Moz Marketing Campaigns

In my time with Moz, I designed over a dozen campaigns advertising product and feature releases, long form content, sales, and events. Campaigns were often multi-platform and involved collaborating with and satisfying multiple internal stakeholders.

My role:

Campaign concept ideation and execution (i.e. illustration and animation)
Internal stakeholder collaboration
Designing inline illustrations to support long form content like educational guides
Typesetting (e.g. PDF cheat sheets, whitepapers, etc.)

Content Marketing: 6-Week Growth Plan Email Series (2020)

In an effort to reduce churn, Moz introduced an automated “how to” email series for new Moz Pro users in 2020. The six weeks of content were built around a humble gardening metaphor and featured Moz’s mascot, Roger Mozbot. The series culminated in an extra seventh week PDF (which I also designed) that compiled all of the previous weeks’ content into one handy resource.

Results:

Customers who interacted with this program had a higher survival rate than customers in the control group.

**Week 7 Conclusion**
We’ve got a treat for you! — Download the PDF guide

**Week 3**
Rank Tracking — Watch your garden grow

**Week 5**
Link Building — Break out the watering can

**Week 2**
Keyword Research — Plant those seeds!

**Week 4**
SERP Features — Find your fertilizer

**Week 6**
Custom Reports / Reporting — Harvest your bounty

Moz Pro: Domain Overview Launch (2023)

Moz launched Domain Overview, a new feature designed to make initiating client SEO projects easier, in the summer of 2023. Domain Overview is the quickest way to generate a snapshot of key website metrics in an “instamagic” sort of way, so I jokingly referred to it as “a tool from the gods” and designed simple, interface-forward graphics based on that idea.

Results

The month-long campaign exceeded its goal of driving 5% of Moz’s active audience to the Domain Overview product area on a weekly basis.

Content Marketing: Technical Tips Series and Checklist (2021)

Moz focused its educational content on technical SEO in the winter of 2021 with a six episode YouTube series called Technical Tips. I think of technical SEO as the digital marketer’s equivalent to tinkering in their garage workshop, so I created a typographic treatment of the series title built from tools (actual and search-related) which was then animated. My rationale for a typographic approach was to make the YouTube thumbnails scannable so that they register to channel visitors as a set.

Results:

The Technical Tips episode about sitemaps is among Moz’s most highly rated YouTube videos, and the average view count for Technical Tips as a whole is higher than the rest of Moz’s 2021 videos (averaged).

Animated Technical Tips video intro. Artwork by me, animation by Glenn Smith of Vale Motion.

Moz Pro: Keyword Explorer and Keyword Suggestions Launch (2024)

Moz has one of the best keyword databases in the industry, and that’s something to be proud of and promote with minimal embellishment. It’s my experience that bold, simple graphics in bright colors perform better than complex designs, so I decided to repeat that success for the simultaneous relaunch of two of Moz’s most popular keyword research tools. One of the most exciting parts of this launch was the updated user interface, so I felt that product-forward graphics were appropriate.

Content Marketing: The Local Business Content Marketing Guide (2023)

The Local Business Content Marketing Guide is a prime example of collaborating with stakeholders to germinate the seed of an idea into campaign visuals. We initiated the ideation process after my stakeholder had already written the guide, and she came to me with the idea of using the metaphor of a sapling maturing into a tree bearing fruit for the local community. I took her idea one further and imagined an entire pick-your-own orchard of content ideas to make a local business successful. Moz Local has more self-serve customers than Moz Pro, so a rustic campaign concept was a natural choice.

Results

Though it was published fairly recently on Oct. 18, 2023, The Local Business Content Marketing Guide is among the top ten guides that Moz offers. Additionally, as of Mar. 22, 2024, the accompanying cheat sheet PDF accounts for ~6% of all PDF downloads on Moz.com in the last five months.

Moz Pro: Go Annual (2023)

The winter 2023 Moz Pro Go Annual campaign was a rare instance of a project beginning with my stakeholders proposing a predetermined visual concept to me. They wanted to show our mascot, Roger—the embodiment of all things Moz—playing hoops, and I agreed that the idea presented great copywriting opportunities. I also knew it would be fun to illustrate and animate.