Case 02Content strategy / Editorial systems

Less content. More system.

Building a Content Engine

A repeatable system that produces relevant content, in multiple formats, for multiple audiences, across regions, without ballooning headcount or budget.

Role

Global Marketing Manager, Anitox

Context

Anitox: a science-led, international B2B business serving the poultry and animal feed industries. Five years of work across regions, species, and production types.

Disciplines

Editorial strategy · Campaign planning · SEO · Email · PR

Responsibilities

— Editorial planning two quarters ahead
— Campaign theme architecture
— Cross-channel repurposing
— Regional adaptation

i. The business question

Multiple species, production types, regions, and commercial priorities all needed content. Starting from zero every quarter wasn't sustainable.

The goal wasn't more content. It was structured reuse, consistent cadence, and relevance at scale.

ii. The thinking

Themes over tactics.

Each quarter anchored on a small number of core narratives that could support dozens of downstream assets.

Formats made to repurpose.

One idea → blog → email → social → SEO landing page → PR mention. Reused intentionally, not recycled lazily.

Global consistency, local flexibility.

The structure stayed the same; the message adapted by audience and region.

Discipline over volume.

Publishing stayed consistent without flooding channels or exhausting resources.

iii. The work

8–12 distinct campaign themes planned and executed each year, with two quarters mapped in advance.
Blogs, newsletters, PR, social posts, and landing pages deployed every month for 10+ audience segments.