Portrait photo of habeeb in a blue suit, white shirt and tie.

Shina.H.Bello

Lets Work
Portrait photo of habeeb in a blue suit, white shirt and tie.

Shina .H. Bello

Content Strategy, Marketing & Ops for ClearLake Casa & TheInfong

Clearlake Case Website Hero Screenshot

Content Strategy & Marketing for ClearLake Casa

I worked on the website content and blog strategy for Clear Lake Casa, a vacation rental property located in Clear Lake, California, a town widely known for bass fishing and lake tourism. The project was handled while I was working as a Content Manager at 8ty6 Digital, although the business itself was a side venture owned by my employer at the time.

My role involved carrying out keyword research using Google Keyword Planner to identify relevant search opportunities around the town, vacation rentals, bass fishing, and related local travel interests. Since Clearlake was a relatively small town with limited search demand compared to bigger tourist locations, the strategy focused less on keyword difficulty and more on consistently targeting relevant search terms with decent monthly search volume that could realistically drive visibility and enquiries.

I wrote website copy for inner pages and also developed blog content naturally around those keywords (at a time when there was no useful generative AI writing tool) without making the articles feel overly SEO-driven or robotic. The goal was to create content that still felt genuinely useful for visitors planning trips or searching for places to stay in the area while quietly improving the website’s visibility on search engines.

Within the first three months, the website ranked on the first page of Google for three of the target keywords (Clear Lake Bass Fishing Clearlake CA, Restaurants In Clearlake), and my employer shared that several enquiries had already started coming in through the website. While I was not involved in tracking final conversions or bookings, the early feedback from my employer was encouraging because the project showed how localized SEO and strategic content could still generate visibility and interest even in smaller, lower-search-volume markets.

This project was also one of the last content-focused projects I worked on before the company later transitioned into the Web3 space, where my role evolved more into community management and audience engagement.

Content Strategy & Operations Management for Theinfong Media

I managed content operations for TheInfoNG, a now-defunct entertainment and celebrity news platform that was once among the top entertainment blogs in Nigeria, generating over 100,000 daily pageviews on peak days and millions of pageviews monthly. The platform’s business model was heavily driven by content arbitrage, social media distribution, and advertising revenue through Google AdSense and native ad networks like Taboola and MGID.

My role involved overseeing writers, managing publishing operations, identifying trending topics, improving traffic performance, and helping the platform maximize engagement across both the website and social media. At the time, the platform had over 2 million followers on Facebook, and unlike many other pages affected heavily by Facebook’s algorithm changes, the page still maintained strong organic reach, which helped drive significant traffic back to the website.

To stay ahead of trends, I created a private monitoring system using social media accounts with post notifications turned on for celebrities and public figures such as Wizkid, Davido, Regina Daniels, and even socialites like Hushpuppi before his arrest. This helped us move quickly on trending conversations and viral stories, as we get to see posts from these high-profile figures early and report them before other outlets.

I also introduced changes that improved engagement and traffic performance. I recommended reducing the number of outbound link posts shared on Facebook because I noticed excessive linking was hurting reach and engagement. Instead, I suggested mixing content formats by posting memes, clips from movies, and engagement-focused content on slower news days, which helped increase shares, follower growth, and overall page activity.

Operationally, I implemented and enforced a structured publishing checklist for writers using the PublishPress plugin on WordPress. This was important because manually reviewing and approving more than 10 posts daily from multiple writers each became inefficient. The checklist system ensured writers completed the required formatting, SEO, and publishing steps before articles could go live. I also occasionally covered breaking or time-sensitive stories personally whenever no writer was available to take them on.

During the roughly three months I spent with the company, I grew the platform’s traffic by an estimated 33%, and the founder, Mr. Paulinus, openly commended the improvements from my first month in the role.

Working at TheInfoNG was one of the most interesting publishing experiences I have had because it exposed me to the fast-paced reality of managing viral content operations at scale. It also made me understand very early that while traffic numbers can look impressive publicly, advertising-dependent publishing businesses in markets like Nigeria can struggle financially because of low AdSense RPMs and CPCs compared to Western markets.

I also recommended and implemented push notifications using OneSignal instead of relying heavily on email newsletters, because audience behavior in Nigeria at the time leaned far more toward instant mobile and social engagement than email-based content distribution.

  • Home
  • About
  • Projects
  • Tools
  • Events
  • Get in touch