Challenge
As the business scaled, the absence of a structured content operating model limited content’s ability to function as a consistent lead source, contributing to missed opportunities to optimize for pipeline and keep pace with increasingly content-mature competitors. Content execution was reactive, siloed from social distribution, and misaligned with funnel stages, GTM priorities, and SEO performance—creating friction as the team and market evolved.
Solution
I architected the content program end-to-end—starting with a comprehensive content, SEO, and qualitative audit, followed by ICP prioritization informed by sales, product, and executive insights. I aligned content strategy to GTM and SEO/AEO priorities, introduced proactive annual and quarterly planning to replace reactive execution, and established governance through a style guide, SOPs, and clearly defined roles to support team scale. I expanded formats, unified content and social calendars, implemented weekly production tracking for visibility and collaboration, streamlined repurposing across webinars and podcasts, redesigned web templates to improve quality and velocity, and built a growing team to support execution.
Result
Content became a primary source of qualified inbound demand, pipeline influenced by content increased 116%, and production velocity doubled within 90 days—establishing content as a scalable, GTM-aligned revenue engine.
