Hero content lifecycle for an HR software company
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 […]
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Business case gap analysis for a compliance SaaS company
BACKGROUND This project was for a client in the regulatory compliance SaaS space. The goal was not just to identify content gaps but to quantify the organic traffic, lead generation, and pipeline value of closing them, building a business case that could be approved as a budget decision rather than a content request. I identified […]
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Audience segment gap analysis for a freelance finance app
BACKGROUND This project was for a client in the personal finance app space, serving freelancers and self-employed people. The goal was to move beyond “be more specific” as a content direction and find the precise audience segment and need that was underserved by both the brand’s content and the wider market. I combined keyword research, […]
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Competitive gap analysis for a procurement software company
BACKGROUND This project was for a client in the B2B procurement software space. The goal was to benchmark the brand’s content coverage against three direct competitors across 60 commercially important keywords, and surface the specific gaps worth prioritizing first. I assessed coverage across eight topic categories using a combination of manual content review and SEO […]
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Personal brand framework for strategist and speaker
BACKGROUND This project was for a client in the organizational psychology and future-of-work space. The goal was to build a content framework that would move a practitioner with a consulting practice toward genuine category authority, not a larger following. I built the framework around a four-stage authority model, from awareness through credibility, differentiation, and recognition, […]
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Keyword-driven framework for a B2C project management app
BACKGROUND This project was for a client in the B2C project management app space. The goal was to build a content pillar framework grounded in what the target audience was actually searching for rather than what the brand assumed they cared about. I started with 340 keywords, classified each by intent and audience type, and […]
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B2B pillar framework for a B2B data intelligence platform
BACKGROUND This project was for a client in the B2B data intelligence space. The goal was to build a four-pillar content framework that covered the full range of audience needs across data leaders, analytics practitioners, business executives, and technical infrastructure teams without collapsing into generic category content. I mapped each pillar to a specific audience, […]
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Sensitive topic brief for a health platform
BACKGROUND This project was for a client in the digital health information space. The goal was to produce a long-form guide on Type 2 diabetes diagnosis and management that served recently diagnosed readers with accuracy, emotional care, and full regulatory compliance. I wrote a brief that treated compliance requirements as structural constraints from the start […]
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Long-form guide brief for a logistics company
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 […]
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Content brief template for writers, editors, freelancers
BACKGROUND This project was for an internal content operations need. The goal was to build a reusable brief template that could be used across every content type, writer, and campaign without producing incomplete briefs or first drafts that required structural reworking. I built the template around three core principles: that a brief is written for […]
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