What problems can content help you solve?
I love finding interesting ways to make content work, both for the humans its made for and the brands that create it. Here are a few stories of where I’ve used clever content opportunities to nurture brand awareness and drive growth. Scroll to browse, or select one of the following categories:
Brand narrative
A brand narrative refresh, driven by founder/CEO perspectives and designed to position RecordPoint as a trusted partner and authority on AI governance.
Shifting the brand narrative
When RecordPoint came to life in 2009, it was a next-gen platform designed to bring records management into the modern era. By solving everyday challenges for Australian organisations, the brand gained a footing as a trusted solution in the records and information management category.
As the industry evolved, the RecordPoint platform — and our founder’s perspectives — did too. AI was taking hold across the highly regulated organisations that made up our customer base, and we needed to adapt our platform and brand message to meet the rapidly evolving regulations surrounding its use.
We used a variety of content levers to execute a long-term brand strategy that directly distilled the vision of our CEO and executives into a content pieces that drove game-changing awareness and engagement.
The plan:
Work with the CEO/founder to distill perspectives about the new brand direction into a unified, concise messaging framework.
Use owned content channels to establish market authority about topics relevant to the new narrative (i.e. AI from all angles).
FILED podcast: Move from records management topics + experts to focus on broader, AI-centric industry themes.
FILED newsletter: Shift from a focus on data governance as a cybersecurity priority to data governance as an AI imperative.
Use earned media channels to secure press coverage to further disseminate the message.
Secure CEO/Founder press mentions to solidify authority around AI governance topics
Earn media coverage of relevant product launches, starting with RexCommand launch.
Founder content created + placed:
CEO podcast appearance where we debuted ‘good AI starts with good data governance’ message.
A thought leadership piece from our CEO, sharing his perspective on the potential data exposure by early 2025’s DOGE project.
CEO-authored byline article connecting good data governance to AI growth in insurance-adjacent organisations.
RexCommand media features:
Part of our messaging refresh was done through the product itself, which saw feature upgrades and transformational improvements that set it apart not just as a records management tool, but a comprehensive AI governance solution, through an update called RexCommand.
Evolution of owned podcast topics:
Results
92 million earned media impressions following RexCommand feature launch
5x podcast views + listens across channels after strategy shift
22% growth in branded organic traffic sessions, indicating stronger brand awareness
ShipperHQ customer stories
ShipperHQ customer stories
When the pandemic hit, business was booming for ecommerce merchants who could provide vital (and not-so-vital 👀) goods that housebound consumers were demanding.
In turn, lots of new merchants found themselves facing shipping challenges at a scale they hadn’t seen before.
Here, we saw an opportunity: Develop a customer story development program to demonstrate how a smarter shipping solution (dimensional packing, anyone?) could help merchants quickly embrace the new business without taking a loss on shipping.
We identified key customers who’d solved volume and resource issues using ShipperHQ and found simple, straightforward ways to narrate their shipping success.
See how Tecovas used ShipperHQ for Shopify to minimise friction at checkout. Read more.
Yakima Chief
Yakima Chief used ShipperHQ to develop the ‘Amazon-style’ checkout it badly needed. a more efficient way to move hops. Lots of hops. Read more.
Marysville Marine
With complex shipping scenarios, Marysville Marine needed a solution that could measure up. Read more.
Key outcomes
6000+ engaged sessions on new /customer-stories/ domain in first 30 days
45 case-study attributed MQLs in first 90 days
Average SERP improvement of 34% across 3 keyword clusters aligned with featured pain points
SEO strategy
Pivoting to AEO
When Google’s algorithm changes hit the APAC market in early 2025, our previously solid organic search momentum took a direct hit.
In the previous half, our SEO work had yielded a 210% jump in unbranded organic search impressions, however the changing landscape required a shift in strategy.
Organic traffic was dropping dramatically, but as an enterprise SaaS platform with an unusually long sales cycle, the acute drop in traffic didn’t actually affect MQLs.
This let us know that it was top-of-funnel browsers — not bottom-of-funnel buyers — that represented the lost traffic.
To earn back our lost market share and ensure we were still visible to those ToFu browsers, we redefined our SEO strategy into a AEO strategy, based on the strong foundations of SEO we’d always strived for.
“We saw so much SEO growth last year — where did all our organic traffic go?!”
-My boss (Sort of)
Organic monthly traffic trend
The plan:
Redefine SEO strategy with more emphasis on content tailored for each type of audience
Improve coverage of broad, top-of-funnel content for optimal visibility in Google AI overviews and LLM citations (low-intent topics, e.g. ‘AI governance’)
Develop deeper, more user-centric content pieces directed at higher-intent BoFu users who are still clicking through to the website
Engaging a community commenting strategy aimed at improving organic brand visibility outside of SERPs
Expand backlinking strategy to promote LLM-smart content, e.g. lists that feature our brand
Early results
410% growth in mentions in AI overviews
85% growth in LLM-referred traffic sessions
Stable pipeline development despite new, lower session benchmarks
Positive sentiment in ongoing LLM prompt testing
22% growth in branded organic traffic sessions
Employer branding
Finding our voice
I joined Plenti in 2021 fresh on the heels of its rebrand from UK parent company Ratesetter.
The agency who led the rebrand project set us up with basic tone-of-voice documentation, but polishing, distributing and championing that TOV into our new company identity was my job.
We developed a multi-pronged strategy that worked to align our fresh new face with our savvy, human-centric voice. We wanted to be sure that both existing team members, job seekers, and everyone else could see what the new brand was all about.
The strategy:
Develop a series of interactive internal trainings on brand guidelines, voice and tone (the kind people will actually want to attend!)
Strengthen the Plenti employer brand with an employer branding content campaign to promote brand voice and employee engagement.
Key outcomes
30x increase in employee adoption of branded collateral and TOV resources
84% increase employee engagement on LinkedIn (hashtags, reposts, reactions)
155% improvement in candidate first-touch brand awareness
Latent keywords
Harnessing the gap
As our industry turned to focus on all things AI, we noticed a gap in the market on education and content coverage surrounding a specific keyword cluster related to legacy use cases of our platform: unstructured data.
Although it’s a relatively “analog” issue in the rapidly-evolving world of AI governance and risk, “unstructured data” challenges were still a hurdle our key audiences were facing every day. Before they could even begin to think about AI, our ICPs needed help wrangling their unstructured data.
While our competitors focused only on growing market share of AI-related topics, we took a multi-pronged approach and developed a suite of content that covered the full funnel, focused on turning casual browsers into informed influencers by equipping them with the knowledge and resources they needed to get rid of the ROT (redundant, obsolete, trivial) data clogging their systems.
Content pieces created:
Top-of-funnel: Unstructured data SEO article
Middle-of-funnel: Unstructured data buy-in guide (PDF)
Middle-of-funnel: ROT reduction program example business case
Bottom-of-funnel: Unstructured data audit template
A snippet from the buy-in guide
Key outcomes
This one’s still in flight — results coming soon!