When I joined Wowza, the company was well known in developer circles but struggling to expand brand awareness with enterprise buyers. The technical nature of its products also required extensive education and product-led content to help even experienced users deploy effectively.

I led the development of a content strategy built on SEO topic clusters that balanced awareness-stage education with conversion-focused long-tail content. This approach established Wowza’s authority on high-volume searches while also driving free trial signups through bottom-of-funnel content.

To maximize reach, my team repurposed long-form pillar content into white papers, explainer videos, webinars, graphics, email nurtures, and social campaigns — creating a consistent message across every channel. By treating content as a product in its own right, we secured third-party mentions from analysts, competitors, and industry publications, further reinforcing Wowza’s expertise.