Multi-Site Content Strategy

Stephen Meisel

Case Study: Multi-Site Content Strategy for a National Real Estate Organization

Role: Content Strategist
Client: (Redacted)
Scope: Editorial strategy, on-page SEO, content production, and optimization
Tools: Google Analytics, CMS (WordPress + custom), Google Docs, SEO platforms, editorial calendars

🧩 The Challenge

A leading national trade association in the real estate sector needed to elevate the performance and editorial quality of three major content properties: their organizational website, a member-facing industry magazine, and a consumer-facing lifestyle and homeowner education platform.

Each site served a distinct audience—members, media, and the general public—and required a tailored approach to content strategy, SEO, and voice. I was brought on as a consultant to unify and refine strategy across all three while supporting both editorial and marketing goals.

🧠 My Role

I operated at the intersection of editorial, SEO, and strategy—advising and executing across content teams. My responsibilities included:

  • Managing on-page optimization for high-traffic landing pages and new content
  • Editing and adapting articles to meet SEO goals and brand tone
  • Providing strategy recommendations to align editorial content with audience needs and search trends
  • Collaborating with staff writers, marketing, and technical SEO teams
  • Auditing and identifying underperforming legacy content for updates or consolidation

🛠 Key Contributions

  • Realtor Magazine: Optimized and edited articles for clarity, SEO, and cross-channel consistency. Supported longform and feature content with strategic metadata and on-page enhancements.
  • HouseLogic: Created and updated homeowner-oriented content (e.g., seasonal maintenance, home improvement guides) with a focus on readability and search visibility.
  • Main Association Site: Streamlined landing pages related to membership, advocacy, and events to align with user intent and reduce bounce rates.
  • Cross-Property Content Alignment: Helped unify voice and tone across platforms by creating internal guidance on headline structure, hierarchy, and CTAs.
  • Editorial & SEO Collaboration: Acted as a bridge between editorial and search teams—translating insights into actionable updates and coaching internal stakeholders.

✅ Outcome

  • Increased organic visibility for key pages on all three properties
  • Strengthened editorial processes with scalable SEO and formatting practices
  • Improved content performance through updated UX copy, tighter messaging, and fresher metadata
  • Supported both brand trust and reader engagement across multiple audience types—B2B members and general consumers

💡 Takeaway

This project was a masterclass in editorial strategy at scale. Working across three content ecosystems taught me how to adapt quickly, balance competing priorities, and elevate content that serves both people and platforms. As both a strategist and editor, I helped ensure that every piece of content had a clear purpose, a strong voice, and measurable impact.