BACKGROUND
This project was for a client in the B2B SaaS space. The goal was to give a scaling content team a shared taxonomy for every content type they produced, so that format decisions were made deliberately rather than by assumption.
I defined every content type the team used across all four funnel stages, specifying its format parameters, audience assumptions, primary purpose, what it should not do, and the metrics it should be measured against. The framework was built for three specific use cases: commissioning briefs, editorial review, and calendar planning.
The result was a reference document that made the distinction between content quality and content function explicit, because the most common content mistake, as the framework puts it directly, is not producing bad content but producing good content in the wrong category for the wrong audience.
