Client: Menerva Digital — enterprise SEO & AI-optimization agency founded by Cassandra Gucwa
Services: Ghostwriting & Thought Leadership, Blog Content, PR & Media Outreach
The Challenge
Menerva Digital is an enterprise SEO and AI-optimization agency whose own client roster includes major B2B and tech brands. Founder Cassandra Gucwa needed to be visible as a thought leader in a fast-moving, competitive digital marketing press landscape — covering emerging territory like AI Overviews, answer-engine optimization, and LLM visibility — while also keeping Menerva’s own site stocked with the educational content that supports its SEO positioning. Both needed a steady hand, since Cassandra’s time was already committed to running client work.
The Approach
I ran a combined content and PR program to keep Cassandra’s expertise visible on two fronts:
- Ghostwritten Thought Leadership: Bylined articles written in Cassandra’s voice on emerging SEO topics — AI Overviews, AEO vs. GEO, how to measure LLM visibility — and placed in trade press.
- Blog Content: Regular educational posts and SEO glossary entries for menervadigital.com, supporting the agency’s own search visibility.
- PR & Media Outreach: Ongoing pitching to secure bylines and expert-quote placements, plus email campaign support.
The Results
The combined thought-leadership and PR program built Cassandra a real presence in the marketing trade press:
Key Highlights:
- Bylines and features placed in Search Engine Land (twice) and CMSWire — two of the most-read names in SEO and digital marketing trade press.
- Additional placements in BuiltIn, Advertising Week, Red Branch Media, Medium, and three separate pieces with Site Pro News.
- A feature in Yahoo! Finance and Bankrate on women entrepreneurs building their own agencies.
- 13 total earned media placements secured for Cassandra and Menerva Digital.
- A 23.4% open rate on a PR email campaign to 328 recipients — well above typical B2B email benchmarks.
- Ongoing monthly blog content for menervadigital.com’s educational and SEO glossary pages since 2024.
The Impact
Cassandra Gucwa now has a real footprint in the same trade press her own clients read — placements in Search Engine Land and CMSWire carry exactly the kind of credibility an enterprise SEO agency founder needs to be trusted with high-stakes B2B accounts. Paired with a steady stream of educational blog content on Menerva’s own site, the two-pronged approach reinforced Cassandra’s authority from both directions: what she publishes on her own platform, and what other trusted outlets say about her.