MICHELLE ANNA ALFANO
Content Strategy & Communications
I’m a content and communications professional with over 8 years of experience in B2B, B2C and e-commerce marketing. I develop content that supports business goals and connects with target audiences by shaping messaging and content across email, digital, editorial, sales and customer engagement.
I’m most interested in the thinking that happens before anyone starts typing: understanding the audience, figuring out what we actually need to say, and finding just the right way to say it. I also really like words, and have a slightly unreasonable interest in finding the right one.
Usually, I get to do both.
Selected Work
A few examples of how I approach content and communications challenges.
Professional writing portfolio available upon request.
Improving the Digital Content Experience
Content Audit | Website UX | Content Strategy
I evaluated ScentAir's B2B and e-commerce UX to identify content gaps, opportunities to clarify messaging, and ways the content and structure could make the experience clearer and more useful for customers. Then I developed recommendations for improving them across both customer journeys.
Developing Website Messaging
Website Content | Messaging | Product Positioning
As part of a broader website redesign, I wrote new customer-facing copy and developed positioning for key pages across the ScentAir website, including product pages and messaging for new and existing offerings. To do this, I evaluated what customers needed to understand about each offering and turned that information into clear, useful website copy.
Podcast | Editorial Content | Content Repurposing | Social
I produced a ScentAir podcast that became a content engine. I developed the scripts, edited the episodes and turned the content into additional material for the blog, product pages and social channels. It was a way to put ideas and expertise that already existed to work in more than one place.