Challenge
The team was producing content at volume but without a clear thesis. Output looked busy, but pipeline impact was flat.
Strategy
Defined three audience-led narrative pillars, mapped them to buying-stage intent, and replaced the editorial calendar with a thesis-driven publishing rhythm.
Execution
- 01Audience interviews with 14 customers and 6 lost prospects
- 02Narrative architecture mapped to product positioning
- 03Editorial operating model with weekly stand-ups and quarterly themes
- 04Repurposing pipeline: long-form → email → sales enablement → social
Quote
"She didn't add more content. She made the content matter."
- VP Marketing, B2B SaaS
Results
3.4×
organic pipeline contribution
62%
lift in qualified inbound
11
narrative pieces replaced 80+ posts