BACKGROUND
This project was for a client in the regulatory compliance SaaS space. The goal was not just to identify content gaps but to quantify the organic traffic, lead generation, and pipeline value of closing them, building a business case that could be approved as a budget decision rather than a content request.
I identified 12 priority gaps from a 340-keyword research set, each with measurable search demand, no current brand ranking, and at least one competitor in the top 10. Every gap was modeled through to projected influenced revenue using Apex's own conversion rates, average contract value, and content influence benchmarks as the inputs.
The result was a full ROI model projecting £3.38 million in annual influenced pipeline from 120 hours of content production, with a minimum viable investment option covering the four highest-priority pieces and a standalone ROI of 22:1, giving the team a credible path to budget approval even if the full programme wasn't approved in a single cycle.
