How I Built a Scalable Content System to Reintroduce a Rebranded Consultancy and Fuel Pipeline Growth

Role

Led the design and execution of a post-rebrand B2B content marketing strategy to support go-to-market goals and drive qualified opportunities across key sectors.

The Challenge

After a merger and rebrand, Delve—a respected product design and engineering consultancy—needed to reintroduce itself to the market. The company had to reposition its brand across multiple sectors, expand client relationships, and support sales in a volatile economic environment. But its existing content strategy was fragmented and reactive, lacking the systems needed to drive visibility, clarity, and growth.

Strategic Approach

I designed a content strategy that repositioned Delve as a strategic development partner, with messaging aligned to business objectives across medtech, consumer, commercial, and digital health sectors. My approach emphasized:

  • Building a repeatable content system anchored in GTM themes and sector-specific messaging

  • Prioritizing high-impact formats (white papers, case studies, SEO blog articles, LinkedIn campaigns) to support brand visibility and sales enablement

  • Using AI tools like ChatGPT to scale content production while preserving editorial quality, voice, and strategic direction

Execution

  • Created a full-funnel content architecture with tailored messaging by audience segment (e.g., medtech innovators vs. commercial product leads)

  • Rewrote case studies and service pages to reflect GTM-aligned positioning and buyer intent

  • Launched a consistent blog and LinkedIn publishing rhythm, aligned to business development priorities

  • Produced gated content and nurture email campaigns to support lead capture and qualification

  • Built internal processes for SME collaboration, AI-assisted drafting, and editorial refinement to accelerate production without sacrificing quality

Impact

  • [Insert metric] blog traffic lift YoY, with multiple articles ranking on page 1 for target keywords

  • [Insert metric] increase in qualified lead conversions from content over [timeframe]

  • White papers and case studies selected as anchor assets for GTM campaigns and industry events

  • Content featured in ABM sequences, pitch decks, and outbound messaging across priority sectors

  • Established a sustainable, cross-functional content system still in use today

“Cara is a parachuter. Drop her into an ambiguous strategy, new platform, or untested tactics, and she’ll quickly produce on-brand, high-impact content. Our program succeeded because of her.”

— Andrew Averill

Former Senior Director of Marketing, Delve

Sample Deliverables

Web Case Study: Reprieve Cardiovascular

A GTM-aligned case study reframed to spotlight Delve’s role in clinical trial readiness and FDA approval—critical priorities for MedTech buyers. I developed both a concise web version and a detailed PDF to support SEO, sales enablement, and investor outreach.

[Insert link to web version]
[Insert link to PDF download, if separate]

Blog Post: How to Turn Niche Technical Expertise Into a High-Intent Content Asset

I structured this article to operationalize GTM messaging and convert quiet internal capabilities into a magnet for high-intent traffic. It demonstrates how content can be SEO-aligned and buyer-focused.

[Insert blog URL]

Email: White Paper Promotion

This targeted email introduced the “Designing for Manufacturing” white paper to MedTech prospects. I wrote and structured the email to balance click-through performance with editorial voice and positioning.

[Insert email screenshot or PDF snippet]

White Paper: Designing for Manufacturing in a Disrupted World

This anchor asset was developed to support Delve’s “Resilient Pipelines” pillar and address sourcing challenges in product development. It drove qualified downloads and served as the foundation for related blog, email, and LinkedIn campaigns.

[Insert link to PDF or gated download page]

LinkedIn Post: Event Recap – Wisconsin Digital Symposium

A high-performing thought leadership post crafted to amplify a keynote by Delve’s EVP of Strategy & Design. I used insight-led framing, eliminated outbound links, and emphasized real-world takeaways to drive engagement among MedTech and design leaders.

[Insert post URL or screenshot]

Content Strategy Visual: Pillar-to-Asset System Map

A diagram showing how one white paper served as the foundation for three blog posts, two LinkedIn campaigns, and a nurture email—illustrating how I designed content systems to scale strategic messaging across formats and teams.

[Insert link or embed visual]

“Cara has a gift for turning complex thinking into clear, compelling writing. Working together gave readers access to ideas that would’ve otherwise remained swirling in my head.”

— Taylor Cone

Former Director of Strategy, Delve