Turning Career Journeys into Human-Centered Content at Plato HQ
At the peak of the COVID-19 lockdowns, the world felt more disconnected than ever. Plato HQ, a San Francisco-based startup connecting engineering and product leaders with mentees, had a treasure trove of authentic leadership stories but lacked a cohesive content strategy to reach the right audience.
Despite having powerful narratives, their blog content wasn’t gaining the traction it deserved. The remote team, spread across time zones and continents, struggled with coordination and content consistency. They needed a solution that could bring cohesion, visibility, and emotional resonance to their platform.
The Mission
Plato’s Goal: To make mentorship accessible to all.
The content we aimed to create needed to reflect that mission → personal, real, and full of value. It had to break away from stiff, industry-standard language and instead speak directly to people: with warmth, personality, and purpose. Our goal was to highlight stories that not only showcased leadership but also inspired readers to see themselves in those paths.
My role:
As a Story Writer on Plato HQ’s Content Marketing team,
- I was responsible for interviewing engineering and product leaders from around the world and turning their experiences into compelling, long-form blog articles.
- These were not just career overviews; they were deeply human stories about growth, setbacks, mentorship, and leadership. My task was to retain that emotional depth while ensuring the content reached the right people, on the right platforms, with the right tone.
Step 1:
SEO that stays human
At a time when SEO was king and AI hadn’t flooded the content world, I understood the importance of visibility without sacrificing voice. I conducted manual keyword research using tools like WordStream and Wordtracker to identify high-traffic, relevant search terms. Rather than stuffing keywords, I carefully wove them into the natural flow of each story, maintaining the leader’s tone, personality, and message.
This approach paid off. Over 60–90 days, we watched our blog content rise steadily in Google search rankings, jumping from page 21 to the top 10 positions.
Most importantly, we didn’t lose sight of the heart of the content. Readers weren’t just clicking; they were staying, reading, connecting, and returning.
Step 2:
Platform-Specific Social Media Campaigns
I repurposed each article across multiple social media channels, tailoring the content to fit the culture and audience of each platform.
Such as:
For LinkedIn, I rewrote the posts with a professional yet conversational tone, paired with clean visuals from the graphic team and strategic tagging.
For Twitter, I distilled key messages into punchy, memorable captions followed by infographics from the graphic team.
This channel-specific strategy created a ripple effect. By tagging mentors and their companies, we tapped into new networks and significantly expanded our organic reach. More people discovered Plato, more mentees joined, and engagement steadily climbed. As the content gained momentum, our team grew from five to nine members to meet the increasing demand for fresh stories.
Step 3:
Launch and Learn
Our first post was for a natural skincare serum from a locally based beauty brand.
It performed far better than we expected
- Over 50+ DMs in the first few hours asking about promo codes and spot purchase shop addresses
- Comments filled with curiosity and positive feedback
- Engagement jumped noticeably
From there, we found a rhythm. I collaborated closely with her videographer and editor to maintain a consistent message.
The Impact
Interview insights
Transformed 100+ leadership interviews at Plato HQ into engaging, reader-focused content.
Mentorship stories
Created content that connected aspiring mentees with seasoned mentors - turning blog posts into meaningful bridges built on shared struggles and goals.
Human-centered storytelling
Our platform became known not just for mentorship, but for human-centered storytelling rooted in the real experiences of tech leaders.
The Crossroads
What I Learned
Good content takes time, but with the right strategy, it sticks.
I learned that SEO doesn’t have to compete with authenticity, and that stories told with heart will always outperform content written just to rank. Most of all, I saw firsthand how human connection, especially during uncertain times, can be nurtured through powerful, relatable storytelling.
What My Manager Said
“Hasyin was a cherished and exceptional team member. Her abilities were far beyond excellent writing. I could fully depend on her for anything and everything. She ensured that nothing fell through the cracks and that top-notch work was delivered on time. She helped me onboard new hires, maintained transparency, and brought high accountability and resourcefulness to the team.”
— Vishakha Goyal, Content Marketing Manager at Plato HQ
The Outcome
What Our Mentors Said
- Thanks, Hasyin Iqbal, for listening to me and crafting my experiences into meaningful stories. Thanks, Plato, for providing a platform for me to help others to grow and learn from each other. The experience on the platform can’t be better. – Yang Wang, Head of Product Engineering at Bond
- Thank you, Hasyin, and the Plato HQ team for interviewing me and sharing my experience. Plato has been such a great platform to learn from each other, and I have personally benefited from experienced leaders handling various situations in their careers. – Manu G., Head of Application Engineering
Want to Tell Stories That Stick?
Whether it’s a B2B tech brand or a nonprofit, I help turn real experiences into compelling, connection-driven content.
Let’s talk.