Creating a Scalable Content Engine to Drive SEO, Enable Sales, and Build Trust

Challenge
To support our rebrand to Aprios Custom MFG, we needed more than a new look—we needed content that educated the market, built credibility, and generated leads. Our website had minimal SEO traction, and sales lacked modern, branded assets to support conversations with engineers and sourcing teams.

Approach
I designed and executed a comprehensive content strategy, authoring over 100 blog posts, and leading the development of 6 eBooks, 20+ sell sheets, and PDF guides—each with a distinct strategic goal:

• Blog posts focused on improving SEO rankings by answering engineers’ most common questions about injection molding and manufacturing. These posts also built domain authority and increased the chance of being found by the right leads.

• eBooks served as gated lead magnets to drive form submissions and brand expansion. Topics were chosen based on real-world sales conversations and customer concerns.

• Sell sheets and guides were built for sales enablement—clean, visual summaries of our capabilities that helped reps build trust and accelerate decision-making.
  

To ensure high-quality execution:

• I worked with our internal technical team to validate messaging and ensure accuracy

• Collaborated with a graphic designer to create visually compelling, on-brand layouts

• Used HubSpot to host blogs and CTAs, track form submissions, and support the sales funnel
  

Distribution Strategy

• Blogs were published on our HubSpot-hosted website, supported by SEO and email promotion

• eBooks were promoted through in-line CTAs and gated landing pages

• Sell sheets were handed out at trade shows, embedded in email follow-ups, and uploaded to key web pages with QR code access
  

Results

• 100+ blog posts published, each averaging ~10 qualified views, contributing to overall growth in website traffic

• Consistent eBook downloads via gated forms, generating SQLs and enriching our contact database

• Positive feedback from Sales who reported customers found the sell sheets valuable in decision-making

• Increased trade show engagement, with attendees praising the quality of the collateral and using the QR codes to visit the website
  

Key Insight
Content doesn’t just inform—it builds trust. By answering real questions and delivering polished, professional resources at every stage of the customer journey, I helped position Aprios as both a knowledgeable partner and a credible brand in the market.