well-researched, engaging, and SEO-optimized content hub that positioned Interwoven Design Group as a key voice in wearable technology and soft goods design.
SEO Optimization & Results
Dramatically Improving Site Traffic and Lead Generation with SEO and High-Value Content Volume
Content without visibility is a missed opportunity. I integrated SEO best practices from the ground up, ensuring that every article was findable, scannable, and valuable to our audience. Key optimizations included:
Optimizing images with alt text and descriptions, integrating SEO keywords where relevant
Embedding meta descriptions for every page aligned with high-impact search terms.
Keyword research and integration for every page, focusing on soft goods design, wearable technology design, and consultancy services.
Between 2022 and 2025 I wrote over 130 articles for the Interwoven design blog, including over 30 interviews with experts in the field and over 40 in-depth industry articles, all optimized to position Interwoven as a leader in soft goods and wearable technology design. This comprehensive SEO push proved highly effective. Over 18 months, we transformed content into a powerful growth engine. Our results?
A 25% increase in direct and organic site traffic
First-page Google rankings for key industry search terms
50% increase in inbound leads from organic search
By combining strong content strategy with technical SEO execution, the Insight Design Blog became a powerful tool for brand visibility, thought leadership, and business growth.
The improvement in active users for the Interwoven Design website over the course of the initiative, via Google Analytics.
Writing Examples
Click the links below to read a selection of the original web content I wrote for Interwoven Design Group.
