Building a Top-of-Funnel Content Engine at Spiff.png

Case Study: Building a Top-of-Funnel Content Engine at Spiff

Client: Spiff
Role: Social Media & Community Lead
Timeline: 2021–2022
Focus: Content strategy, top-of-funnel creation, voice consistency across channels

💬 The Challenge

Spiff was in hypergrowth mode—and needed a content system that could keep up. While the product was strong and teams were scaling fast, the brand’s top-of-funnel content lacked consistency, clarity, and strategic intent.

We needed a way to drive awareness, build authority in the RevOps space, and support growth through thoughtful storytelling that could scale across blog, social, and community.

🧠 The Approach

I built Spiff’s top-of-funnel content engine from the ground up, designing systems that made it easy for teams to share one consistent, conversion-aware narrative.

My work included:

Leading the blog strategy and writing content designed for RevOps, finance, and sales personas
Producing case studies, white papers, and brand storytelling assets aligned with product positioning
Designing an editorial calendar in partnership with product marketing and demand gen
Creating an internal content repurposing framework to turn long-form into LinkedIn posts, social threads, and internal enablement content
Aligning tone and messaging across departments with style guides and feedback loops

I also worked closely with the community team to infuse customer voice and thought leadership into every layer of our strategy.

✏️ Voice Snapshot

“Let’s make commission feel less like calculus.”

This line kicked off a blog and LinkedIn campaign designed to simplify Spiff’s value proposition for finance and RevOps leaders. We leaned into clarity, wit, and empathy—humanizing a technical product without dumbing it down.

🔁 Repurposing Strategy

To make every asset work harder, I mapped each blog post or campaign to a content waterfall model:

Blogs → repurposed into social carousels, team Slack prompts, and email newsletter intros

Customer stories → adapted into stat cards, quote graphics, and advocacy-ready content

Thought leadership posts → turned into blog intros or follow-up posts from execs or product team leads

This allowed us to publish smarter, not just more often—and scale content without burning out our bandwidth.

📈 The Results

Increased blog traffic 3x within 60 days

Boosted LinkedIn engagement by 70%

Laid foundation for future editorial growth and cross-functional alignment

Contributed to a higher-performing nurture funnel through blog-to-email alignment

Influenced the way content was reused across sales decks, product launch collateral, and enablement assets

🛠️ Tools Used

Google Docs, Canva, ChatGPT, Slack, HubSpot, Notion, LinkedIn Analytics