Case Studies

All case studies below are from my time at Flywheel Digital as a Content Lead, Senior Content Lead, and Content Growth Lead.

Surgency: Building a Content Engine from Zero

Client type: Healthcare
My role: Content Growth Lead (SEO, editorial, lifecycle, systems)

The challenge

Surgency was an early-stage product with a minimal organic footprint and no editorial foundation. The goal was to build a content system that could support long-term inbound acquisition and qualified consult requests.

The approach

I designed and launched an end-to-end content engine from scratch, focused on compounding results rather than one-off wins.

Built the SEO and editorial foundation, including topic architecture and priority use cases
Developed high-intent, decision-stage content aligned with consult requests
Implemented AI-assisted briefing and content audits to accelerate output without sacrificing quality
Established performance tracking to guide iteration and expansion

The outcome

Grew the content program from zero to thousands of monthly organic visits within 3 months
Drove a steady increase in qualified consult requests, turning content into a primary acquisition channel
Created a scalable framework the team could continue building on without additional headcount

Example of high-intent, decision-stage content - Surgency.ca

PNC Learning: Lead Magnet Funnel

Client type: EdTech
My role: Content strategy, SEO, lifecycle & lead generation

The challenge

PNC Learning had strong expertise but lacked a structured content funnel to consistently attract, qualify, and nurture prospective customers. Content existed, but it wasn’t functioning as a system.

The approach

I restructured content around education-first trust-building, then connected it directly to lifecycle and email strategy.

Designed SEO-driven editorial content aligned to core learning needs
Created a lead magnet to capture and qualify inbound interest
Built supporting email flows to nurture subscribers toward paid offerings
Used performance data to refine content topics and conversion paths

The outcome

Lead magnet began consistently adding hundreds of new subscribers each month
Email became a meaningful revenue channel, scaling steadily over time
Content shifted from awareness-only to a repeatable, revenue-supporting funnel

Lead magnet pop up - Pnclearning.com

Teamtown: Decision-Stage Content That Supports Sales

Client type: B2B/SaasS
My role: Content strategy, SEO, sales enablement

The challenge

Teamtown needed content that didn’t just drive traffic, but actively helped prospects choose them during the evaluation phase. Sales conversations were happening, but content wasn’t fully supporting deal momentum.

The approach

I focused on decision-stage and comparison content designed to answer real buyer questions and reduce friction in the sales process.

Identified high-intent comparison and evaluation queries
Developed clear, structured comparison content optimized for SEO and buyer clarity
Aligned content closely with sales feedback to address objections and differentiators

The outcome

Comparison content became a key asset used by the sales team
Helped accelerate buyer decision-making and support deal closures
Positioned Teamtown as a credible, transparent option during evaluation

Comparison content - Teamtown.co