Portfolio: Content Strategy, SEO/GEO/AEO, and Growth Marketing Work
The work below represents the range of what I build: content ecosystems that compound, AI-search-optimized programs that earn visibility in both traditional and generative environments, thought leadership that repositions how an industry thinks about a brand, and social and email strategies that grow communities around complex, specialized subject matter.
Each section is organized by strategic capability rather than by client. Where relevant, I have included the strategic context behind the work, not just what was produced, but the problem it was designed to solve and the thinking that shaped the approach.
Content Ecosystems & Authority Building
For decades, quantity was the hallmark of strong content marketing. That’s all changed in the last three years. The most durable content programs today are ecosystems where each piece reinforces the authority of the whole. These engagements demonstrate what it looks like to build topical ownership from scratch in competitive and technically complex markets.
Brooks Construction Services
Specialty Construction | B2B | 600% YOY Traffic Growth
The challenge: A specialty construction company with strong local reputation but near-zero digital presence needed to establish organic authority in a unique market (concrete dome homes and structures), and later, to enter an entirely new niche (renewable natural gas infrastructure) from scratch.
The approach: Built a content ecosystem anchored by pillar articles covering the brand’s core specialties, supported by a consistent cadence of targeted supporting content and a 2-3x weekly social program on LinkedIn and Facebook. Later executed a dedicated RNG campaign targeting investors and agricultural partners, building topical authority in a market the client had previously competed in only through partnerships.
The outcome: 600% year-over-year traffic growth from November 2021 to November 2022, with continued YOY growth through 2024. First-page rankings in multiple competitive construction niches. New RNG market entry content achieved first-page SERP positioning within six months and generated direct engagement from investors and project developers.
T3 Lining Supply
Industrial Supply | B2B | 374 Keywords in 90 Days
The challenge: A brand-new blog with zero domain authority, in a technically complex niche (trenchless pipe relining and rehabilitation technology) needed to establish search presence quickly against established competitors.
The approach: Applied topical authority architecture from day one: a structured cluster of pillar and supporting content covering the full landscape of trenchless technology questions, each piece built with structured answer formatting and AI-search-ready architecture that prioritized comprehensive coverage and entity clarity over keyword density.
The outcome: from 0 to 374 ranked keywords in under 90 days. Multiple first-page positions for competitive terms. Content from this program appears in AI overview results for target queries, a direct result of the structured, depth-first content architecture applied from the start. And both old and new blog content still outranks competitors in both traditional and AI search results, with compounding growth continuing long after the foundation was laid.
Technical Storytelling & Thought Leadership
The hardest content marketing challenge in specialized B2B markets is earning the trust of an audience that already knows the subject well. These engagements demonstrate the ability to absorb technically complex, legally sensitive, or scientifically grounded subject matter, and produce content that practitioners and subject matter experts find credible and worth sharing.
PharmChek®: The Super Meth Crisis
Legal & Clinical Compliance | Court Drug Testing Technology
The challenge: A court-focused drug testing company wanted to produce content on a highly technical, emotionally charged topic, the rise of P2P methamphetamine, at a time when most available coverage was either superficial or years out of date. The content needed to establish genuine authority in a field where the audience (drug court administrators, clinical professionals, and legal practitioners) would immediately recognize and discount anything that oversimplified.
The approach: Conducted deep independent research drawing on NIH data, investigative journalism, and expert sources. Synthesized findings into a comprehensive, data-rich exploration of the P2P meth crisis, including its chemistry, its behavioral effects, and its implications for drug testing and court programs, written to the standard of the audience’s professional expertise.
The outcome: Top-five SERP rankings for related keywords within weeks of publication. 400%+ traffic increase for the client. Quality backlinks earned organically. Content continues to rank and drive traffic years after publication and appears in AI-generated search results for queries related to P2P methamphetamine and drug court testing.
PharmChek®: A Donor’s Perspective
Thought Leadership | Brand Repositioning
The challenge: The client’s core product, a continuous drug monitoring patch used in court-mandated testing programs, was frequently perceived by program participants as a surveillance or punishment tool. The brand needed content that reframed the product’s purpose around recovery and dignity without being dishonest about its legal context.
The approach: Conducted original interviews with actual program donors (participants), drug court officials, and PharmChek® subject matter experts. Built a long-form narrative centered on the donor experience (what it feels like to use the patch, what it means for recovery, how it changes the relationship between the court system and the individual) supported by expert context and data.
The outcome: Content that meaningfully shifted brand perception within the target audience by centering patient voice. Served as both a standalone thought leadership piece and a basis for sales and marketing collateral. Demonstrates the approach to patient-centered and community-first content that healthcare and advocacy organizations require.
PharmChek®: Additional Thought Leadership
A selection of additional technical and demand generation content produced for this client, demonstrating range across content types and the ability to sustain a consistent thought leadership program over time:
- Combating Drug Test False Positives: Expert interview-based technical explainer addressing a critical audience concern, building credibility through data and direct expert sourcing. Read the Article
- The Sweat Patch Applied: Yuma County: Customer success story told through the perspective of county leadership, demonstrating product impact in a real program context. Read the Article
- Drug Testing for Marijuana: Demand generation content translating the science of THC testing into a clear product differentiation case, repurposed across sales and social channels. Read the Article
AEO, GEO, & AI Search Performance
This section highlights work where content architecture specifically designed for AI-driven discovery produced measurable results, including featured snippets, AI overview inclusions, and LLM citations alongside traditional first-page rankings. For a more detailed explanation of the methodology behind this work, see the dedicated GEO & AEO page.
AI Search Performance Across the Portfolio
Rather than presenting AI search performance as a separate category of deliverable, I build GEO and AEO principles into every content program from the brief stage. The results appear throughout this portfolio:
The T3 Lining Supply blog achieved AI overview inclusions for target queries within 90 days of launch, a result of structured answer formatting, topical depth, and entity-clear content architecture applied consistently from the first post.
The PharmChek® super meth article ranks in AI-generated results for queries related to P2P methamphetamine and drug court testing years after publication because the depth, original research, and expert sourcing make it citation-worthy to LLMs evaluating content quality.
These are not isolated wins. They are the consistent output of a content approach that treats AI-search readiness as a foundational discipline rather than a post-production checklist.
“Machine Mayhem”: AI Content Experiment
Clixable | Published Early 2023
The context: In early 2023, before most marketing practitioners were doing more than casual ChatGPT experiments, I spent a day systematically testing the content generation capabilities and limitations of large language models and documented the entire experiment, including a full AI-generated SaaS landing page mockup, in a published article.
Why it matters: This piece is not portfolio-worthy because of what it produced. It is portfolio-worthy because of when it was done and what it represents: a practitioner’s instinct to engage seriously with a new technology, stress-test it in a real content context, document the findings honestly, and publish a perspective on it before the consensus had formed. That is the same instinct that has driven the GEO and AEO methodology development that now runs through all of my client work.
Community & Social Media Strategy
Organic social media strategy that produces real community outcomes (program participation, audience growth, brand perception shift) requires more than a content calendar and consistent posting. These engagements demonstrate what audience-first social strategy looks like when the subject matter is complex, the community is specialized, and the measure of success is deeper than follower count.
Spero Stuttering, Inc.
Healthcare-Adjacent Nonprofit | Social Media & Email Marketing
The challenge: A nonprofit dedicated to building understanding and compassion for people who stutter, a condition affecting 1% of the population and frequently misrepresented, needed a social media and email presence that could serve two distinct audiences simultaneously: speech-language pathologists seeking evidence-based clinical practice resources, and people who stutter (and their families) seeking community, validation, and accessible information.
The approach: Researched evidence-based stuttering therapy practices through direct engagement with subject matter experts. Developed a content framework that balanced clinical credibility with community warmth, using platform-native formats on Instagram and LinkedIn to reach each audience in the right register. Built a direct engagement protocol for community interaction that prioritized authentic response over algorithmic optimization.
The outcome: 50% increase in educational program participation. 250%+ growth in social following on Instagram. New LinkedIn presence built from zero. Continued growth in newsletter subscribers and social visibility.
Demand Generation & Product-Led Content
Content that supports demand generation has a specific job: move a defined audience from problem-aware to solution-ready. These pieces demonstrate the ability to blend customer storytelling, product differentiation, and audience psychology into content that converts without feeling transactional.
Ox & Bull Trading Co.
Lifestyle E-Commerce | Demand Generation
The challenge: A high-end men’s accessories brand wanted to promote its customized product line, particularly cufflinks and personalized gifts, during the holiday buying season without producing content that felt like an advertisement.
The approach: Built a content strategy around personality, aesthetics, and sentimental value rather than product features, positioning the brand’s customization capability as a solution to the genuinely hard problem of finding a meaningful gift for someone who has everything. The resulting article blended lifestyle content with subtle product positioning, designed to be repurposed across social and email channels.
The outcome: Content repurposed into multiple social posts and a holiday email campaign. Drove measurable conversion activity during the seasonal buying window. Demonstrates the ability to make product-led content feel like genuine editorial value.
Brooks Construction: Green Agriculture Campaign
Renewable Energy | Demand Generation & Market Entry
The challenge: A construction company entering the renewable natural gas market needed demand generation content that would reach a specific buyer (investors and agricultural operations evaluating RNG infrastructure construction partners) while establishing the brand’s credibility in a field it had not previously competed in.
The approach: Developed a campaign-anchored long-form piece on green agriculture and anaerobic digestion that demonstrated the brand’s technical understanding of RNG systems while positioning them as a credible construction partner for this type of project. Designed for both organic search performance and direct use in business development conversations.
The outcome: First-page SERP positioning within six months. Direct engagement from investors and agricultural operations discovering the brand through the content. Foundation of a six-month campaign that established the client’s RNG market presence.
Looking for Something Specific?
If you’re evaluating this portfolio for a particular role or capability and want additional examples, case study detail, or context on a specific piece of work, I’m happy to provide it.
Connect on LinkedIn | Hire Me | GEO & AEO Methodology
How Do You Take a Brand-Spankin’ New Blog from Empty to 374 Keywords in 3 Months?
With the right strategy. I helped combine SEO and content strategies into a set of highly-targeted posts that offered more comprehensive information than 99% of the competition.
Now, only one quarter in, they’re seeing big increases in traffic, big wins for SERP features, and page 1 rankings for several difficult keywords.
Even better: the high-quality content and structure I’ve always used for articles has made it easy for their content to show up in (and often monopolize) AI overviews and LLM results.
That’s no accident: quality signals are integral in all my content marketing efforts because quality drives conversions.
How Do You Get a 600% YOY Traffic Increase With Content Marketing?
With a comprehensive and up-to-date content library and consistent social media marketing strategies.
I helped build a library of over 50 industry-leading blog articles that now dominate many searches. Paired with original social content to post 3x to 5x each week, this construction company has seen a 600% traffic increase from November 2021 to November 2022, all while battling significant competition in their niche and major Google search updates.
And as that library grows, old articles are refreshed and updated to better address their audience.
What Makes a Top-Result Page in a Highly Technical Market?
Top-tier research, a unique perspective, and a comprehensive analysis of industry impact.
When a court-focused drug testing company asked for a detailed article on a new and dangerous illicit substance, they didn’t realize it would become an authoritative piece for their industry in under a month. How did it end up within the top five results for its keyword so quickly?
Through detailed, industry-leading research compiled from top experts and stories around the topic. By gathering and presenting more information than almost any article on the topic, their new piece quickly ranked at the top of several SEPRs—even outranking the key sources within the article.
How Do You Build Compassion and Community in a Specialized Field?
Through deep conversations and regular communication with experts in the field who know it better than anyone else.
When a nonprofit dedicated to building understanding and compassion for people who stutter started looking for a marketing agency for their social media presence, we answered with sharp graphics and easy-to-understand copy. Each post helped spread knowledge of stuttering and evidence-based practices in therapy while simultaneously building a community of speech-language pathologists dedicated to seeking experience in the stuttering community to improve their approaches.
Since starting social and email strategies together, this nonprofit has seen a 50% increase in program participation, along with a 25% growth in their social following.
Thought Leadership
I’ve worked with several unique clients, and each strategy I’ve developed emphasizes high-authority content to build the brand’s reputation as a thought leader in their field.
From thought-provoking analyses of current trends and stats to unique perspectives on industry-specific topics, I’m designing content ecosystems that prove experience and authority through content that can’t be found anywhere else.
Beyond Judges: The Deeper Impact of Drug Testing
“A Donor’s Perspective” | PharmChek®
Seeing beyond punishment is a key aspect of this brand’s value proposition. And showcasing the positive effects of continuous monitoring helped them tell the story that courts may not see at first glance.
Through interviews with real PharmChek® donors, expert insights from drug court officials, and technical qualities that define the Sweat Patch as a testing standard, I developed an article that put the positive in front of the mandatory, allowing the brand to demonstrate the true value of their product: confidence that leads to lasting recovery from addiction.
Bringing Understanding to a Misunderstood Condition
Spero Stuttering, Inc. | Social Accounts, Email Marketing
Stuttering affects only 1% of the population, so it’s rarely represented or treated accurately. When Spero Stuttering came to my agency to improve their messaging and visibility via social media, I researched evidence-based approaches and listened to subject matter experts to create impactful posts that shine a spotlight on stuttering and the voices of people who stutter.
Through careful design, copywriting, and strategy, I helped this client grow their followings by 250% on one platform while establishing presence on a completely new platform. Today, they’re seeing continued growth in their newsletter and in their social visibility, leading to more participants in their educational development programs.
Testing the Limits of AI Content Creation
“Machine Mayhem” | Clixable, LLC
Shortly after ChatGPT hit the public, I took a day to test what it was capable of doing with the right prompting process. This article came from that experiment, including mockups for a fake company’s website to hold all the copy I co-created.
While much of my AI-enhanced workflow looks different today, this was a key moment in growing toward more robust AI incorporation and understanding.
Demand Gen and Product-Led Content
Moving visitors to customers is the entire purpose of content marketing, and I take that responsibility seriously. I intertwine customer stories with data and research to create content that is enticing, entertaining, and infinitely repurposable.
My clients don’t just see spikes in traffic. They see tangible gains in revenue.
Advancing Green Agriculture
“What Is Green Agriculture?” | Brooks Construction
During a content discovery interview, one of my owned accounts revealed that they wanted to expand into green agriculture through renewable natural gas (RNG) systems. They were establishing their reputation with a few local contractors and design firms but wanted to expand.
So we started a campaign focusing on RNG construction to highlight their unique market positioning in this field. A 6-month blast through blog and social media made it possible to snag top SERP spots within the market, specifically targeting investors interested in finding an experienced construction company for future projects.
The campaign allowed the brand to showcase their own expertise along with building thought leadership in the field of agriculture, renewable energy, and RNG solutions for farms and energy investors.
A Personal Touch with High-End Gifts
“Personalized Gifts for Men Who Have Everything” | Ox & Bull Trading Company
One of my clients wanted to showcase their customized men’s accessories in a classy, not-so-salesy way. Focusing instead on aesthetics, masculine fashion, and sentimental value, I developed an article that promoted unique cufflinks and other accessories as ideal gifts for the “man who has everything.”
Instead of a straightforward sales piece, this article focuses on personality matching with fashion, blending sentimentality with class. The article was also repurposed into several social posts and an email blast to help build momentum during the holiday buying season.
Promoting Advanced Drug Testing
“Drug Testing for Marijuana” | PharmChek®
A 30-year reputation as one of the most reliable and court-supported drug testing methods doesn’t guarantee a place in the market. For this drug testing company, I needed to help demonstrate the unique features that their sweat testing patch offers for marijuana testing.
Through expert interviews, careful research, and a thorough understanding of the science behind the patch, I developed an article that built out a case for using the PharmChek® Sweat Patch in place of urinalysis screening.
Not only does the article act as a standalone resource for web search traffic, but it also served as a basis for marketing and sales collateral and a hub for social content.
Technical Storytelling
Content is more than just sales collateral. It tells brand lore, industry insights, and compelling stories that build trust and reputation. And I love telling stories.
Even the most technical topics can become fascinating deep dives. They even make some of the best content for businesses. So I take the stories and combine them with statistics and deep research to create unique pieces that connect readers to the brand in more meaningful ways.
A Deep Dive into a National Crisis
“Super Meth Crisis: Why 96% of Seized Drugs Are Now This Variant”
This detailed exploration of what was a relatively unexplored at the time of publication has earned this client a 400% increase in website traffic, quality backlinks and social sharing, and a reputation for a leader in drug rehabilitation and cutting-edge research-based reporting.
From Failure to Success with a New Tool
“The Sweat Patch Applied: Yuma County” | PharmChek®
Yuma County’s juvenile drug court program was seeing big issues with their participants: recidivism, missed appointments, and difficulties with transportation and scheduling for court-mandated drug testing. They needed a solution.
My client’s unique drug testing product was the silver bullet that revitalized their program, created long-term success, and resulted in a nearly perfect program graduation rate. This article tells that story from the perspective of Yuma County’s leadership, as well as insights from PharmChek® experts.
Changing Perspectives with Expert Interviews
“Combating Drug Test False Positives” | PharmChek®
The client heard it all the time: what about false positive tests? It’s a real problem in legal settings, potentially levying penalties against otherwise innocent individuals. So I sat down with subject matter experts to learn the truth behind false positive drug test results—as well as the real issue: false negatives.
This data-driven walkthrough of testing issues and solutions helped my client establish a clear authoritative voice on this concern, as well as building a stronger case for switching from conventional testing and screening to their 24-hour monitoring solution.