With some exciting product launches planned for this year, i-nexus needed to fill content gaps around their offering – focusing on strategy creation. They were looking for someone who could create purposeful, top-of-funnel (TOFU) content that would support a wider shift in positioning, and help them expand into new markets.

I-nexus provides strategy software to enterprise clients looking to achieve more goals with less effort, driving operational excellence. Their tool simplifies the strategic management process, encourages cross-functional collaboration, and improves internal alignment when working towards strategic initiatives.

Sam Ancliff, i-nexus’ Head of Marketing reached out at the end of 2024, explaining the plans they had in store for the upcoming year. Their team is small but mighty, and with everything going on, they needed to outsource their content. The strategy was defined, and Sam knew exactly what they needed to get everything in place so they’d be ready to go to market with their new launches. 

The brief

I-nexus is currently undergoing a period of change. They have a strong foothold in their existing markets, but knew it was time to branch out and target new industries. To support this shift, they needed to broaden their content offering, moving beyond core functionality and into the wider world of corporate strategy. Think frameworks, guides, and key principles that would resonate with senior leaders building strategy from the ground up.

This is where I came in. Sam knew the topics that needed discussing but needed support in delivering on that strategy: well-structured, high-impact articles designed to engage, educate and convert.

The approach

This was a content-first marketing strategy at its core, with consistency, strategic alignment, and searchability all playing a key role. Articles are TOFU to catch the attention of both prospects and customers alike, while explaining key strategic concepts that are embedded into their product. All articles are written with senior decision-makers in mind, especially those who were exploring how to improve or rethink their approach to strategy creation.

The content had to sit between accessible and authoritative, while still speaking directly to senior stakeholders that desire operational excellence. Everything was written around the product and its functionality, without going too far into the technical side, or losing depth or clarity. I-nexus aims to educate with all of their content, not just written, regularly offering valuable resources to help the audience.

Articles were (and still are!) written with SEO in mind and published with regular cadence to keep momentum. However, beyond attracting organic traffic, the articles also had a secondary purpose… To train the AI model that powers i-nexus’ software – HOW COOL IS THAT?!

The result was a content engine that served immediate marketing needs while feeding into longer-term product and brand goals.

The outcome

In the span of just three months, the content began to show really strong performance, with two quickly hitting the top spot for the most viewed articles on their site this year. 

And that’s not all. I’m very pleased and proud to say that i-nexus are seeing conversions off the back of these articles, totalling three pretty soon after publication. While this may not seem like a high number, this is a strong foundation for the future (especially considering the short timeframe in which this was achieved, Feb - April 2025).

This is equally exciting as content is not a traditional lead generation function – it sits more in the area of brand and relationship building. That’s not to say that content can’t convert leads,  but should be considered as part of an omnichannel approach.

But the numbers were only part of the story. The articles filled key gaps in the content journey, provided structure around new product launches, and helped further establish i-nexus as a brand that wants to educate, with depth and insight, and not just tools.

In their words

“Genuinely couldn’t be happier with how things have been going. Organic traffic wasn’t the only goal — much of the content Kaytie’s creating is helping us close gaps for when we launch new products, but it gives us a nice metric to work from.”

“Working with Kaytie has been an absolute pleasure. In a relatively short time, she’s made a clear and measurable impact on our content performance. From strategic frameworks like the OODA Loop to more practical guides on retrospectives and risk analysis, her writing consistently blends clarity, structure, and insight, all while staying true to our brand voice.”

“Her content has already become some of our best-performing organic material this year, generating traffic and conversions, but perhaps more importantly, it’s helping us close critical content gaps. That kind of foresight and flexibility is hard to find.”

“Kaytie is responsive, reliable, and just gets it. I genuinely couldn’t be happier with the work she’s done for us.”

Sam Ancliff, Head of Marketing, i-nexus

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