About Tapestry Design Inc.

Tapestry Design Inc. is the portfolio website of Margaret Khomenko, a digital marketing expert with over 20 years’ experience in web content management, content strategy, design, writing, SEO, social media and analytics.

In today’s competitive digital marketing landscape where brands fight to be seen and heard in search engine page results, content that wins engages users by answering their questions in an entertaining way, while their strategies respond to data informed by Google’s ongoing algorithm updates.  Tapestry Design Inc. makes sure your brand’s message gets to the right audience who need it and will respond to it.

Do You Need Specific Content Tailored to Each Stage of the Marketing Funnel?

Users typically search on different devices and visit multiple pages at different times of the day to research something they’re interested in. They may initially become interested in your offering through a blog or paid ad, then come back several days later to find out more in a how-to video or white paper.

As prospects move through each stage of the marketing funnel, they will be attracted to what you offer through interesting topical content at a broad level, then engage with details of your products and services at the middle stage, and finally move into the buying stage as they consider the compelling benefits of your brand over your competitors.

Each stage lends itself to different content formats and specific content types. While blogs are effective to let Google know your website is being refreshed with evergreen content, other content works better as a web page within your navigational structure because of its page authority and likelihood of ranking higher in some cases.

Does Being in Digital Marketing For Over 20 Years Affect One’s Overall Expertise?

I think it does. Whether working in digital design, SEO or digital text, the rules of the game have changed dramatically over the last two decades. It’s been a constant adjustment to stay on top of ongoing changes in Google algorithms from Penguin, Rank Brain AI, Bert et al as well as to changes in approach to design and web content. Change is the constant – bring on more change!

Google is continually making the search experience better for its users, and in so doing has eliminated low-quality organic content from creeping to the top of search engine results. To create high-quality content that resonates with audiences, a brand must provide the answers users seek while being mindful of SEO techniques that drive its content choices.

Adapting to Mobile-First Algorithms and Voice-Activated Search in Content

Ever since Google coined content as being “king”, Tapestry Design Inc. has created original content that is engaging, optimized, searchable, simple, targeted, web-friendly, and highly visual as well as concise and current. With the increase in mobile-first design and voice-activated search, my emphasis is now on writing optimized content that’s aligned to users’ needs and delivers high-quality traffic.

Recently I worked as part of a team to revamp the City of Toronto’s website at toronto.ca to make its content more searchable and service-oriented. I worked on another website revitalization project at the Canadian Institute for Health Information to make its content better organized, searchable, and finadable for users.  Check out my blogposts for the performing arts and automotive sectors, a white paper comparing software functionalities, an opinion editorial on changing workforce demographics and a backlit art exhibit installation that successfully raised funds for a charity. I love words but I also believe that content encompasses text, design, art, video, infographics, testimonials and more. I listen to your needs before conducting research and creating strategies to meet your marketing goals. See other pieces from my past digital content portfolio.

Since 1997, I have built a trusted reputation for delivering effective web sites, web content, writing, search engine optimization, blogging, social media, digital marketing strategy and web analytics to small businesses. I do extensive competitive research and topical research to ensure your online content will engage prospects at the right time, with the right information, in a way they will easily find.