Priscilla Liu Content Marketing Portfolio

Legacy.com is the global leader in online obituaries and a top-50 website in the United States serving more than 37 million unique visitors each month. Founded in 1998, Legacy partners with over 3,500 funeral homes and 1,500 newspapers around the world to provide ways for consumers to express condolences and share remembrances of loved ones.

1. Understanding SEO

I was hired at Legacy to jump-start the funeral home vertical, an area of the business that hadn't received much attention or resources for many years. After gathering research by talking with potential customers and sifting through audience demographic information, I designed the vertical's B2B content marketing strategy. The company was trying to sell internet-based products and programs that would provide high SEO value, yet much of our audience was still on the fence about whether the Internet would even benefit their businesses. In order to bridge that gap, I created content to explain why online search was important, introduce basic SEO principles, and outline practical steps funeral directors could take to increase their web presence.

I researched, wrote, designed, and promoted the content below.

Mediums for Content:

• Three-part blog series introducing basic SEO concepts
• Understanding SEO Guide (see PDF of full booklet), given away as free resources for conference attendees and used as sales leave-behinds
• Workshop presented by Legacy executives at an international trade conference in 2015 (popularity of content led to Legacy's first invitation to speak after pitching topics for years)

Outcomes:

• Well-attended first workshop led to two additional speaking opportunities at major trade conferences
• Content strategy determined booth themes and consultation services promoted at industry events
• Inbound leads received and increased interest from cold leads specifically talking about SEO and how Legacy could help their business

2. Free Search Engine Marketing

Encouraged by the success I found with an introduction to SEO, I started adding topics and diving into more advanced information and tools. The "Free Search Engine Marketing for Funeral Homes" series elaborated on previous content, utilizing many learnings from interactions with our clients. We added new analogies, different ways to explain SEO concepts, and practical application based on audience feedback.

I researched, wrote, designed, and promoted the content below. I also served as the director and producer for the video series.

Mediums for Content:

• Workshops presented by Legacy executives at two international trade conferences in 2016
• Six-part video series based on popular workshop with added content
• Six blog posts accompanying each part of the video series with additional graphics and downloads

Outcomes:

• Well-attended workshops led to an additional speaking opportunity
• Blog post links averaged a 58% click through rate when promoted in email newsletters
• 200% increase in inbound leads YoY
• Potential clients frequently asked for link to video series when contacted by Legacy sales team

3. Preneed Today: Changing Expectations

One of my content marketing goals for 2017 was to showcase Legacy's breadth of data and and insights into consumer behavior. For over a year, the product team had been running a beta test on a potential new product for funeral home partners. We wanted to see whether Legacy could deliver qualified leads to funeral homes. Based on the form submissions from this test, I sifted through hundreds of leads to tease out the behavioral trends of individuals who were looking for funeral pre-planning services online.

I analyzed data, wrote, designed, and promoted the content below.

Mediums for Content:

• Case study published on blog
• Printed sales collateral (see PDF)

Outcomes:

• Case study was syndicated by popular funeral home trade magazine
• Research was used to improve existing beta test for preneed lead generation
• Further research commissioned by revered funeral home resource publisher to follow-up on topic
• Over 36% open rate when promoted in email newsletter and 75% click-through rate to the blog post