Lauren E. Minning
EXECUTIVE SUMMARY
Senior marketing content leader with nearly a decade of experience driving customer acquisition through strategic, go-to-market-aligned content marketing with thought leadership content and customer narratives for senior decision-makers. Proven track record growing content teams and developing comprehensive content strategies that deliver measurable growth, including 415% organic traffic increases and multi-million view content programs. Deep expertise in leveraging AI innovation to scale content production while maintaining quality standards across diverse formats.
CORE COMPETENCIES
Content Strategy & Go-to-Market Alignment • Team Leadership & Cross-Functional Collaboration • AI-Driven Content Innovation • Automation • SEO & Performance Optimization • Project Management • B2B Content • UX Writing • Content Management Systems
EXPERIENCE
Senior Marketing Copywriter April 2023 - Present
Morningstar - Chicago
Help develop and execute content strategy aligned with go-to-market plans
to drive financial advisor acquisition and retention, taking complex financial
topics and distilling them into digestible content that connects with target
audiences and educates them on best investment practices.
Lead cross-functional content initiatives, partnering with designers,
campaign managers, and product marketing teams to understand target
audiences and ensure content effectively supports key business objectives
and addresses client needs and pain points.
Create comprehensive, thought leadership content across multiple formats,
including blogs, customer case studies, web pages, paid and organic social
campaigns, guides, event materials, webinars, and email nurture campaigns.
Act as a pioneer of the future of work through AI-driven content workflows
using ChatGPT, Claude, and Jasper to scale content production while
maintaining quality standards, exploring innovative content formats, and
optimizing the entire content creation and distribution process.
Establish content production workflows and create internal system
documentation to foster efficient team collaboration and knowledge sharing
across departments.
Content Editor April 2022 - February 2023
GitLab - Fully Remote
Managed and mentored freelance writers while overseeing editorial
processes, contributing to organic traffic and brand awareness by writing and
editing blog posts on DevOps topics, leading to role expansion as the point
person for creating case study content.
Led customer case study program from conception to publication,
reviewing interview transcripts to extract key insights, collaborating directly
with customers on content development, and delivering finalized case studies
that supported go-to-market initiatives.
Optimized content performance through regular auditing, updating, and
SEO optimization of existing blog content (with tools like Moz, SEMrush, and
others) while building scalable processes for content management.
Coordinated content creation across internal contributors and external
freelance writers, ensuring consistent quality and brand alignment.
Technical Writer Nov. 2020 - April 2022
ActiveCampaign - Chicago, IL
Write, edit, and create knowledge base content by simplifying complex ideas into simple, absorbable content. Content includes help center articles and help videos.
Drove customer acquisition and retention by creating, editing, and auditing
help center content that simplified complex platform concepts into
actionable, straightforward guidance, resulting in over one million quarterly
views (significant increase from role start).
Collaborated with developers and product marketing managers to plan and
execute comprehensive content strategies for product releases, including
help center, customer support, and community content that directly
supported go-to-market objectives.
Established internal content standards by leading the creation of a
company-wide glossary to support employee education, training, and
consistent brand communication.
Content Marketing Specialist Sep. 2018 - Nov. 2020
ActiveCampaign - Chicago, IL
Delivered exceptional growth results: bolstered a 415% increase in monthly
organic blog traffic between June 2019 and May 2020, achieving an overall
2400% increase to 200K monthly readers over two years through strategic
SEO blog content and customer stories.
Generated measurable revenue impact, contributing thousands of dollars in
customer conversions through targeted blog content that supported
acquisition campaigns and go-to-market strategies.
Led comprehensive blog management program, coordinating, editing, and
scheduling content from internal contributors, partners, and guest authors
while maintaining editorial standards and strategic alignment.
Created diverse B2B content across multiple formats, including blog
content, conversion copy, case studies, gated content, research materials,
social media content, email campaigns, and landing pages focused on
automated marketing, sales, and ecommerce best practices.
Optimized conversion performance by rewriting 100+ product-focused
landing pages and implementing data-driven content improvements that
boosted traffic to the ActiveCampaign Marketplace.
Digital Content Writer Feb. 2018 - Sep. 2018
EMPIST - Chicago, IL
Developed and executed SEO-focused B2B and B2C content marketing
campaigns for the company and clients, managing editorial calendars for
blogs and social media.
Increased organic traffic and brand awareness through strategic content
creation, including blogs, social media copy, and website copy that supported
client go-to-market objectives.
Content Specialist Feb. 2017 - Present
Payline Data - Chicago, IL
Drove traffic growth and increased blog visibility through strategic content
research and creation, developing compelling content across formats,
including SEO blog articles, podcasts, and presentations.
Established social media content processes and optimized conversion rates
through strategic exit-intent website opt-ins.
EDUCATION
Marquette University - May 2014
Bachelor of the Arts- Digital Media (Broadcast); Minor in Spanish
UK Study Abroad Program- Writing, Film and Popular Culture Studies