Content Operations & Governance · Pluralsight
Building a Scalable Content Strategy Program
As Pluralsight expanded its B2B marketing efforts, the organization created its first dedicated Content Strategist role to align content strategy across SEO, brand, demand generation, product marketing, and creative. In this role, I built the processes, frameworks, and governance systems that transformed content from individual projects into a scalable marketing function supporting both enterprise and individual customer acquisition.
Challenge
Content creation was distributed across multiple teams, internal writers, and more than 35 subject matter experts. The organization needed a unified content strategy that could support multiple audiences, standardize messaging, improve collaboration, and connect content efforts to broader marketing objectives.
My role
As the company’s first dedicated Content Strategist, I led content strategy and operations for B2B marketing while collaborating across the broader marketing organization. I worked closely with executive leadership, marketing directors, SEO, Product Marketing, Demand Generation, Brand, Creative, and external subject matter experts to build scalable content systems.
Strategy
I focused on creating repeatable content operations that aligned strategy with execution. This included standardizing editorial planning, establishing governance processes, developing messaging frameworks, and ensuring content served audiences across every stage of the customer journey — from top-of-funnel educational content to mid- and bottom-funnel conversion assets.
Execution
Created and implemented:
- Editorial calendars
- Content brief templates
- Messaging houses for standardized copy development
- Team intake forms and workflow processes
- SEO content standards and evergreen optimization guidelines
- Collaborative workflows with Brand and Creative using Figma
- Content planning for blogs, lifecycle emails, promotional campaigns, and website initiatives
- Mentorship and strategic guidance for SEO analysts on metadata, hierarchy, and site optimization
Results
- Supported a content ecosystem reaching 200,000–300,000 monthly visitors
- Managed content contributions from two internal writers and more than 35 subject matter experts
- Oversaw or contributed to more than 100 blog articles
- Supported five lifecycle email campaigns, two quarterly promotional campaigns, and a major website revision
- Helped establish scalable content operations during a significant period of organizational transformation
Why it matters
This work demonstrates my ability to build scalable content operations that align writers, subject matter experts, and cross-functional stakeholders around a shared strategic vision.