Nikki Blazek

Assistant Director, Content Strategy · April 2026 to present

Huge

At Huge, a global experience and design agency, I lead content strategy for clients in healthcare, financial services, and more. I turn research, audits, and stakeholder input into the structures teams use to create high quality content that’s optimized for search, generative, and answer engines. Many of my projects are covered by NDAs, so I can’t share client names while work is in progress, but I’m always happy to talk through details with prospective partners and clients.

Selected projects

New primary care website for seniors

Launching 2027

A primary care health network for seniors in an area with a large Spanish-speaking population needs a new digital front door for patients and the caregivers who help them with their day to day tasks. I led the content foundation end to end, from how the site is organized to how patient information was written, reviewed, translated, and approved before launch.

  • Information architecture: Mapped the site into audience-driven sections with a hub pattern that routes users to the right subpages on their healthcare journey.
  • Taxonomy: Built taxonomies for appointment types, locations, and doctor-search filters, as well as a chronic condition taxonomy of 120+ conditions across 11 body-system categories, with patient-language and intent-based synonyms.
  • Content models: Designed CMS-ready content models for reusable page types and components with built-in medical review dates and named reviewers to support E-E-A-T and search visibility.
  • Production plan: Sequenced the page inventory for the full site into staggered batches so writers, subject matter experts, translators, and compliance reviewers could work in parallel with defined handoffs, from expert input through compliance sign-off.
  • Copy briefs and templates: Created fill-in content briefs to help clinician stakeholders share knowledge and serve as a reference point for writers to produce consistent, plain-language pages.
  • Content tracker: Set up a shared tracker as the single source of truth for page status, owners, due dates, and templates across Huge and client teams.

Consumer health blog for a large metro health system

Launching 2027

A health system’s consumer blog had more than 2,000 articles but a flat structure. Readers who finished one article had nowhere obvious to go next, and the SMEs appeared only as bylines. I led the IA, taxonomy, and tagging framework for a redesign, drawing on stakeholder interviews, audience insights, and content, competitor, and SEO/GEO audits.

  • Designed a theme, topic, and tag hierarchy organized around how people think about their health rather than clinical departments.
  • Defined rules for when a topic earns its own page and when it gets a filtered view, so the structure can grow without a rebuild.
  • Wrote editorial governance guidelines so the client’s team can place, tag, and retire content independently.
  • Built the structure to support search and AI-assisted discovery, with expert and series pages as paths to deeper content.