Sunsetting lifecycle for an accounting software company
BACKGROUND This project was for a client in the B2B accounting software space. The goal was to introduce a formal content retirement process for a 186-piece archive where 41% of pieces contained at least partially outdated information and 28% were generating fewer than 10 organic sessions per month with no backlink equity worth preserving. I […]
Learn More
Programme lifecycle for a B2B marketing analytics platform
BACKGROUND This project was for a client in the B2B marketing analytics space. The goal was to build a sustainable operational framework for a monthly intelligence report that could be produced to a consistent quality standard every cycle, promoted in a way that built cumulative audience rather than treating each edition as standalone, and refreshed […]
Learn More
Hero content lifecycle for an HR software company
BACKGROUND This project was for a client in the HR software space. The goal was to plan and execute the complete lifecycle of an annual research report, from the first planning conversation through to a 90-day repurposing program, in a way that maximized the return on a 1,200-person survey investment. I mapped the full journey […]
Learn More
Business case gap analysis for a compliance SaaS company
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 […]
Learn More
Audience segment gap analysis for a freelance finance app
BACKGROUND This project was for a client in the personal finance app space, serving freelancers and self-employed people. The goal was to move beyond “be more specific” as a content direction and find the precise audience segment and need that was underserved by both the brand’s content and the wider market. I combined keyword research, […]
Learn More
Competitive gap analysis for a procurement software company
BACKGROUND This project was for a client in the B2B procurement software space. The goal was to benchmark the brand’s content coverage against three direct competitors across 60 commercially important keywords, and surface the specific gaps worth prioritizing first. I assessed coverage across eight topic categories using a combination of manual content review and SEO […]
Learn More
Personal brand framework for strategist and speaker
BACKGROUND This project was for a client in the organizational psychology and future-of-work space. The goal was to build a content framework that would move a practitioner with a consulting practice toward genuine category authority, not a larger following. I built the framework around a four-stage authority model, from awareness through credibility, differentiation, and recognition, […]
Learn More
Keyword-driven framework for a B2C project management app
BACKGROUND This project was for a client in the B2C project management app space. The goal was to build a content pillar framework grounded in what the target audience was actually searching for rather than what the brand assumed they cared about. I started with 340 keywords, classified each by intent and audience type, and […]
Learn More
B2B pillar framework for a B2B data intelligence platform
BACKGROUND This project was for a client in the B2B data intelligence space. The goal was to build a four-pillar content framework that covered the full range of audience needs across data leaders, analytics practitioners, business executives, and technical infrastructure teams without collapsing into generic category content. I mapped each pillar to a specific audience, […]
Learn More
Sensitive topic brief for a health platform
BACKGROUND This project was for a client in the digital health information space. The goal was to produce a long-form guide on Type 2 diabetes diagnosis and management that served recently diagnosed readers with accuracy, emotional care, and full regulatory compliance. I wrote a brief that treated compliance requirements as structural constraints from the start […]
Learn More
