🧱 Building an In-House SEO Content Engine at Eventbrite (and Cutting Costs by 75%)
The challenge:
Eventbrite was heavily reliant on agencies for SEO content, leading to bloated costs and inconsistent quality. We needed a more scalable, streamlined way to produce content that aligned with both brand standards and business goals—without compromising on quality or performance.
What I did:
I was tasked with building a fully in-house SEO content engine from the ground up. I:
Created a budget and forecast costs for 2025
Hired and managed a team of five high-performing, global freelance writers
Developed editorial workflows in Asana to keep projects running smoothly
Built briefs, conducted SME interviews, and edited every piece for brand tone, clarity, and product relevance
Set up processes to partner with our internal brand studio to ensure visuals elevate each piece
The philosophy:
We centered the work on human-first content. Instead of churning out keyword-stuffed blogs, we worked with real event creators to share authentic insights and actionable advice. The result? First-person content that felt editorial, community-driven, and aligned with Eventbrite’s bold, human voice.
We prioritized:
Actionable advice + lived experience
Creator quotes and real-world examples
Product tie-ins that solve actual pain points
Data-backed insights (including internal statistics)
The results:
Reduced production costs by 75% YoY
Maintained high-quality output and increased velocity
Built a scalable, repeatable content system
Created content that users and search engines loved
Sample work:
How to Book an Artist for Your Event
Event Venue Marketing Guide
Bundle Tickets Feature
Social Media Event Promotion (UK)
Event Experience Design
Event Staff Training
