Case study 01 / Content marketing & demand generation
Wit & Wire
Content-led acquisition for a new signature offer
Context & approach
A creator-marketing business was exploring a second offer for consultants and lifestyle experts who wanted to launch course-based businesses.
- Conversion engines
- 2
- Connected content formats
- 4
- Paid enrollments / launch
- 10–15
Context
- Wit & Wire already had a signature offer for people who wanted to launch and monetize a podcast.
- It was exploring a second offer for experts—from career and life coaches to gardeners—who wanted to turn their expertise into a course.
My role & approach
- Created the opportunity by pitching a nights-and-weekends apprenticeship to learn creator marketing directly from the founder.
- Helped build the content engine for the new offer: mapped buyer questions, planned topic coverage, and connected assets to two conversion paths.
Buyer questions—not a publishing calendar—determined what we created.
I mapped coverage across the buyer journey, then turned high-intent questions into topic clusters and educational content.
Aware → Evaluate → Compare → Decide → Post-purchase
(unaware → problem → solution → product aware)
Consultants · Coaches · Lifestyle experts
Those questions became topic clusters:
- Course-platform selection
- Email marketing
- Audience building
- Lead-magnet creation
Content assets fed two conversion engines, then branched by lifecycle state.
Outcome
Connected content journey
- Educational content fed a webinar engine and a gated email mini-course.
- The connected journey contributed to 10–15 paid enrollments per launch.