How did I plan content? My approach followed Flexport’s vision of interoperability for all global trade stakeholders. For content, this meant building pillars and paths that let audiences discover the power of supply chain centralization. Another key value driver was Flexport’s ability to act as an extension of customers’ teams. I aligned with that value by creating content with consultant-level expertise audiences couldn’t find elsewhere.

STRATEGY

Freight Forwarding Many customers just want to know where their shipments are, so they can verify goods will arrive without exceptions. Product web pages addressed platform capabilities like visibility and collaboration, but real-world impacts still occur frequently. If a trend, outlier or event created a high risk of exceptions, I covered it on Flexport’s blog with solutions to mitigate risks. Scenarios changed rapidly — often within days—so these pieces were crucial to building trust. We measured these assets by engagement using Amplitude. Depending on various signals, I would create article clusters with updates or deeper dives.

Case Study When the Ever Given crashed in the Suez Canal, it represented a business catastrophe and an engagement opportunity. I created a content series of updates and articles highlighting Flexport’s unique industry position. Behind the scenes, this took close teamwork across a chain of insights and careful timing that prioritized client needs.

STRATEGY

Global Trade As Flexport grew, customers required education on how niche offers, like product classification or compliance, could benefit their business. Flexport has high volumes of first-party data, so I developed pillars based on cross-functional insights into product-market fit. We further used ahrefs for SEO discovery, Google Search Console for health checks, and tracked conversion paths using Amplitude. Based on which pages acquired traffic, we cross-linked content across other pages and added hand-raiser CTAs. We also linked content in the Flexport Platform, in webinars and on Freight Market Update resource pages and emails. As demand evolved, white papers elaborated on new business cases and cross-linked with other resources. We gated high-value assets for lead generation for up to 3 months and then ungated and cross-linked them to continue search optimization.

Case Study The U.S. Harmonized Tariff Schedule underwent a major update in 2022, impacting tens of thousands of product classification codes. I created multiple content assets and paths to drive interest in Flexport’s product classification solutions. This push required ongoing agility: We aligned strategy and production closely with distribution, because the U.S. International Trade Commission updates their own updates so frequently and suddenly that longer lead times risked investing in outdated content assets. Below is a selection of what ran.