Campaign strategy + content development

Campaign strategy + content development

Multi-channel demand generation campaign

Designed and executed a content-led campaign to drive awareness and conversions for a legal tech product

Results at a glance

Increased pre-engagement inquiries within the first quarter

Improved lead quality and conversion rates

Delivered measurable ROI on a limited campaign budget

The challenge

A legal technology company wanted to change how arbitration professionals engaged with its services. Many clients waited until late in the process to request support, which limited operational readiness and affected client outcomes.
The goal was to educate the market on the benefits of early engagement and convert awareness into measurable demand.
My approach

I developed a multi-channel campaign designed to inform, engage, and convert. The work included defining the messaging framework, designing the campaign funnel, and overseeing content production across multiple formats.
I led the creation of long-form articles, a downloadable guide, and supporting nurture emails to move prospects through awareness, consideration, and conversion stages.
Outcome

The campaign successfully increased awareness of early engagement practices and encouraged behavioural change within the target audience.
It extended the average lead time between initial inquiries and service requests, improved lead quality, and demonstrated the effectiveness of a cost-conscious, content-driven campaign model.

Highlights

Full-funnel campaign design

Built a connected journey from awareness to conversion with clear messaging and measurable goals.
Multi-format content strategy

Researched and wrote content assets and nurture sequences that educated and converted prospects.
Arbitration Checklist
Audience engagement uplift

Drove stronger early-stage engagement and improved lead quality through focused storytelling.