Responsibilities

• Launching and owning the Be Balanced blog from the ground up — content strategy, keyword research, SEO, and execution through to publication
• Keyword research and SEO strategy — identifying what we should be ranking for and building the content plan to get there
• Launching and ghostwriting a new Substack channel for Micaela — long-form, founder-led pieces written in her voice and grounded in her clinical perspective
• Writing one long-form piece per week to start, with potential to scale as the channels grow
• Researching and monitoring the functional health industry — the topics, conversations, research, and developments worth covering — and shaping Be Balanced's perspective on them
• Identifying the conversations Be Balanced should be leading or contributing to, and producing content that establishes the brand as the educator and authority in this space
• Drawing on Micaela's existing materials (client calls, practitioner program, past content) to capture her unique perspective, clinical lens, and voice — with light-touch input from her where needed
• Producing every piece with downstream channels in mind — your work is the editorial foundation our Social Media Manager will build carousels, reels, and posts from
• Tracking content performance — organic traffic, rankings, Substack growth, engagement — and using it to inform the content roadmap
• Collaborating with the Fractional CMO and Social Media Manager to ensure long-form content connects to broader campaigns and brand direction
• Staying current on SEO and editorial trends, and applying them in ways that strengthen the brand

Requirements

• A writer with at least 3 years of proven experience producing long-form content for health, wellness, or science-backed brands
• Strong SEO fundamentals — keyword research, search intent, on-page optimization, and the ability to build a content strategy that ranks
• Ghostwriting experience — you’ve written in someone else’s voice before and you’re good at it
• Experience writing for functional health, integrative medicine, longevity, or adjacent science-led brands
• Proven research skills — long-form work grounded in primary sources, with credible citations
• Strong time management skills and organization — this role depends on weekly publishing
• A self-starter who operates independently, takes ownership, and delivers consistently
• Analytical enough to draw real conclusions from content performance data and act on them

Preferred

• Experience writing for blogs or Substack — and growing them from zero
• Demonstrated SEO content experience — you can speak to specific pieces you've written that ranked and drove results
• Ghostwriting experience, or a clear and demonstrated ability to write in someone else’s voice