Before diving into my experience with tons of my work examples, please take a look at these writing samples, as they’ll give you a good, quick overview of my writing expertise.
Marketing Manager & Strategist at Central Texas Feline Rescue (August 2025 – Present)
Since August, I’ve partnered with Central Texas Feline Rescue to strengthen their digital presence, increase community engagement, and drive donations in support of their mission to care for and protect cats in Central Texas.
Scope of Work
- Led all social media and email marketing efforts
- Planned, created, and managed donation campaigns
- Made light website updates to support campaigns and storytelling
Measurable Impact
- 200%+ increase in donations
- 113% increase in transactions
- 42% increase in average donation size
End-of-year email that generated $1,530 in revenue:
- Helped drive CTFR’s best year ever during Tomlinson’s Feed Pound4Pound pet food drive (11,049 pounds of food donated), ensuring more feral cat colonies will be fed throughout 2026
- 139% increase in video views
- 116% increase in engagement
- 5% growth in followers
- Launched a brand-new TikTok account that generated 50,000+ views in under three months, with plans to further scale the channel in 2026
Impact Beyond the Numbers
Beyond metrics, this work directly supported individuals and animals in need. After a woman reached out via social media because she had run out of food and litter for her rescue cats while living on a fixed income, community engagement and donations helped ensure her cats would be fed through at least January.
Client Feedback
“You are amazing, please don’t ever leave.”
“Wow, we got some nice donations yesterday thanks to your post and email — about $2,500. I am thrilled, thank you!”
“Thank you — I tell everyone we finally have a great social media person who cares.”
Central Texas Feline Rescue Plan I created and implemented.
Pinned “Get to Know Us” Post on Facebook:
Graphic & caption I created that generated $2,600 in donations:
Adoption Success Stories: We share regular adoption success stories which generates positive feelings for the Rescue plus encourages adoptions
Post that helped this cat get a foster home in an urgent situation:
Funny Reels that showcase the cats:
TikToks that use trending music (and pull at the heartstrings):
Example 2: 1,376 likes, 22 comments & 40 saves
Using trending TikTok templates:
Recent Social Media Proposals:
AlertMedia Q3 Threat Guide Social Media Launch Plan
Content and Social Media Marketing Manager at Live Your Message (July 2021 – March 2025)
Scope of Work
End-to-End Content Strategy & Production
Owned the full content lifecycle across multiple formats and channels, including blog posts, social media, value-driven and promotional emails, lead magnets, long-form guides, video scripts (YouTube and short-form Reels), launch assets, and mini-courses. Contributed directly to writing and editing while maintaining consistency in brand voice, tone, and messaging.
Audience-Driven Content Development
Led the creation of educational, entertaining, and conversion-focused content grounded in audience psychology, persuasive copywriting, and multimedia storytelling. Applied proven launch and campaign frameworks to align content with business objectives and customer journeys.
Content Strategy & Planning
Developed data-informed content strategies using SEO research, audience feedback, performance analytics, seasonal trends, and competitive analysis to guide topic selection, messaging, and distribution.
Community Management & Engagement
Oversaw and grew a 40,000-member private Facebook community by writing weekly engagement and promotional posts, actively responding to comments, and hosting two live 5-day challenges annually. Drove a 22% increase in membership and 150%+ growth in post engagement over three years.
Social Media Management
Managed all social media channels and editorial calendars across Facebook, Instagram, LinkedIn, YouTube, and TikTok. Increased impressions by 280%, engagement by 406%, total audience size by 57%, and video views by 286% through platform-native content and consistent optimization.
SEO & Blog Content
Authored and published blog content in WordPress, applying SEO best practices including keyword optimization, meta descriptions, internal linking, and content structure to improve discoverability and performance.
Video Production & Live Content
Led video production efforts from scripting and planning to managing shoots for YouTube, Facebook ads, webinars, and short-form content. Actively supported live webinars and workshops by managing chat engagement and delivering timely, relevant messaging.
Revenue & Launch Support
Played a key role in the sale of two high-value memberships and contributed to $2.5M in revenue from a flagship 12-week program by scripting YouTube videos, managing live challenges, and supporting launches through social posts, emails, Facebook Lives, Zoom coaching calls, and workshops.
Team Leadership & Operations
Managed and mentored a marketing assistant responsible for scheduling social posts, publishing blog content, posting Instagram Stories, and conducting research to support ongoing initiatives.
Analytics & Optimization
Tracked and evaluated performance using Sprout Social, Meta Business Suite, Instagram Insights, and YouTube Analytics to assess content effectiveness and continuously refine strategy.
I wrote and created content as Marisa Murgatroyd, the founder and CEO of Live Your Message, including YouTube scripts she delivered and all social media posts, emails, blog posts, guides, and lead magnets.
I created and implemented this 2023-2024 Social Media Strategy
I took a YouTube course and created and implemented a YouTube strategy
I also wrote this comprehensive YouTube SOP so any team member could jump in and post on the company’s YouTube channel.
I wrote a ton of content daily, weekly, and monthly, including social media captions, value emails, the monthly newsletter, weekly blog posts, social media video scripts, Facebook ads, lead magnets, mini-courses, and more. Click the link below for a document with several of my writing samples:
Comprehensive Writing Samples Here
I scripted over 50 videos for the Live Your Message YouTube Channel from 2023 to 2025. In addition to writing each script, I also conceived each topic, gathered all the necessary props, prepared each script for the teleprompter, directed each video shoot, wrote every description, and collaborated with freelance video editors and graphic designers to edit each video and create its corresponding thumbnail. I also optimized and published every video:
Script: Quick Reads Entrepreneurs Can Devour in One Day?
Script: Should You Create an AI Online Course?
Script: I’ve read 581 Books — These 16 Will Make You “Rich”
Script: Pre-Sell Your Course Like a Pro: A Step-by-Step Guide to Success Before Creation
Script: How to Create an Online Course in 2025 (that ACTUALLY sells!)
Script: Apple’s Marketing Strategy 5 Lessons You Can Steal for Your Business
I also came up with every Reel idea and wrote every caption. I also outlined and scripted all of the direct-to-camera Reels and edited most of these.
Informational/How-To Reels Directly Related to Target Audience:
Example 1: Why Funnels Are “Dead” and What To Do Instead
Trending Reels:
Example 1: Viral Reel based on trending topic
(125k+ views, 846 likes and 76 comments)
Example 2: Reaction to a controversial Mark Zuckerberg statement
Example 3: B-Roll Reel to Trending music
Manychat to Drive Leads:
Example 1: B-Roll Reel Comment to Manychat
Example 2: B-Roll Reel Comment to Manychat
Example 3: B-Roll Reel Comment to Manychat (POV approach)
Fun, Relatable Reels:
Engaging Social Media Posts:
Sharing a personal story to drive engagement
Sharing a quick, relatable anecdote with a call-to-action to comment:
Created graphics for guides and connected to Manychat
Carousel Posts: Used to provide value, show expertise, drive to new YouTube videos, and guides
Example 1: Drive to a guide
Example 2: Pure value
Video Ad Scripts: I scripted videos used for ads on Meta and YouTube that drove leads to our live challenges and workshops, including this funny video that drove registrations like this one:
I also ran 5-day live challenges to drive our audience to our workshops, including daily Facebook Lives and a live Zoom coaching call. I compiled all the necessary details before each live session and co-hosted them.
Additionally, I utilized Manychat weekly to drive leads from Facebook posts:
Blog Posts I Ghostwrote as Marisa Murgatroyd:
10 Content Creators to Draw Inspiration From in 2024
Revolutionize Your Inbox: Top 10 Newsletters for Entrepreneurs
11+ (Underrated) Books for Entrepreneurs You Should Have on Your Shelf
Commit to 30 Days of Deep Rejuvenation for Enhanced Productivity!
5 Top Business-Building Tips From Live Your Message LIVE
Bypass the Hype: How to Strategically Grow Your Online Business
Turn Touchpoints into Growth: Embrace Customer-First Messaging
Each year, I wrote a comprehensive end-of-the-year ‘State of the Internet’ blog post:
Online Business Trends 2025: 11 Major Changes You Can’t Ignore
State of the Internet 2024: 11 Trends That Are Redefining Online Business As We Know It
State of the Internet 2023: 12 Trends That Are Redefining Online Business As We Know It
I also reached out to online business experts for their predictions, compiled their submissions, edited them, and published them:
State of the Internet: 12 Expert Predictions for 2023 (& Beyond)
Guides & Lead Magnets I Created:
5 Proven Ways to Hack Your Brain
Six Essential Skills to Online Business Success
20 Most Profitable Mega Niches
Course Launch Secrets Workbook
Monthly Value Emails I Wrote and Deployed as Marisa Murgatroyd, including a monthly newsletter:
Senior Social Media Manager at The Scalable Company (August 2020 – June 2021)
Scope of Work
Social Media Strategy & Positioning
Launched and owned an integrated, audience-first social media strategy centered on educational storytelling, founder-led thought leadership, and brand authority. Designed content pillars that balanced value-driven education with human, behind-the-scenes storytelling to build trust and long-term engagement.
Content Creation & Creative Direction
Produced a wide range of platform-native content, including short-form and long-form videos, thought leadership posts, Instagram Stories, carousels, leadership quote graphics, and behind-the-scenes content. Ensured all creatives aligned with brand voice, messaging, and strategic objectives.
Platform Ownership & Editorial Management
Managed and scaled owned social channels across LinkedIn, Facebook, and Instagram, overseeing the full editorial calendar, posting cadence, and content optimization. Maintained consistency across platforms while tailoring formats and messaging to each audience.
Audience Growth & Engagement Optimization
Drove a 479% increase in engagement across all platforms and grew the Facebook audience from 0 to 50,000 followers within nine months through consistent experimentation, platform-native formats, and audience-informed storytelling.
Founder-Led Thought Leadership
Built and scaled the founder’s LinkedIn presence from launch to 44,000 followers, establishing him as a recognized industry influencer. Developed executive content themes, post frameworks, and engagement strategies to increase visibility and credibility.
Campaign & Product Launch Support
Led the social rollout for major campaigns and product launches, creating teaser content, launch-day videos, and engagement-focused posts to build momentum and sustain interest. Partnered with marketing and design teams to ensure cohesive messaging across channels.
Cross-Functional Collaboration
Worked closely with email marketing and product teams to align social content with broader campaign goals, driving traffic to launch pages and increasing email subscriber growth through coordinated promotion.
Expert Interviews & Storytelling
Conducted monthly interviews with founders and business experts, transforming insights into social-first content that delivered actionable lessons and reinforced brand authority.
Testing, Analytics & Optimization
Performed ongoing A/B testing, social listening, and performance analysis using Sprout Social. Implemented a structured feedback loop to review engagement data weekly, identify trends, and pivot content strategy in real time for maximum impact.
Performance Reporting & Iteration
Partnered with marketing stakeholders to analyze campaign results, refine creative direction, and continuously improve engagement and reach through data-backed decision-making.
I built the social strategy and created and published the new channels (Facebook and Instagram), growing the Facebook audience from 0 to over 50,000 in 9 months:
More examples of my work (please note to look at posts before June 4, 2021):
Ghostwriting
I also created content and posted on behalf of two company leaders — Ryan Deiss and Roland Frasier on their personal Facebook and LinkedIn pages.
For Ryan Deiss’s LinkedIn page, a consistent posting strategy focused on gaining comments and reposts helped grow his page to over 40,000 followers.
For Roland Frasier, a solid and consistent content strategy helped him grow to over 1 million followers on Facebook while promoting his programs and podcast. The focus was on repurposing content from his masterminds and podcasts and using nuggets from his teachings to create shareable content.
Example of repurposing a podcast interview
Example of a compelling graphic with a long-form caption
Senior Social Media Manager at DigitalMarketer (May 2018 – June 2021)
Scope of Work
Social Media Strategy & Leadership
Led the development and execution of multi-platform social media strategies focused on education, brand authority, and audience growth. Managed and mentored a two-person social media team, setting creative direction, priorities, and performance standards.
Content Creation & Platform-Native Execution
Created a high volume of platform-native content, including carousels, short-form videos, Stories, expert interviews, real-time event coverage, and customer success features. Ensured content was optimized for each platform’s algorithm, audience behavior, and engagement mechanics.
Audience Growth & Community Building
Scaled Instagram from 15,000 to over 200,000 followers in under two years (3,000% growth) through consistent testing, trend adoption, and audience-first storytelling. Grew LinkedIn following by 94,000 and increased overall engagement by 1,852%, establishing DigitalMarketer as a trusted authority in the marketing space.
Performance Analytics & Optimization
Tracked and analyzed key performance indicators, including shares, saves, comments, video views, watch time, and email subscriber growth. Used insights to continuously refine content formats, posting cadence, and messaging for maximum reach and engagement.
B2B Thought Leadership & Brand Positioning
Applied deep expertise in personal brand positioning, B2B content strategy, and native post optimization to strengthen the company’s LinkedIn presence and elevate executive and brand thought leadership.
Email & Newsletter Collaboration
Collaborated on the company’s newsletter distributed to 200,000+ subscribers, contributing to content strategy and copy that earned recognition for strong subject lines and high-performing social-to-email integration.
Live Events & Experiential Content
Supported and promoted 30+ live, in-office workshops, creating pre-event, live, and post-event social content. These efforts expanded target audiences by 56% and increased overall engagement by 248%.
Paid Social & Campaign Testing
Planned and executed Facebook and Instagram ad campaigns, testing hooks, creative variations, visuals, and CTA placements to improve performance and cost efficiency.
Cross-Functional Collaboration
Worked closely with marketing, events, and creative teams to ensure alignment across organic and paid social initiatives, contributing to consistent brand voice and measurable growth across channels.
I grew the Instagram account from 15,000 to nearly 216,000 engaged followers. However, growth and engagement have stagnated since I left in June 2021.
I focused on creating highly relevant and valuable content to engage the target audience. I also wasn’t afraid to hop on camera!
Watch the Reel here.
Utilized expertise in social media management and audience engagement to establish a LinkedIn presence that quickly amassed 94K followers, driving overall engagement by 1852%:
I focused on creating downloadable PDFs and carousels, as well as tactical advice using long-form captions:
Downloadable PDF with 212 comments and 25 reposts
A handy flowchart PDF with 11 reposts
Additional examples:
Managed the company’s Facebook page and grew following and engagements. Plus, I was never afraid to hop in front of the camera. I came up with all the topics and talking points for a weekly Facebook live series I cohosted:
Co-hosted a weekly Facebook Live series
I created a series called ‘Tools Marketers Can’t Live Without’:
Tools Marketers Can’t Live Without (with me in front of the camera)
Tools Marketers Can’t Live Without
I also created a series called ‘Marketing Recipes’:
6 Steps to Create a Lead Magnet
Additionally, I collaborated with team members to create social videos that grew brand awareness and engagement, including coming up with an idea, outlining it, and scripting (if needed):
The Sounds of Digital Marketing
Was able to still create highly-engaging videos during the Pandemic:
When we had experts come into the office to present, I would do an ‘Ask Me Anything’ video series where I would come up with all the questions and interview the expert. I’d then create a video for each question. This helped to drive people to these live workshops and purchase the workshop after it was over. We then pivoted to virtual during the Pandemic:
Used videos like this to drive leads:
Planned and outlined Whiteboard Workshops for YouTube:
The 8 Steps To Creating A Customer Journey Map (133K views and 174 comments)
Please take a look at DigitalMarketer’s Social Media Platforms for More Examples of My Work (please note to look at posts before June 4, 2021):
- DigitalMarketer’s Instagram
- DigitalMarketer’s Facebook
- DigitalMarketer’s LinkedIn
- DigitalMarketer’s Twitter
As the Senior Social Media Manager, I was also able to contribute to the blog and the weekly newsletter:
Facebook’s NEW Instagram Capabilities in Creator Studio
3 Ways to Increase Impressions, Engagement, and Post Clicks on Your LinkedIn Company Page
The 5 Most Important Metrics to Track Your Instagram Growth
Trending Social Platforms in 2020: Which Ones are Worth Your Time?
How to Increase Instagram Story Engagement
In addition to my duties as a Social Media Manager for two different companies — DigitalMarketer and The Scalable Company — I taught a digital course and a live and on-demand workshop:
The Social Media Mastery Course for DigitalMarketer:
I taught a full-day live workshop on developing your Instagram content strategy for your business:
Social Media and Content Manager at DigitalBiz Agency (Freelance – January to May 2018)
- Social Media Plan for Digital Agency: DigitalBiz Social Media Strategy
- Blog Strategy for Digital Agency: DigitalBiz Blog Strategy
- Facebook Posts for Contractor Client: Wardell Posts 3.5-3.18
- Facebook Posts for Dental Client: Outie Tool Posts 1.15-1.22.18
- Facebook Posts for Online Pet Community Client: All Beautiful Critters Posts 3.5-3.18.18
- Blog Post: How Graphene Can Make Photodetectors More Responsive
Social Media Manager at Bankrate (May to November 2017)
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- Published Blog 1: Best of Million Mile Secrets October 2017
- Published Blog 2: How to Navigate the Million Mile Secrets Site
- Pinterest: Overview and Strategy
- Pinterest: Competitive Analysis
- Pinterest: Creative Brief For Promoted Pins
- Twitter: Competitive Analysis
- Facebook: Contest Ideas
- Facebook: Contest Proposal
- YouTube: Best Practices
- Video: First Frame Research
- Video I Created For Social: How To Get Your Annual Fee Waived
- Video I Created For Social: Credit Card Options For New Homeowners
- Video I Created For Social: How Your Credit Cards Can Save You Time
- Social Media Benchmark Analysis: Social Media Media Kit
- Reporting: Social Media Report
- Social Media Planning: Increase Engagement on Social Media
- Social Media Planning: Initiatives to Implement Right Away
- Competitive Analysis: Travel Bloggers Social Media
- Engagement Examples:
Customer Success Manager at SocialMatterz.Ai (December 2015 – April 2017)
- Client Campaign 1: Client Campaign Strategy
- Client Campaign 2: Client Campaign – Conference
- Client Campaign Summary: Campaign Summary
- Case Study: SocialMatterz – Stratoscale
Digital Marketing Specialist at MOSAK Advertising & Insights (November 2012 – November 2015)
- Social Media Plans:
- (a) Industry Brewing Social Media Plan
- (b) Grand Theater Social Media Plan
- Monthly Interactive Report: Interactive Report
- Monthly Content Calendar: Client Content Calendar
- Weekly Facebook Writing: Client Facebook Programming
- Facebook Contest Proposals:
- (a) Client Facebook Tab Contest Proposal
- (b) Client Facebook Tab Contest Proposal
- Competitive Analysis: Beer Research
- Facebook Ad Proposal: Client Facebook Ad Proposal
Project for Serasana Yoga Studio Launch
- Competitive Analysis: Serasana Competitive Analysis
- Facebook Ad Proposal: Facebook Advertising for Serasana
- Social Media Plan: Serasana Grand Opening Social Media Plan
Texas State University Journalism & Mass Communications’ Graduate Program Work
I completed several major and hands-on projects during my time in the Texas State University Mass Communications graduate program. Check out some of my work here:
- SXTXState Blogger – Reported before and during SXSW Interactive
- Sports Intern – Completed a summer internship in the sports department at YNN Austin. Watch my final reel video:
Shannon Goodell 