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The Journey

Practical advice, innovative strategies, and the latest AI tools for everyday entrepreneurs.

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The Project

The Journey is a foundational video series for everyday entrepreneurs that I had the pleasure of co-creating during my time at GoDaddy. Hired as the founding Video Copywriter, I scripted, directed, and produced +340 episodes for YouTube and the GoDaddy website.

Building an online presence is a full-time commitment that can feel overwhelming for many. Our customers were frequently hitting technical roadblocks, leading to high call center volumes and a disconnect from the brand’s mission to make business ownership easier. We needed a way to provide “always-on” guidance that not only solved their problem but also built confidence.

The crew was everything. The energy in the episodes wasn’t a performance. Every person in that studio brought a unique set of skills to the table, but more importantly, they brought genuine heart. It’s rare to find a team where everyone is that skilled and creative, and it’s exactly why the series was such a hit.

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My Method

Data-driven Decisions

Utilized internal Tableau reports and Google Analytics to identify the exact search phrases and long-tail keywords customers were using. This helped me align our video titles and hooks with their actual search behavior, making sure our content was a direct answer to a documented pain point. As a result, we saved the company $1.1M in support costs because people were getting answers from our videos instead of calling.

Brand Voice

Introducing a consistent “Guide” persona in scripts, focusing on practical advice and a supportive tone. I authored scripts that acknowledged the user’s struggle. Instead of just listing steps, I used a supportive and conversational tone that validated their journey. This helped lower the barrier to entry for users who felt overwhelmed by the technical side of their business.

Strategic Optimization & Iteration

I tracked search data to verify reach and refined titles to jump the average CTR from 3.6% to 7.9%. By analyzing audience retention, I let the customers guide our strategy. We pivoted in real-time, doubling down on high-value topics and evolving with the user rather than following a static schedule.

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The Videos

Check out the complete archive of The Journey. Everything from naming your business to managing your social media, see the content that drove a 92% helpfulness rating.

Creativity in the Chaos

Beyond the metrics and the scripts, there was a heartbeat to this project that no spreadsheet could ever fully capture. The true magic happened once a month when we gathered in our Seattle studio. Working with this crew taught me that the best work happens when you are surrounded by people who are as unselfish and dedicated as they are talented.

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Recognition

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