Sunsetting lifecycle for an accounting software company
BACKGROUND This project was for a client in the B2B accounting software space. The goal was to introduce a formal content retirement process for a 186-piece archive where 41% of pieces contained at least partially outdated information and 28% were generating fewer than 10 organic sessions per month with no backlink equity worth preserving. I […]
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Programme lifecycle for a B2B marketing analytics platform
BACKGROUND This project was for a client in the B2B marketing analytics space. The goal was to build a sustainable operational framework for a monthly intelligence report that could be produced to a consistent quality standard every cycle, promoted in a way that built cumulative audience rather than treating each edition as standalone, and refreshed […]
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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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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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Editorial calendar framework for a health and wellness e-commerce brand)
BACKGROUND This project was for a client in the health and wellness e-commerce space. The goal was to give a four-person content team a structure that connected individual pieces of content to business goals and campaign beats, rather than a schedule that just told them when to publish. I built a three-layer framework covering the […]
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