Goodnotes
Tone of voice / scripts / blogs / AEO/SEO refresh
No defined TOV, no content strategy, no idea what to say and when.
Well, not until I joined, anyway.
As Goodnotes’ first content queen, I came in and provided the foundations to define what we stand for and boosted our presence online.
Tone of voice
Goodnotes tone of voice consisted of three pillars and that’s it. I needed to make it tangible and showcase how we flexed across B2C and B2B.
So, I rewrote the tone-of-voice guide, ran a company-wide TOV workshop, and packaged the guidance as an AI skill so any team can draft and review on-brand copy.
Actually helpful blogs
Heading back to school is a daunting time for college students. New lectures and a bunch of new back-breaking textbooks to weigh you down.
Goodnotes solves those problems. But that’s easy for us to say.
To make Goodnotes the go-to back to school solution for students, I interviewed students across different subjects and shared how Goodnotes made their lives easier. From workflows to tips and tricks, the blogs actually helped students prepare.
Goodmeet launch video
My role: Wrote, produced, and led creative for the launch. Then worked with the production team on the day.
A private AI meeting note-taker is a genuinely useful product, but "AI" and "privacy" are both words that can sound abstract or jargon-heavy.
The strongest case wasn't a feature list, so I used the founders' own conviction. The goal became capturing candid, passionate delivery rather than a polished, scripted pitch, and writing to support that tone rather than override it.
AEO content refresh
Some of Goodnotes’ blogs were as stale as that box of crackers at the back of your cupboard.
With back to school season fast approaching, I needed to refresh for AI search.
And the results speak for themselves….
Grew AI citations for one page from 3 to 102 (+3,300%) in three weeks.
Another page climbed from #31 to #7 globally (1,229 citations)
A third blog gained 6,119 rank positions (#6,380 to #261).