How I used structure to make content less reactive and more intentional
Introduced structure, audience focus, and measurement to a reactive content setup, while leading a marketing coordinator and an external SEO agency to improve consistency and learning without slowing execution.
INVOLVEMENT
Full Time
CREDITS
BRAND / COMPANY
B2B Finance
YEAR
2024
PROJECT SUMMARY
Content marketing existed but operated largely on a reactive basis. Posts were created ad hoc, often driven by immediate needs, with little consistency or ability to assess performance beyond surface-level engagement. I introduced a structured content approach built around clear audiences, defined themes, and basic performance signals, while maintaining flexibility for reactive content.
I led the redesign of how content was planned, produced, and reviewed. This included defining content pillars, mapping content to specific audiences, and putting simple measurement in place to understand what was working over time.
I managed and coached a marketing coordinator responsible for day-to-day execution and worked closely with an external SEO agency, setting direction and priorities rather than outsourcing ownership. I was responsible for ensuring content, SEO, and reactive outputs stayed aligned with the same structure and goals.
CHALLENGE
Content had no consistent direction. Output was driven by short-term requests rather than a clear sense of who content was for or what it was meant to achieve. This made planning difficult and limited the team’s ability to learn from past work.
At the same time, the business needed to remain responsive. Locking the team into a rigid content calendar would have added structure, but at the cost of speed and relevance.
APPROACH
I introduced a lightweight content framework based on two simple ideas: who we were talking to and why a piece of content existed.
Content was grouped by audience and theme, giving the marketing coordinator and the SEO agency clear guidance on what to prioritise. Planned content created a baseline of consistency, while reactive content was still encouraged when needed. The difference was that ad hoc posts were categorised within the same structure, rather than sitting outside it.
Measurement focused on directional signals by audience and theme, not on optimising individual posts. This allowed us to review performance in a way that informed future decisions without overcomplicating the process.