Kali Armstrong
Calgary,AB
Summary
Strategic and creative copywriter with 10+ years of experience driving brand growth through SEO-optimized, high-impact content. Proven ability to simplify complex SaaS and B2B topics, craft compelling narratives, and consistently secure top Google rankings. Skilled in aligning messaging with business goals, leveraging data insights, and delivering results across digital, editorial, and marketing channels. A collaborative thinker known for turning big ideas into clear, engaging copy that delivers measurable outcomes.
Overview
11
11
years of professional experience
Work History
Freelance Content Writer
Copy By Kali
01.2015 - Current
- SEO-Driven Content: Develop optimized blogs and marketing materials for B2B and B2C clients to drive visibility, improve search rankings, and boost engagement
- Client content has ranked as the first stop on Google for key industry topics, securing top search positions and driving organic traffic
- Content Strategist: Collaborate with clients to design and implement data-driven content strategies that align with business objectives, captivate target audiences, and improve search visibility
- Clients have achieved #1 rankings for competitive keywords and improved SEO presence in their industries
- Case Studies: Partner with clients to craft compelling case studies by conducting in-depth stakeholder interviews, uncovering unique narratives, and showcasing measurable outcomes that highlight success
- SaaS Expertise: Simplify complex SaaS concepts into approachable content, including blogs and user-centric materials that resonate with audiences
- Editorial Specialist: Review and refine human and AI-generated content to ensure accuracy, consistency, and alignment with brand voice, enhancing engagement and readability
Technical Communications Consultant
NEWTEC
01.2015 - 01.2016
- Developed, structured, and authored comprehensive operational procedures and manuals, ensuring clarity and usability
- Standardized content across various platforms and media channels for consistency
- Conducted thorough revision and editing of documents prior to publication on the company website, maintaining high-quality standards
- Created user manuals for Soft Ice, an online hockey development software, simplifying technical concepts for end-users
Marketing Coordinator
FGL Sports
01.2014 - 01.2015
- Conducted market research to facilitate post-campaign analysis, offering valuable insights into past initiatives
- Developed internal communication materials, disseminating them through the internal website and weekly newsletter
- Produced media advisories and press releases to effectively communicate corporate messaging
- Orchestrated corporate events, ensuring seamless coordination and execution
Education
Bachelor of Arts (BA) - Communications
University of Calgary
CalgaryDigital Wellness Certificate -
Digital Wellness Institute
The Strategy of Content Marketing - undefined
UC Davis
Skills
- Website copy
- Writing, editing, and proofreading
- Article writing
- Executive thought leadership
- Internal communication
- Strategic content planning
- Targeted messaging strategies
- SaaS content writing
- Market research
- Case study creation
- Search engine optimization proficiency
- Keyword optimization
- Technical writing
- Surfer SEO
- Clearscope
- WordPress
- Google Analytics
- GoDaddy
- Squarespace
- Asana
- Notion
- ChatGPT
Awards
Jason Lang Scholarship, University of Calgary
Rutherford Scholarship, Sir Winston Churchill
Timeline
Freelance Content Writer
Copy By Kali
01.2015 - Current
Technical Communications Consultant
NEWTEC
01.2015 - 01.2016
Marketing Coordinator
FGL Sports
01.2014 - 01.2015
The Strategy of Content Marketing - undefined
UC Davis
Bachelor of Arts (BA) - Communications
University of Calgary
Digital Wellness Certificate -
Digital Wellness Institute
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