Meet content expert Molly Musler
If it’s the human personification of a “word nerd” you seek, take a gander at our gal, Molly. This content director, storyteller, and social media expert begins each day by working her way through all the puzzles on The New York Times app, gets giddy using AP Stylebook, loves the clickety-clack of a keyboard, and follows the dictionary on Instagram. She also really likes it when something she writes motivates someone to act, whether they click, read, buy, apply, or review. Wahoo!
Molly told anyone who’d listen back home in Cheyenne, Wyoming, she’d be a writer someday. She wrote dolphin stories in elementary school, dramatic poetry as a teen, and her first short story in high school. After pursuing a degree in journalism and a master’s in marketing, Molly began helping local, national, and international brands tell their stories. For two decades, she’s written everything from positioning statements and crisis messaging to executive speeches and bios to press releases and blogs to emails and traditional and digital advertisements to landing pages and complex websites.
Molly is adept at pairing content strategy with broader marketing efforts to make a real impact for clients. She uses data instead of guesswork to plot content calendars, defining goals for measuring success, whether to increase brand awareness, drive website traffic, generate leads or sales, or boost engagement. She writes blog content with search engine optimization (SEO) at the forefront, then measures relevant key metrics, whether they’re impressions and shares, likes and click-through rates, or views and form fills. She uses tools like GA4, WordPress plugins, Yoast, Meta Business Manager, LinkedIn Advertising, Hootsuite, and more to track performance. By diving deep into engagement metrics and refining strategies based on audience interaction, she ensures ongoing optimization and stronger results over time.
“Companies should track content metrics as part of their overall campaign goals just like they would any ad campaign,” Molly says. “It’s like a tree falling in the woods—is a headline effective if no one reads it?”
Molly loves bargains, and she loves to help clients get more for their money, too. Where content is concerned, she looks at ways to repurpose rather than reinvent. Molly excels at taking a bit of long-form content, such as an executive presentation or a corporate video, and using it for an eGuide, a blog series, native ads, digital ads, short-form video content, a relevant landing page, organic social media posts, and an HTML email. This approach not only helps build brand cohesion but also saves clients time, effort, and money.
Most brands are on at least one or two social sites; Molly enjoys helping them integrate their social efforts into their overall marketing objectives. “Sharing blog posts to social media is a good starting point," she explains, "but adding social advertising dollars and ensuring your site is optimized with lead-capture forms takes your strategy to the next level.”
Brand storytelling in any form, particularly on social media, is about authentically connecting with audiences. “It’s important for brands to listen to what their followers are telling them on social media, through comments but also audience behavior insights, in order to meet them where they are with content that is useful and relevant to them. Only then will they positively engage.”
When she’s not at work, Molly spends time with her husband and twin teenagers, takes pictures of her cat, listens to Taylor Swift on repeat, plans her next vacation, and writes fiction novels for children and teens as Cat Patrick.
