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 across five phases: ideation grounded in keyword demand, competitor research, media landscape analysis, and internal product data; a parallel production stream running research and content simultaneously; a pre-publication optimization phase covering every element affecting discoverability and conversion before launch day; a distribution arc planned across the first 90 days rather than treated as a single moment; and a repurposing program producing 18 additional content assets from the core research without commissioning new fieldwork.
The result was a working project document and a reusable reference template for future hero content, built around the principle that repurposing is not reposting: each asset needed its own strategic purpose, its own audience entry point, and its own reason to exist beyond filling a calendar.
