Selected works
Building the content strategy behind Gravity Wiz’s #1 Acquisition channel: Organic Search
I built Gravity Wiz’s full-funnel content strategy around customer demand, ongoing product releases, and ecosystem signals. Organic Search remained the company’s largest source of both website traffic and first-purchase revenue and appeared consistently in assisted-conversion journeys.
Organic Search: top source of website traffic and first-purchase revenue
A consistent part of assisted-conversion journeys.
Context
When I started working with Gravity Wiz, they were publishing content and organic search was performing well — but there wasn’t a consistent strategy in place.
I was tasked with developing and leading the content strategy over a team to push organic acquisition as a leading source of revenue.
My role
I developed the strategy, led the content team, introduced new formats, and created systems for research, release content, and freshness.
Actions taken
- Researched the market and existing search performance with all tools at my disposal — including traditional tools like Ahrefs and Search Console, plus:
- Separated branded search from broader discovery.
- Surveyed customers to improve understanding of how they found and evaluated Gravity Wiz.
- Analyzed Gravity Forms community forums for recurring user problems and demand signals.
- Dug into existing demand across the niche Gravity Wiz operates in.
- Designed content formats for every funnel stage.
- High-level capability and thought-leadership articles.
- Original industry studies and first-party data.
- Customer Spotlights and other proof-led stories.
- Opinion-led pieces and product comparisons.
- Step-by-step guides for common workflows.
- Articles based on repeated support requests and known problems in the Gravity Forms ecosystem.
- Built out a release-content strategy with the CEO.
- Identified three relevant article concepts for each product release based on funnel stage and demonstrated demand.
- Developed product-led bottom-of-funnel content.
- Focused articles on completing a specific use case with Gravity Wiz products.
- Introduced a content-freshness process.
- Found outdated information, clearer methods, and opportunities to improve the value of established pages.
- Introduced process for support articles.
- When there is a repeated need for a solution in support conversations, this indicates the need for support-related content.
- Connected the roadmap to traffic, first-purchase revenue, and assisted-conversion behavior.
- Implemented SEO tactics to help drive on-site and on-page optimization.
- Optimized existing content for assisted conversions via CRO.
Results
- This content strategy kept Organic Search as Gravity Wiz’s #1 source of website traffic and first-purchase revenue by a wide margin.
- Organic Search also became a consistent part of assisted-conversion journeys.
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