How a website rewrite turned into a two-year collaboration
Leadinfo wanted to reach new markets in the EU and the US, generate more leads, and outrank bigger competitors using content marketing and SEO.
After Leadinfo’s rebrand, the goal was to increase visibility. Without an in-house marketing team, there was no content strategy or system to support it.
The challenge
The goal
30,000 website visitors
The blogs consistently brought people to the site throughout the year. This steady flow of visitors helped Leadinfo get in front of new audiences without paid campaigns.
45 keywords
One blog now ranks for 45 different keywords, with 10 appearing in the top 20 search results. Bringing in 200 website visitors per month.
700 to 2,000+ followers
Their LinkedIn company page more than doubled in 18 months. This gave Leadinfo a bigger platform to share updates, amplify content, and connect with prospects.
The Results
The process
Building a content system from the ground up
We started by creating tone of voice guidelines that the entire company could actually use (simple, clear, and practical). Then I trained everyone from marketing to sales to product on how to sound like Leadinfo.
Once we had that foundation, I built out their content strategy, aligning everything with business goals and defining content pillars to build topical authority. I implemented a content distribution strategy and set up a content calendar and topic bank in Notion for cross-team collaboration.
Then I executed on the strategy by publishing blogs, managing monthly check-ins to track progress and adjust tactics, and coordinating two freelancers for localization to ensure quality across Dutch and English content.
What started as a website rewrite turned into a two-year partnership. We didn’t just create content; we built a system that could scale.
That meant setting up a shared database where teams could pitch and develop content ideas. Each department could submit content ideas through a central database, with clear ownership and context on why the idea mattered. This made it easier to assess relevance, prioritize ideas, and avoid duplicate or unfocused work.
Alongside this, the newsletter and onboarding email flows were standardized, and performance was tracked in a single analytics dashboard. Internally, this gave the team clarity on who contributed what, why it was created, and how it performed over time.
And our efforts paid off. Leadinfo reached page one of Google for competitive keywords and expanded its visibility across European markets.
Here's what they said
"Livia's been a powerful addition to the Leadinfo team for last two years, and it couldn't be easier to recommend her.
She set strong content foundations early on, from tone of voice and style guidelines to a clear SEO-driven content strategy. Her work across blogs, LinkedIn, and email was always well-researched, engaging, and aligned with our goals.
She also adapted quickly to shifting priorities and successfully managed other freelancers, showing strong project management skills.
Lastly, she also managed two other freelancers for different markets. Highlighting how Livia is not only a great content writer but also a good project manager.
Ultimately, Livia has jumpstarted Leadinfo's content marketing game."
- Michiel, Head of Marketing at Leadinfo