Turning a Corporate Blog Into a Brand Statement
Feb 2, 2025
CMS13
A mid-size B2B platform came to me with a problem: their blog looked like a dumping ground for press releases and SEO filler. They had traffic, but zero trust — and nobody wanted to link to them.
What I did
I led a full editorial and design overhaul. First, I helped reframe the blog’s role: from “news” to “thinking space.” Then I collaborated with their internal designer to create a more visual, human layout — with editorial intro blocks, modular content cards, and soft CTA zones.
We rewrote 20 key articles, redesigned the taxonomy, and built a CMS system that could scale with their product updates.
Results
Time on page doubled. The blog started getting shared on LinkedIn — by actual readers, not just the social team. And the brand got their first earned backlinks from industry newsletters.
