Coparenting is when parents who have separated or divorced continue to work together to raise their child or children. This may require a lot of communication, teamwork, and problem solving, but is worth it if it means increased stability for the child or children. The saying, “keep kids in the center” means keeping them in mind and what will ultimately benefit them when making decisions. I am a happily divorced dad and I know this can be challenging but is important to try to raise healthy confident kids.
This assignment was profoundly personal, and rewarding ~and yes, challenging. I was brought in to lead content strategy on this CoParenter app. It was an easy sell for me since I loved the feature set and saw its potential as a legal-tech disruptor. Sure, there are a few other apps on the market but this one offers live professional mediation services, record keeping, calendar management, and real-time drop-off features to keep parents in synch and on the same page.
My job was to manage internal, external, and 3rd party articles and align with marketing and PR/communications schedules to do the following;
Effectively drive up organic search by writing relevant articles, and blog posts
Support executive stakeholders by co-writing interviews, articles, podcasts, and white papers
Create, and manage a monthly calendar of articles, blog posts, and other content opportunities. Often writing 10-20 articles and blog posts per month, and generating 1-3 premium pieces of content (ex. interviews, etc.)
I worked closely with our SEO and SEM team to track and respond to changes in trending search terms to drive inbound traffic to the site and ultimately drive app downloads
CoParenter was created with the input of a retired Supreme Court judge, Sherrill A. Ellsworth – an influence that shows in the app’s promotional language and design. The company even goes so far as to provide a “court kit” for those still in the profession looking to order the app’s usage from the bench. This is an important detail since the target audience include family court system understanding they were backed up prior to COVID and clearly backlogged coming out of it.
I had the opportunity to pull the string on many aspects of the coparenting topic from perfecting the art of the child exchange to conversations with Pastor William Smart on working with the building blocks of forgiveness. In all I probably wrote over one hundred pieces on the topic. The outcome was strong. With a strong concerted effort across, content, social media, PR, and marketing we saturated the market in the months leading up to the commercial launch. Download steadily increased quickly from dozens to hundreds (21% increase month-over-month), increase from 2.1% to 3.9% pages per visitor in the first 5 weeks, 3-13% increase in primary organic search terms and topics. And pieces in major media channels (ex. NBS, Fox Business, TechCrunch, etc.), helping us hop to the number one slot for coparenting apps.
Sited Links
Thrive Global | The Building Blocks of Forgiveness
CoParenter | Co-parenting and Perfecting Child Exchanges
Related Links
TechCrunch | CoParenter helps divorced parents settle disputes using AI and human mediation
Mashable | Custody dispute? A judge can order you to use this app to deal with your ex.
