Content Marketing Awards Best Special Topic Finalist

How do you help a risk-averse, detail-oriented audience trust a technology that changes how their work gets done?

This case study covers a full-funnel content campaign that ran before, during, and after a Tier 1 product launch. The product itself evolved during that time, from an AI-assisted research tool into a fully agentic AI tax workflow assistant. I led content strategy across every phase, turning complex product capabilities into audience-first thought leadership and campaign content that drove awareness, education, and pipeline growth.

In the lead-up to the 2024 U.S. presidential election, tax and accounting professionals faced mounting uncertainty about potential legislative changes that could significantly affect how they serve their clients. A critical opportunity emerged: become the definitive, trusted resource for professionals navigating this uncertainty—and be first to market with analysis the moment results were in.

This campaign spanned the full content ecosystem, from ungated thought leadership to gated premium assets, and required coordinating strategy across product, SEO, design, demand generation, and external partners.