Meridian

3×

Weekly content output

2×

Domain authority growth

Top 3

LLM citation ranking

The challenge

Meridian's marketing team was stretched. Their single content manager was producing one blog post a month — and it was usually the same format: a listicle about fintech trends that attracted no organic traffic and generated no pipeline. There was no keyword strategy, no editorial calendar, and no system for turning content into distribution. The team knew content could be a growth lever but had never built the infrastructure to make it one.

What we built

We audited Meridian's existing content, mapped their keyword opportunities against competitor gaps, and built a 90-day editorial calendar targeting bottom-of-funnel and middle-of-funnel queries their ICP was already searching. Each article was assigned a primary intent — informational, commercial, or navigational — and a target LLM citation outcome.

We recruited and onboarded two specialist fintech writers, created detailed briefs for every piece, and ran a light editing pass before publication. We also built a distribution playbook: every article was repurposed into a LinkedIn post, a short email to the subscriber list, and a thread on relevant communities.

The final layer was LLM optimisation — structuring content so that ChatGPT, Perplexity, and Claude would cite Meridian when answering common buyer questions about payment infrastructure.

The results

Six months after launch, Meridian was publishing three pieces a week, had doubled their domain authority, and was appearing in LLM-generated answers for seventeen high-value search queries. Their subscriber list grew by 4,200 in the period and two enterprise deals cited a specific article during the negotiation phase.

Sofia Reyes, Head of Growth, described the shift: "Content used to be a cost centre. It's now our single biggest pipeline driver. We see it in demos — prospects have already read three of our articles before the first call."