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Beehive Insurance

RoleGhost Writer & Editor
TypeFreelance
PeriodAug 2012 – Mar 2013

Background​

Clyde Companies wanted all of their subsidiaries to have a real web presence--blogs, social media, the whole initiative. This was the same engagement that brought me onto Geneva Rock and later W.W. Clyde. The insurance agents at Beehive weren't opposed to the idea, exactly. They just didn't want to write anything.

Fair enough. Insurance carries liability even in blog form. A casual tip about umbrella policies phrased wrong could create problems nobody wants to explain to legal. So the agents needed to stay involved for accuracy, but the actual writing needed to come from someone else. That someone was me.

I ghost-wrote blog posts in each agent's voice, interviewed them for content ideas, then handed drafts back for review. The goal was to build enough of a library--and enough confidence--that the agents could eventually take over. (Whether they actually did is a question I diplomatically never followed up on.)

Beyond the writing itself, I built a 30-page SEO research plan covering keyword density, relevance, and weight to guide the entire content strategy. I also created blog post templates and process guidelines so future contributors wouldn't have to start from scratch every time.

The results were measurable. Organic traffic increased 34% over three months, reaching an average of 1,700 unique visitors monthly.

What I Did​

  • Ghost-wrote blog posts on behalf of insurance agents, matching each agent's voice and subject-matter expertise.
  • Developed a 30-page SEO research plan covering keyword targeting, density guidelines, relevance scoring, and weight to guide content development strategy.
  • Interviewed insurance agents for article topics and solicited peer reviews on drafts to ensure technical accuracy and stakeholder buy-in.
  • Created reusable blog post templates and contributor process guidelines to support ongoing content production.
  • Conducted keyword research for each article to optimize organic search visibility and lead generation.
  • Increased organic website traffic by 34% over three months to an average of 1,700 unique visitors monthly.

Key Skills​

SEO · Copywriting · Corporate Branding · Success Story · Insurance · Photography · Managing Deadlines · Research · Copyediting · Keyword Analysis · Editing · Evergreen Content · Blog Writing · Peer Review · User Persona · Technical Writing · Process Improvement · Topic-Based Writing · Task Management · Content Roadmap · Web Content · Civil Construction · SME Interview · Content Management Systems · WordPress · Press Releases · Content Publishing · Workflow Processes · Microsoft Word · Social Media · Proofreading · Collaboration · Document Templates · Knowledge Articles · Style Guides · Windows · Ghost Writing · Proposal Writing