Challenge

I joined Leap Tools as the first content hire and was tasked with building Roomvo’s content program. There was no content strategy, blog, newsletter, press center, or attribution system. The website hadn’t been updated in years, and social media activity was limited to announcing trade show attendance.

Content wasn’t a priority. Trade shows were the primary channel, and no one could measure whether content was contributing to pipeline or revenue.

Solution

Strategy

I conducted a competitive content analysis, interviewed stakeholders across sales, marketing, and product, audited the website, and reviewed customer Gong calls to understand how buyers described their challenges.

The research revealed that nearly all organic traffic came from branded terms. Roomvo had little visibility for the high-intent, non-branded searches buyers used during evaluation. That insight shaped the entire content strategy and informed a full website rewrite around commercial-intent keywords.

I defined Roomvo’s core content pillars and developed a messaging framework, brand voice guidelines, and editorial standards. I worked with sales, demand generation, and product marketing to map content to each stage of the buying journey, aligning the program with pipeline needs rather than a publishing calendar.

As AI search began reshaping discovery, I developed an AEO strategy, optimizing content for AI-generated search experiences.

Content production

With the strategy in place, I founded the Roomvo blog and built a program covering the full intent spectrum: from top-of-funnel thought leadership targeting non-branded searches to mid- and bottom-funnel commercial content for buyers in active evaluation.

Alongside the blog, I built a portfolio of product explainers, customer interview videos, and over 30 case studies with partners including Rugs USA, Engineered Floors, Dal-Tile, Topps Tiles, MSI, and realestate.com.au. To maintain credibility in technical categories, I regularly interviewed engineers, product managers, and founders, and ghostwrote thought leadership under their names.

Proprietary research

The highest-impact single project was the Roomvo Flooring Trends Report: the home decor industry’s first consumer trends report built on proprietary AI visualization data.

I developed the concept and worked with the engineering team to analyze nearly 200 million consumer interactions across 49 countries. From that dataset, I identified the key trends, wrote all copy, and led design, distribution, and press strategy.

Distribution

I built Roomvo’s distribution system across owned, earned, and community channels.

I launched five email newsletters: one prospect newsletter and four customer publications segmented by partner type and segment. I worked with demand generation to build a buyer-stage nurture program and an ABM program focused on high-value accounts.

On social, I shifted Roomvo from a one-directional trade show announcement model to a community-first approach across LinkedIn, Reddit, and Facebook groups.

I expanded the Roomvo University program, running around 10 YouTube webinars annually that consistently drew hundreds of attendees. I also built an employee-generated content program that helped senior leaders grow their audience and extend Roomvo’s reach.

For communications, I developed a media relations strategy and industry network that generated earned coverage across podcasts and industry publications in North America, Europe, and Australia. I also ghostwrote bylined articles for founders and senior leaders.

Reporting

I built Roomvo’s first content attribution system, connecting HubSpot and Salesforce to track performance at the content level: views, prospect engagement, buyer-stage interaction, and contribution to pipeline and closed-won revenue.

The system changed how content was evaluated and invested in. Thought leadership accounted for over 30% of total content impact, reinforcing investment in non-branded search and expert content. Case studies emerged as a key driver of late-stage deals, leading to increased investment in that format.

Team building

To scale production, I hired the team’s first content writer and built a freelance network across writing, video, photography, and design.

Results

The content program contributed to $1.1M in closed-won revenue and $5.2M in influenced pipeline, becoming one of the company’s most important pipeline channels.

Organic search sessions grew 3.5x, and top-10 keyword rankings increased 4.4x. Content ranked in positions 1–3 for key non-branded informational and commercial searches and was featured in Google AI Overviews across evaluation-stage queries.

These search terms span the full intent range, from informational searches like “home decor marketing” and “augmented reality home improvement” to commercial queries like “best paint visualizer” and “best app to visualize flooring.”

Distribution scaled significantly across channels. Social following grew 4.3x and impressions increased 10x across LinkedIn, Instagram, Facebook, and YouTube. The five newsletters consistently outperformed benchmarks, including a 31% open rate and 16% click-through rate for customer newsletters distributed to over 7,000 partners.

The Roomvo Flooring Trends Report generated over 300 qualified leads, while the broader communications program drove over $1M in earned media value.

The program also supported Roomvo’s expansion into the real estate vertical through case studies and co-branded content with platforms including Redfin, Rightmove, and REA Group.

What made it work

The program succeeded because content was never treated as a standalone marketing activity. Sales, marketing, product, and customer insights all informed the strategy, while attribution made it possible to identify what was influencing pipeline and revenue.

That created a feedback loop: attribution revealed what buyers responded to, and the strategy evolved accordingly. Instead of optimizing for traffic or engagement alone, the team could see which topics, formats, and channels influenced opportunities and closed deals, then invest more heavily in what worked.

The difference wasn’t the volume of content produced, but the integration between strategy, distribution, sales, and measurement. Many companies treat content as a publishing function. At Roomvo, it became a measurable driver of pipeline, revenue, sales enablement, customer education, and market expansion.