Building a Content Marketing Product to Scale Agency Growth
I partnered with the Director of Content Marketing to design and launch a content marketing platform that improved team efficiency, simplified client collaboration, and helped scale the agency’s content and social offerings.
What started as a request to “make spreadsheets look better” eventually evolved into a fully realized product that’s still used today.
Project Role
Product Strategy & Planning
Business Strategy & Growth
UI/UX Design
From Excel Spreadsheets to Profitable Agency Digital Product
Originally, content calendars were managed in Excel spreadsheets. As the number of clients grew, this started to create friction for both the team and our clients. Feedback was scattered across emails, documentation became harder to manage, and scaling the process became increasingly difficult.
The Director of Content Marketing first came to me to see if we could improve the presentation. I created a set of designed templates in InDesign and developed a structured approach that allowed spreadsheet data to be imported directly into polished, client-ready reports.
This worked well for a few years and improved the client experience, but the underlying challenges remained. We were still juggling multiple documents, approvals were slow, and the process wasn’t built to scale.
Seeing the Opportunity
After working with this system for a while, I proposed building a digital product that would bring everything together in one place. The goal was simple:
Reduce documentation
Improve collaboration
Streamline approvals
Make it easier to scale content services
I partnered with the Director of Content Marketing to shape the idea and presented it to leadership. Initially, the proposal was declined due to cost & resources.
Rather than dropping the idea, I continued working on it as a side project. Over the next year, I created interactive prototypes and collaborated with development to better define how the product could work.
When we presented the concept again, this time with a clearer plan and working prototypes, leadership approved moving forward.
My Role
I co-led the initiative alongside the Director of Content Marketing. My role included:
Defining product vision and requirements
Designing early concepts and prototypes
Collaborating with development on technical approach
Providing creative direction to the lead designer
Helping define internal workflows and processes
Supporting rollout and adoption across teams
Cross-Team Collaboration
This product touched nearly every part of the agency. I worked closely with:
Content marketing
SEO and social teams
Account managers
Marketing managers
Development
Agency leadership
Because the platform impacted both internal workflows and client collaboration, getting alignment across teams was critical.
Impact
The impact went beyond improving workflow. The platform helped the agency scale its content and social offerings in a meaningful way.
Content and social clients increased by more than 2x
Cross-selling content clients into social became easier
Project managers spent less time managing communication
Team efficiency improved across departments
Documentation and spreadsheet management was reduced
Overall agency revenue increased
The platform is still used today and is the backbone of the agency to manage content marketing and social strategy for clients.