How to Build a Content Strategy That "Drives Pipeline"

What It Covers

Sarah Latanzio explains how she built content strategy at a 700-person Swiss consulting firm by interviewing internal experts, creating topic clusters around business priorities, and establishing streamlined production processes that reduced expert time commitment while driving measurable pipeline.

Key Questions Answered

• •Expert collaboration framework: Took nine months to identify four key internal experts willing to contribute. Success came from finding people already active in industry associations or posting on LinkedIn, then making contribution easy through structured interviews rather than asking them to write.
• •Content production system: Replaced blank templates with detailed outlines containing target keywords, paragraph structure, and graphic placements. Experts provided thirty-minute recorded interviews that were transcribed and edited, reducing their time investment from two days to one hour per article while maintaining quality.
• •Topic cluster strategy: Built content clusters around specific business offerings rather than top-of-funnel topics. Example: Swiss data privacy law cluster included comprehensive guide, legal requirement deep-dives, GDPR comparison, and expert roundup, all interlinked with service pages, generating measurable consulting deals.
• •Cross-functional workflow: Involved designers and social media managers during article drafting phase in shared Google Docs, not after completion. This parallel workflow created automatic repurposing where each H1 became carousel content, eliminating post-publication planning meetings and accelerating time-to-market significantly.