rf IDEAS, a logical access provider used by 90% of the Fortune 100, needed content targeted at original equipment manufacturers (OEMs) to support a paid media campaign. Messaging for this new, niche audience was still evolving, so besides writing a healthcare focused tipsheet, I stepped in as reviewer to ensure consistency across all deliverables created by the writing team, including a brochure, a manufacturing focused tipsheet, and blog posts focused on manufacturing and healthcare.

The result: A compelling, full-funnel content journey that exceeded goals, earning 5.5% CTR on Google Search and 2.2% CTR on Google Display in Q1 2025 and generating six leads so far in 2025.