I turn content into audiences—and audiences into growth.
Hi, I’m Aly Schweigert, a digital audience and content strategy leader with more than 14 years of experience in healthcare, tech and mission-driven brands, building programs that connect people with content they value and turn that engagement into measurable business results.
I’ve transformed underperforming channels into major audience-growth engines, built new digital products and revenue opportunities, and developed strategies that help organizations identify understand and convert their audiences.
Today I lead digital channel strategy across a portfolio that includes newsletters, video, audio, syndication, paid distribution and emerging platforms. I’m at my best when the question is: How do we make this happen?
I build strategy, test what works and use the results to determine where we go next.
Curious? Let’s connect!
Experience
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Director, Channel Programming Strategy
American Medical Association | Chicago, IL
I joined the AMA in 2018 to help build its content strategy program and have advanced through three roles as my responsibilities expanded across audience development, distribution, digital products and channel strategy. Today I lead a team responsible for connecting AMA content with the audiences most likely to value and act on it. My work spans newsletters, YouTube, podcasts and audio, Apple News, browser notifications, paid distribution and emerging platforms. My focus goes beyond growing channels. I develop strategies that help turn anonymous visitors into known audiences, create new opportunities for membership growth and revenue, and help leadership understand what audience behavior tells us about where to invest next.
Among the results:- Transforming YouTube from a video repository with about 25,000 subscribers into an audience of over 315,000.
- Growing newsletter subscriptions 4x in 2025 without paid promotion.
- Building podcast channels that have generated more than 2.1 million downloads.
My team and I make sure physicians and healthcare leaders get the content they want, where they want it.Now -
2018 -
Marketing Communications Manager
Wolters Kluwer Health / Emmi Solutions | Chicago, IL
I supported product marketing, positioning and thought leadership for digital patient engagement solutions. My work included automated email programs with lead scoring, content campaigns and digital lead generation that exceeded goals by 9%. I also developed targeted campaigns for specialized audiences, generated more than 50 qualified B2C leads in a niche market and helped connect content marketing with measurable sales opportunities.2015 -
Content Strategy Marketing Manager
Cleriti | Cincinatti, OH
As a lead content strategist and account executive, I helped healthcare clients use content to build audiences, generate leads and strengthen their brands. I managed a three-person content team and developed data-informed strategies spanning blogs, white papers, webinars, podcasts, SEO, email and other digital channels.2014 -
Assistant Writing Center Director
Ball State University2013 -
Master of Arts, English — Rhetoric and Composition
Ball State University2014 -
Independent Marketing Consultant
2010 -
2012 -
Bachelor of Arts, English and Writing
Indiana Wesleyan University2010
What I bring
- Audience strategy. Identify who an organization needs to reach, what those audiences value and how to turn engagement into action.
- Digital growth. Build and transform channels around audience behavior rather than organizational habits.
- Business strategy. Connect content and distribution decisions to acquisition, conversion, revenue and enterprise goals.
- Team leadership. Give experienced people the direction and autonomy they need to produce their best work.
- Experimentation. Evaluate emerging channels, make informed bets and use data to determine what deserves further investment.
- Executive insight. Translate channel performance into clear recommendations leaders can use to make their next decision.
Want to know more?
Review my full resume or look at my portfolio for a deeper dive into my work experience.
See the strategy behind the growth
Growing an audience is rarely about publishing more content. It starts with understanding what people need, how they want to consume it and what action you want them to take next.
Here are a few examples of how I’ve turned those questions into measurable results.
The challenge
When I took responsibility for the AMA’s YouTube strategy, the channel had about 25,000 subscribers and largely functioned as a repository for videos produced elsewhere.
I saw a bigger opportunity.
YouTube wasn’t simply another place to store content. It was a search and discovery platform with the potential to introduce AMA expertise to entirely new audiences.
The strategy
I helped shift our approach from passive publishing to an audience-first strategy built around search behavior, intentional programming and content packaging.
We rethought titles, descriptions, thumbnails and the editorial calendar. I also developed a “bite, snack, meal” model that repurposed long-form content into shorter formats designed to attract new viewers and lead them toward deeper engagement.
The strategy ultimately helped change how video was produced and distributed across the organization.
The result
The AMA’s channel grew from about 25,000 subscribers to nearly 310,000, earning a YouTube Silver Creator Award along the way. This intentional, user-focused content packaging also increased organic views from 630,000 to 1.4 million.
More importantly, YouTube became an audience-development engine generating millions of organic views and connecting more people with trusted health and medical information.
The challenge
About 30 million people visit the AMA website each year, but only a fraction are part of an identifiable audience.
That creates an important strategic question: How do you encourage the people most interested in your content to raise their hands and tell you what they want?
The strategy
I helped rethink newsletters as more than distribution tools. They could also become a way to identify audiences, understand their interests and build stronger relationships with potential members.
We launched 19 automated, topic-specific newsletters at the AMA, allowing users to select the subjects most relevant to them rather than relying on a broad, one-size-fits-all newsletter. That automation allowed the program to scale without creating a major ongoing production burden.
The result
AMA RSS-based newsletter subscriptions grew 4X in 2025 alone without paid advertising, and growth has continued into 2026.
More than 70% of the resulting audience is eligible for AMA membership, giving the organization a larger addressable audience for relevant content and membership opportunities.
The program transformed from newsletters from a broad communication tactic into a strategic audience-identification tool. These newsletters create a steady drumbeat of weekly content that our audience has told us they are eager to consume.
The challenge
AMA Morning Rounds® began as a way to help physicians keep up with important health care news. I saw an opportunity for it to do much more.
The strategy
I lead editorial strategy and programming for the Morning Rounds franchise and manage the external partnership behind its production and monetization.
We expanded Morning Rounds into a three-newsletter franchise, refined audience segmentation and built a model that balances timely external news with AMA content.
I also helped reposition the franchise internally as more than a traffic driver. It could simultaneously support audience engagement, membership acquisition and revenue.
The result
Morning Rounds now delivers programming six days a week plus a monthly roundup and reaches hundreds of thousands of readers. Now delivering 27 sends per month, the daily newsletters balance timely healthcare news summaries with hand-curated AMA content.
It also generates mid-to-high six figures in annual revenue while creating another path for the AMA to engage physicians and potential members. The result is a content product that serves the audience while supporting broader enterprise goals.
The challenge
Audiences increasingly expect to consume content on their own terms, whether they are reading at a desk, watching a video or listening on the go.
The AMA had valuable content and expertise, but there was an opportunity to build a much larger presence in audio.
The strategy
Beginning in 2018, I helped build the AMA’s podcast strategy from the ground up. We developed a portfolio designed to reach physicians, residents, medical students and other audiences with programming suited to their interests and listening habits. I then collaborated across teams to develop content and integrate podcast embeds across the AMA’s website.
I also helped extend the strategy beyond traditional podcasts by bringing audio versions of AMA news content onto the website, making the same information available in multiple formats.
The approach became part of a broader principle: Create once, publish everywhere.
The result
The 11 podcast channels I helped launch have generated more than 2.1 million downloads. This portfolio expanded the AMA’s digital footprint, supported partnerships and membership value, and gave audiences another accessible way to engage with AMA content.
Growth metrics matter. So do the people responsible for creating them.
I currently lead three senior content and distribution specialists and have managed teams of up to five. My goal is to give talented people the context, trust and autonomy they need to do excellent work.
One result I am especially proud of is: zero turnover on my team in eight years.
I believe strong leadership means setting a clear direction, creating room for people to own their expertise and being available when they need support—not standing over their shoulders while they work.
Recommendations
Let's build what's next
I’ve spent my career answering questions such as:
How do we reach this audience?
How do we turn attention into action?
How do we make this happen?
And increasingly: What should we explore next?
Those are the questions I love solving.
Let’s connect.
Aly Schweigert | Copyright 2026