Content Strategy

Content Strategy

Across my career, I've owned content strategy at a network level, mapping topics and structure to search intent and organic performance, and more recently, I've been building GEO capability, testing how content and brand presence surface across AI answer engines like Claude and Perplexity, not just Google. The two are converging fast, and I've made sure my approach converges with them.

Gisma University of Applied Sciences
Rather than producing content ad hoc, for Gisma, I built a content bucket strategy: grouping topics into clear, purposeful categories aligned to audience search intent and institutional priorities. This gave the content calendar structure and direction instead of reactive, one-off pieces, and it meant every article had a clear job to do within the wider strategy. The result was a significant, measurable rise in engagement, content that finally worked as a system, not a series of disconnected posts.

Digital Safety Communications Strategy
Cybersecurity awareness is a notoriously hard sell internally, dry, compliance-driven, and easy to ignore. I built a digital safety content strategy from the ground up, reframing the subject matter to actually land with a global, non-technical employee audience. The result was a significant improvement in engagement with cybersecurity content, proof that even the most unglamorous subject matter performs when the strategy behind it is right.

SEO & GEO
I've worked closely with SEO and GEO teams across multi-brand, multi-market networks for most of my career, mapping content structure to search intent, monitoring organic performance, and adjusting strategy accordingly. As AI answer engines have become a genuine second front for visibility, I've begun building GEO expertise in parallel: understanding how content needs to be structured, sourced, and written to surface in AI-generated answers, not just traditional search results.