Laying the content groundwork for a young Geospatial Intelligence brand.
When I joined Echo Analytics, they were still in early-stage mode—with an ambitious product, a small but driven team, and no content infrastructure. As a B2B brand in a technical space, they needed to do two things fast: explain what they did clearly and show why it mattered. My job was to build that foundation from scratch and set the tone for how Echo would speak to the world.
The Challenge
Echo wasn’t struggling with product-market fit yet—they were still defining it. What they did need was visibility and clarity:
How do you introduce a geospatial intelligence platform to industries that barely understand the term?
How do you educate without overwhelming?
And how do you sound credible when your brand is new?
The Solution
I began with industry research and stakeholder deep dives. Working closely with the founders, product leads, and data scientists, I mapped out the industries we were targeting—logistics, urban planning, defense, and retail—and the challenges they faced that geospatial insights could help solve.
That research shaped our content pillars, which included:
Geospatial trends and explainers
Use cases and real-world applications
Thought leadership on data-driven decision-making
Product-specific insights in plain English
From there, I developed a content roadmap, tone guidelines, and a brand voice that was professional but approachable—technical enough to build trust, but friendly enough to stay human.
Execution
Blog Strategy
Built the blog from the ground up, including editorial planning, topic research, and SEO optimization
Wrote thought leadership pieces and deep dives designed to demystify geospatial concepts
Ensured each post was clear, well-structured, and actionable—with strong CTAs and shareability
Created tailored landing pages for key industries including retail, adtech, fmcg, and consulting
Translated complex product capabilities into accessible, industry-specific value propositions
Used real-world scenarios to show how Echo’s geospatial tools could solve common business challenges (e.g., footfall analysis for retailers, route optimization for logistics)
Ensured SEO best practices were followed while keeping the tone consultative and confident
Worked closely with designers and product teams to align copy with visual hierarchy and UX goals
Each landing page was designed for clarity and immediate impact—making it easy for visitors to understand Echo’s value at a glance. Explore the Retail page.
Launching the Newsletter
Created and launched Echo’s first-ever newsletter to reach clients and prospects directly
Established a consistent format featuring product updates, relevant case studies, and geospatial industry insights
Wrote in a tone that made complex topics digestible, helping to build trust and repeat readership
Building a Brand Voice & Style Guide
Developed a style guide to ensure consistency across blog posts, newsletters, product pages, and social channels
Helped shape a tone that reflected where the company was: confident but curious, smart but never smug
The About Us page introduces Echo Analytics’ mission, team, and guiding principles. Read more.
Additional Contributions
Built and implemented a complete social media content strategy
Set up scheduling workflows to streamline publication and repurposing
Collaborated with product and design teams to ensure content and visuals were aligned
The Results
By the end of my time with Echo Analytics, we had:
Improved organic traffic by 13% through SEO-led content
Launched a newsletter that increased lead acquisition by 10%
Created a consistent, scalable content ecosystem that could grow with the business
Positioned Echo as a credible voice in a complex industry—even without a large customer base yet
Most importantly, Echo finally had a way to talk about what they were building—and a growing audience ready to listen.
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A simple starting point for anyone new to geospatial intelligence.
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