BACKGROUND
This project was for a client in the sustainable logistics space. The goal was to produce a pillar-style SEO guide that would rank for a high-volume informational keyword, earn backlinks from industry publications, and establish the brand as the authoritative voice on sustainable last-mile delivery.
I built the brief around a single counterintuitive insight pulled from the brand's own data: that route density, not vehicle type or packaging, is where most last-mile emissions actually come from. That insight became the editorial angle that differentiated the piece from the three competing URLs already ranking for the target keyword. The brief addressed the two most common reader objections directly in the strategic context, and restricted the brand's product mention to a single sentence in the conclusion to protect the piece's informational credibility.
The result was a brief that gave the writer a clear diagnosis-first structure, a specific competitive advantage to write toward, and unambiguous guardrails on claims, sourcing, and tone for an expert practitioner audience.
