Content Marketing & Blog Management // Alo Yoga

background

Alo Yoga is a LA-based premium lifestyle brand rooted in spreading mindful movement, inspiring holistic wellness, and building a global community. Since launching in 2007, Alo has become a global leader in luxe activewear & streetwear, clean beauty & skincare, and online fitness platforms. Their online fitness platform, Alo Moves, operates a fitness- and mindfulness-centric blog separate from that of Alo Yoga’s, narrowing the focus of the Alo Yoga blog upon fashion, beauty, and general health & wellness lifestyle.

target & goals 

I joined the Alo team in January of 2021 to revitalize the Alo Yoga blog with the primary goal of boosting organic search as well as kickstarting the long-term goal of solidifying a rich, thought-provoking mecca of all things fashion, health, and wellness. With the most recent blog post published in 2019, there was lots of work to be done. In short, my goal was to perform an audit of the blog, create a defining content strategy for the blog, identify brand personas, and overhaul the current brand voice.

my special ingredient 

This blog has not only boosted Alo’s search rankings from page 13+ to pages 1, 2, and 3 for prioritized branded and non-branded keywords, but has become an educational powerhouse for the Alo audience to depend on. During the launch of new ventures such a mindful metaverse experience on Roblox, the blog supported with an informational yet engaging post that was pushed out by all marketing channels. When Alo launched their clean shampoo & conditioner, the same system followed suit. This blog has turned into a thriving ecosystem of results-driven tactics that provide value to the audience and the brand.