# Vertical Rail Knowledge Base

Vertical Rail’s eCommerce Director had a vision to grow the agency by increasing thought leadership and website authority through a searchable Knowledge Base of marketing definitions and tutorials.

I spearheaded the development and growth of the Knowledge Base by:

* Collaborating with management to strategize and launch the Knowledge Base
* Creating a content calendar to fill out categories related to agency services and industry trends 
* Writing, editing, and approving 1-5 pieces of content per week across 8 contributors
* Publishing and managing content in WordPress with the Yoast SEO plug-in
* Moderating and replying to community comments on articles
* Auditing website traffic and search keyword data in Google Analytics and Ravel Tools
* Devising and implementing an inbound marketing strategy to optimize links and generate leads
* Authoring downloadable eBooks and whitepapers

I helped publish more than **300+ articles** to the Knowledge Base, attract over 200K+ website visits through organic search, and drive 800+ content downloads and agency leads.

**Explore the Knowledge Base:**

{% embed url="<https://www.verticalrail.com/explore-topics/>" %}

**Articles & Tutorials:**

{% tabs %}
{% tab title="Google Advertising" %}

| Meta Title                                                 | Meta Description                                                                                                                                           | Knowledge Base Link                                                                               |
| ---------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------- |
| The Importance of Negative Keywords in Google Adwords      | Negative keywords are an essential piece of any AdWords campaign to help get the right type of traffic based on the goals of a campaign.                   | [Read Article](https://www.verticalrail.com/kb/negative-keywords-google-adwords/)                 |
| What Affects Keyword Quality Scores in Google Adwords      | Find out the factors that affect quality score of keywords in Google AdWords and figure out ways to improve scores and drive more successful campaigns.    | [Read Article](https://www.verticalrail.com/kb/affects-keyword-quality-scores-in-google-adwords/) |
| How to Write Effective Google Ads                          | Learn to use the right words to appeal to your audience, make your ads stand out, and communicate the benefits of your product/service in 2 lines or less! | [Read Tutorial](https://www.verticalrail.com/kb/how-to-write-effective-adwords-ads/)              |
| How to Create AdWords Lightbox Ads with Video              | This step by step tutorial shows you how to create your first set of AdWords' Lightbox ads with multiple videos for the Google Display Network.            | [Read Tutorial](https://www.verticalrail.com/kb/how-to-create-lightbox-ads/)                      |
| Application Advertising: What is AdMob & How Does it Work? | This article helps mobile application developers and advertisers understand what AdMob is and how it works to distribute ads and monetize your app.        | [Read Article](https://www.verticalrail.com/kb/what-is-admob/)                                    |
| {% endtab %}                                               |                                                                                                                                                            |                                                                                                   |

{% tab title="Digital Marketing" %}

<table><thead><tr><th>Meta Title</th><th width="315">Meta Description</th><th>Knowledge Base Link</th></tr></thead><tbody><tr><td>How to Write Call-to-Actions (that Actually Convert)</td><td>Improve your conversion rate! Learn to create powerful Call-to-Actions by following these 5 steps. So effective, your boss will think it's voodoo.</td><td><a href="https://www.verticalrail.com/kb/how-to-write-call-to-actions/">Read Tutorial</a></td></tr><tr><td>What is Integrated Marketing &#x26; How is it Different from Omnichannel?</td><td>Learn the definition and interpretation of "integrated marketing" and how it compares to omnichannel strategy.</td><td><a href="https://www.verticalrail.com/kb/what-is-integrated-marketing/">Read Article</a></td></tr><tr><td>What is Media Planning? - About the Media Planning Process</td><td>Learn the 3 primary considerations when it comes to media planning.</td><td><a href="https://www.verticalrail.com/kb/media-planning/">Read Article</a></td></tr><tr><td>Content Hacking: How to Supercharge Content Marketing</td><td>Intrigued by content hacking? Check out these 5 sweet and simple growth hacks to drive your traffic and make your content marketing more effective.</td><td><a href="https://www.verticalrail.com/kb/content-hacking/">Read Article</a></td></tr><tr><td>How to Create a Facebook Ad Set</td><td>You know what type of campaign you want to run, but you’re not sure about targeting. This post explains all of your targeting and ad set options.</td><td><a href="https://www.verticalrail.com/kb/how-to-create-a-facebook-ad-set/">Read Tutorial</a></td></tr><tr><td>What is Growth Hacking? - An Introduction</td><td>Growth hacking is the practice of taking a non-traditional approach to increasing the growth rate and/or adoption of a product. Read on to learn more.</td><td><a href="https://www.verticalrail.com/kb/what-is-growth-hacking/">Read Article</a></td></tr></tbody></table>
{% endtab %}

{% tab title="Industry Trends" %}

<table><thead><tr><th>Meta Title</th><th width="315">Meta Description</th><th>Knowledge Base Link</th></tr></thead><tbody><tr><td>What is Newsjacking? - Tips About How to Newsjack</td><td>Newsjacking allows you to use an entirely unrelated topic to your benefit. That's what The Salvation Army campaign did when they were inspired by #TheDress.</td><td><a href="https://www.verticalrail.com/kb/what-is-newsjacking/">Read Article</a></td></tr><tr><td>What is Bitcoin &#x26; How do Bitcoins Work?</td><td>Read more for a brief introduction to Bitcoin - what it is and how it works.</td><td><a href="https://www.verticalrail.com/kb/bitcoin/">Read Article</a></td></tr><tr><td>Augmented Reality vs. Virtual Reality: Marketing Applications</td><td>Understand the difference between augmented and virtual reality and their marketing applications.</td><td><a href="https://www.verticalrail.com/kb/augmented-vs-virtual-reality/">Read Article</a></td></tr><tr><td>What Does "Going Viral" Mean? - "Gone Viral" Defined</td><td>While going viral is a relatively simple concept, defining the threshold or benchmark for when something has actually gone viral is complicated.</td><td><a href="https://www.verticalrail.com/kb/what-does-going-viral-mean/">Read Article</a></td></tr></tbody></table>
{% endtab %}
{% endtabs %}

**eBooks & Whitepapers:**

{% tabs %}
{% tab title="Holiday Shopping" %}
{% embed url="<https://drive.google.com/file/d/1l11-5zDLM2MNaJfCDXg7PPhwF_x_COva/view?usp=drive_link>" %}
{% endtab %}

{% tab title="Attribution Modeling" %}
{% embed url="<https://drive.google.com/file/d/1McNN3Y15p8qjJDnZxyqyRAVG0NZMkDF9/view?usp=drive_link>" %}
{% endtab %}

{% tab title="Keyword Match Types" %}
{% embed url="<https://drive.google.com/file/d/1hjKVLpyVYcu3OUoLZzsLaZAv3shlhKc6/view?usp=drive_link>" %}
{% endtab %}

{% tab title="KPIs" %}
{% embed url="<https://drive.google.com/file/d/1KEYPPP-7cEXb24_iBQYTOGAFMoBP1zLv/view?usp=drive_link>" %}
{% endtab %}

{% tab title="Going Mobile" %}
{% embed url="<https://drive.google.com/file/d/1EoRACsbh5BfpNLM80WVTNbgcGymoBqju/view?usp=drive_link>" %}
{% endtab %}

{% tab title="Mobile Budgets" %}
{% embed url="<https://drive.google.com/file/d/1WdoxvFzZ6YSsiSU9NNOw26VTwakRFr-7/view?usp=drive_link>" %}
{% endtab %}
{% endtabs %}

**Marketing Guides:**