Cheryl Claypoole | Senior SEO Copywriter & Content Strategist

As the copywriter and ongoing content strategist for this long-form blog post, I created and annually maintain one of Crimson Cup’s most valuable SEO assets—an in-depth guide that has consistently ranked on Google’s first page for “how much does it cost to open a coffee shop” since 2016. Structured to align with Google’s E-E-A-T principles, the piece establishes trust by drawing on real-world startup experience, offering specific financial breakdowns, and positioning the brand as an expert mentor in the high-stakes YMYL category of business and financial decision-making. Through ongoing updates and data refreshes, I’ve ensured the content remains evergreen, search-relevant, and highly effective in driving top-of-funnel traffic and qualified leads for Crimson Cup’s 7 Steps to Success program.

As the copywriter for this economic development brochure, I crafted a high-impact narrative positioning Ohio as the Midwest’s premier hub for wind turbine manufacturing and supply chain integration. The piece blends legislative messaging, location-based economic incentives, and technical sector insights—highlighting the state’s workforce, transportation infrastructure, R&D institutions, and offshore wind strategy. Designed to persuade industry executives and site selectors, the copy communicates complex energy policy and industrial capabilities in a crisp, investment-minded tone that supports business attraction and public-private partnerships.

As the copywriter for this enrollment-focused brochure, I helped position Friendship at Home as a compelling alternative to traditional long-term care by blending benefit-driven language with a reassuring tone tailored to older adults. The copy clearly differentiates this membership-based program from insurance, explains a complex service model in digestible steps, and reinforces peace-of-mind messaging through member quotes, data, and smart callouts. The result is a polished, emotionally resonant piece designed to build trust and drive consultations.

As the copywriter for this comprehensive economic development piece, I crafted a persuasive, data-rich narrative positioning Ohio as a premier location for investment in renewable energy industries. The brochure weaves together strategic messaging on workforce readiness, supply chain depth, academic R&D, and public-private funding incentives—all tailored to appeal to site selectors and clean tech executives. Through clear, benefits-driven copy, the piece highlights state programs like the Advanced Energy Portfolio Standard and Third Frontier Fund while maintaining a cohesive, optimistic tone across 20+ pages of technical and policy content.

As the copywriter for this long-form web article for a senior living provider, I blended compassionate, informative language with strategic SEO optimization to help position the community as a trusted expert in dementia care. The piece is structured around high-intent search queries like “what is memory care” and “memory care vs assisted living,” and uses keyword-rich subheads, meta-friendly phrasing, and natural language to boost discoverability while preserving a warm, reassuring tone. Designed to educate families in the early stages of care decision-making, the article also guides readers toward action with clear CTAs and localized service positioning.

For this sponsored content piece published in The Columbus Dispatch, I wrote an SEO-optimized feature that positions Friendship Village of Dublin at the forefront of senior living innovation. Targeting high-intent keywords such as “senior living trends,” “baby boomers retirement,” and “luxury senior communities,” the article strikes a balance between thought leadership and subtle brand placement. I used engaging, future-focused language and trend-based subheadings to drive search visibility while reinforcing the community’s relevance to a new generation of decision-makers.

As the copywriter for this evergreen blog post, I combined curiosity-driven storytelling with keyword strategy to craft one of Crimson Cup’s top-performing content pieces. Centered on the intrigue of “bucket list” coffee experiences, the article is optimized for high-volume keywords like “Kopi Luwak coffee” and “world’s most expensive coffee,” while maintaining a conversational, accessible tone that reflects the brand’s personality. Originally published in 2012, this post has consistently ranked on the first page for its primary search terms and continues to generate qualified traffic and inbound interest more than a decade later.

As the copywriter for this pandemic-era direct mail campaign, I developed message-forward creative that reassured prospective residents and their families while prompting action during an uncertain time. Centered on the theme of “smart planning,” the piece uses a calm, empowering tone to position Friendship Village of Dublin as a stable, prepared community with comprehensive on-site services and LifeCare® security. The copy was carefully optimized for clarity, warmth, and responsiveness, offering flexible calls to action such as virtual visits and information requests. Notably, this piece generated enough qualified leads to help maintain high occupancy during the COVID-19 crisis, demonstrating the power of empathetic, conversion-focused communication in a high-stakes environment.

As the article copywriter and editor for this in-store bridal marketing piece, I created a headline and brand message that captures the emotional significance of engagement while anchoring it in local identity. The tagline “Where Columbus Gets Engaged” evokes community pride and timeless romance, helping Worthington Jewelers position itself as the trusted hometown jeweler for life’s biggest moments. Designed for high visual impact and quick resonance in a retail setting, the piece served as both décor and brand reinforcement, elevating the customer experience and supporting in-store consultations.

As the copywriter for this nationally distributed white paper, I distilled extensive academic research into a persuasive, highly readable case for reinvesting in direct handwriting and spelling instruction in U.S. classrooms. Drawing on neuroscience, literacy theory, and national performance data, the piece articulates the cognitive and academic benefits of systematic instruction—especially for early learners, English language learners, and struggling students. The final product balances scholarly rigor with accessible language, equipping educators, administrators, and policymakers with a compelling argument for curriculum change grounded in measurable educational outcomes.

As the copywriter for this full-page advertorial placed in The Wall Street Journal, I crafted a narrative that showcases Ohio as the ideal home for high-growth tech entrepreneurs, using the story of Ravi Kunduru and Ventech Solutions as a human-centered case study. The copy balances economic development messaging with emotional storytelling—emphasizing lifestyle, workforce, and location advantages while reinforcing Ohio’s “State of Perfect Balance” brand platform. By aligning entrepreneurial aspiration with geographic opportunity, the piece was designed to appeal to C-suite decision-makers considering relocation or expansion.

As the copywriter for this comprehensive 114-page annual report, I helped American Municipal Power redefine its identity during a pivotal year of geographic expansion, strategic investment, and infrastructure development. The copy balances technically dense content—such as generation asset performance, hydroelectric project milestones, and carbon offset programs—with accessible storytelling that highlights the impact on member communities. Throughout the report, I translated complex financial, legislative, and operational developments into language that reinforces AMP’s credibility, clarity of mission, and vision for sustainable growth.

As the copywriter for this healthcare technology white paper, I translated highly technical EDI and revenue cycle concepts into a clear, persuasive business case for automating the claims management cycle. Structured around five actionable steps, the paper speaks directly to hospital administrators and IT decision-makers, blending operational insight with product positioning for HTP’s RevRunner and MedRunner platforms. This piece helped establish thought leadership in a niche yet highly complex space—supporting lead generation, investor confidence, and ultimately contributing to HTP’s successful acquisition by McKesson RelayHealth. Its effectiveness lies in combining domain fluency with concise, outcome-focused storytelling that builds trust in a startup’s capabilities.

As the copywriter for this enterprise-scale case study, I helped Emerson Network Power showcase how a mission-critical data center—serving over 300,000 students—was built to deliver continuous availability through a fully adaptive power and cooling infrastructure. The copy distills complex technology into business-impact language, illustrating how a dual-bus UPS system, rack-level airflow management, and end-to-end infrastructure monitoring combined to meet the demands of growth, uptime, and virtualization readiness. The result is a clear, strategic narrative that reinforces Emerson’s credibility with IT leaders while positioning the client (Apollo Group) as an early adopter of scalable, intelligent infrastructure solutions.

As the copywriter for this foundational IT infrastructure white paper, I helped Emerson Network Power introduce a forward-looking framework for “adaptive cooling” in response to the explosive growth of blade servers and high-density IT systems. The piece blends engineering insight, industry benchmarks, and real-world modeling (including CFD analysis and case data from Virginia Tech) into a narrative that both educates and persuades. With graphics, calculations, and strategic comparisons, the paper positions Emerson/Liebert as a technical authority and solution provider to enterprise data center leaders. Its precision and credibility supported thought leadership campaigns targeting CIOs, facilities planners, and systems engineers across a global B2B audience.