Blog Article Post

CLIENT: Moonstone Skin & Body Care, a San Francisco Bay Area skincare and aesthetics beauty spa, who I provided social media, content marketing and copywriting support to.

CHALLENGE: To increase engagement, awareness and showcase expertise in newsworthy industry topics.

SOLUTION: A blog article called out on social media and repurposed into an e-book would triple exposure.

A blog is a great way to engage followers and build brand reputation. It’s a useful tool to position the brand as a thought leader with a specific point of view to pitch as an expert resource for commentary on current topics.

With the format chosen, I selected a buzzworthy, and controversial, topic of skincare cocktailing. This new TikTok trend cited supporters, but I chose to highlight the cautious take of Moonstone’s founder. This subject also provided an excuse to educate readers on skincare needs and routines, the heart of what the brand does.

In addition, the blog provided an opportunity to spin-off into a skincare cocktailing guide and e-book, requiring a subscription to the e-newsletter to help us track viewing and a link for a skincare consultation.

RESULTS: Conversion rate for click-throughs increased to 60%. New client email addresses was attained thanks to the lead magnet. Brand was positioned further as an industry thought leader.