Case studies

AKA: Results businesses care about

BHG Financial · 2025–2026

Building a B2C content engine from scratch for a fintech lender

The challenge: BHG Financial needed to shift its content focus from medical and business loans to personal loans and debt consolidation for prime borrowers — a new audience, a different tone, and a highly competitive SERP landscape. There was no existing blog infrastructure or content strategy for this segment.

What I did: Developed a multi-channel branded content pipeline targeting six-figure earners with low liquidity, collaborating closely with the senior manager of content strategy, as well as SEO, brand, analytics, and design teams. Wrote and optimized 120+ blog posts and landing pages, built a posting strategy on WalletHub that extended into Reddit, managed expert review and compliance workflows, and introduced conversion tactics on high-traffic posts to drive application starts. In 2026, we launched video initiatives that involved highly collaborative scripting. View author page.

ConsumerAffairs / Retirement Living · 2022–2024

Launching an editorial operation and growing domain authority

The challenge: Retirement Living was an editorial brand within ConsumerAffairs, covering personal finance, senior health, and e-commerce for the 60+ audience. It had an established affiliate program, but no formalized editorial team, no review infrastructure, and weak SERP presence for its highest-value content types.

What I did: Built the editorial operation from the ground up — recruited and managed 20+ freelance writers, editors, researchers, and fact-checkers. Launched an expert review board for buyer's guides and product reviews, scaled original reporting and data stories to drive backlinks, and developed affiliate partnerships in gold IRA and insurance categories.

• Buyers Guide example

• Brand review example

• Pillar content development methodology and development (updated under a different byline upon leaving)

Dot818 · 2024–2025

Building editorial quality infrastructure for three fintech brands — on a lean budget

The challenge: Dot818 was scaling three distinct brands at once — a POS financing for home improvement contractors site, a consumer home improvement financing site, and a fintech and alternative investing site — each with different audiences, tones, and regulatory considerations. Content was being produced by a distributed team of global writers working across all three properties with no shared quality standard, no editorial infrastructure, and a budget that didn't allow for a full-time editorial hire. This resulted in inconsistent quality, unclear sourcing expectations, and no repeatable process for bringing new writers up to standard quickly. Every piece required heavy intervention before it was publishable.

What I did: I came in as a contract content strategist and editorial systems builder — not just an editor, but the person responsible for defining what "good" meant across all three brands and making that definition scalable. Established a shared editorial foundation, with brand-specific style guides covering voice, tone, terminology, and audience, and distributed writer quality checklists: pre-submission, self-edit, and editor review — tiered by content type. The quality infrastructure I built became the foundation for onboarding new writers, briefing contractors, and maintaining consistency as the content operation scaled.