Context

Founded in 2009 as a personal blog, Everyday Carry evolved through multiple eras of digital media — from Tumblr to SEO authority to social-first video and community. Over 15 years, I built the infrastructure and playbooks that enabled 1M+ followers, 350K+ monthly users, 10,000+ pieces of content, global brand collaborations, and ultimately an acquisition by Ridge.

Selected Works & Infrastructure

1. UGC Engine → Editorial Flywheel

• Built intake → curation → editorial upgrade system for pocket dump submissions.

• Scaled to 10,000+ UGC-driven posts, creating a compounding SEO and community content engine.

2. SEO Buying Guides & Reviews

• Developed flagship buying guides and reviews optimized for search.

• Best guides consistently ranked #1–#3 for competitive keywords, driving thousands of sessions/month.

• Converted high-intent traffic into affiliate revenue at scale.

3. Sponsored Campaigns & Product Collaborations

• Partnered with brands including Victorinox, Leatherman, Casio G-Shock, Huckberry, and REI on sponsored editorial campaigns.

• Launched co-branded physical products like the Orbitkey organizer and Manhattan Portage Atlas Sling.

• Blended native storytelling with advertiser value to deliver measurable impact.

4. Social Growth & Multi-Platform Reach

• Grew Instagram to 350K+, TikTok to 100K+, Reddit to 250K+, and built communities on Pinterest and Discord.

• Produced viral shortform content with 1M+ views on IG Reels/TikTok.

• Acquired 1M+ combined followers across platforms.

5. Podcast & Longform Video

• Created Carried Away Podcast with 60+ episodes, expanding brand voice into longform audio/video.

• Produced deep-dive YouTube reviews and interviews, positioning EDC alongside mainstream gear/tech reviewers.

6. Community Infrastructure

• Launched and grew Discord as a community hub for enthusiasts.

• Integrated community feedback into editorial, product collaborations, and sponsored campaigns.

7. Technology & Platform Evolution

• 2015 relaunch: built EverydayCarry.com as a product discovery platform (profiles, feeds, search, shoppable format).

• 2022 migration: directed WordPress relaunch, managing external dev vendors and ensuring continuity of brand/editorial systems.

Impact Snapshot

• 1M+ total followers across platforms.

• 350K+ monthly site users (peak ~380K).

• 10,000+ original pieces of content produced.

• Collaborations and campaigns with global brands.

• Acquired by Ridge in 2022.

Lessons Learned

• Community-driven UGC can evolve into scalable editorial with the right workflows.

• SEO flywheels generate compounding returns, but diversification into social/video is critical for resilience.

• Productized content platforms (profiles, feeds, discovery tools) can create network effects in niche verticals.

• Building infrastructure and playbooks, not just content, is what sustains a brand through multiple evolutions.