Problems

Actian’s blog primarily attracted upper-funnel audiences focused on education and discovery. While traffic volume was strong, the content was not effectively guiding readers toward lower-funnel, high-intent environments such as product pages and LinkedIn. The challenge was to transform awareness into meaningful engagement and create a clearer pathway from informational content to conversion-oriented touchpoints.

Solution

I redefined the content strategy by introducing a more dynamic and shareable content language grounded in a holistic distribution approach. Beyond infographics and short-form videos, I also developed social-first assets such as LinkedIn carousels, ensuring each piece of content was designed for both reach and progression.

Every format worked as part of an integrated ecosystem: blog posts fueled visual assets, social content expanded reach, and each touchpoint strategically guided audiences toward product pages and LinkedIn. This transformed the blog from a standalone upper-funnel channel into a connected engine for awareness, engagement, and conversion.