Overview
Content with a pipeline job.
Kestrel published steadily and measured little. Traffic grew; trials didn't. The audit found the cause fast: how-to content for users they already had, and nothing for buyers choosing a vendor.
I rebuilt their content pillars around the questions buyers ask before purchasing, sequenced a 90-day calendar, and gave every brief a conversion job alongside its keyword.
Publish less, convert more: twelve articles with jobs beat forty with hopes.
The challenge
Forty posts a year, zero influence on pipeline. Content chased top-of-funnel traffic while sales begged for comparison pages, migration guides and ROI proof.
The approach
Sales-call listening, lost-deal analysis and search-gap mapping. The new pillars — choose, migrate, expand — mirror the buying journey instead of the marketing calendar.
Outcome
What the engine delivered.
- Three buying-stage pillars replaced a grab-bag of topics; every new brief maps to one.
- A sequenced 90-day calendar with owners, deadlines and repurposing notes per piece.
- Comparison and migration pages sales had requested for a year — finally shipped and linked in outreach.
- A five-metric dashboard so content reviews discuss pipeline contribution, not pageviews.
