In the ever-evolving world of content and SEO, managing editorial direction with both strategy and empathy is a skill honed over time. Jenn Greenleaf, Managing Editor at nDash, brings over two decades of experience to the table—starting as a freelance writer and growing into a thought leader who shapes meaningful, high-performing content strategies for brands. In this interview, Jenn shares her journey, lessons learned, and the principles that guide her editorial vision.
Q: Can you tell us about your background in digital marketing and content creation? What inspired you to specialize in this field?
I started my career as a freelance writer more than twenty years ago, working with small businesses that needed help telling their stories online. Over time, I became more involved in the strategy behind the content, learning how digital marketing could shape everything from visibility to customer trust. That shift led me to take on roles where I could guide not just the writing but also the overall direction of a brand’s message.
The opportunity to connect people through meaningful content inspired me to specialize in this field. I have always loved writing, but what kept me engaged was seeing how a well-crafted piece could support a business goal or build a relationship. As managing editor at nDash, I now collaborate with writers and brands to make sure every piece serves a purpose and reflects the voice behind it. It is a creative challenge that never gets old.
Q: How has your journey in SEO and content marketing evolved over the years? What key lessons have shaped your approach?
Early on, success was often about hitting the right keyword count and following a checklist. As search engines became more sophisticated, I realized the real focus needed to shift toward creating content that answers questions clearly and provides genuine value. I began studying user intent, not just keyword rankings, and that changed everything about how I approached my work.
One key lesson that shaped my approach is that good content marketing always starts with empathy. Understanding what the audience needs, what challenges they face, and how your content can help them build trust over time. I also learned the importance of adaptability. Algorithms will always change, but if you stay focused on quality and clarity, your content will continue to perform. That mindset has helped me grow as both a writer and an editor.
Q: You’ve mentioned the importance of content organization. Can you share a specific challenge you faced in managing a large volume of content and how you overcame it?
When I first stepped into the managing editor role, one of the biggest challenges was the time it took to switch between multiple client sheets. Each client has their own Google Sheet, which works well for tracking individual workflows, but I needed a faster way to see everything at once. I created a master sheet that compiled data from all client sheets, giving me a high-level view of daily tasks and what to expect each week. As soon as an assignment goes to a writer, I update both the client sheet and the master sheet to keep everything running smoothly.
Q: In your experience, how do you balance creating content for SEO purposes while maintaining authenticity and value for your audience?
I start by identifying the questions our audience is already asking and build content around those topics using natural language. My goal is to provide useful, relevant answers while naturally incorporating keywords. I never force them into the copy because it disrupts the flow and makes the piece feel artificial. If the content does not offer real value on its own, even the best optimization will not make it successful.
I also make sure every piece reflects the brand’s voice and feels like it was written by a person, not a machine. That means including original insights, examples, or takeaways that speak directly to the reader’s experience. When content is authentic and informative, it performs well over time because it earns trust. That balance is what makes content both discoverable and memorable.
Q: Can you describe a content marketing campaign you’re particularly proud of? What made it successful, and what did you learn from the process?
One campaign I am especially proud of centered on a guide we created to help content marketing managers decide between working with agencies or freelance writers. The guide broke down key factors like cost, flexibility, scalability, and quality. Once it was published, we turned that long-form piece into a series of blog posts and social media content to extend its reach and reinforce the message across different platforms.
What made it successful was how strategic and reusable the content became. We planned for repurposing from the start, which allowed us to speak to different segments of our audience without needing to start from scratch each time. I learned that investing in one strong piece of content can fuel a campaign for weeks if you build it with flexibility and distribution in mind.
Q: How do you approach repurposing content across different channels? Can you provide an example of how you’ve successfully adapted a piece of content for multiple platforms?
When I repurpose content, I focus on the main message and how it can be adapted to fit the strengths of each platform. A blog post might explain a concept in depth, while a LinkedIn post can highlight a key takeaway or question to encourage discussion. I make sure each version of the content feels native to the platform, whether that means adjusting the tone, shortening the format, or shifting the angle slightly to match the audience’s expectations.
One example involved a blog post we published about elevating your LinkedIn content strategy. The original piece offered detailed advice on moving from simple posts to more thoughtful, long-form articles. After publishing it, we created a series of LinkedIn posts that pulled out key tips, questions, and examples to spark engagement directly on the platform. Each post focused on one idea to keep the content digestible and actionable.
As with the guide I mentioned earlier, we highlighted the article in our newsletter using a short teaser that pointed readers to the full piece. This approach allowed us to meet our audience where they are and present the content in different formats without losing its core value. It reinforced the original message while giving us more opportunities to connect with readers across channels.
Q: What’s your strategy for staying updated with the constantly changing SEO landscape? How do you implement new best practices without compromising existing content performance?
I stay updated on SEO changes by following trusted sources, subscribing to industry newsletters, and attending webinars whenever possible. I also rely on insights from our writers and editors, many of whom specialize in SEO and monitor algorithm updates closely. This mix of perspectives helps me separate temporary trends from long-term shifts that actually matter.
For implementation, I take an incremental approach. I test new best practices on newer content first to see how they perform before applying changes more broadly. For existing content, I focus on updates that improve clarity, accuracy, and user experience without sacrificing rankings. It’s all about balancing performance with quality and being intentional with every change.
Q: You’ve emphasized the importance of collaboration between marketing and sales teams. Can you share a specific instance where this collaboration led to a significant improvement in your content strategy?
One instance that stands out involved a series of content pieces we were developing to support lead generation. After a conversation with the sales team, we realized prospects were asking very specific questions that our content had not yet addressed. Instead of guessing what might resonate, we asked the sales team to share the most common objections and concerns they were hearing on calls.
Their insights helped us shape a new set of blog posts and email copy that spoke directly to those points. The result was a noticeable increase in engagement and more qualified leads coming through the pipeline. It showed me that when marketing and sales work together, the content becomes more targeted, more relevant, and more effective at moving people through the funnel.
Q: Looking ahead, what do you see as the biggest challenge for content marketers in the next few years, and how are you preparing to address it?
One of the biggest challenges I see for content marketers is maintaining trust and originality. Search results are becoming saturated with AI-generated content. As more companies rely on automation, the risk is that content will start to sound the same and lose the human touch that builds real connections. Audiences are getting better at spotting generic content, and that shift will make authenticity even more important.
To prepare, I am focused on keeping human expertise at the center of our process. That means working with skilled writers, fact-checking every piece, and making sure our content includes original insights that cannot be found elsewhere. I also believe in doubling down on transparency, both in how we create content and in how we communicate value to our audience.
Thanks for sharing your knowledge and expertise. Is there anything else you’d like to add?
Thank you for the thoughtful questions. I would just add that strong content always starts with listening. Whether it is to your audience, your team, or your data, the more you listen, the better your content will be. Staying curious and open to feedback has helped me grow as an editor and build stronger connections through the work we publish.
At the heart of every great content strategy is a storyteller who understands the value of clarity, empathy, and strategy. Jenn Greenleaf’s insights are a masterclass in editorial leadership. Want to hear more from marketing leaders like Jenn? Subscribe to our blog for exclusive interviews, strategies, and stories from the minds shaping modern digital content.
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