7 years writing high-intent content
and building systems that scale
CONTENT WRITING
Citation-worthy content
GEO Writing and Optimization
Rippling | Unified HR, Finance and IT SaaS
The problem: Traditional SEO wasn’t enough. Users were starting to bypass Google and consult ChatGPT, Claude, and Perplexity to help with buying decisions. Rippling’s content ranked well but needed to be cited a lot more by AI answer engines.
Example article: Top 6 Gusto Alternatives & Competitors
My methodology:
- Deep competitor research: Analyzed product pages, customer reviews, support docs, and watched product demos to understand actual feature differences vs. marketing claims
- E-E-A-T signals: Added first-person experience, methodology transparency, customer testimonials with attribution
- Answer-first structure: Quick comparison tables upfront, then detailed breakdowns for easy AI extraction
- AI Citation Testing: Tested conversations across ChatGPT, Claude, Perplexity to map what triggered citations
What I learned:
- Clarity beats cleverness: AI engines prioritize straightforward and authoritative answers with transparent sourcing
- Structure is signal: Comparison tables, feature snapshots, headers make for citable data
- Common GEO content mistakes: Zero E-E-A-T, vague feature claims, missing competitor context, and buried key information
Scope: Wrote and optimized 30+ articles over 6 months. Built personal QA tools and documentation to scale output without sacrificing quality.
More ghostwritten samples and the skills they highlight:
- UKG vs ADP comparison – Technical enterprise SaaS analysis
- How to Run Effective Meetings – Original voice, practical advice and good content structuring
- Dayforce vs Workday – Strong narrative intro and product research
- Best Payroll Software for Small Businesses – Comprehensive buying guide
Long-Form Content for Enterprise SaaS
Directive | B2B Content Agency
Ghostwritten long-form articles for Directive’s clients. Research-heavy topics requiring technical accuracy and SEO optimization.
Available samples and results for one client, a CX SaaS:
- “Benefits of Customer Self-Service Systems” → SERP Page #1
- “How To Measure Customer Service” → SERP Page #1
- “Customer Experience vs Customer Success” → SERP Page #1
Wider B2B SaaS Content Portfolio
Other articles showing my range across verticals such as MarTech and sales enablement.
CONTENT ASSETS & PRODUCTION
I don't just write. I ship complete
General Ledger Templates + Full Article
Rippling | Unified HR, Finance and IT SaaS
The challenge: Finance teams needed practical general ledger templates, but most resources were either too basic or locked behind paywalls.
Example article: 5 Effective General Ledger Templates
What I delivered (end-to-end):
- 5 custom Google Sheets templates for different use cases: Business Ledger (3 connected worksheets), Money Ledger (2 worksheets), Payment Ledger (3 worksheets with aging analysis), Expense Tracking Ledger (3 worksheets with budget tracking), and Accounting Ledger (5 integrated worksheets with double-entry bookkeeping)
- Built from scratch with: formulas, automated calculations, running balances, trial balance verification, category summaries, professional formatting and branding
- Setup instructions & troubleshooting: Step-by-step guides built into each template
- Comprehensive 3,000+ word article: Explained when to use each template, with a decision tree to help readers choose the right one for their business stage
What this proves: I can build functional tools/prototypes solo or collaborate with your design and dev team for double the expertise. Either way, no bottlenecks.
SaaS Content Briefs
Optimist | B2B SaaS Content Agency
Challenge: Created detailed content briefs that helped writers write strategic content without from-scratch research.
What I delivered:
- Pre-researched data: Fact-checked stats and key points to add
- Product integration strategy: Mapped how to naturally weave product features into content with specific demo timestamps and reference articles
- Strategic framework: Client positioning, audience definition, reader goals, tone guidelines, and funnel stage alignment
- SEO specifications: Title ideas, meta descriptions, internal linking strategy, and more
- Legal compliance: Trademark disclaimers and proper attribution guidelines
Result: Briefs that saved time and maintained quality by eliminating back-and-forth clarification while ensuring content hit strategic goals and SEO performance targets.
CONTENT STRATEGY
From zero traffic to first page rankings
EdTech SEO Strategy → Position #1 & Featured Snippets
TertFinder | EdTech Startup
Challenge: Early-stage EdTech startup. Zero traffic, zero visibility, needed organic growth fast.
My strategy:
- Audience research (student search behavior and pain points)
- Keyword research targeting high-intent admission queries
- 40+ short-form ToFu/MoFu articles optimized for SEO over 1 year
- Headline optimization + strategic internal linking
- Content repurposing for social amplification
Results:
- Multiple Position #1 SERP rankings
- Featured snippets for competitive queries
- Traffic spike during peak admission season
Brand Positioning + Content Strategy
SameWoman | UK Virtual Healthcare Clinic
Challenge: Healthcare startup with vague positioning (“we serve women”). Needed to clarify target audience, messaging, and content strategy before launching.
My process:
- Stakeholder interviews to define vision, mission, differentiation
- Deep customer research via message mining (SERP analysis + forums)
- ICP definition: pain points, psychographics, cultural barriers, dream outcomes
- Competitive SWOT analysis
- Content roadmap: topics, formats, emotional takeaways
- Execution plan: goals, publishing cadence, team hiring needs, metrics
Outcome: Clear positioning statement, defined target audience, and complete social media-focused content strategy ready for execution.
CONTENT REFRESHES
Turning existing content into conversion engines
Website Copy Refresh + Feature Page Creation
Engage | Customer Engagement Platform
Challenge: SaaS platform expanded product features and needed customer-friendly copy for 10 new feature pages + a homepage revamp. Timeline: 1 month.
My process:
- Discovery interviews: tone, services, target audience, USPs, pain points
- Audience research: geography, behaviors, professional status, barriers
- Competitive benchmarking: traffic, domain rating, top keywords
- Metadata optimization: new meta titles and descriptions
- Copywriting: homepage + 10 feature pages
Deliverables: Homepage copy refresh, 10 feature pages, complete SEO metadata
CONTENT OPERATIONS & SYSTEMS
My Content Operations Stack
AI/Automation Tools
Claude, Gemini, NotebookLM, Claude Code, Make, Zapier, n8n
Content Operations
Notion, Google Workspace, Airtable, Slack, Asana, Jira
SEO and Analytics
Ahrefs, SEMRush, Surfer, Clearscope, WordPress, Google Search Console, Microsoft Clarity, PostHog