Startup content strategy
BACKGROUND This project was for an early-stage FinTech startup in the personal finance space targeting people in their 20s and 30s. The goal was to build the brand’s entire content function from scratch, including competitive analysis, editorial identity, channel infrastructure, and a first-quarter editorial calendar, before a single piece of content was published. I started […]
Learn More
Lifestyle brand content strategy
BACKGROUND This project was for a client in the wellness and sustainable living space. The goal was to bring structure and strategic intent to a content program that had been largely reactive and heavily skewed toward product promotion, without losing the commercial purpose that hygiene content serves. I built the strategy around the hero, hub […]
Learn More
SaaS content strategy
BACKGROUND This project was for a client in the B2B SaaS space entering the mid-market segment after establishing strong name recognition at enterprise level. The goal was to build awareness and credibility with an audience that had no prior relationship with the brand, generate inbound leads through organic search and content-led nurture, and give the […]
Learn More
Organic growth case study (Project management app)
BACKGROUND This project was for a client in the B2C project management app space. The goal was to build an organic search presence from virtually nothing and reduce the brand’s dependence on paid acquisition, which had been increasing in cost quarter over quarter. I spent the first six weeks on strategic groundwork before a single […]
Learn More
