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DANIELA OCHOA

DANIELA OCHOA

project #4: CONTENT ENGINE

Growing a Scalable Content Engine to Drive Qualified Traffic and Conversion

role

Content Strategist
(strategy, operations, freelancer management, execution, CRO, measurement)

scope of work

  • Content strategy
  • SEO
  • AEO
  • CRO
  • Demand gen

15+ freelancers managed

150+ strategic blog articles

100+ lead magnets produced

End to end ownership of enterprise strategy

Situation

When I joined, Thinkific's content strategy was primarily focused on self-serve audiences, with limited emphasis on attracting higher-value, B2B and enterprise prospects. Thinkific Plus needed a distinct content motion to attract upmarket leads, support longer sales cycles, and build demand through thought leadership.

Challenge

Build a B2B-focused content engine within a self-serve-led organization: shifting editorial direction toward enterprise topics while scaling production, maintaining quality, and connecting every piece of content to measurable business outcomes.

Strategy

As the sole content marketer focused on the company's most premium product (Thinkific Plus), I developed a content engine built for B2B demand generation at scale, focused on shifting content toward upmarket topics aligned with ICP pain points, building a consistent narrative around positioning, and embedding conversion thinking into every piece from the start. This proactively supported a broader company shift toward upmarket growth well before it became an organizational priority.

Execution

  • Content strategy & planning:
    Owned  the strategy and aligned the content calendar to B2B and upmarket priorities.

  • SEO, AEO & lead generation:
    Developed blog and lead magnet strategy to drive qualified organic traffic.

  • Content operations:
    Managed 10–15 freelancers for anything from design to copy across a large number of active assignments. 

  • Workflow optimization:
    AI-assisted content workflows to scale production with a human touch, standardized editorial guidelines, writer and AI raining on positioning.

  • CRO & website: Improved blog performance, UX, and conversion pathways across site and landing pages.

  • Upmarket expertise:
    Became the go-to content expert for targeting upmarket audiences and Plus acquisition, educating team members as the ICP shifted and supporting cross-functional initiatives across the marketing org.

RESULTS

This engine shifted Thinkific's content footprint from self-serve to B2B.

It attracted higher-value prospects and supporting longer enterprise sales cycles before the broader organization made that pivot. The system continues to drive organic growth and qualified demand, and the operational framework enabled the team to scale without sacrificing quality or positioning consistency.

let's do this thing

I'm here to talk.

 About content marketing roles, strategic projects, and thoughtful collaborations in B2B and SaaS. I’m especially drawn to teams that are ambitious, building something that matters, and not afraid to do things differently.

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