BACKGROUND
This project was for a client in the B2B recruitment technology space. The goal was to rebuild the brand's editorial identity after a content audit revealed that the existing content was actively undermining the sales process, with prospects consistently rating competitor content as more credible and more useful during the consideration stage.
I started with a voice audit of 84 existing pieces before any new direction was set, which produced findings specific enough to be uncomfortable: 74% of pieces led with product features before establishing reader-relevant context, the word "seamless" appeared 34 times, and not a single piece expressed a genuine opinion on a contested topic in talent acquisition. From that diagnosis I developed a four-quality voice framework with positive and negative examples the writing team could use to self-check, a four-pillar content structure built around audience need rather than product features, and an archive migration that retired 34 pieces, updated 28, and retained 22.
The result was 310% organic traffic growth, an 87% increase in average time on page, 11 press and industry citations against zero in the prior year, and a 22-point improvement in win rate on deals where content was shared during the consideration stage.
